The Chicago White Sox hosted their annual Media Preview Day to showcase new fan giveaways and concession items. The event attracted significant social media attention, with local media and influencers sampling the offerings (you can decide which label better applies to me). Attendance has grown each year, reflecting renewed interest in the team. The White Sox appear to be building momentum.
The marketing team has adopted 'Momentum' as their slogan for the 2026 season. They anticipate young players making an impact and expect key free-agent signings, such as Munetaka Murakami, to help attract fans.
However, the immediate future for major league teams remains uncertain. The impending lockout has created doubt about the start of the 2027 season. Additionally, the league must resolve ongoing local TV revenue challenges affecting nearly half of the teams. The search for a suitable location for a new stadium also remains unresolved and is a major focus for the organization.
There is much to discuss regarding White Sox business operations. I had the opportunity to address these topics with Brooks Boyer, executive vice president and chief revenue/marketing officer.
JOSH NELSON: New marketing slogan for 2026 is “Momentum.” What is that about?
BROOKS BOYER: Momentum is built from moments.
With the emergence of the [Kyle] Teal’s and [Colson] Montgomery’s, and the signings of [Munetaka] Murakami and [Seranthony] Dominguez, these are moments that are building momentum.
Our signage will feature branding like “Feel the Momentum”, “Live the Momentum”, and “Chase the Momentum.” There’s a lot of things where we’re trying to stack those moments to create momentum not just right now, but over the course of the next few years.
NELSON: So the marketing team is trying to help baseball ops make the pivot in 2026 for fans tired of watching 100 loss seasons?
BOYER: It’s time for us to expect some success. I’m not expecting us to win the World Series, but I’m expecting us to take the steps that allow us to be put on the path to win the World Series. How I view success may be different from you, and your view of success may be different from the next person. As long as we’re taking those steps by playing baseball the right way, adding the right way, and putting our players in a position to be successful allows us to build the momentum where we can deliver for fans the best possible viewing experience.
NELSON: With the signing of Munetaka Murakami, what has been the impact for you on a marketing level internationally?
BOYER: No doubt there’s been an impact. We’ve seen it since [Murakami] signing in our ticket sales and interest in sponsorship from companies in Japan. Never had an opportunity to do this before with actively working with Japanese companies, getting this level of exposure into their country.
We know our games will be broadcast into Japan. That helps us build on that momentum. Obviously, Japan is big on the Dodgers because of Shohei, Yamamoto, and Sasaki there. But Mune is a very popular player. We’re the next team to be able to try and capture the hearts, minds of an entire country.
NELSON: Do you reach out to other MLB marketing teams and ask “What do we do here?”
BOYER: One-hundred percent. The Dodgers have done it the best. I’ve had numerous conversations with the Dodgers especially because we share a lot of information with them thanks to sharing a spring training facility.
The Cubs have been very helpful, too. It’s a country that absolutely loves baseball. From my experience over there, the only way I can compare the fandom of Japanese fans for baseball is a level higher than Americans' fandom of football.
NELSON: Having Munetaka the next couple of seasons, does that mean if MLB wants to play another series in Japan, the White Sox will volunteer?
BOYER: Our hands will be immediately up to volunteer. Last time he played a game in Tokyo, he hit a grand slam. We’d love to see Mune play in front of his home country in a White Sox uniform.
NELSON: White Sox have a jersey patch sponsor in 2026. How did this come together with CME?
BOYER: It’s a great story. One of our limited partners is Mickey Norton, the first woman to hold a seat at the Board of Trade. She’s an avid White Sox fan, been to almost every game, and is still trading to this day in her 90’s.
We didn’t know Terry Duffy, the CEO of CME. Talking to Mickey, it all came together very quickly where the next day we were speaking with Terry about a partnership. There was sincere interest.
The patch looks great, and makes sense because it’s rooted in Chicago companies.
NELSON: So does this mean the White Sox can sign big name free agents?
