Wally Hayward, the chief marketing officer and vice president of the Chicago Cubs resigned Thursday to start a new sponsorship firm called W Partners that will work closely with sports teams on marketing and sponsorships. The new company has the backing of the Ricketts family and the firm's first client will be the Cubs.
Hayward is considered one of the nation's leading sponsorship and sales executives in the sports world and he and his firm are expected to play a vital role in developing opportunities around Wrigley Field and especially as the renovations to venerable Wrigley Field take shape.
Cubs chairman Tom Ricketts had been in discussions with Hayward for several months developing this plan for increasing the Cubs revenue streams.
“We are excited to begin this new venture with Wally who has played a key role in developing great corporate sponsorships for the Cubs -- our largest revenue growth area over the last three years," Ricketts said. "We have big plans for Wrigley Field and in the neighborhood and that’s why we wanted to establish W Partners to allow Wally and Samantha [Coghill] to focus on growing and enhancing our relationships with corporate partners and to eventually do the same for other clients.”