Today, Crain’s Chicago Business featured a story on CBRE’s new innovative partnership with the Chicago Cubs.
Chris Connelly, President of CBRE’s Midwest Division, tells Crain’s “It’s brand equity. We’re striving to be one of the most admired places to work and have the ability to attract great talent, which is hugely important to us. And retaining the industry-leading talent that we have, that objective can benefit as well through brand equity. We’re trying to be recognized in a certain stratosphere that doesn’t have to do with what it is that CBRE does every day.”
CBRE’s groundbreaking new partnership with the Chicago Cubs includes the addition of prominent CBRE branding inside Wrigley Field and a number of special CBRE/Cubs events including, most notably, moving CBRE’s 9th annual CBRE Cares Charity Bash to the Friendly Confines.
“Teaming up with an iconic Chicago institution like the Chicago Cubs is yet another example of our ongoing movement toward world class,” said Chris Connelly, president of CBRE’s Midwest Division. “These are exciting times for the Cubs and for CBRE as well. This alliance will enable us to provide some truly unique experiences for our people and our clients and will provide an opportunity to showcase our brand to the more than 3 million fans who’ll be cheering on the Cubs at Wrigley Field this summer and, hopefully, into the fall.”
Per the agreement, CBRE will move its annual charity gala to Wrigley Field in August. Proceeds will benefit Cubs Charities and its affiliates, which focus on increasing access to sports opportunities and targeting improvements in health, fitness and education for those at risk. Jon Lester and Anthony Rizzo will be in attendance, as well as manager Joe Maddon and GM Theo Epstein will be in attendance.
“Our Charity Bash has already become a can’t-miss event every summer in Chicago but moving it to Wrigley Field will bring it to a whole new level.” Connelly said. “We’re thrilled to be partnering with Theo, Joe, Jon and Anthony to raise money for and bring awareness to some very worthy causes.”
The alliance also aims to build awareness of the CBRE brand through the addition of digital signage throughout the ballpark at all regular season and postseason games during the 2016 Major League Baseball season. The Cubs will also host a number of additional unique VIP, behind-the-scenes events for CBRE employees, clients and partners.
“We are excited to partner with a world-class, Fortune 500 firm like CBRE and hope to continue this relationship for years to come,” said Crane Kenney, president of the Cubs. “The season is just around the corner and we can’t wait to get started. Hopefully, it’s a special year at Wrigley Field.”