White Sox: Need ‘that guy’ to grow the fandom for the young team

The White Sox is one of the oldest teams in the American League. And, while the team has notable history and an up-and-coming future, it is currently lacking something special.

Yes, the White Sox are in the middle of a rebuild, but while the team is rebuilding, it still needs something.

And, that something is that one guy. Maybe two.

The cool players

Let me explain with an example that most Sox fans should know. There’s that team to the north that has one of the largest fan bases in all of baseball. They have a few guys who have been able to not only play really good baseball, but bring an ungodly number of new fans to the fanbase. I’m talking about the “Bryzzo” phenomenon. It was so cool in 2017 that Eddie Vedder even wrote a jingle for it.

I’m also talking about players like Adam Jones with the Baltimore Orioles or Yadier Molina with the St. Louis Cardinals. Or, Nolan Arenado with the Colorado Rockies. I’m talking about players who have Funko bobbleheads. Or cool nicknames like Thor.

I’m talking that guy who brings fans from other markets to Guaranteed Rate because he’s that much fun to watch.

Fun guy needed

Right now, the Sox do not have a player who is that guy. A franchise face. Someone who immediately screams – The White Sox! Watch us play! We’re fun! We love our fans! Put a mic on me during ESPN Sunday Night Baseball!

Despite being in one of the largest baseball markets on the planet (other than New York City), the White Sox have one of the smallest fan bases. And, even though the team has several losses, there is some interesting baseball being played by the Chi Sox. Sadly, no one outside of the Southside has any clue that this is a team that is worth watching. And, no one on the team is leading the charge to bring in more fans.

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The research doesn’t look good

This researched article from 2017 about fan rankings says it all. In his article, Michael Lewis used three factors to determine which MLB fan bases were the best. He found that the White Sox were in bottom five in two factors: fan equity and road equity, which ranked them 26th overall. The measure that I found the most interesting was road equity – how many fans follow their teams on the road. Lewis wrote about the bottom three teams with road equity: “At the bottom of the rankings we have the Marlins, Indians and White Sox.  These seem to be struggling brands that lack local and national appeal.”

The Sox need players who can attract fans. They need that guy. They need a Javier Baez, Jesus Aguilar, Odubel Herrera, or a Mookie Betts. Someone who can showcase his personality as well as his bat, leather, and speed. That guy doesn’t have to be a big name that the Sox pick up in a trade. He just needs to be a guy who is willing to have fun, be a bit quirky, play good baseball, and help grow the fanbase.

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That guy needs to step up soon. Otherwise, this interesting team is going to continue its reputation of having one of the weakest fanbases in all of baseball.