Why is this so hard to grasp? Yes, we all understand that the primary purpose of an MLB team is to win the World Series. That's obviously the first and foremost concern for all the players, fans, executives, and the city as a whole. But why the oft-used implication that this can come at the expense of practically everything else? Winning may be everything, but when you're a fan of a sports team, it's not the only thing. Willingness to throw aspects that make the Cubs the Cubs under the bus just to win a World Series is disgusting ... if you renamed the ballpark to Tampax Field, and the club became the Chicago Hygenics, and the uniform colors switched to pink and powder blue, and the place was plastered wall-to-wall with Massengill advertising, but - oh! Hallelujah! - they win the World Series, is it really worth it in the end? Are you satisfied with having sold a part of your identity for that victory? Maybe my example is blowing things way out of proportion, but no more so than your original premise. The ballpark's name is important, more important to most fans than some may realize. And selling the naming rights - altering a core factor of the team and changing something all Cubs fans relate to and identify with - does not guarantee anything, nor do I think it would change much in the way of team payroll. not winning is what makes the Cubs the Cubs. so yes, i'd like to change some tradition