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Marketing Innovators Luncheon Seminar

Breathing New Life Into an Iconic Brand: The Chicago Cubs

Tom Ricketts, Chairman, Chicago Cubs

The Chicago Cubs enjoy coveted brand recognition and passionate customer loyalty built on a remarkable history. 

The challenge for Tom Ricketts, Chairman of the Cubs, is to build new traditions around the brand that capitalize on that which is unique, admired, and loved about the franchise - including Wrigley Field - while building a new championship tradition. He must balance the historical fervor of past generations with the need to address different fan expectations in the digital world. While it is imperative to maintain an innovative brand online, it is equally important to refurbish Wrigley Field to stay ahead of the competition.

Tom will discuss the evolution of the Chicago Cubs brand and its future, and share how he uses his experience as the founder and Chairman of Incapital LLC to strengthen a beloved, cherished brand.

Following the luncheon, join us for a Meet and Greet wtih Tom. Both events are included in the ticket price and are not being sold separately so take a few hours and enjoy the afternoon with Tom and BMA. The event includes lunch, afternoon snacks, open bar (starting at 2:30p) and mingling with BMA and other Chicago marketers, a Chicago Cubs pen set and a Chicago Cubs photo book.

As a way to pay it forward and as a thank you to Tom, we will have a small on-site auction and raffle (including the owner's seats) to help raise money for the Cubs Foundation. Don't forget to come prepared to support a great organization and take home some great items too!

Cubs Care, a fund of the McCormick Foundation

The McCormick Foundation, through its fund Cubs Care, has granted more than $18 million to Chicago non-profit organizations since 1991.

Contributions to Cubs Care are made through memorials, tributes and direct donations, as well as the proceeds from Chicago Cubs events. Net proceeds are matched 50 cents on the dollar by the McCormick Foundation. The Cubs and the Foundation also pay all administrative costs, so 100 percent of contributions, plus the match, are granted back to agencies helping those in need.

The Cubs are extremely grateful to donors across the country for their contributions and continued support of Cubs charitable events each year.

McCormick Foundation

The McCormick Foundation is a nonprofit organization committed to making life better for our children, communities and country. The Foundation's Communities Program partners with newspapers, broadcasters and sports teams nationwide to raise money to support their communities.


Tom Ricketts is the Chairman of the Chicago Cubs and longtime fan of the team. In 2009, he led his family’s acquisition of the team from the Tribune Company. When Tom and his family were introduced as the new owners of the Chicago Cubs, he outlined three goals for the organization: win the World Series; preserve and improve Wrigley Field for future generations; and to be good neighbors, giving back to the city and the team’s North Side neighborhood. 

Tom and his brother Pete once lived across the street from Wrigley Field and Tom met his wife in the bleachers. Tom, Pete, their sister Laura and brother Todd serve as the board of directors for the Cubs. 

Tom is also the Chairman of Chicago-based Incapital LLC, which he founded in 2000. Incapital is an investment bank that underwrites and distributes fixed income securities issued by major corporations, banks and federal agencies. Incapital is also a leading underwriter, distributor, and liquidity provider in the agency, certificates of deposit, trust preferred, structured product, unit investment trusts, annuities, mortgage, and municipal bond markets. 

In 2010, Tom was named Ernst & Young’s Midwest Finance Entrepreneur of the Year for his work with Incapital LLC and was on several occasions named by Institutional Investor Magazine as one the 40 most influential leaders in electronic finance. 

In 2010 Cardinal Francis George presented Tom the Rerum Novarum Award. This award honors men and women in labor, business, and government who have proven outstanding in their support of the ideals of respect for the dignity of the human being and human labor, the right to organize and the right to a living wage. 

Tom is the Vice Chairman of Choose Chicago, the city’s convention and tourism bureau. He is on the Board of the Field Museum, the Chicagoland Chamber of Commerce, the Executive Club of Chicago, and the Wood Family Foundation. Tom is also a member of the Young President’s Organization, the Economic Club of Chicago, and the Commercial Club of Chicago. 

Prior to Incapital, Tom worked at ABN AMRO, The Chicago Corporation, and Mesirow Financial. He was a market maker on the Chicago Board Options Exchange from 1988 through 1994. 

Tom has a bachelor’s degree in economics and an MBA in finance from the University of Chicago. Along with his brother Pete and a friend, Tom endowed the New Year Scholarship Fund for U of C students. He was named the Business School’s Young Alumnus of the Year in 2005. 

Tom and his wife, Cecelia, live in the Chicago area with their five children. His father, Joe, founded TD Ameritrade Holding Corporation.

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