SBD/May 15, 2014/Marketing and Sponsorship

Benjamin Moore Activates Around Cubs Sponsorship With Wrigley Painting Event

Benjamin Moore's paint will be used during Wrigley Field's renovation
The Cubs, "in their eternal search for sponsorship dollars," have "done the impossible: They marketed watching paint dry," according to Jon Greenberg of ESPN CHICAGO. As part of the season-long 100th anniversary of Wrigley Field, the Cubs and new sponsor Benjamin Moore yesterday "held an event at Wrigley's famous red marquee," where painters "turned the marquee green." The marquee paint "was chipped away to find the old green color" from the mid-'30s. Cubs VP/Sales & Partnerships Colin Faulkner called the deal "significant." It "certainly is for Benjamin Moore," as the Cubs "will use the company's paint" during the planned renovation of the ballpark. Benjamin Moore is "one of a handful of local sponsors, including Weber and Giordano's Pizza, that have recently signed deals with the Cubs, who are on pace for another 100-loss season to celebrate the 100th anniversary of Wrigley" (ESPNCHICAGO.com, 5/14).

CROSSEYED & PAINLESS: In Chicago, Rick Telander uses the Cubs' marketing event to tie into the team's performance and writes, "The Cubs, as I type this, reek." They are in last place in the NL Central, so it "is not a stretch to say" that they are "the worst team in baseball." This team is in the midst of "the worst four-year stretch in Cubs’ history, dating to 1876." These "are your Ricketts Years," and "what we have is ... green paint." Telander: "Oh, there are promises and bear-with-us-pleases and crooked smiles. Just wait. Hold on. Give us time. It’s coming soon. Next year. OK, two years from now. Three? Someday?" (CHICAGO SUN-TIMES, 5/15).
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