Menu
Facilities

Downward-Pointing Arrow Logo To Remain As Part Of White Sox' Naming-Rights Deal

Despite the "social media hullabaloo that erupted" when the White Sox' naming-rights deal with mortgage lender Guaranteed Rate was announced two months ago, the newly named Guaranteed Rate Field "still will carry the mortgage provider's logo -- a downward-pointing arrow," according to Becky Yerak of the CHICAGO TRIBUNE. Guaranteed Rate President & CEO Victor Ciardelli yesterday "stood by his decision to keep the downward arrow in the logo for the ballpark." He said, "We've had it for 16 years, and we're not going to change it." He added the White Sox "asked us if we'd change it, and we considered it and looked at different logos, [but] felt it was important to keep it the way it was, as much as some fans disliked the down arrow." Ciardelli: "We wanted to be consistent with the corporate image and the name." He added that since the naming rights announcement, Guaranteed Rate has "seen a pickup in website visits, leads and job applicants" (CHICAGO TRIBUNE, 11/1). Ciardelli said, "I know that there are fans that don't like the fact that there's a downward red arrow on the ballpark, but I have a hard time understanding the relevance between our mortgage company's main logo and how that negatively impacts the team or the fans. The whole reason we're doing this is to build national brand recognition." He added that the White Sox "suggested replacing the arrow with an image of home plate" (CHICAGOBUSINESS.com, 10/31).

SBJ Morning Buzzcast: March 18, 2024

Sports Business Awards nominees unveiled; NWSL's historic opening weekend and takeaways from CFP deal

ESPN’s Jay Bilas, BTN’s Meghan McKeown, and a deep dive into AppleTV+’s The Dynasty

On this week’s Sports Media Podcast from the New York Post and Sports Business Journal, ESPN’s Jay Bilas talks all things NCAA. Big Ten Network’s Meghan McKeown shares her insight into the Caitlin Clark craze. The Boston Globe’s Chad Finn chats all things Bean Town. And SBJ’s Xavier Hunter drops in to share his findings on how the NWSL is making a social media push.

Learn more about your ad choices. Visit megaphone.fm/adchoices

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Daily/Issues/2016/11/01/Facilities/Guaranteed-Rate-Park.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Daily/Issues/2016/11/01/Facilities/Guaranteed-Rate-Park.aspx

CLOSE