The Chicago White Sox just announced a significant change. Unfortunately, it's not about the lackluster roster or dismissal of anyone in management. It'll be new signage on the grounds.
On Nov. 1, the ballpark will no longer be U.S. Cellular Field. Instead, it will be called Guaranteed Rate Field. The deal approved by the Illinois Sports Facilities Authority on Wednesday is through 2029, which if the White Sox can exercise an option to stay at the current location can extend through 2030.
Guaranteed Rate, a Chicago-based mortgage lender, will be paying $6.4 million a year for the naming rights.
U.S. Cellular Field bought the naming rights to Comiskey Park in 2002, which was a 20-year deal for $68 million. At the time, U.S. Cellular was a major regional cellular carrier in Chicago but sold their Chicago base to Sprint for $480 million back in 2012.
Time for a new nickname for the stadium. Goodbye, The Cell.