The Cubs and Beam Suntory on Thursday announced a long-term sponsorship deal "making Beam the official spirits partner of the Cubs and Wrigley Field," according to Greg Trotter of the CHICAGO TRIBUNE. The partnership is in the "ballpark of seven figures annually and 10-plus years." Fans will "notice the upper deck Jack Daniels Patio renamed a yet-to-be-determined Beam moniker, as well as new signs along the third base wall, behind home plate and on the video board, among a slew of other marketing efforts." A new "Beam-branded private club for fans on the first base line -- perhaps the crown jewel of the deal" -- will debut in summer '19. The partnership for the Cubs is yet another step in "overhauling its sponsorship deals, part of a broader effort in recent years to improve the product both on and off the field." Beam brands such as Jim Beam, Maker's Mark, EFFEN Vodka and Hornitos tequila "will be featured at Wrigley." Beam will be the "11th legacy partner of the Cubs." The others are Advocate Health Care, American Airlines, Anheuser-Busch, ATI Physical Therapy, Nuveen, Sloan Valve Co., Starwood Hotels and Resorts, Toyota, Under Armour and Wintrust (CHICAGO TRIBUNE, 1/13). In Chicago, Lewis Lazare noted the upper deck patio at Wrigley also will "feature a Jim Beam theme for two seasons before the space's transition to an upper level club." The existing Hornitos Hacienda, dating from '15, will "remain in the left-field bleachers at Wrigley." Meanwhile, the Cubs said that Maker's Mark has "launched a Cubs-themed limited-edition bottle in liquor stores in Chicago, and a similar Jim Beam bottle is coming in the spring" (BIZJOURNALS.com, 1/12). Also in Chicago, Danny Ecker noted Beam previously had a "lower-level sponsorship deal with the Cubs, but shared the category with other liquor brands, such as Jack Daniels" (CHICAGOBUSINESS.com, 1/12).
