After closing out 108-year drought with a World Series win in 2016, the Cubs have signed a multi-year sponsorship deal with Beam Suntory to become a legacy partner. The deal gives the third-largest spirits company exposure at Wrigley Field and at the spring training ballpark in Mesa, Arizona.
The company, which holds brands such as Jim Beam bourbon, Maker’s Mark bourbon, Effen vodka and Hornitos tequila, will have naming rights for the first-base club and the left-field bar concept at Sloan Park.
With the deal, Jim Beam will also get in-game signage behind home plate on the video board, signage on the third base wall, presenting sponsorship of several giveaways throughout the season and other digital and hospitality activations at Wrigley Field and Sloan Park.
“Our organization and fans value partners who have a strong commitment to Chicago,” said Crane Kenney, Cubs President of Business Operations, in a statement. “Jim Beam has made its commitment clear by calling Chicago home and making an investment in the Cubs to help ensure our long-term success. We’re thrilled to welcome Beam Suntory as a Legacy Partner and know our fans will enjoy their premium spirits at the Friendly Confines.”
Maker’s Mark has launched a Cubs-themed, limited-edition bottle offered in stores throughout the Chicago area.
Beam Suntory now becomes the 11th legacy partner of the Cubs, joining Advocate Health Care, American Airlines, Anheuser-Busch, ATI Physical Therapy, Nuveen, Sloan Valve Co., Starwood Hotels and Resorts, Toyota, Under Armour and Wintrust.
“This dynamic partnership underscores our focus on the City of Chicago, our company’s new hometown, and our broader efforts to be where our consumers work and play,” said Matt Shattock, CEO, Beam Suntory, in a statement. “After a truly historic World Series, we’re thrilled to be the Official Spirits Sponsor of the 2016 World Series Champions and can’t wait to make history with Cubs fans for years to come.”
In addition to the sponsorship, Beam Suntory’s HQ moved from Deerfield, Illinois to downtown Chicago, furthering the brand’s commitment to the Chicago area. In December, Beam Suntory chose Leo Burnett as the global creative agency of record for Jim Beam whiskey. The Chicago-based agency beat out DDB and McCann in a review that began in the fall.