Global Brand
Sports Cathedral
Brand Awareness
Media
Experiential Activation
Case Studies
Partnership Summary
MAJOR LEAGUE BASEBALL TRADEMARKS AND COPYRIGHTS ARE USED WITH PERMISSION OF MLB ADVANCED MEDIA, L.P. ALL RIGHTS RESERVED.
MLB.COM | TERMS OF USE | PRIVACY POLICY
World Champions
World Championship Parade
The Park at Wrigley Field
Groundbreaking Opportunities
History Defied
Global Brand
Pop Culture Phenomenon
National Treasure
America's Sweethearts
Powerhouse Franchise
Cubs Faithful
Cubs Nation
Ratings & Attendance
Cubs On Sportscenter
Postseason Sportscenter
Baseball Dynasty
International Fanbase
Youth Participation in Baseball
Continue to Sports Cathedral
MAJOR LEAGUE BASEBALL TRADEMARKS AND COPYRIGHTS ARE USED WITH PERMISSION OF MLB ADVANCED MEDIA, L.P. ALL RIGHTS RESERVED.
MLB.COM | TERMS OF USE | PRIVACY POLICY
Wrigleyville
Wrigley Field
Iconic Entertainment Venue
Unparalleled Share of Voice
Historic Restoration
Revived Wrigleyville Campus
The Heart of Chicago's Sports & Entertainment
The Park at Wrigley
Year-Round Programming
Continue to Brand Awareness
MAJOR LEAGUE BASEBALL TRADEMARKS AND COPYRIGHTS ARE USED WITH PERMISSION OF MLB ADVANCED MEDIA, L.P. ALL RIGHTS RESERVED.
MLB.COM | TERMS OF USE | PRIVACY POLICY
Sports and spirits. It can be said that these simple pleasures, flavored with a heavy dose of camaraderie and passion, are the backbone of one of Chicago’s more unique neighborhoods: Wrigleyville. The history of Wrigleyville is inextricably linked to Wrigley Field. The culture that has evolved around the legendary stadium makes the Wrigleyville area a community unto itself.
Wrigleyville is packed with local restaurants, bars, and live music venues and is easily reached via public transportation. It is the sports and entertainment center of Chicago, and a natural gathering place for the city.
Wrigley Field was built in 1914, making it the second oldest ballpark in the majors behind Boston's Fenway Park (1912).
It’s ivy-covered brick outfield wall, iconic red marquee, and hand-turned scoreboard add to its all-American charm. Home to the Chicago Cubs since 1916, it is a treasured national monument.
Wrigley Field is host to select concerts and non-MLB sporting events. It remains America’s favorite venue for baseball.

"2nd Best Sports Venue in the World," 2011

"No. 1 MLB Ballpark," 2013

#1 Outdoor Music Venue," 2013
The value of being a brand partner at Wrigley Field is unmatched. Not only do you align yourself with America’s favorite team, you receive unparalleled share of voice when compared to other iconic ballparks.
The Cubs management has made a conscious effort to preserve the integrity of the Field.
The long awaited restoration and expansion of Wrigley Field, now known as The 1060 Project, is well underway. The $750M project aims to preserve Wrigley Field's beauty, charm and historic features that fans have cherished for more than a century, while updating and improving the iconic ballpark for fans, players and the community.
One of the largest undertakings of the 1060 Project is the development of the Park at Wrigley Field - creating a hub for sports, entertainment, music and food for the city of Chicago.
In March 2017, the Cubs will unveil three marquee updates to the Wrigleyville campus - The Park, Hotel Zachary, and the new Western Gate to Wrigley Field.
Not only will The Park represent the premiere destination for sports and entertainment, it is situated in one of the most densely populated, culturally diverse neighborhoods in the U.S.
Strategic design and activation will bring vibrant programming to a densely populated community, 365 days a year. The Park will be the new town center of not only Wrigleyville, but the entire city of Chicago.
Two six-story towers will overlook a community-centric entertainment plaza located adjacent to Wrigley Field. They will be the new headquarters for the Chicago Cubs and the Cubs Broadcast center, a center for national conventions and conferences, and prime retail space on the ground floor.
The Park will become the epicenter of culture and entertainment for the city of Chicago, and ideally the midwest region at large. It has been designed and developed to connect the Lakeview community, millions of fans, tourists, and business executives from around the world through year-round entertainment.
In addition to more than 90 baseball games, The Park will host events year-round; a mixture of owned event series and a curated selection of national culinary, food, music and sporting events.
