Manufacturing, Marketing, PR & Advertising, and Sports Business

MLB stadium featuring West Michigan breweries

April 6, 2017
| By Pat Evans |
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Chicago White Sox baseball stadium Guranteed Rate Field
The Chicago White Sox, founded in 1900, play their home games at Guaranteed Rate Field. Photo via

Two West Michigan breweries are now sponsors at a Major League Baseball stadium.

Through a partnership with Chicago beer distributor Lakeshore Beverage, Founders Brewing Co. and Bell’s Brewery will be among four Midwest breweries to be featured as marketing partners at the Chicago White Sox’s Guaranteed Rate Field.

Each of the four breweries — as well as Goose Island Beer Co. and Pabst Brewing Co. — will be featured as the “Beer of the Homestand” throughout the season, according to the White Sox.

The brands will also receive prominent in-park exposure through a branded interactive kiosk on the 100 level, presence on the digital LED ribbon boards throughout the ballpark and logo display in the Craft Kave.”

"As we build an experience that reflects the evolving tastes of our fans, we are excited to team up with four established regional breweries our fans know well," White Sox SVP of Sales and Marketing Brooks Boyer said.

"Fans will see their favorite brands throughout the ballpark and have the opportunity to connect with each brand in an innovative and engaging way. It's the start of an exciting journey to re-imagine the fan experience at Guaranteed Rate Field."

Until recently, Miller was the beer sponsor for the White Sox.


The White Sox also announced last month a multi-year partnership with Modelo Especial as the “official import beer of the White Sox.”

Under the deal, Modelo essentially becomes the ball club’s main beer sponsor, with “prominent brand exposure inside and outside” the ballpark on the south side of Chicago.

Modelo is imported and marketed by Constellation Brands, the No. 3 beer company in the U.S.

Midwest breweries

Goose Island Beer Co. was founded in Chicago in 1988 and is now owned by AB InBev. The brand makes beers such as Goose IPA, 312 and Bourbon County Stout.

Los Angeles-based Pabst Brewing Co. owns more than 30 beer brands, with a concentration on regional heritage brands. Pabst entered into a distribution partnership with New Holland Brewing in December.

Bell’s Owner Larry Bell is a fan of the White Sox’s cross-town rival and World Series-champion Chicago Cubs.

Based in Grand Rapids, Founders was established nearly 20 years ago and produces beers such as KBS and All Day IPA.

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