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Marketing and Sponsorship

Guaranteed Rate Sponsoring Event At White Sox Game Before Naming Rights Take Effect

Residential mortgage firm Guaranteed Rate “doesn't formally put its name on the White Sox ballpark until Nov. 1,” but the company is “hosting a Rock-n-Roll night at the ballpark Oct. 1,” according to Lewis Lazare of the CHICAGO BUSINESS JOURNAL. Guaranteed Rate CEO Victor Ciardelli has “promised the evening will be the first of many such sponsored events at the ballpark.” The night will “include performances by three local rock bands,” and following the game, fans at the park “will see a fireworks display and a highlight reel recapping” the White Sox season. Guaranteed Rate “has been busy trying to boost attendance for the upcoming Saturday party and game at the ballpark by using its significant presence in the Chicago market and widespread contacts to spark some excitement.” A Guaranteed Rate spokesperson said that by “offering a special 50 percent ticket discount and getting the company's own employees out and about to generate interest in attending Saturday's game, upwards of 7,000 tickets already have been bought for Rock-n-Roll night that otherwise might have not been” (BIZJOURNALS.com, 9/27).

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