The White Sox Rename Their Field As . . .

Ok, I am a lifelong Cubs fan but it is impossible to not to blanche at the truly horrific renaming of what was once Comiskey Park (which most of us native Chicagoans still call the White Sox field). It was named U.S. Cellular Field which tossed tradition for cash. Now, the owners are changing the field to . . . Guaranteed Rate Field. I kid you not. By the way, above left is the symbol of the new namesake of the White Sox team.

As someone who was raised to root against two teams, the Cubs and anyone playing the White Sox, this is too easy. Indeed, Cubs fans and players have been having a field day.

The owners sold out the traditional name of the park in 1991 in signed a $68 million deal for a 20-year naming. That is all it took to ditch the founding team owner Charles A. Comiskey. It makes Wrigley all the more special.

When Sprint bought U.S. Cellular, the owners saw another chance to sell out. Who better than a mortgage company eager for legitimacy? Guaranteed Rate is one of the largest home lenders in the United States, funding $18 billion in loans last year. After all, it could be worse. I could be Quicken Loans field.