Wrigley Field Restoration Update: Cubs Renew Sponsorship with Anheuser-Busch, Includes Budweiser Sign in Right Field

The Cubs announced on Friday that they renewed the sponsorship deal with Anheuser-Busch. “The new multi-year partnership, which was negotiated by W Partners, the marketing firm owned by former Cubs executive Wally Hayward, will make Budweiser the exclusive official beer of Wrigley Field, extending what has been one of the team’s flagship deals for the past 33 years” according to a report from Crain’s Chicago Business.

The 650-square foot see-through sign in right field will feature a Budweiser script logo. Along with the sign in right field, Budweiser will continue to sponsor the bleachers and right field patio area. Budweiser brand signs “will adorn the plaza and hotel area that the team plans to build adjacent to and across the street from Wrigley Field.”

The Tribune reported that the Cubs “will install a mock-up” of the Budweiser sign in right field next week while the team is on the road. And while the issues with the rooftop owners have not been resolved, the Cubs have permission to install the sign and could move ahead with the project by 2014.

The Cubs have received approval to install both the 650-square foot sign in right field and the left field video board.

According to the report from Danny Ecker, Budweiser’s exclusive marketing rights allow “the Anheuser-Busch family of brands to hold exclusive rights to use the Cubs logo in ads.”

Danny Ecker reported that Budweiser is the “second Chicago Cubs Legacy partner.” Starwood Hotels was the first and “the team plans to have about a dozen ‘Legacy’ partners in the next few years.”

With the team signing the ‘exclusive’ deal with Budweiser, the future of Old Style Beer at Cubs games is unclear according to a report from Serena Dai. The Sun-Times reported that the Cubs marketing relationship with Old Style will not continue in 2014.

The Cubs are not willing to move forward with the Wrigley Field restoration project until they receive assurances from the rooftop owners they will not sue to keep their views from being blocked.

The delay with the rooftop owners has already forced delays with the project. The Cubs were hoping to start with the renovations to the clubhouse this off-season in order to have ready by Opening Day, but that does not appear possible at this point.

The Cubs and Rooftop Club Owners must resolve their issues. Because the product the rooftops are making sure they will be able to view is not going to improve until the team is able to generate more revenue.

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