Baseline Wall Signage
Baseline Door Signage
Center Field Fascia Signage
Home Plate Rotational Signage
Left Field Static SIgn
Branded Videoboard Feature & LED Takeover
In-Game Videoboard Signage
In-Game LED Signage
Live Action Feature
Videoboard Feature Replay Swipe
In-Park Television (IPTV) Network
Marquee Messaging
Right Field Porch
Right Field Porch Naming Rights
Right Field Porch Static Signage
Naming Rights Left Field Porch
LEFT FIELD PORCH REACH
Right Field Wall
Premier Club Naming RIghts
Game Day Presenting Sponsor
Presenting Sponsor Media
Presenting Partner | of Movie Night
Ice Rink Dasherboard Signage
Continue to Media
MAJOR LEAGUE BASEBALL TRADEMARKS AND COPYRIGHTS ARE USED WITH PERMISSION OF MLB ADVANCED MEDIA, L.P. ALL RIGHTS RESERVED.
MLB.COM | TERMS OF USE | PRIVACY POLICY
{{Account.Name}} will receive a static sign along the brick wall down the first of third base line for all eighty-one (81) Cubs home games at Wrigley Field. Signage will provide visibility both in-park and during the broadcast.
{{Account.Name}} will receive a permanent static sign on an aisle door along the first or third base line for all eighty-one (81) Cubs home games at Wrigley Field. Signage will provide visibility both in-park and during the broadcast.
{{Account.Name}} will receive a static sign on the center field fascia below the iconic, historically landmarked, manually operated scoreboard for all eighty-one (81) Cubs home games at Wrigley Field.
Located front and center of the Wrigley Field “Money Shot”, {{Account.Name}} will receive tremendous visibility in-park and in broadcast media.
The sign will remain visible during concerts and post-season.
{{Account.Name}} will receive one (1) ½ inning of TV visible home plate rotational signage for a full season of Cubs home games. This highly sought asset provides the most TV-visible signage in Wrigley Field, airing both in the Chicago and visiting team’s market. Equivalency equivalent
{{Account.Name}} may receive the 6’ x 8’ high profile permanent left field power alley sign. Up for renewal after 2016 season.
This sign will be the most prominent permanent sign available at Wrigley Field.
Sign remains up during concert and post season.
{{Account.Name}} will present a feature shown prominently on the left field videoboard.
Features available in (:30) or (:60) second variations. Cubs and {{Account.Name}}will work together to develop Cubs/Chicago/Baseball Centric content that aligns with the BRAND’s marketing objectives.
While feature runs on videoboard, brand messaging will takeover all LED boards.
{{Account.Name}} will receive static in-game signage on the videoboard for one ½ inning of game play during at all eighty-one (81) Cubs home games at Wrigley Field.
{{Account.Name}}’s green and white logo will be one of two brands appearing during the half inning.
During one ½ inning of game play, {{Account.Name}}messaging will takeover all LED signage within Wrigley Field.
Includes the 1st/3rd base façade, as well as the right and left field LED boards within field of play, delivering robust visibility in-park and within broadcast.
LED signage may be in color.
{{Account.Name}} will present Cubs walks/stolen bases/strikeouts/doubles/triples, receiving a live-action feature every time a Cubs player completes the action.
As presenting partner of the live-action feature, {{Account.Name}}will own the leftfield panel during the replay of the event and brand messaging will be displayed on all four LED boards.
Branding on left field videoboard needs to be in green and white.
{{Account.Name}} will present a full inning (top and bottom of the inning) of Cubs replays, receiving a branded ‘swipe’ “announcing” the replay prior, and a logo bug in the lower right hand corner during the replay.
{{Account.Name}} will receive (:30) commercials and “ad blasters” before, during and after each game on Wrigley Field’s IPTV. The IPTV Network is viewable on flat screen televisions throughout the Wrigley Field concourse and premium seating areas.
Throughout the entire season, BRAND messaging will be featured on the historic Wrigley Field Marquee. BRAND copy will display more than 100 times per day on a 24-hour basis during normal operation.
The historic Marquee, viewed by thousands per day, was the #1 most Instagrammed site in the State of Illinois.
The Wrigley Field Bleachers are famous for being one of the best seats in all of sports, both for their affordability and fun, party-like atmosphere. In keeping with that tradition, the Cubs will transform the popular right field porch (originally built last season) into a {{Account.Name}} branded experience.
Built last year as a part of the new Budweiser Bleacher renovation, the right field porch is a 2,000 sq. ft., standing-room only space. The space will be updated with drink rails and {{Account.Name}} branding. Branded concession opportunities may be available.
