Where did you get that impression? The White Sox are about as far from a "rival" as you can get for the Cubs. They are in a different division, in a different league, and play the Cubs 6 games a year. In the grand scheme of things, the White Sox are meaningless to the Cubs. Plus, having frequented White Sox games, there is a lot of apparel being sold outside Sox games that is strictly "Cub hate" apparel. The reverse is not true. From general observation, here's how it seems to work: - The White Sox and Brewers fans have a weird inferiority complex with the Cubs. - The Cubs fans have a weird (but understandable) inferiority complex with the Cardinals. These aren't 100% absolutes, but definitely what you see from the average fan.