January 12, 2017
Jim Beam Bourbon and the Chicago Cubs have signed a multi-year legacy partnership beginning in 2017. Under the deal, the Cubs have named Chicago-based Beam Suntory, the world’s third-largest premium spirits company, as the official spirits partner of the Chicago Cubs and Wrigley Field. According to a press release from the Chicago Cubs, the exclusive distilled spirits sponsorship will feature multiple brands from Beam Suntory including Jim Beam, Maker’s Mark Bourbon, Effen Vodka and Hornitos Premium Tequila. Maker’s Mark has launched a Chicago Cubs-themed, limited-edition bottle offered in stores throughout the Chicagoland area. Jim Beam will release a Chicago Cubs co-branded offering by springtime.
As part of the partnership, Jim Beam will have long-term naming rights to the new first base club at Wrigley Field, as well as a new left field bar concept at Sloan Park in Mesa, Arizona. The upper deck patio at Wrigley Field will feature a Jim Beam theme for two seasons leading up to the space’s transition to an upper level club. The existing Hornitos Hacienda, which was named in 2015, will remain in the left field bleachers. The deal also includes in-game signage behind home plate and on the Wrigley Field video board; fixed signage along the third base wall; presenting sponsorship of several promotional giveaways throughout the season; and other digital and hospitality activations at Wrigley Field and Sloan Park.