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Scout Seats at U.S. Cellular Field

Magellan Corporation Sponsors Scout Seats at U.S. Cellular Field

The White Sox will wear 1983 throwback uniforms on Family Sundays this season.

The Chicago White Sox announced two sponsorship deals with University of Chicago Medicine and Deerfield-based steel distributor Magellan Corp. on Friday, ahead of this weekend's annual SoxFest convention.

The University of Chicago Medicine partnership will tie the Hyde Park hospital to the team's Kids Club and Family Sundays promotion this season.

The hospital will be the "presenting sponsor" of all 13 Sunday home games this year, at which upper-deck tickets start at $5, stadium parking will be $10 (cut from $20), and kids will get to run the bases and get autographs after the game.

The sponsorship, announced this morning at Woodlawn Community School on the South Side, adds U of C Medicine to a Sox stable of partners that includes MillerCoors, U.S. Cellular, BP and United Airlines, among others.

“We are absolutely thrilled with this opportunity — what is a tremendous partnership with the University of Chicago Medicine,” Brooks Boyer, White Sox senior vice president of sales and marketing, said in a statement.

For U of C Medicine, which unveiled its new $700 million hospital this month and changed its name from University of Chicago Medical Center last year, the sponsorship will focus on Power Up, the after-school program offering weekly nutrition and physical activity sessions for kids.

“We know athletes often have the power to reach children in a way parents and teachers may not," said Dr. Deborah Burnet, professor of medicine and pediatrics and section chief of general internal medicine at the hospital. "We were excited to learn about the White Sox's commitment to promoting good nutrition and exercise among their youngest fans."

The deal also marks a strong promotional play to help the hospital compete with its two biggest rivals, Northwestern Memorial Hospital and Rush University Medical Center, both of which have completed major new hospital buildings or additions since 2007.

Magellan Corp., meanwhile, becomes the official sponsor of the Sox's premium Scout Seat Section and Scout Seat Lounge at U.S. Cellular Field.

The three-year deal will increase the steel company's visibility at the park through more signage, and adds to its well-established sports marketing play in the city.

Magellan already has marketing agreements with all other major Chicago teams.

"The Chicago White Sox are a premier international brand, which dovetails nicely into our global business," said Magellan President Bob Arthur in another statement.

Magellan also plans to use the prime seating areas to host and promote various charitable groups with exhibits in the Scout Lounge area, including La Rabida Children's Hospital, the Old Town School of Folk Music, Chicago White Sox Charities and others.