‘Lovable Losers’ No More: Cubs Set for Marketing Blitz

It only took 108 years for the Chicago Cubs to become World Series Champions again, winning a blood pressure-busting Game 7 against the Cleveland Indians that went 10 innings and included back and forth scoring and spectacular and dramatic plays to end the more than century-long drought. Baseball has changed quite a bit since the last time the Cubs won the championship in 1908 and, indeed, in the 71 years since the last time the team appeared in the Fall Classic.

This article examines how the Cubs’ marketing has capitalized on many of those changes, including team and league branding, how loyal fans watch and engage with the team and its players and technology on and off the field that impacts how the game is watched, coached and played.