{{Account.Name}} will completely own the branding within the {{Account.Name}} Porch (subject to NPS and Wrigley Field Style guide approval), including the field-facing elevator shaft in right center-field
{{Account.Name}} static branding will be prominently displayed on the right field gate (must be green and white to adhere to the Wrigley Field style guide).
{{Account.Name}} DAY AT WRIGLEY FIELD
On a mutually agreed upon date, BRAND will present a game at Wrigley Field. The first 10,000 fans to enter Wrigley Field will receive a mutually agreed upon, co-branded giveaway item.
{{Account.Name}} will receive:
MEDIA
The following media will be utilized to promote the BRAND giveaway and game sponsorship:
{{Account.Name}} will have the ability to present a series of at least 6 movie nights at The Park at Wrigley throughout June, July, and August. {{Account.Name}} will have many experiential activation opportunities, including but not limited to the following:
before/after the movie
The ice rink will be open during the winter months to the general public. As a partner of The Park at Wrigley, BRAND will have the opportunity to receive:
the rink is open
Foodie Friday
Cubs Interactive Media
Print Media
Coupon Strip
TV Feature
Out of Home Signage
Continue to Experiential Activation
MAJOR LEAGUE BASEBALL TRADEMARKS AND COPYRIGHTS ARE USED WITH PERMISSION OF MLB ADVANCED MEDIA, L.P. ALL RIGHTS RESERVED.
MLB.COM | TERMS OF USE | PRIVACY POLICY
The limited-time food item will be featured on Cubs social media as part of the #foodiefriday promotion. In the image of the item, Illinois Pork Producers Association will receive soft branding.
Includes 50x ROS promos per month – 300x total. Opportunity to promote the Crate & Barrel Balcony ticket offer and the opportunity to bring your game ticket into stores for Cubs branded champagne glasses.
CSN Reaches:
More than 3.1 million homes in the Chicago DMA.
More than 4.7 million homes overall.
All cable & all satellite homes in the Chicago DMA.
Limited-Time Food Item
Appearances
Retail Sweepstakes
Logo Usage
Official Designation & Exclusivity
Activation Plaza
Hospitality
VIP On-Field Access
Presenting Sponsor Activation
Continue to Case Studies
MAJOR LEAGUE BASEBALL TRADEMARKS AND COPYRIGHTS ARE USED WITH PERMISSION OF MLB ADVANCED MEDIA, L.P. ALL RIGHTS RESERVED.
MLB.COM | TERMS OF USE | PRIVACY POLICY
The Cubs and the Illinois Pork Producers Association will work together to create a unique and exciting food item that will generate buzz and excitement as it is sold at the ballpark during one homestand.
The Cookie Dough Cafe will have the opportunity to host an event at a retail location with an appearance by a former Cubs player or Cubs mascot Clark the Cubs.
The Cookie Dough Cafe will have the opportunity to create a unique sweepstakes to be run at retail locations, allowing for Cubs fans to win a unique VIP experience at Wrigley Field.
PROUD PARTNER
{{Account.Name}} will receive the following designation (or other mutually agreed upon designations):
“Proud Partner of the Chicago Cubs/Wrigley Field”
TRADEMARKS & LOGO USAGE
As a Proud Partner, {{Account.Name}} will receive the right to utilize the Cubs logo and its trademarks in print, TV, and radio executions in the Chicagoland region (no digital use).
OFFICIAL DESIGNATION
{{Account.Name}} will receive the following designation (or other mutually agreed upon designations):
“Official XYZ of the Chicago Cubs/Wrigley Field”
EXCLUSIVITY
{{Account.Name}} will receive exclusivity across the XYZ categories.
{{Account.Name}} will be provided with an activation space in the new Park at Wrigley for xXXXxx Cubs games during the season.
{{Account.Name}} may bring a street team into this activation space to distribute collateral to fans.
{{Account.Name}} will receive a $XXXX ticket bank to be utilized throughout the regular season for the following:
{{Account.Name}} can leverage 4x pre-game on-field passes to view batting practice, take a picture from the on-deck circle and give VIP’s a chance for a once in a lifetime opportunity to step onto Wrigley Field.
The Cubs with bring {{Account.Name}} to life through an experiential activation on the concourse inside Wrigley Field or in a heavily trafficked available space outside Wrigley Field. {{Account.Name}} representatives may hand out promotional collateral to fans with Cubs approval.
