Chicago White Sox Change Name Of Ballpark As Part Of Rebrand

CHICAGO — Could a new name for its ballpark change the fortune of the Chicago White Sox, a team coming off what many regard as the worst season in Major League Baseball history? The White Sox announced Wednesday Guaranteed Rate Field will now be known as Rate Field as part of a rebranding "designed to streamline the customer experience and solidify the company's fintech leadership."

The name change is the ballpark's fourth since it opened in 1991. Previous names were: Comiskey Park II (1991-2003), U.S. Cellular Field (2003-2016) and Guaranteed Rate Field (2016-2024).

"We recently changed our company name from Guaranteed Rate to Rate to make it easier for customers to contact us to help them with their home-buying needs," Rate CEO Victor Ciardelli said in a news release.

Chicago is coming off a season in which it posted a dismal record of 41-121, making it percentage wise the second-worst season of all-time in Major League Baseball history.

The rebranding campaign comes as the White Sox are considering building a new ballpark outside the Bridgeport neighborhood it has called home for decades. For the past year, the team has been discussing building a new stadium on a plot known as "The 78,"a reference to becoming Chicago's 78th neighborhood in the South Loop. The Sox have a lease at Rate Field until 2029.

The 62-acre parcel of land, located near downtown at Roosevelt Road and Clark Street, has been described as one of the best undeveloped plots in Chicago, especially considering its proximity to expressways and public transportation lines.

RELATED: White Sox In 'Serious' Talks To Move Near South Loop — Report