In a season filled with surprises on the field, the Chicago White Sox sprung another one at Rate Field, adding sushi to the concessions menu in celebration of Japanese slugger Munetaka Murakami. For a fanbase that loves the aroma of polish sausages and onions on the grill, this new food item may be an odd addition, but it’s an attempt from White Sox marketing to continue their outreach in hopes of extending the team’s fandom.
“With the Dodgers having Shohei Ohtani, they’ve really become Japan’s team,” said White Sox Chief Revenue/Marketing Officer Brooks Boyer. “But as we appear more on international broadcasts because of Mune, our hope is that we become Japan’s American League team.”
The White Sox enter this weekend about to embark on a seven-game homestand against the Houston Astros and the New York Yankees. Since 2010, the team has drawn more than 2 million fans only three times (2010, 2011, and 2022). So far in 2026, the White Sox have drawn 1,110,585 fans in 48 home games, averaging 23,137 per game. If that pace continues, they’ll fall short of 2 million, but it’s a significant increase from the last two seasons.
“Impact on the business has been significant,” said Boyer.
“Obviously, just looking at statistics alone, our attendance has ticked up quite a bit. The connection that this fanbase has made with this team and these players, and then what the players have given back to the fans, has been an energy shot.”
No doubt the White Sox are playing much better at Rate Field. They are 31-17 at home, and only the Tampa Bay Rays have a better home winning percentage. On several occasions, White Sox players and manager Will Venable have cited fans as a source of energy. Fans hope that with more attendance and TV viewership, the revenue boost will give general manager Chris Getz more financial room to work with as the trade deadline looms -- with Jerry Reinsdorf's approval, of course.
Boyer is hoping they can keep supplies stocked.
“When you get more people in the ballpark, obviously, it impacts revenue. Tickets, food, parking, and other ancillary revenues tied to attendance have exceeded our expectations this season. There are triggers that, when things change and move, you can adjust,” said Boyer.
“Unfortunately, the last few years, we’ve had to adjust on a downswing. So it’s a lot more fun to adjust on an upswing. Now the conversations have turned to making sure we don’t run out of things because so many fans are attending. That’s a much more fun conversation to have.”
The fans who can’t make it out to Rate Field have been watching in far larger numbers on Chicago Sports Network. According to Sports Business Journal, the White Sox have doubled their direct-to-consumer subscriptions on CHSN, and out-of-market viewership has increased by 252 percent.
“We look at Chicago Sports Network as a three-team package,” said Boyer.
“I’m super excited to hear that the Chicago Blackhawks signed Patrick Kane. Some of the things the Bulls are doing are generating excitement. It’s a 'high tide floats all boats' model, and with the season we are having, it has helped significantly in our subscription base.”
While the White Sox are seeing unexpected growth this season, there’s still room to expand in Japan, especially in light of recent comments from the All-Star Game that Murakami has enjoyed his time in Chicago and would be open to talks about staying long-term. Certainly, from a marketing standpoint, Boyer has long-term plans to expand fandom in Japan.
“Passion for baseball in Japan is higher than for football here in America. That level of passion for baseball is something I’ve never seen,” said Boyer.
“We are finding that the West Coast and New York are important to Japanese sponsors. We’ve seen that grow in Chicago, and we look forward to putting out opportunities for them to have a connection point with the White Sox. MLB handles all international programming. We certainly lobby MLB to showcase Mune more to his home country because he’s very special.”
While Boyer and the White Sox work on MLB to expand their broadcasts to newfound fans in Japan, there’s an apparel angle in the works.
“We are working on a partnership now to see how we can put multiple shops in the area. It wouldn’t just be White Sox gear, but there’s a lot of demand for our product. The top two teams in apparel are the Dodgers and Yankees, but we are third. To extend our fandom in Japan is certainly what we are trying to do,” said Boyer.
There’s work to be done from a business perspective in pushing home attendance past the 2 million mark. A lot of that effort will be driven by a team still currently sitting in first place in the American League Central, but the White Sox marketing team is pulling out all the stops. A collaboration with Sean Evans, the host of a very popular online celebrity interview show, “Hot Ones”, will take place on Aug. 23, nearly two weeks after the previously announced headwear giveaway on Aug. 11, the Chicago White Sox Pope Hat.
Marketing gimmicks are no strangers for White Sox fans. It’s just that after three straight 100-loss seasons, it’s a heckuva a lot better munching on a sushi roll while watching winning baseball.
New White Sox Concessions
Muneshot Sushi Push-Pop
Remember the old Flintstone orange sherbet push-pops? Imagine that, but instead with either a Shrimp Tempura or California Crunch sushi roll. The long tube is filled with the sushi roll and comes with a skinny tube of soy sauce. Fans can pop off the cap and pour as much soy sauce as they want. But keep the tube, as you’ll need it to push the sushi roll up to eat.
Where to Find: Lucky’s in Section 154, or find the portable cart throughout the 100 or 500-level
Taste Rating: DOUBLE (2 out of 4 stars)
I was VERY SKEPTICAL about this sushi roll, but it exceeded my expectations. The flavor was very good, and the push-pop mechanism works. It’s an awkward eating experience, and I’m not sure how fun it would be gnawing on sushi in 90-degree or hotter weather, but it’s a lot better than gas-station sushi, and I don’t feel sick afterward. Wins all around.
Crispy Dill Pickle Chicken Wings and Fries
Pickle-flavored food items are the rage in 2026, and the White Sox are adding Crispy Dill Pickle seasoning to their wing selection along with a cool ranch dipping sauce.
Where to Find: Wingman stand in Section 101 (Outfield concourse)
Taste Rating: DOUBLE
The seasoning is good, even though the sample chicken wing wasn’t. If you love pickles, it’s worth giving these wings a go. Just ask for extra crispy wings.
Birria Machete
Another variation of the White Sox giant quesadilla, now with beef birria.
Where to Find: Machete Station in Section 111
Taste Rating: TRIPLE (3 out of 4 stars)
If this birria quesadilla came with a small consomé to dip, this would have easily been a Home Run rating. The flavors are spot on, but the meat in this sample was a bit dry. I imagine on a hot grill the birria would be extra juicy. Make sure to grab extra napkins to deal with the grease.
Meatball Sandwich
Hey, it’s a meatball sandwich.
Where to Find: Stadium Club
Taste Rating: Meatball - TRIPLE
Bread - STRIKEOUT
The house-made meatballs and a marinara sauce with some kick to it are a classic combination. But whatever hoagie roll they used for food samples should be tossed. It was stale and extra chewy. Hopefully that’s not the same experience for those who order this sandwich in the Stadium Club.
Bulgogi Beef Egg Rolls
Bulgogi marinated beef stuffed into an egg roll with a kimchi aioli on a bed of crispy rice noodles.
Where to Find: Club Level - but must order via in-seat service through the wait staff.
Taste Rating: HOME RUN (4 out of 4 stars)
I’ve been to many White Sox food day presentations, and these bulgogi egg rolls are by far the best food item I’ve had at Rate Field. If you love Korean food and have some extra cash to splurge on a 300-level ticket, these egg rolls are a must-try. I could have easily eaten five of these without regret.
House-made Cookie Dough
Ready to travel with Charlie to Candy Mountain? You can now get a scoop of chocolate chip and monster cookie dough in an ice cream cone or dish. Then mix in your favorite ice cream toppings.
Where to Find: Club Level
