For the first corporate-branded stadium.
In 1953, Anheuser-Busch purchased the St. Louis Cardinals baseball franchise, along with its stadium, Sportsman Park. That same year, the brewers asked if they could rename the park, hoping to have “Budweiser” plastered on the stadium walls. However, the league president, Ford C. Frick, thought, ironically, that beer should not be associated with baseball, and said no. But he did allow the stadium to be named Busch Stadium, after the owner’s name. So, under the influence of the president’s support, Anheuser-Busch quickly, and deviously, started brewing a brand called Busch Bavarian Beer, later to be called Busch and Busch Light. And there you have it: the first stadium sponsorship was fermented.
Today, the sobering truth is that nearly every stadium, arena, amphitheater, coliseum, concert hall, skating rink, and Little League field has been renamed by corporate sponsorship. I guess tradition and fond memories don’t pay for today’s overpriced, steroid-pumped athletes.
Now don’t get me wrong—Busch is an okay beer. It isn’t the best brew around, but I certainly don’t turn it down when it’s offered. In fact, most of what I have forgotten in college can be attributed to the affordability of Busch Light. But brewing a halfway decent cold one doesn’t give Anheuser-Busch the right to sell out baseball’s history.
And if a stadium name must be changed, at least make it cool. Here are some particularly sucky ones: Pizza Hut Park, Gaylord Entertainment Center, Heinz Field, Amway Arena, Minute Maid Park (take note of the improvement—it was previously named Enron Field), Dick’s Sporting Goods Park, Lucas Oil Stadium, and Jobing.com Arena. Come on!
So the next time you “root, root, root” for the home team, don’t forget that Anheuser-Busch stole the stadium’s honor and respect and left you sitting in a giant ad campaign.