Horseshoe Casino Responds To Cubs Billboard Shenanigans

By Marcus Gilmer in News on Nov 25, 2009 3:20PM

Earlier this week, we talked about the Cubs erecting a pair of billboards that would block the view of a rooftop on Waveland emblazoned with an ad for the Horseshoe Casino. Most fans remember the rooftop from previous years when it was painted red and featured the Budweiser logo on it. It seems the new chairman for the Cubs, Tom Ricketts wasn't pleased and Cubs spokesman Peter Chase said the team was: "looking to protect our corporate partner family who invest their resources with us to be our official sponsors. It's important that we protect our brand in the marketplace, protect the value of our corporate partners and protect against anyone trying to ambush our brand." Which seems to be a not-so-subtle way of saying, "We're trying to protect Budweiser." The team never had an issue with the large Budweiser rooftop sign, the bleachers at Wrigley are officially sponsored by Bud Light, and, well, we all know what kind of man Harry Caray was. Not that there's anything wrong with that. But what company is expected to become advertisers on the new billboards? According to CBS 2, Budweiser.

So what of the casino itself, who bought the rights to the rooftop in question from that building's owner? We were contacted yesterday by a rep from the casino's PR team with a statement that said:

"2009 was a milestone year at the Horseshoe Casino,” said Dan Nita, Senior Vice President and General Manager. “We were very excited to showcase our $500 million new casino and entertainment offering to the Chicagoland market. An opportunity arose to become part of the Wrigleyville experience, securing the famous rooftop in left field. In addition, we became a corporate sponsor of the Cubs organization, with a substantial six-figure investment.”

Mr. Nita also adds: "Corporate sponsorships with sports teams have been a great way to introduce ourselves to a market. Harrah’s Entertainment Inc., which operates Horseshoe Casino, maintains a long-standing history with many Major League Baseball teams and we hope to continue our partnerships with Chicago sports organizations into the 2010 season and beyond."

While it doesn't say much, the fact the casino is a corporate sponsor of the team does raise eyebrows. If the casino wasn't a sponsor of the team, it'd be just another case of the Cubs playing hardball about someone advertising in view of the stadium without the team getting any money from it. But it seems the Cubs aren't that concerned about protecting "the value of our corporate partners," and are, instead, concerned about pissing off an even bigger sponsor. Some follow-up questions for the casino's PR folks will have to wait as they're closed through Monday for the holiday. The same, it seems, goes for the Cubs.