The State of The Cubs Brand

Whether driving in from Lombard or stepping off the 22 bus at Clark and Waveland, a Cubs baseball game harnesses the power to change your mood, maybe even your life. And that’s even in a year like this, with the product on the field as bad as it is. Estimated at over $4.2 billion, The Chicago Cubs are one of the most valuable franchises in all sports. Represented worldwide, the blue pinstripe jersey, or the blue cap with a red “C” emblazoned on it, unites a global fan base and brand. From a business standpoint, Tom Ricketts finds himself at the helm of an absolute money-printing factory. But, with the performance on the field so lackluster, careening toward another finish without postseason baseball, what does it all mean? What is the state of the Cubs brand?

Don’t take my or Bill Murray’s word for it, but Wrigley Field possesses a classic baseball beauty you must see in person to appreciate truly. Around every turn, from the iconic marquee to the even more iconic ivy that adorns the outfield walls. It truly is a magnificent place and offers an experience that should be for everyone, but dig just a bit under the surface, and you’ll find that it’s becoming less so. 

In the days of P.K. Wrigley, when the baseball played on the diamond was similarly underwhelming to what we’re witnessing today, the experience at the stadium was all about entertainment value. I don’t even P.K. could’ve imagined the entertainment brand the Cubs would blossom into. With quality competition certainly removed from the equation (hopefully just for now), amusement and spectacle reign supreme inside the Friendly Confines. 

I attended the game where Anthony Rizzo hit his last home run as a Chicago Cub. “Whoomp! (There It Is)” blared over the speakers, high fives abounded, and the place shook more than an earthquake brought on by the San Andreas Fault. Short of having yet attended a playoff game at Wrigley, that was the finest example of what the park can be at its best: good entertainment AND good baseball. Nowadays, fans still erupt in such a fashion, but more so for beer bats filled to the brim with Michelob Ultra, AI-generated artwork for kids, and the smooth voice of public address announcer Jeremiah Paprocki. 

The brand is in great shape. What’s more, it’s as widespread as it has ever been. Just last season, the Cubs participated in the “MLB World Tour” London Series, squaring off against the Saint Louis Cardinals. It led to great exposure and a gathering of both franchises, Mount Rushmores of legendary players. Next spring that global expansion will continue as the Cubbies face off against the Los Angeles Dodgers in Tokyo, Japan, in the league’s opening series. It’s exciting; it’s a mammoth opportunity to feature the club at its best, but it’s also a prime example of the vast chasm between the Cubs as a brand and the Cubs as a baseball team. 

The time to marry brand health and e-baseball is now. People scan their tickets in droves because of the history, ranking in the top ten in attendance, Wrigley is routine. However, with experiences veering more towards premium clubs and suites, the typical fan is threatened to be priced out of enjoying the game and the team they love. Conceding that the cost of almost everything comes at a premium these days, Cubs baseball is too beloved a brand to price out real fans, chomping down on the hand that feeds in the process. Whatever this team looks like on August 1st, they need to improve. Bring in power bats, supercharge this offense, and start doing things the right way from the perspective of baseball operations. 

Is the Cubs brand too big to fail? Probably. But, for things to get going, we need better baseball.