This new logo won’t help the White Sox shake their second fiddle reputation
These are exciting times to be a baseball fan in Chicago! The Cubs are just two wins away from their first World Series win in over a century. Even if they don’t win this year, they’ve got a core group of players that should make them contenders for the foreseeable future.
And the White Sox? They exist.
The south side team just sold the naming rights to its stadium to a mortgage company and the deal kicked in on Tuesday. The new sponsor wasted no time in putting an enormous metaphor on the side of the ballpark.
We’re excited to unveil the new Guaranteed Rate Field! pic.twitter.com/pAOXZM1R9h
— Guaranteed Rate (@GuaranteedRate) November 1, 2016
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The symbolism wasn’t lost on Guaranteed Rate CEO Victor Ciardelli.
“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,” Ciardelli told Crain’s Chicago Business. “The whole reason we’re doing this is to build national brand recognition.”
The Sox pushed back against the ominous symbol but the company told them to deal with it. Just pretend it refers to Chris Sale’s ERA instead.