White Sox’s Pope Hat Promotion Shines Amid Playoff Push

Whether or not the White Sox reach deep into the playoffs this season, one highlight remains: Pope Hat night. Two seasons after setting an MLB record for 121 losses, the White Sox are now in the postseason. Fans have returned in droves, and the team is leveraging this success to boost attendance, TV ratings, and introduce creative promotions. A key element in this story is the first Chicago pope’s support of the South Siders, capturing national attention.

“Everyone knows who we are,” said Brooks Boyer, White Sox executive vice president and chief marketing officer. “We’re America’s team right now.” Both the Cubs and the Sox are in the playoffs together for only the fourth time in history. While the Cubs were expected contenders, the Sox defied expectations, following three seasons with over 100 losses.

Boyer and his team seized the moment with a unique promotion as memorable as the team’s transformation. The Pope Hat giveaway in August saw 40,000 Sox-branded papal mitres distributed, reminiscent of the infamous Disco Demolition night nearly 50 years ago. Chicago-based sports business consultant Marc Ganis remarked that the promotion is still a topic of discussion, drawing parallels to the legacy of past events.

As the Sox compete in Houston, trying to extend their postseason journey, their on-field success has led to a significant rise in attendance. Nearly 2 million fans have visited Rate Field, marking a 40% increase over the previous season. Television ratings on the Chicago Sports Network have doubled, with an average of 60,400 viewers per game, according to Nielsen.

Ganis emphasized the necessity of a winning team for such gains, saying, “Winning games and being in a pennant race is the most important thing after three 100-plus-loss seasons.” Opportunities generated by such momentum, paired with thoughtful promotions, can achieve iconic status.

With the White Sox sitting atop their division for much of the summer, traditional giveaways were planned, including bobbleheads and T-shirts. A mural featuring Pope Leo was added near Rate Field, celebrating his roots as a lifelong Sox fan.

Boyer explained that the Pope Hat promotion was a quickly evolving idea. Initially planned for 1,500 hats at an August game against the Cincinnati Reds, demand surged as ticket sales skyrocketed—some 400 per hour—prompting an increase to 3,000 hats. Ultimately, all attendees received a Pope Hat.

Boyer acknowledged the financial risk, with the $5 hats totaling a $200,000 expense, the season’s costliest promotional gamble. The investment proved worthwhile, as the promotion brought together nearly 40,000 attendees for the Sox-Reds game. Despite the team’s loss, the unique event left fans feeling satisfied.

The Pope Hat giveaway revitalized the spirit reminiscent of the 1979 Disco Demolition night, fostering positive global media attention. Tim Calkins, a marketing professor at Northwestern University’s Kellogg School, viewed it as a promotional “home run.” According to him, recognizing and seizing the chance to connect with fans is crucial in modern marketing.

The pope, remaining a devoted fan, sent a supportive letter before the Sox secured their first wild-card game win against Houston. As the Sox strive deeper into the playoffs, plans for a fan apparel “blackout” are underway, enhancing Rate Field’s atmosphere. Pope Hats may appear again, amplifying their impact.

Ganis predicts that further playoff success and continued strategic marketing may drive future ticket sales and TV ratings. He highlights the unique narrative of simultaneous team resurgence and papal endorsement, stating, “If anybody wants to talk about stars aligning, you can’t make that stuff up.”