The Cubs have signed a three-year, $3M partnership with Boeing that will create a series of military recognitions both at Wrigley Field and around the world. Activations will include a military salute in the fourth inning of every Cubs home game, a first pitch at every Sunday home game by either active or retired military personnel and the creation of several military-themed days in the team’s schedule. The agreement also is slated to include the creation of a VR experience from in and around Wrigley Field featuring Cubs players and coaches that will be shown at U.S. military bases around the world. The VR content will be developed during this season with a yet-to-be-determined vendor. Each activation will contain Boeing branding. The club’s efforts with Boeing are in addition to existing league-driven commemorations of military service. “Both of us wanted to do something more,” said Cubs Chair Tom Ricketts. “This one is a bit off the page [from a traditional sponsorship agreement]. But we think we’ve created something special to help recognize military service.” The effort also will involve the USO of Illinois, which includes on its BOD Allen Hermeling, Cubs Senior Dir of Corporate Partnership and Managing Dir of sister outfit Marquee Sports & Entertainment. Hermeling, a Naval Academy graduate, played a critical role in developing the agreement. Boeing Chair, President & CEO Dennis Muilenburg: “We thought a lot about a lot of different types of partnerships with the Cubs, and I’ve been friendly with Tom Ricketts for a long time. But as we discussed this, we both thought we could do something that could be really differentiated and convey a sense of support for our servicemen and women.” The company has more than 20,000 military veterans among its employees.
