Bears Drop Cadillac in Favor of United

By Benjy Lipsman in News on Apr 11, 2008 6:50PM

Sometimes, naming-rights deals for parts of stadiums make a fair amount of sense by pairing a sponsoring brand that corresponds to the use of the area and the demographics of the fans. The Bud Light bleachers at Wrigley Field is a good example.

Another good example had been the Cadillac Club, the upscale lounge for premium seat fans at the Bears' Soldier Field. The Bears, however, are now dumping Cadillac in favor of United Airlines as the title sponsor for the lounge. the seven-year deal is expected to be officially announced on Friday.

While Cadillac brings to mind images of exclusive, spacious, richly appointed interiors of Escalades and limos, what do you associate with United?

Among our images of United are: cramped seats, poor service, no food, canceled reservations, delays and lost baggage. And let's not forget invasive security searches and fuel surcharges. Just what we're looking for in an upscale lounge.

Photo by Brian Meidell