A Cell By Any Other Name?

By Benjy Lipsman in News on Nov 7, 2012 6:40PM



Photo by Benjy Lipsman

News broke this morning that mobile phone service provider U.S. Cellular is selling its assets in Chicago and number of other Midwest cities, effectively leaving the market despite their company's headquarters remaining here in Chicago. For Chicagoans who don't get their cell service from U.S. Cellular, their first question upon hearing this news is, "What happens to the Sox' stadium name?"

U.S. Cellular bought the naming rights to the former Comiskey Park in 2003, at which time it became known as U.S. Cellular Field. Or simply "The Cell." When asked on a conference call, U.S. Cellular's chief marketing officer David Kimbell, commented:

We have a long-term relationship with the White Sox. Even after this transaction, we're going to have 1,400 associates in Chicago so that relationship (with the White Sox) is not part of that deal and will not be changing.

While initial indications are that the name will remain despite the fact that White Sox won't even be able to purchase the product being marketed on the park, we wouldn't be surprised if that soon changes. Paying millions annually because you have some employees in the area seems pretty pricey, and there are much cheaper ways to attract new job candidates. As soon as the right offer comes along, we fully expect them to sell the rights.

So who might be a good replacement? We have a few suggestions:

Boeing Park - Known to be a hitters' park, slapping their name on the stadium makes sense as balls fly out of it on a regular basis like Boeing's jet fly around the world.

Cricket Stadium - Does a rival cell provider want to swoop in and claim the rights? Given how sparsely attended some games are even when the team is winning, Cicket might make sense.

Kraft Field - local food manufacturer Kraft is known for, among other things, their cheese. And what reminds people of cheese more than promotional nights like Elvis Night and Disco Night?

MillerCoors ParkField - Miller beer already has their name on the Milwaukee Brewers' home field, while the Colorado Rockies play in a stadium names after Coors. But MillerCoors, the parent company to both brews, calls Chicago home. So why not go for the two-for-one sponsorship?

Ballpark Obama - Sure, he's already won re-election and can't run for President again. But Barack Obama's a big White Sox fan, and given his popularity maybe honoring the 44th president with his name on the ballpark would help boost attendance. And while he's sure to have his name on a South Side Presidential Library at some point, perhaps it's not too soon to think about honoring him elsewhere, too.