Sitting in Wrigley Field, soaking up atmosphere, many a Cubs fanhas probably wondered, "What's a Torco?"
If they don't know already (hint: the company's full name isTorco Oil Co.), they never will.
The sign comes down today, more than 25 years after it firstgraced the wall of a Sheffield apartment building outside of thepark, behind the right-field bleachers.Torco is leasing the much-coveted space to Southwest Airlines,the no-frills airline that has come up with a more direct ad pitch.Its sign will read "Great seats at bleacher prices," with the tail ofan airplane and Southwest's name on the tail, said spokesman TimKraft.There had been talk of turning the 25-by-15-foot space into arevolving sign with three sponsors. But that won't happen for atleast a year.The billboard will be Southwest's first day-in, day-out presenceat the park - or rather, right outside of it.The Dallas-based carrier already has a significant marketingpartnership with the Cubs as a team sponsor and a media sponsor ofWGN-TV game broadcasts. But this time, Southwest is paying Torco -not the Cubs - an undisclosed sum for what amounts to better exposureto fans.Southwest acknowledges its name recognition means fans watchinghits to right field no longer will be quite as stymied."You always see the Torco sign," Kraft said. "And it's alwayslike, `What in the world is Torco?' "
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