The Rebranding of a Chicago Icon: Welcome to Rate Field
In a city where sports are revered as a cornerstone of community life, a familiar home to hardball enthusiasts is about to undergo a significant transformation. The stadium standing tall on 35th Street, graced with baseball history, will soon shed its moniker of Guaranteed Rate Field and step into a new era in 2025 simply as Rate Field. This transition comes as Guaranteed Rate, a dedicated partner with deep roots in Chicago, has opted to drop the “Guaranteed” from its naming rights.
The name change is a subtle yet notable evolution in the ballpark’s journey, which opened its doors to fans and history-makers alike in 1991. Initially christened Comiskey Park II, the stadium housed memories under this name until 2003, when it saw its first renaming to US Cellular Field, a title held until 2016. Fans have felt the shifts in naming over the years, with each reflecting its era’s corporate partnership dynamics.
Historical Legacy
Steeped in history, the ballpark has played a pivotal role not only in sports but also in strengthening community spirit among Chicago's south side neighborhoods. For many, it has been a place where lifelong memories were crafted, connecting generations through a shared love of the game.
Brooks Boyer, the distinguished chief revenue and marketing officer of the White Sox, summarized the change, "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." This emphasis on community roots underscores the ongoing legacy of the stadium as not just a sports venue, but a cultural and social hub.
A New Chapter
The anticipated rebranding comes at a crucial moment for the White Sox, who notably concluded their 2024 season on a less-than-stellar note with 121 losses—a statistic that not only challenges team strategy but also tests the loyalty and resilience of its die-hard fans. In response to this challenging season, the team has made strategic adjustments, one being the trade of promising pitcher Garrett Crochet to the Boston Red Sox, signaling a shift towards revitalization and future gains.
As part of the stadium's evolution, Boyer expressed enthusiasm for the future, "We look forward to welcoming fans to Rate Field to enjoy our ballpark experience, creating lasting memories for fans for years to come." His words capture a vision not only for the stadium’s environment but also for the White Sox’s broader mission to reignite competitive spirit and success on the field.
Looking Forward
The future of Rate Field extends beyond its impending rebranding. While the lease for the ballpark is poised to expire following the 2029 season, discussions about its renewal or alternatives will inevitably surface, intertwining the fate of the stadium with the team’s strategic goals and community obligations.
As the offseason unwinds, the White Sox and their fans will have plenty to ponder. The stadium name change marks a symbolic shift, offering a renewed sense of possibility and excitement for what lies ahead. In 2025, as Rate Field opens its gates under its new name, it will invite countless fans to return, to cheer, and to continue writing their stories within its storied walls.
Rate Field stands ready to welcome the next generation of Sox fans, looking to channel hope and fervor into victories and heartfelt moments, ensuring that the legacy of Chicago baseball continues to thrive in an ever-changing landscape.