The Transition to Rate Field
Baseball fans in Chicago are about to witness another chapter in the life of the South Side’s beloved ballpark. As of 2025, the stadium, known since 2017 as Guaranteed Rate Field, will officially rebrand to Rate Field. This change follows a corporate evolution at Guaranteed Rate, shedding the "Guaranteed" from its name, a reflection of the company's streamlined identity.
Since its inaugural opening in 1991, the stadium has gone through an evolution of names, starting off as Comiskey Park II until 2003, when it was redubbed US Cellular Field. Then came the Guaranteed Rate era in 2016, marking the start of a partnership underscored by shared values.
A Partnership Rooted in Chicago
The rebranding to Rate Field further solidifies the ongoing relationship between the venue and Guaranteed Rate, a company deeply integrated into the fabric of Chicago. Brooks Boyer, the White Sox’s chief revenue and marketing officer, emphasized the partnership's significance, stating, "Rate has long been a valued naming rights partner, sharing the White Sox passion for the Chicago community and sports fans near and far. Like the White Sox, Rate is rooted in Chicago and committed to providing elite service to its customers."
This name change is not just a cosmetic shift; it represents a fresh chapter for the White Sox and their fans, reconnecting to the team's history and the city it represents. The stadium's renaming continues a legacy of adaptability and responsiveness to corporate partners’ evolving brand identities.
Anticipation Builds for Fans
Brooks Boyer also shared the anticipation surrounding the upcoming changes: "We look forward to welcoming fans to Rate Field to enjoy our ballpark experience, creating lasting memories for fans for years to come." The sentiment reflects the organization's commitment to maintaining and enhancing the stadium experience as a cherished venue for sports and entertainment in Chicago.
However, as the 2024 season concluded, the White Sox faced a challenging period on the field, ending the season with 121 losses. It marks a time of transition not only in corporate branding but also in team strategy and performance, as the organization looks to restructure and rebuild its on-field prospects.
A Strategic Choices in Uncertain Times
Amid these shifts, a strategic decision was made to trade Garrett Crochet to the Boston Red Sox. This move indicates a potential retooling of the team roster that aims to overcome the recent underperformance. While trades and changes are a constant in the world of professional sports, each decision carries the weight of future aspirations and challenges.
Like the city's iconic skyline, Chicago’s South Side ballpark continues to evolve, with a name that echoes its roots and fosters hope for a brighter, more successful era both in the administrative office and on the diamond. As Guaranteed Rate transitions into this new chapter of its corporate story, the White Sox faithful prepare to cheer their team on at Rate Field, eager for an era of renewed passion and winning spirit.
As the ballpark's lease comes to an end after the 2029 season, these developments have intensified discussions about the stadium's future, both in terms of location and naming rights. For now, though, fans can prepare to create more cherished memories at Rate Field, carrying forward traditions and creating new stories amid change and continuity.