Little Wrigley, Big Screen Highlight Cubs’ Pitch to Sponsors

Famous Wrigley Field











(From Sports Business Journal, September, Volume 16) The Chicago Cubs have developed a new marketing center in Chicago.  The Cubs call the $1.1 million center their presentation room.  It spans two rooms on the ground floor of an old concessions storage warehouse.  The center is located near the corner of Clark Street and Waveland Avenue, across the street from the ballpark.  In the new marketing center, the Cubs have added a model of a new Wrigley Field and the development plan around the stadium.  The model was made by Presentation Studios International, a Chicago firm.  The model is a key piece for renewing sponsorships and premium seat sales along with selling inventory tied to ballpark upgrades.  The Wrigley Field renovation itself would be a $300 million project.  The model is located in a conference room in the new marketing center.  It shows an upgraded Wrigley Field in addition to surrounding hotels and bars.  Presentation Studios International inserted all 40,000 Wrigley Field seats by hand as part of the model.  The model goes into great detail.  CEO of Presentation Studios International, Wally Hayward, said the model was incredibly detailed and professionally done.  The suites in the model have graphics on the wall and seat sections that light up.  Since the Cubs opened the new center, they have used the space to pitch existing sponsors on multi-year deals.  The Cubs call these multi-year deals Legacy Partnerships.  Currently more than a dozen of the existing partners have seen the presentation of the new model.  The new deals are valued in the seven figure range annually.  The deals cover the team, Wrigley Field, the Cubs new spring training facility, and the hotel and proposed development.  The Cubs are marketing somewhere between 13 and 15 Legacy Partnerships.  Some of the deals can include naming rights to the five gates at Wrigley Field including a new entrance located near Clark Street.  Most of the Cubs’ current sponsorship contracts expire in 2013, including the always coveted pouring rights deal.