BOYER: You know Murakami is a pretty big free agent! Obviously, people know our business model is revenue in, minus expenses. Sometimes, you go over budget because there’s an opportunity like Murakami, or you pull off the Luis Robert Jr. trade which allowed Chris [Getz] and his team to multiply. We’re always looking to multiply.
NELSON: On the local TV front, the Minnesota Twins ownership talked about their situation only having 50,000 digital subscribers. With CHSN entering their second year, from your perspective, how are things faring in local TV for the White Sox?
BOYER: Much better this year now that we’ve gotten our feet under us. Had a couple of Bulls and Blackhawks seasons, and now our second White Sox season. We've steadied the distribution with Comcast, DirecTV, Fubo, and the like. With the direct-to-consumer product, fans can get our games.
Heading into this second season, CHSN is more stabilized for advertisers and sponsors. We’re excited about being able to deliver games to the level that we are able to do. We’ve been praised by Major League Baseball for our Friday night telecasts all year long with the all-access games.
We are looking to push the envelope even more with our coverage, “Journey to the Chi.” It allows fans to be able to follow some of the minor league prospects. Which, by the way, minor league prospects aren’t like college basketball prospects that you see play in March Madness. We need to help educate our fans on who some of these guys are, why they’re relevant and important.
CHSN has been a great partner for us to be able to do that, and they’ve put on a heck of a broadcast from a production standpoint. We are excited for year two and it’s nice to have our feet under us.
NELSON: Because local TV is an issue for other MLB teams, if the league came to you and said “We’re going to take all 30 teams and package the local TV deals, and sell it to one provider,” would that be of interest to you and the White Sox?
BOYER: Obviously, the industry is larger than the individual teams. That’s probably a more interesting question for teams like the Dodgers, Cubs, and maybe Boston with NESN of how that could work. It may make sense if we’re aggregating rights for some of these networks to stay in place, and share the revenue.
I don’t know how that’s all going to shake itself out as the industry is still evolving. Certainly, we want to do what’s in the best interest of the White Sox and fans. We have two partners (Bulls and Blackhawks), and this type of plan with local TV could very well happen with the NBA and NHL. So we’ll just attack those situations as they’re presented, but we’re always going to do what’s in the best interest of the Chicago White Sox.
NELSON: With the broadcast itself, everyone’s back, right? How do you feel the broadcast has progressed going into year three?
BOYER: I’m very excited about some of the things CHSN is continuing to do, to be able to have assets like Brooke [Fletcher] and Connor [McKnight] in bringing the game closer to our fans. Frankly, the job they do in bringing the ballpark experience closer has been terrific.
We’re always looking for ways to upgrade to help John [Schriffen], Steve [Stone], Gordon Beckham, and Dan Plesac. We’ve added a lot to these broadcasts. It’s almost like a coverage team at this point where hopefully we’re bringing you the best, the most accurate, and the most up-to-date information on the White Sox so people can become stronger fans.
NELSON: Then there’s the No. 1 overall pick. White Sox fans already want Roch Cholowsky jerseys, but you also have a home run derby the same day. How is that day going to work?
BOYER: It’s a full day of White Sox, that’s for sure.
It will be an awesome day to be here at the ballpark. You’re going to get the game, then the home run derby, and if timing works out, you’ll be here when the first pick is announced. So it’s kind of the greatest party day for White Sox fans that you could possibly have.
NELSON: Finally, I have to ask about new stadium plans in light of what Crain’s Chicago reported about Justin Ishbia buying land in the South Loop. Looking at the next three years, you know that you’re going to be in Bridgeport. Is there talk about extending the lease?
BOYER: There’s plenty of options, and now is the time to be talking about those options.
Our focus right now is The 78. We will exhaust every option as time concerns The 78, and then figure out where to go from there.
NELSON: Do you have to ask the Chicago Fire to not build in the middle of that plot and give you space?
BOYER: You know, there’s 62 acres. There’s plenty of room for both. So hopefully something comes to fruition where it can work. If it doesn’t, then we’ll reset and figure out where to go from there.
