R.I.P., U.S. Cellular Field, we hardly knew ye. As of Nov. 2016, the Chicago White Sox’s stadium will have a new name. The team announced a partnership with residential mortgage company Guaranteed Rate on Wednesday. As a result, the White Sox will play at “Guaranteed Rate Field” in 2017.
Is it the worst stadium name of all time? That’s certainly up for debate. Most sponsored stadiums sound pretty dumb, and it’s not like U.S. Cellular Field was an exception there. Fans were definitely upset when the mobile phone company purchased the naming rights back in the day, and some opted to refer to the stadium as Comiskey Park long after that name was removed from the park. That said, the nickname “The Cell” eventually caught on, and that seemed to help.
As of right now, it’s unclear how to make “Guaranteed Rate Field” sound cool. That’s not the only problem, though. Take a look at the Guaranteed Rate logo. It’s not exactly an image you want to associate with an exciting, up-and-coming sports franchise.
Leave it to the White Sox to partner with a company whose logo is a red arrow pointing downward pic.twitter.com/iYXbNpSj3W
— MLB Insider Dinger (@atf13atf) August 24, 2016
Yeah. The Guaranteed Rate logo is a red arrow trending down. You can’t make this stuff up, folks.
In a way, it’s fitting. The White Sox have been in baseball limbo for years now. The club hasn’t made the playoffs since 2008, and can’t seem to decide whether to go all-in with their current core or completely tear things down. As the last two winters have proved, half measures aren’t going to lead to success.
The symmetry here is beautiful, though. Anyone who was watched the team over the past few years has realized the arrow has been trending in the wrong direction. Now, the Guaranteed Rate logo can really drive the point home!
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