Rising Tide for Rate Field as 2025 Name Change Looms
The historic ballpark nestled in Chicago's South Side is set to undergo another name change as it transitions from Guaranteed Rate Field to simply Rate Field by 2025. This change comes on the heels of Guaranteed Rate's decision to drop "Guaranteed" from their brand, reflecting both a strategic corporate move and the continuation of a valued partnership with the Chicago White Sox.
Brooks Boyer, the White Sox’s chief revenue and marketing officer, has emphasized the enduring relationship between the two Chicago-rooted entities: "Rate has long been a valued naming rights partner, sharing the White Sox passion for the Chicago community and sports fans near and far. Like the White Sox, Rate is rooted in Chicago and committed to providing elite service to its customers."
The ballpark has been a staple of Chicago baseball since it opened its gates in 1991. Originally christened as Comiskey Park II, it served as a homage to its predecessor, Comiskey Park, which hosted games for nearly eight decades. In 2003, the stadium underwent its first major name change, becoming US Cellular Field, a title that would stand until it transformed into Guaranteed Rate Field in 2016. Now, as the next iteration—Rate Field—takes shape, the essence of evolution seems woven into the stadium’s legacy.
A Rough Season for the White Sox
While the upcoming name change signifies a new era for the venue, the team is coming off a challenging season. The White Sox concluded the 2024 season with a staggering 121 losses, a statistic that has surely set off alarm bells within the organization's leadership. In the spirit of rebuilding and re-strategizing, the White Sox have made bold decisions, including the trade of pitcher Garrett Crochet to the Boston Red Sox, aiming to revitalize the team’s future roster.
Boyer's outlook remains positive and focused on the fan experience as he looks forward to welcoming supporters to Rate Field, stating, "We look forward to welcoming fans to Rate Field to enjoy our ballpark experience, creating lasting memories for fans for years to come." It's a forward-thinking perspective that keeps community engagement at the forefront, even amidst on-field struggles.
Looking Toward the Future
The ballpark's current lease will run until after the 2029 season, providing some stability as the White Sox navigate their path forward. With the stadium's backdrop continually evolving, the hope is that the team can reflect similar progress in its performance. The partnership with Rate remains a core element of their strategy, symbolizing not just a naming rights deal but a shared vision for excellence in their service to the Chicago community and baseball fans everywhere.
The name change to Rate Field could symbolize a fresh start for the White Sox and their devoted fanbase. As the new identity inherits the legacy of its predecessors, it aspires to create a venue that remains not just a place of past glories, but future triumphs too. While the stadium name on the outside may soon be shorter, the stories and memories crafted within its walls will continue to grow, just as they have for over three decades.