Culture for Sale

REAL ESTATE BILLIONAIRE SAM Zell’s reiteration of his willingness to sell the naming rights to Wrigley Field along with the Chicago Cubs baseball team is just another reminder that our culture is up for grabs to the highest bidder. While the field might already bear the name of a corporation, a quote in a Tribune article today hits on why that’s missing the point:

Fans argue the Wrigley gum company could solve the problem and generate goodwill by ponying up to preserve tradition. The company — which has had its name on the stadium since 1927 when it was named for team owner and gummaker William Wrigley Jr. — has no comment, a spokesman said.

Brad Sarna, a sports valuation analyst at Absolute Brand LLC in Milwaukee, thinks the Wrigley company wouldn’t get enough out of a deal.

“I don’t even think of Wrigley gum when I think of Wrigley Field,” he said. And calling it Orbit Stadium, after a Wrigley brand, would defeat the purpose.

What this is really about is tradition, about the memories that we have tied to names, words and places. Yet across our society these ties are shamelessly being severed and rearranged to serve consumerism. Seattle’s old football stadium was simply called the Kingdome; now it’s Qwest Field. I can’t hear the Beatles’ “Hello, Goodbye” without thinking “Hello, Goodbuy.” And as these companies gain by hijacking our culture, we can only stand to lose.

Photo: wrigley field north, by nytejade. chicago.

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