The White Sox yesterday announced a 13-year naming-rights agreement with mortgage lender Guaranteed Rate, which will see the ballpark "undergo a name change Nov. 1 from U.S. Cellular Field to Guaranteed Rate Field," according to a front-page piece by Chris Kuc of the CHICAGO TRIBUNE. Sprint "bought U.S. Cellular's spectrum in Chicago" in '13, and White Sox Senior VP/Sales & Marketing Brooks Boyer noted that the team "approached U.S. Cellular to end the deal early and find a new stadium sponsor." Guaranteed Rate was founded in '00 and is "one of the largest home lenders" in the U.S. While the sides "would not disclose the financial terms of the agreement, it includes broad marketing opportunities, both inside the stadium and through external media." Guaranteed Rate VP/Marketing Lynette Grinter: "There's significant in-stadium signage, behind-home-plate signage and merchandising. There's a lot of PR and community outreach opportunities and digital advertising." Kuc notes Guaranteed Rate has recently "beefed up its marketing budget with a national TV campaign and ads behind home plate" at 10 MLB ballparks. News of the name change "triggered immediate bemusement on social media with the hashtag #BetterSoxStadiumNames trending in Chicago" (CHICAGO TRIBUNE, 8/25). Boyer said the White Sox hoped to find a business with local roots and "put out some feelers." Boyer added that one of his first calls was "placed to Guaranteed Rate and it immediately felt like a good fit" (CSNCHICAGO.com, 8/24).
CHANGE OF DIRECTION: In Chicago, Scot Gregor notes White Sox fans on social media "mocked the Guaranteed Rate logo," an arrow "pointing down." Boyer said the team is working on "creating logos for the facility, which we're not ready to release." Boyer: "Obviously, what the goal is for Guaranteed Rate is make that arrow something that when people think of mortgages, it connects with their brand to that thinking." He added, "We hope that over the next 13 years ... that the arrow becomes something that symbolizes greatness in your mortgage experience, and hopefully we'll have the ERAs that follow that arrow." Meanwhile, Gregor notes to look for the name to be "shortened up like U.S. Cellular Field, more widely referred to as the Cell." Boyer: "I haven't spent a lot of time on Twitter. I've seen a couple of the really good ones and I've got a chuckle out of them. Is it G-Rate Field? Or The Rate? Those things grow organically, and the fans will ultimately determine that" (Chicago DAILY HERALD, 8/25).
LOW INTEREST: In Chicago, Paul Sullivan notes immediately after the announcement, "everyone in Chicago seemingly took to social media to come up with their own catchy nickname." Some of the nicknames included Guaranteed Loss Park, Low Interest Stadium and The Default (CHICAGO TRIBUNE, 8/25). Also in Chicago, Rick Morrissey writes, "Was Year End Clearance Stadium already taken? Going Out of Business Sale Park?" There are "brutal ballpark names, there are ballpark names that inspire feelings of despair and hopelessness, and then there is Guaranteed Rate Field." Morrissey: "You reap what you sow, and in this case what the Sox have sown is a stadium name that doesn't roll off the tongue or lend itself to an easier nickname" (CHICAGO SUN-TIMES, 8/25). The CHICAGO TRIBUNE's Phil Rosenthal writes, "This is the best the White Sox could do?" Guaranteed Rate Field "looks to be the clumsiest venue name in major American pro sports." Rosenthal: "What does Guaranteed Rate Field become? The Grate?" (CHICAGO TRIBUNE, 8/25).
JUST A SAMPLING FROM TWITTER: NPR's Scott Simon: "I hope @whitesox got a lot for it because Guaranteed Rate Field is just about the worst name I've heard for a ballpark." ESPN.com's Dan Szymborski: "Guaranteed Rate Field sounds like a sad lot on the edge of town that hosts a depressing third-tier carnival." ESPN's Sarah Spain: "'Guaranteed' to be half-full, amiright?"
