The Chicago Cubs had a long history as "lovable losers" due to poor ownership that did not prioritize winning. From 1945-2009, this period was known as the "Dark Ages" for the Cubs. In 2009, the Ricketts family purchased the Cubs and made winning the top priority. After several losing seasons under new management, the Cubs won their first World Series title in 108 years in 2016. The value of the Cubs franchise has grown significantly since the new ownership focused on strategic patience and investing in the team.

1. Chicago Cubs
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2. Problem
• Tradition of losing
• “Lovable losers”
• Ownership not prioritized on winning

3. Events Between Cubs Titles (1908 - 2016)
• Radio and TV invented
• 16 US presidents elected
• The Titanic was built, set sail, and sank
• Haley’s Comet passed earth, twice
• Alaska, Arizona, Hawaii, Oklahoma and New Mexico became states

4. Solution
• New owners
• Ricketts family purchases Cubs in 2009
• Primary focus in winning
• Financial success secondary
• New management
• Won 2016 World Series

5. 1876: Formation of Chicago White Stockings
• Original 8 member of National
League
• Name later changed to Cubs

6. 1907/1908: World Series Champions

7. 1914: Wrigley Field Opens

8. 1945 – 2009: The Dark Ages

9. 1945 – 2009: The Dark Ages

10. 2009: Ricketts Family Purchases Cubs
• Purchased for $845 Million
• Losing Record in first 5
seasons
• Made key changes to
strategy

11. November 3nd, 2016: Cubs Win World Series

12. Business Model
• Winning top priority
• Strategic patience
• Investment in
modernizing Wrigley

13. Financials - Valuation
2009 -
$700 M
2016 -
$2.2 B
Nov 2016
- $2.5 B
2020 -
Estimated
$4 B

14. Financials - Revenue
197
217
237
257
277
297
317
337
357
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Millions of Dollars

15. Financials – Player Expenses
100
110
120
130
140
150
160
170
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Millions of Dollars

16. Financials - Operating Income
20
30
40
50
60
70
80
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Millions of Dollars

17. Cubs Secret Sauce
• Wrigley Field
• Loyal fan base
• Ricketts family commitment
to winning
• Signed “hot” coaches,
players, and managers

18. Competition
• Member of Major League
Baseball
• Revenue sharing plan
• Competition for top
players
• Chicago White Sox

19. Outlook: Extremely Positive
• Continued tradition of
winning
• Improvements to Wrigleyville
Community
• Future TV deal

20. Sources
• https://www.forbes.com/teams/chicago-cubs/
• http://chicago.cubs.mlb.com/chc/history/timeline.jsp
• http://m.mlb.com/cutfour/2016/05/13/177833950/remembering-the-cubs-black-cat-game-on-
friday-the-13th
• http://www.chicagotribune.com/sports/baseball/cubs/ct-wrigley-field-buildings-construction-
20160325-htmlstory.html
• http://www.cbsnews.com/news/mlbs-revenue-sharing-formula/
• https://www.nytimes.com/interactive/2014/04/24/upshot/facebook-baseball-
map.html?_r=0#7,42.155,-83.577
• http://www.chibarproject.com/Reviews/WrigleyField/TopTwenty.htm