John West/Chronicle

By Emily Smith
Commentary Editor

I shouldn’t have been so surprised when I heard Comiskey Park was being renamed U.S. Cellular Field. After all, I ride past the United Center every morning, talking on my Sprint phone and eating my McDonald’s breakfast burrito.

In a world all about buying each other out and having your name on top, it would be refreshing to see a company make an unselfish gesture; let’s say, such as giving Comiskey Park—I mean U.S. Cellular Field—a donation without requiring anything in return. Now that would be innovative.

U.S. Cellular could have garnered more respect and money if they had made a quiet contribution and left the name alone.

I, for one, would much rather buy a product from a company who is known for their giving than for their need to sell, sell, sell.

But that is exactly what U.S. Cellular has been doing.

It has already signed up as sponsors for upcoming events such as Taste of Chicago, the Air and Water Show, and other neighborhood festivals.

“I’m not trying to force people to adopt my stylization for the park,” said John Rooney, chief executive for U.S. Cellular in a Feb. 4 article in the Chicago Tribune.

Excuse me, but that is exactly what he is trying to do. He named the park U.S. Cellular Field. You can’t get a more forceful style than that. It’s like calling a sneaker modeled after Michael Jordan “Air Jordan.” Or a line of clothes created by Donatella Versace “Versace.”

The only difference is that the sneakers and clothes were an original idea and therefore the name of the brand reflects the creator.

The shoes are ideal for basketball playing. Although it became a fashion trend to sport Jordans whether or not hoops were being played, they are still shoes that symbolize Michael and his sport.

As for Versace, anyone familiar with her clothing line would agree that the fashion reflects her own unique and creative style. They are colorful, elegant and high-maintenance, just like Donatella herself.

But U.S. Cellular? The name reflects U.S. Cellular—period. Nothing remotely close to baseball is conveyed.

Who would want to wear a shirt made by Motorola? Or how about a refreshing can of Ameritech? Then again, I do enjoy some Wrigley gum every once in a while.

The Cub’s stadium located on the North Side is named after the gum guy: William Wrigley Jr.

In 1919, Wrigley gained sole ownership of the Cubs and changed the name to Cubs Park. Then in 1926, it was changed to Wrigley Field in his honor.

It would seem logical to assume that Wrigley Field is simply named after the gum company. But, in fact, there is a history. Wrigley owned the team.

He moved them from the West Side grounds to the North Side and provided them with a stadium. He had a connection with the team other than money: He was their owner.

Comiskey Park was named after its original owner, as well. Charles Comiskey opened the stadium on July 1, 1910 and referred to it as White Sox Park.

White Sox owner Jerry Reinsdorf could have named the park after himself. Then again, he wouldn’t be getting $68 million in return.

Besides, not too many fans would be happy with “Reinsdorf Field.” Although he is the most successful owner in Chicago’s sports history, he is arguably the most hated.

“Here [in Chicago], there are a whole series of neighborhoods, each with their own cultural requirements,” Rooney said.

Rooney and his buddies don’t care about culture. If they did, the stadium wouldn’t be getting a new name; at least not one as cold and heartless as U.S. Cellular Field.

But true White Sox fans have been keeping the culture of the stadium alive, and they will continue to do so. Many people don’t know that for years now, the park has been referred to as Sox Park, or that from 1962 to 1975, there wasn’t even a Comiskey Park. It was officially known as White Sox Park.

It doesn’t help that this whole U.S. Cellular predicament could have been avoided in the first place if Reinsdorf had built the stadium right the first time. Instead, he tried to cut corners and save money.

So, now that he needs more money, he has decided to sell a piece of baseball to get it.

I realize now that it doesn’t matter what name would best suit the park or the history behind the stadium. I realize that the legendary players and the infamous moments on the field don’t matter either.

It’s all about the money.

Oh well. I’m sure I’ll still catch a game at Sox Park this summer. But you won’t see me switching my phone service anytime soon.