Maintaining the Chicago Cubs’ Historic Brand

Even for the modest fan, few sports teams resonate in your mind stronger than the Chicago Cubs. You don’t have to be a baseball fan to know that the Cubs are an iconic brand (Trust me, I’m from Milwaukee).

I recently had the opportunity to listen to Wally Hayward, the Cubs’ Chief Sales and Marketing Executive who was brought on by new owner Tom Ricketts to solve this burning question: how can a historic team make changes that will respect the character of the ballpark while providing new growth opportunities?






The answer to that question is outlined in these three main goals of the Cubs:

1) Build a Championship Team

I found it interesting when Hayward said that the Cubs want all of their employees to be the best at their prospective jobs. Yes, that means they strive to have the best security desk personnel, office assistant, and janitor in all of sports. Why? Because being the best is part of the unique culture the new ownership has. “This job was lucrative to me because the family culture has the brand’s best interest in mind for the long run” said Hayward.
The Cubs did not produce a winning product on the field this past season. However, with more money invested in player development, the organization seeks to win the NL Central next year. To accomplish that, the Cubs are putting their focus on the youth rather than big league players. The team built an academy in the Dominican Republic that serves as the gateway into the MLB for many of the young athletes living in that region. The key now is to win consistently over time. One thing is for sure, the Chicago culture is not going to make it easy. In a city characterized by big expectations and tough media, the Cubs have their hands full.

2) Preserve Wrigley Field

If you have ever visited JerryWorld (the nickname given to Jerry Jones’ new Cowboys Stadium) you may have thought that bigger is better when it comes to screen size, number of sponsorships, clubs, and so on. In reality, while that strategy works wonders in Dallas, it would never fly in Chicago. Even a historic ballpark like Fenway Park has 67 sponsor signs around the stadium. Wrigley doesn’t have that freedom due to the iconic elements of the stadium (for example, the Ivy). In fact, the multiyear deal with Toyota that produced the 16 by 22 foot sign above the left center field bleachers was a strategic placement. Even though many were initially upset, the Cubs were very careful not to hinder the view of the rooftop stands on Waveland Avenue. Another big renovation project included the conversion of 6 suites into the PNC club. You can see how smart and strategic sponsorships like PNC and Toyota will help Wrigley move forward.

Not everything is done on a revenue maximizing focus. The Cubs have invested in renovations that have never been considered before by the Tribune ownership – like the neglected Women bathrooms. In fact, Hayward’s own office is a converted Women restroom, adding to the fact that the new ownership is willing to make sacrifices for the brand’s long term health.

Even with all the additions and renovations, many opportunities still exist for Wrigley. The creation of a merchandise store will prevent the lost revenue on licensing fees that are the result of not owning the stores currently. Let’s step out of the stadium for a moment. The impact of the Cubs on Chicago’s economy is $655 Million, so it’s in everybody’s interest to see the club succeed in the long term. Within a four block radius of Wrigley, you will find 64 bars and restaurants. If the Cubs can control the environment and the fan experience outside the ballpark, it will drive even more revenue within the park.

Remember the College game day held at Wrigley on November 20, 2010 (Yes, the one that could only be played using one end zone) – Did you know it was one of the highest rated in College game day history? Years from now, I can remind you that it wasn’t because people wanted to see Northwestern take on Illinois (neither team had a shot of winning the Big 10) – it was because the game was held at Wrigley, and there is power to holding events at iconic parks like Wrigley Field.

3) Find the right partner

We already saw how powerful the association with the Chicago Cubs can be. In June 2010, Muscle Milk announced a limited edition bottle with the Cubs logo and baseball stitching graphics on the bottle design. Furthermore, fans participated in a contest for the chance to throw the first pitch at a Cubs home game.
Another successful partnership was created with Scott’s when they unveiled “Wrigley Field Lawn Fertilizer” and “Wrigley Field Grass Seed Mix”, which contained formulas used at Wrigley Field. This smart move dramatically increased revenues for Scott’s and provided great visibility for the Cubs.
The Cubs will continue to integrate their brand with the right partner to achieve success in the future.

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Image by Jasonippolito

SuperStar of David

Make your way into my off - campus Marquette apartment, and you will be amazed at what you see. Many college students have a collection of some sort - stamps, beer cans, magnets, and I am no different. When my friend once described the apartment as "Sports Heaven", he was partly referring to my large collection of sports Bobbleheads. So it shouldn't surprise you that I published a post on a bobblehead forum asking for Jewish themed Bobbles. What may surprise you are the responses I received. Within a day, I was offered a Sandy Koufax, Al Rosen, Ryan Braun, Shawn Green, Amar'e Stoudemire.... What?

Ever since Stoudemire informed his Twitter followers of his spiritual trip to Israel which happened earlier this month, the 6 foot 10 Power Forward is being included in "Stars of David" conversation.... the list of the best Jewish athletes of all time. Stoudemire admitted in multiple interviews that he is a spiritual person, and believes has Hebrew Roots on his mother's side. He said his trip to Israel was to learn more about his history, the language, and the Jewish people. One must wonder, why now? In a time when antisemitism is increasing in many parts of the world, and Israel is condemned on a nightly basis on biased media channels, celebrities are still looking for their Jewish roots.

Remember when Madonna suddenly began following Kabbalah, going to synagogue, and wearing Jewish jewelery? Remember when Britney Spears was interested in Kabbalah, wore a star of david necklace, got a Hebrew tattoo on her neck, and was rumored to be considering a conversion to Judaism? Remember when Lindsay Lohan visited a synagogue right before admitting that she was considering a conversion to Judaism to show her devotion to girlfriend Samantha? You should remember all of these! They all happened somewhat recently. What's their motive? And when is it "in" to want to be a Jew?

Some skeptics out there believe that the New York Knicks somehow convinced Amar'e that he is Jewish. Since they didn't get LeBron, they might as well get a superstar who is not only excellent on the court, but who may also connect with the large Jewish audience in NY. Yeah right... as if there aren't enough Jewish New Yorkers who want to go to sports games. But then again, it is possible that the Mets reached in and said: "Hey, ever since we got Ike Davis at first base, Citi Field is exploding with Jews. We are thinking of adding a Home Run Honey to complement the Home Run Apple." It is possible that the Knicks wanted to make sure that their five year, $100 Million investment in Stoudemire was being used to the fullest (Because as every New Yorker knows, a good investment involves a Jew)

In reality, we welcome Amar'e with open arms and will teach him everything he needs to know about being a good Jew (We forgot to tell him that tattoos are forbidden before he got the Star of David on his hand). Think his NBA friends will follow suit? Recently, LeBron James has been spotted holding hands with a Rabbi on a private yacht. As reported, James was meeting with retail executives and payed Rabbi Pinto six figures for "Spiritual guidance". King David, King Solomon, King James??? If Stoudemire's desires to be a Jew were strengthened in NYC, we can expect the South Florida Jews to work their magic on James.

When I was young, I was once asked: "What do you want to be when you grow up?" "I don't know", I answered "But my mom wants me to be a doctor." Mom, don't be surprised if in the future you ask my son the same question and he replies with " I don't know, but dad wants me to be a Power Forward."