RBI Goes Big League
RBI Strategic Objective & Plan
RBI Execution
RBI Continued Execution
Results
Hefty Flips For Charity
Hefty Strategic Objective & Plan
Hefty Execution
Hefty Results
Reynolds Wrap Tarp
Reynolds Wrap Tarp Results
Reynolds Wrap Reddit - Viral
Reynolds Wrap Today Show
Giordano's Cubs Convention Special Order
Giordano's Strategic Objective & Plan
Giordano's Execution
Giordano's Media Impressions
Giordano's Results
Giordano's Earned Media
Giordano's Social Media
Giordano's Broadcast Media
Benjamin Moore Paints The Marquee
Benjamin Moore Strategic Objective & Plan
Benjamin Moore Execution
Benjamin Moore Results
Continue to Partnership Summary
MAJOR LEAGUE BASEBALL TRADEMARKS AND COPYRIGHTS ARE USED WITH PERMISSION OF MLB ADVANCED MEDIA, L.P. ALL RIGHTS RESERVED.
MLB.COM | TERMS OF USE | PRIVACY POLICY
STRATEGIC OBJECTIVE
Strengthen the relationship between two Cubs’ Legacy Partners while creating once-in-a-lifetime moments for the Cubs RBI Junior All-Stars.
PLAN
Create an impactful trip to Spring Training for inner-city youth who use baseball as an outlet to build personal attributes. By leveraging assets of each partner, this team of 15 boys and their coaches will be able to attend a Spring Training trip that will feature interaction with the team and accommodations from American Airlines & Starwood Hotels.
EXECUTION
American Airlines Flight Attendants, Starwood’s SVP of Commercial Services, Mark Vondrasek & Clark the Cub surprised the Cubs RBI Junior All-Stars at the Chicago Union League Boys and Girls Club on February 23 to give them a once-in-a-lifetime Major League experience.
Anthony Rizzo made a special appearance via Skype to make the announcement to the 15 boys and their coaches.
EXECUTION
The players and coaches flew American Airlines to Phoenix and stayed at the Sheraton Mesa from March 18 – March 21. Over the extended weekend, the team was able to take a behind-the-scenes tour of Sloan Park, played a game on the field against the Arizona RBI team, participated in team warm-up, shagged balls during Cubs batting practice and attend a Cubs home and away Spring Training game. This experience was beyond anyone's expectations including unsolicited player involvement. Most notably, Kyle Schwarber provided the Cubs RBI Junior All-Stars’ catcher with his own glove after the RBI player’s glove ripped during warm-ups.
“This is about mentoring these boys, keeping them on the right path,” Radcliffe said. “We want these kids to go to college. Our success rate with these kids is at an all-time high.”
– CBS Chicago
"It's all about kids," Maddon said. "If they choose to be White Sox fans, I don't care. Just that they want to play baseball, they want to get involved, that's what matters.“
– MLB.com
STRATEGIC OBJECTIVE
Promote the Hefty and Cubs partnership with a unique, media-driven event that engages passionate Cubs fans with the Chicago-based Hefty brand while also serving as a significant charitable impact to the community.
PLAN
Orchestrate the world’s largest flip cup game in the outfield warning track of Wrigley Field following the June 3rd game vs Arizona. The game, which will feature a total of 200 participants, will be captained by two current Cubs players. Each participant will be able to register on a unique Cubs.com page and received up to 2 tickets compliments of Hefty.
The event, which took place just after the final out of the June 3rd Cubs game, was kicked-offed by co-owner Todd Ricketts. MC’d by notorious Sports Entertainer Cameron Hughes, the game officially set a world record for the world’s largest flip cup game.
David Ross & the victorious blue team was awarded with a $30,000 donation to NVRQT & The Anthony Rizzo Foundation. As a consolation prize, Jason Hammel & the red team was given a $10,000 donation to the Cubs Charities Diamond Project.
The event was highlighted by various news & social media outlets with nation-wide followings leading up to and following the event, including Yahoo!, Comcast SportsNet Chicago & SnapChat’s Chicago “Story.”
In result, the Hefty Flips for Charity event garnered 100,428,558 media impressions.
The Cubs/Reynolds Wrap tarp partnership has generated over 100 million impressions that specifically mention Reynolds Wrap (this does not reflect any impressions that include Reynolds Wrap solely through a visual of the tarp):
Al Roker: Cubs first baseman Anthony Rizzo…running into foul territory…on the tarp, over the wall, into the stands, makes the catch!
Savannah Guthrie: Amazing!
Al Roker: One more time…jumps on top of the tarp, nice ad for Reynolds Wrap…that’s amazing!
