Cubs looking for city approval on massive new rooftop signage

The quaint neighborhood vibes are already a thing of the past, but expect Wrigley Field purists to lose their minds over this latest ask from the team.

Milwaukee Brewers  v Chicago Cubs
Milwaukee Brewers v Chicago Cubs / Justin Casterline/GettyImages

Over the last decade, advertising has grown more prevalent across Major League Baseball, with organizations - including the Chicago Cubs - looking to maximize revenue in any way possible. Of course, the most glaring example at historic Wrigley Field was the addition of two video boards beyond the outfield bleachers, but numerous other examples exist, as well.

Corporate sponsor logos can now be seen on the padding behind home plate and along the walls down both the first and third base lines. If you can put a logo on it, it's probably been done - and, by year's end, it seems the Cubs will join the growing list of MLB teams with a sponsor sleeve patch on their jerseys, as well.

Cubs continue to look for any and every possible revenue stream

According to Crain's Chicago (subscription required), the team is now looking for approval from the city to erect massive new signage on a rooftop down the left field line, located at 1042 Waveland Ave. Now, it's important to note: signage on rooftops isn't anything new. There have been billboards on multiple Sheffield Ave. rooftops for years now.

The question from fans, of course, is whether or not these additional revenue streams will translate to higher on-field payroll. Based on Tom Ricketts' comments, I wouldn't bet on it. The CBT threshold is being treated as a soft salary cap and it's clear ownership and the front office believe the team's farm system - not high-dollar free agent spending - will drive the next competitive window.

Wrigley Field - and Wrigleyville, as a whole, for that matter - has drastically changed since I started going to games in the early 2000s. And while the purists out there will decry the changes, the gameday experience is, by and large, vastly improved (although it's still far too expensive for the average family to enjoy).

This latest addition will take some getting used to, but, should it come to fruition, will soon blend into the sea of changes we've bore witness to over the last decade.