Cubs Baserunners May Never Hold At Third Base Now

In years past, Toyota planting a huge illuminated billboard high above the bleachers at Wrigley Field would have only rankled purists who struggle to maintain the classical look of the ballpark. But after the recent recall of several lines of Toyota cars of sticking accelerator pedals, the proposal has also grabbed the attention of the population at large.

The controversy hasn't forced the Japanese car company from advertising at sporting events. Toyota just recently renewed a deal with the Indianapolis Colts to be the team's official automaker for an additional three years. Now the company is willing to spend up to $2.5 million a year to post what some are calling the most glaring example of ad intrusion in the history of the storied ballpark.

Until now, advertising creep at the 96-year-old shrine of Major League Baseball has been subtle. There are ads behind home plate, in the dug-outs, on the green doors of the outfield walls and in narrow electronic bands in the upper deck. The Chicago Board Options Exchange also has its initials on the brick wall in front of seats auctioned off along the third-baseline.

Fenway Park, the only other Major League ballpark older than Wrigley, has 67 signs. Wrigley has fewer than 20 signs overall and only one in the outfield.

The sign wouldn't block any of the rooftop seating on the rooftops behind the bleachers, revenue from which is shared by the property owners with the Cubs. The Toyota sign would partially obscure an advertisement for the Horseshoe Casino. For now, the Commission on Historical Landmarks, which must approve all proposed signage in the stadium, is questioning how much the sign will impact the historical character of Wrigley. Considering the ballpark went most of its history without hosting a night game, a giant illuminated sign would certainly have some impact on that character.

This post originally appeared on the Sporting Blog. For more, see The Sporting Blog Archives.