Changes in Naming Rights for a Historic Stadium
In a move that reflects both corporate branding strategy and a nod to tradition, the stadium known since 2017 as Guaranteed Rate Field will officially be rebranded as Rate Field in 2025. The adjustment follows Guaranteed Rate's decision to drop "Guaranteed" from its name, signaling a more streamlined corporate identity. This change marks the latest chapter in the storied history of a ballpark that has served as a landmark for baseball fans in Chicago since opening its gates in 1991.
Originally christened Comiskey Park II, the stadium carried this homage to its predecessor until 2003, when a naming rights agreement transformed the venue into US Cellular Field. This moniker held until the dawn of the Guaranteed Rate era in 2016. The upcoming change to Rate Field will continue the tradition of corporate partnerships while maintaining a connection with its Chicago roots — a factor emphasized by White Sox’s chief revenue and marketing officer, Brooks Boyer.
"Rate has long been a valued naming rights partner, sharing the White Sox passion for the Chicago community and sports fans near and far," Boyer remarked. "Like the White Sox, Rate is rooted in Chicago and committed to providing elite service to its customers."
The Future of Rate Field
The decision to rename the stadium comes amid significant developments for the Chicago White Sox. Historically, the stadium has witnessed numerous triumphs and challenges, and the current circumstances underscore a period of transition for both the team and its home. The ballpark's lease is set to expire after the 2029 season, presenting potential changes on the horizon for the venue and its role in the franchise's future.
Furthermore, the White Sox ended the 2024 season on a notably difficult note, recording an unenviable 121 losses. Such a record has instigated strategic moves within the team, including the recent trade of promising pitcher Garrett Crochet to the Boston Red Sox. These shifts suggest a restructuring phase as the team recalibrates its approach moving forward.
Despite these challenges, Boyer expressed optimism about the rebranded stadium's potential to offer a renewed experience for fans. "We look forward to welcoming fans to Rate Field to enjoy our ballpark experience, creating lasting memories for fans for years to come," he said. The commitment to enhancing the fan experience remains paramount, underscoring the organization’s dedication to community and sporting excellence.
Community and Tradition
The relationship between the White Sox and their stadium transcends mere naming rights. It embodies a deep-rooted connection with the Chicago community, resonating with generations of fans. As Rate Field emerges, it will uphold this legacy while adapting to contemporary demands and expectations. The retention of the "Rate" in its name symbolizes consistency amidst change, mirroring the organization's commitment to maintaining its Chicago heritage.
As fans anticipate the unveiling of Rate Field in 2025, the hope is that this refreshed identity will coincide with an upswing in the team’s performance, bringing about a new era of success and engagement for the franchise. This development is anticipated with both curiosity and optimism, promising to add another chapter to the rich history of Chicago baseball.