How the Cubs' Marketing Evolved as the Team Went From 'Lovable Losers' to World Series Champs

Wrigley Field and #FlyTheW take center stage

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As a founding member of Major League Baseball’s National League, the Chicago Cubs are steeped in tradition. From Harry Caray’s “Take Me Out to the Ball Game” to fans throwing home run balls by opposing players back onto the field, experiencing the national pastime at “the Friendly Confines” of Wrigley Field is like taking a step back in time. The Cubs maintain a classic green and white theme throughout the ballpark: The scoreboard, iconic ivy on the outfield wall, seating and signage—even the advertisements—adhere to the color scheme.

Even as the Cubs were in the midst of their 104th consecutive season without a World Series title, the team looked to a future filled with promise thanks to baseball wunderkind Theo Epstein taking control of baseball operations.

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