The Chicago White Sox are enjoying their moment in the postseason, and whether they go deep or not, one thing remains unforgettable: Pope Hat night. After setting a record with 121 losses two years ago, the team now finds itself in the playoffs, achieving increased attendance, TV viewership, and creative promotions.
The magic of Padre moment also captured attention nationally when Pope Leo XIV, a Chicago native and South Sider at heart, publicly supported the team. Brooks Boyer, the team’s executive vice president and chief marketing officer, confidently claims, “We’re America’s team right now.”
This year marks only the fourth instance of both the Cubs and White Sox making the playoffs. While the Cubs were a predicted presence, the Sox defied odds after enduring three consecutive seasons with over 100 losses. The team’s unexpected rise energized both fans and their front office, spurring a now-famous promotional event: the Pope Hat giveaway.
Forty thousand Sox-branded papal mitres were handed out, reminiscent of the infamous Disco Demolition night nearly 50 years ago. “People are still talking about it,” says Marc Ganis, a Chicago sports business consultant, comparing its impact to past Sox promotions.
The team, who led their division most of the summer and secured a wild-card spot, played in Houston this week. Such on-field success has translated to off-field gains, with Fan attendance soaring to nearly 2 million, a 40% increase over the previous season, and TV ratings on the Chicago Sports Network doubling to an average of 60,400 viewers per game.
Ganis attributes the surge to the team’s improved performance. “Winning games and being in a pennant race is the most crucial thing after those loss-heavy seasons,” he explains. Boyer and his crew, however, also leveraged this momentum through promotions like Pope Hat night.
The White Sox had typical giveaways planned, such as bobbleheads and T-shirts. However, recognizing an opportunity, they packaged a timely promotion named after Pope Leo XIV, hometown hero and diehard Sox supporter. Initially scheduling to hand out 1,500 hats for an August 11 game against the Cincinnati Reds
The demand quickly led to an exponential increase in production, backed by Mike Downey from the promotions team who insisted everyone should receive a hat. The subsequent $200,000 investment resulted in a serious win, culminating in a night of unity that sold out Rate Field.
On that unforgettable August night, nearly 40,000 Pope Hats were distributed, creating a successful event that allowed attendees to leave feeling uniquely fulfilled, despite the loss. This promotion captured a cultural moment for the Sox while echoing the chaos of the past, like 1979’s Disco Demolition.
Today, it generates positive buzz both on social media and traditional news outlets, according to marketing professor Tim Calkins from Northwestern University. He applauds the White Sox for their marketing agility: “When you see something that can connect, you really want to take advantage of it.”
Meanwhile, Pope Leo XIV continues his blessing for the team, extending support before their wild-card victory against Houston. Should the Sox progress, they plan to host a “blackout” for home fans, intensifying the game atmosphere. Yet, those Pope Hats might again steal the show.
Ganis forecasts that further success in playoffs and a strong marketing strategy could significantly boost ticket sales and TV ratings next year. He smiles, noting, “The divine timing of our papal fan and the Sox playoff run is a storyline you’d think was fiction.”