BrandDunk

Branding the World of Sports

Posts Tagged ‘Wrigley Field’

Evaluating my 2009 Sports Marketing predictions

Posted by ZA on January 3, 2010

Time to take a look back and evaluate how I did on my 2009 predictions for the world of Sports Marketing. I posted my “bold predictions” on January 2, 2009 as a wide ranging look at some of the big moves I thought would happen in the industry.  I made seven predictions and wind up getting almost half of them correct.

Prediction: Tiger Woods will sign with Mercedes or BMW.

Result: This one did not happen, but who could have predicted the implosion that would happen to Tiger Woods the endorsement star in 2009.  Tiger is currently losing endorsements by the week, but I still think this prediction will eventually come true.  Companies will stay away from Woods for awhile, but when they do come back I expect Tiger to pickup a luxury car endorsement deal.

Prediction: Wrigley Field gets a new name.

Result: This one didn’t happen, although the Cubs were finally sold at the end of the year so it could be on-tap for 2010.

Prediction: AIG will end uniform sponsorship with Manchester United.
Result: I got this one right.  Shortly after writing these predictions word came out that AIG would discontinue their deal with Man U.  AIG actually just chose not to renew their deal, but close enough I got this one right.

Prediction: NASCAR will cut races.

Result: It was a tough year for Nascar with a tough economy and huge losses in the auto industry both hurting the sport.  The end result was that some races were not return to the schedule (e.g.- Milwaukee Mile in 2010).

Prediction: Reebok will be folded by Adidas.

Result: This did not happen, and with parent company, Adidas’ stock up 20% in 2009, the Reebok brand might be safe for awhile.  That said, I still think we’re still headed towards an Adidas versus Nike world, so at some point Adidas is going to put Reebok down.

Prediction: Under Armour will be acquired by Nike.

Result: This did not happen, but I still feel it’s one that could happen soon.  Under Armour’s stock is only up slightly since beginning of ’09 and UA stock took a pounding in October when they missed the mark with their expansion into running shoes.  Nike is still flying high and has a $30 billion market cap, so I think they eventually make this acquisition to eliminate a big competitor.

Prediction: David Beckham goes back to Europe.
Result: Nailed this prediction.  Becks came, he played a little bit and created a sensation.  Then David high tailed it back to the Spanish Premiere League.  I think Beckham likes the idea of playing in America, but isn’t really interested in doing it just yet.

Posted in Adidas, Apparel & Shoes, Golf, Nascar, Nike, Sports Brands, Sports Marketing, Under Armour, Venue Naming Rights | Tagged: , , , , , , , | 1 Comment »

Wrigley Field expansion on the horizon

Posted by ZA on May 26, 2009

Wrigley Field has been the home of the Chicago Cubs since 1916.  The park was build in 1914 at a cost of $250,000.  It currently seats just over 40,000 people.  It is the second oldest ballpark in Major League Baseball, just behind Fenway Park which opened in 1912.  Wrigley Field is one of the most iconic sports venues in the World.  So naturally it is constantly at the center of debates of how to change it for the better.

Andrew Ziola who runs a website devoted to building a public park in Wrigleyville across from the famous ballpark.  Andrew’s idea goes in contrast to what the Cubs and City of Chicago have agreed upon, a project called the Triangle building.  The purpose of the Triangle building is to provide to more revenue generation opportunities for the ball club, by building restaurants and other stores that would be accessible by fans throughout the year.

I think we know which concept has won; the writing is already on the wall that the Cubs will build the Triangle building.  It’s just a matter of when the new Cubs ownership kicks in the money to start the project.  Something the Tribune’s architecture critic, Blair Kamin, has said the Cubs need to do right away.  Someone just needs to break the bad news to Mr. Ziola.

I applaud Ziola for pushing forward a different concept, one that is more earth friendly and therefore greener than the alternative.  One that will obviously do more for the residents of Wrigleyville, who could get year round use out of a park.  But the problem with his ideas is that the Cubs and city are most interested in is the green that comes on dollar bills.  They need to develop the land across from Wrigley into the Triangle in order to house some of the amenities that many other modern stadiums can incorporate into their building.  Wrigley Field is a historic monument, so that limits the scope of changes that can be made to the structure.  There is no way to have the restaurants and shops unless the Cubs convert the parking lot across the street.  So it truly is the right decision for the Cubs to build the Triangle.  A park would be great, but unfortunately it cannot generate the revenue that a retail development can.  That’s just the world we live in and money helps make the world go round.

You can follow Andrew Ziola’s quest on Twitter (@wrigleyfield4u).   Follow BrandDunk on Twitter (@BrandDunk).

Posted in MLB, Stadium Construction, Venue Information | Tagged: , , | 1 Comment »

Budweiser gives up rooftop overlooking Wrigley

Posted by ZA on April 19, 2009

If you ask someone to name the brands most associated with Wrigley Field, that person would undoubtedly include Budweiser on their list.  That is because for years the King of Beers has been positioned in a prime location just across the street from Wrigley.  The iconic, red Budweiser sign was visible in the background of many photographs of the bleachers at Wrigley.  It has become part of the experience of attending a Cubbies home game.  Until now…

Anheuser-Busch decided to not renew the sign for the 2009 season.  A-B says they have sufficient signage within Wrigley Field that they no longer need the rooftop sign.  The Budweiser rooftop has been replaced with an advertising for Horseshoe Casino.  Me thinks this probably has something to “bitter contract dispute” that occurred between A-B and the building’s owner last fall.  Which needed a temporary restraining order from a Chicago judge to prevent the building owner from covering the Budweiser billboard during the Cubs playoffs run.

Advertising comes and goes.  Billboards are constantly being replaced.  So what is the big deal about this story?  I feel like the Budweiser rooftop belonged in the brand hall of fame.  It was an original idea that stood above the rest for decades.  It wasn’t so much an advertisement for beer as it was a part of the game day experience.  It will always rank as one of the top sports related branding vehicles in the history of advertising.

Posted in MLB, Sports Brands, Sports Marketing, Stadium Signage, Venue Information | Tagged: , , | Leave a Comment »