ARMOUR SQUARE — It’s official: U.S. Cellular Field is no more.
As of Tuesday, the stadium where the White Sox play now sports a new name: Guaranteed Rate Field.
We’re excited to unveil the new Guaranteed Rate Field! pic.twitter.com/pAOXZM1R9h
— Guaranteed Rate (@GuaranteedRate) November 1, 2016
In August, the White Sox and Guaranteed Rate, a national mortgage lender, signed 13-year naming rights deal.
“We are pleased to find, in Guaranteed Rate, a new naming rights partner founded in Chicago by Chicagoans, which shares our commitment to the city and to our fans,” said Jerry Reinsdorf, chairman of the White Sox, in August.
The name change is drawing a mixed reaction from fans on social media.
I really hate "Guaranteed Rate Field." Sounds like some kind of flea market that specializes in mismatched factory error shoes.
— Dan Szymborski (@DSzymborski) November 1, 2016
I'm sorry @whitesox but I can't get behind Guaranteed Rate Field. I'll be calling it the Cell or Comiskey still. No good nickname from GRF.
— David (@david_foss) November 1, 2016
Guaranteed Rate Field and the Willis Tower should go bowling.
— Brian (@Go_GoSox) November 1, 2016
The stadium was known as Comiskey Park 1991-2002 before it was dubbed U.S. Cellular Field in 2003.
Fans were slow to warm to the name, but some started calling it "The Cell." Others kept calling it Comiskey. Some opted for Sox Park. Still others, including former Mayor Richard M. Daley, appeared to call it Kaminski Park.
U.S. Cellular paid $68 million for a 20-year naming rights deal. The Sox did not immediately say how much Guaranteed Rate would pay for their naming rights deal.
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