Under Armour Buys Wrigley Field's Outfield Walls

Under Armour
Under Armour

It's hard to break through the clutter in the world we live in, but the mockup I just saw of the two outfield doors that Under Armour just bought in Wrigley Field is a real wow.

The company will paint two 7-by-12 foot Under Armour logos on the doors in time for the Cubs opener on April 9 against the Houston Astros.

The deal makes sense for Under Armour since their high profile baseball endorser Alfonso


Soriano - who wears UA batting gloves and wristbands -- signed with the Cubs this offseason. The partnership also gives Under Armour the rights to signage behind home plate. Terms of the deal were not disclosed.

"We greatly appreciate the Chicago Cubs' history and wanted to be part of their new direction and exciting future," said Steve Battista, Under Armour's vice president of brand.

Although some fans are sure to create a stink - the Cubs have stayed away from doing any on-field signage like this, excluding behind home plate -- Jay Blunk, the team's director of marketing and sales, said it is important for the team to do deals like this.

"The Chicago Cubs' mission is to develop a winning culture and our partnership with Under Armour reflects that vision," Blunk said, in a statement. "The Cubs are committed to finding alternative and creative revenue streams to build the championship team our fans richly deserve." Sources told CNBC that the Cubs have been shopping around this space to corporations for two seasons.

For teams like the Red Sox and the Cubs, who play in the oldest ballparks in the land with the smallest capacity to sold out crowds, having a pristine ballpark with few advertisements isn't a reality anymore. Under Armour has their signage above the Green Monster seats in Fenway Park. Now let's hope they don't stencil the ivy.

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