Tamron Hall: Is that bad if that’s what I noticed most? That it was Reynolds Wrap? I was like wow I didn’t know Reynolds Wrap had such a great ad.
Al Roker: And the Cubs go on to win 3-2 against the Milwaukee Brewers. So that’s pretty impressive.
Willie Geist: They actually at first said it wasn’t a catch, but then they found he had one foot on the tarp so it was a good catch.
Al Roker: It was fantastic. Nicely done. He wrapped that up…on top of the Reynolds Wrap.
STRATEGIC OBJECTIVE
Promote the Giordano’s and Cubs partnership with a unique, news-worthy product that emphasizes the shared local legacy of the two brands while driving traffic to Giordano’s restaurants.
PLAN
Create a Cubs-themed deep dish pizza that will be sold during the 2015 Cubs Convention weekend. This limited-edition pizza will only be available at the Giordano’s Prudential Plaza location, positioned just blocks away from the Convention.
In conjunction with the 2015 Cubs Convention, Giordano’s’ Prudential Plaza location offered the specialty Cubs stuffed pizza exclusively throughout the weekend (January 16-18). At no additional cost, Cubs fan were able to request the “Cubbie Pizza” option on any medium or large stuffed pizzas during the weekend. The “Cubbie Pizza” was featured during the “Friday Night with Ryan Dempster” show, which garnered exceptionally positive reviews. Each hotel-attending fan also received a “Cubbie Pizza” branded keycard for their hotel room.
Leading up to the weekend, the pizza was highlighted by various news & social media outlets with nation-wide followings, including ESPN’s Darren Rovell, Yahoo! Sports, USA Today & Sports Illustrated.
In result, the “Cubbie Pizza” garnered 120,839,067 media impressions.
RESULTS - SALES LIFTS
Throughout the 2015 Cubs Convention weekend (January 16-18, 2015) , the Prudential Plaza Giordano’s location experienced the following sales lifts:
“Executing the Cubbies Pizza initiative during Cubs Convention weekend allowed us to bring our pizza to Cubs fans in a new light, sharing our personality and introducing a new reason to interact with our product. These types of added valuable opportunities are invaluable and key to a successful partnership. As a result of the Cubbies Pizza, Giordano’s saw millions of media impressions, enhanced customer engagement and extremely healthy same store sales growth – all from an idea that wasn’t even a contractual element.”
-Jessica Wenson, Marketing Manager – Giordano’s Pizza
For National Hot Dog Month, the Cubs teamed up with Vienna and Giordano’s to create a Deep Dish Hot Dog Pizza. The pizza was sold at select concessions from July 15th-July 20th
Online sports sites, news channels, blogs and more all enjoyed sharing their thoughts on the new creation at Wrigley and Print/Online Daily
Impressions: 6,104,772.13
Ad Value: $1,694,074.27
The Cubs showcased the Hot Dog Pizza on-air during the July 18th game.
The broadcast reached an audience of 3,922,539 viewers with a total TV Publicity Value of $121,604
STRATEGIC OBJECTIVE
Announce the new, long-term partnership between the Cubs and Benjamin Moore with a unique, authentic, and news-worthy event that emphasizes the shared historic nature of the two brands.
PLAN
In conjunction with Wrigley Field’s 100th Celebration, Benjamin Moore and the Cubs worked with Harboe Architects and Wiss, Janney, Elsnter Associates, Inc to research the famous Wrigley Field Marquee’s original color scheme from 1934, with plans to recreate the event for the 1930s throwback homestand from May 16-21, 2014.
The Cubs and Benjamin Moore hosted an event on May 14th (one day prior to the 1930s homestand) for media members and fans to watch the Marquee be transformed to its original 1934 color scheme.
Benjamin Moore held an activation event with a 1,000 free t-shirts, a baseball bat themed mural for fans to paint, and flyers distributed throughout Wrigleyville.
221,592,494 Overall Impressions
356 Placements
NEWS
SOCIAL MEDIA
MAJOR LEAGUE BASEBALL TRADEMARKS AND COPYRIGHTS ARE USED WITH PERMISSION OF MLB ADVANCED MEDIA, L.P. ALL RIGHTS RESERVED.
MLB.COM | TERMS OF USE | PRIVACY POLICY
This is bold, this is regular and, this is italic, using bold or italic is a great way to bring out key words within a regular styled sentence.
Below is a table this is an example of how a table might be styled within the Right Half Content template.
Text can be "left aligned" or,
Text can be "Centered" or,
Text can be "Right aligned"
By pressing "return" or "enter" you can put an extra space after lines of text:
Like,
this.