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Key to success

HOUSTON – The champagne was still flowing fresh for the Chicago White Sox – make that the World Series champion Chicago White Sox – but general manager Ken Williams already was being asked about the future.

To be exact, the future of one player in particular: free agent slugger Paul Konerko, whose fate in so many ways will determine the future of this franchise.

Konerko, the first baseman who hit 40 home runs during the season and the dramatic grand slam in Game 2, is the White Sox's best offensive player. He also is, arguably, the most popular – the fans' "Paulie, Paulie" chants a staple of U.S. Cellular Field.

On Thursday, one day after leading the White Sox to their first championship in 88 years, Konerko filed for free agency, placing the ball squarely in his employer's court.

"We hope he will be back," Williams said after Game Four.

Chicago needs to do more than hope. They need to make it happen.

Konerko, for his part, says he is happy in Chicago, but business being business he has every right to test the free agent waters and see what bites. The Los Angeles Angels, among others, are expected to cast rather tempting bait, perhaps $15 million per year.

Which the White Sox better match, beat or effectively counter in some other way.

Much has been made of how the White Sox were not even the most popular team in Chicago, lagging in fan interest and media attention behind the cross-town Cubs. The reasons for that are numerous, from the Cubs' historic Wrigley Field, to its national television deal on WGN, to its location on the wealthier North Side of town.

But the Cubs didn't just win the World Series, and if the White Sox ever want to reverse the pecking order in Chicago, if they want to capitalize on this success, if they want to play the business side of baseball as effectively as Ozzie Guillen's team plays on the field, then now is the time to make a move.

They need to re-sign Paul Konerko.

Bringing him back would be a sign to fans that things are going to be different, that the White Sox are trying to be a legitimate, year-in, year-out power in the American League, not just a catch-lightning-in-a-bottle, once-in-a-generation team.

Keeping Konerko would be a show of strength to the Chicago market that while the Cubs may be a fun, loveable loser to root for, the White Sox are the team serious about winning.

The Sox won it all this year with, according to USA Today, a payroll of $75.1 million, the 13th largest in the majors.

As championship memorabilia flies off the shelves in Chicagoland, ticket demand for next year soars and the price tag for corporate partnerships rises, the Sox should reinvest in the future.

While market size remains a huge factor in what teams can and cannot pay on the open market, the ability to maximize your business rarely is discussed. But a smaller market team, or a second team in a large market, can gain ground off the field as well as on.

Two years ago the Florida Marlins won their second World Series, but rather than ride the momentum they continue to spend like a small market club ($60.4 million in payroll, 19th in the majors) and struggle to gather the political might to get a new stadium built.

Three years ago, the then-Anaheim Angels won their first World Series and every decision since, from spending on players to marketing throughout Southern California to changing their name to the Los Angeles Angels, has been about muscling in on the historic turf of the Los Angeles Dodgers.

The Angels may be way out in Orange County, but they don't act like it anymore. They made the ALCS this year in part because they spent over $15 million more than the Dodgers, who failed to make the postseason.

It isn't a coincidence that Konerko's most ardent suitor probably will be the Angels.

The Angels understand that winning trumps almost everything and thusly are trying to build a new fan base and switch old loyalties in L.A. The White Sox can do the same in Chicago, where the Cubs are run by a somewhat troubled Tribune Company whose media holdings, particularly newspapers, have seen better days.

Perhaps even three more championships wouldn't make the White Sox the first team in the Second City.

But if they don't act now, they'll never find out.