U.S. Cellular Field will change its name to Guaranteed Rate Field, the White Sox announced Wednesday afternoon.
The White Sox and Guaranteed Rate, a national mortgage lender, have signed 13-year naming rights deal, according to the Sox. But the name could last even longer — the Sox have an option of extending the deal past 2030.
There is nothing to say about this other than to make jokes. And the Chicago Tribune’s Phil Rosenthal has already won that contest:
Low interest at Guaranteed Rate Field? OK. Now I get it. #WhiteSox
— Phil Rosenthal (@phil_rosenthal) August 24, 2016
More seriously: You know, there’s nothing requiring any of us normal people (or even us abnormal people who are journalists) from using the corporate-assigned name for a stadium — we can still call it U.S. Cellular Field, or New Comiskey Park, or my preference, “the White Sox’ stadium” all we want. Which is no doubt why resold naming rights go for discount rates: Business owners know that there are plenty of other options for what to call the place, so they’re willing to pay less to slap their name on it. Which is also why you see so many smaller companies putting their name on used stadiums — American Airlines doesn’t need that kind of attention, but Monster Cables, sure.
Speaking of which, the White Sox and Guaranteed Rate didn’t reveal how much the new naming rights deal was for. I’m going with “not nearly enough to be worth the ridicule.”