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* David Roeder at the Sun-Times…
In a $30 billion deal, Aon is buying Willis Towers Watson, a rival in business insurance and risk consulting, but it raises one question in the mind of most Chicagoans: What will happen to the Willis Tower name now that we’ve gotten used to calling it that?
The deal between the two London-based companies was announced Monday. Executives said the combined operation will use the Aon name, not Willis.
As for the name on Chicago’s 110-story tower, Aon wouldn’t comment. A Willis Tower Watson spokesman did not reply to an email. An executive at Willis Tower — that’s the building, not the insurance company — wouldn’t comment, said a spokesman.
The former Sears Tower was rechristened in 2009 in a move that outraged some Chicagoans and even tenants of the building. The naming rights deal, arranged by what was then called Willis Group Holdings, reportedly expires in 2025.
Roeder goes on to speculate that tenant United Airlines might bid for naming rights.
posted by Rich Miller
Tuesday, Mar 10, 20 @ 11:08 am
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Heh, anyone who thinks we ever got “used” to calling it “Willis Tower” is out of touch.
Comment by Responsa Tuesday, Mar 10, 20 @ 11:14 am
The mayor better push the increase in real estate transfer stamps forthwith. Although I am sure even though they are buying the building they are really not buying it in a real estate way. Still charge the stamps.
Comment by DuPage Saint Tuesday, Mar 10, 20 @ 11:15 am
Just name it Chicago Tower or something along those lines. At least you know the name Chicago won’t change.
Comment by Some Anonymous Dude (S.A.D.) Tuesday, Mar 10, 20 @ 11:16 am
I never called it Willis Tower, so I have nothing to change. And I bet I won’t need to get used to the next name either.
Comment by JIbba Tuesday, Mar 10, 20 @ 11:18 am
Aon Tower 2.0
Comment by NIU Grad Tuesday, Mar 10, 20 @ 11:18 am
With what will probably be a CB lot of vacant space availability- how about the Obama Center
Comment by Sue Tuesday, Mar 10, 20 @ 11:18 am
It will be the Sears tower until it no longer exists as a building(or I no longer exist as a person).
Comment by TheInvisibleMan Tuesday, Mar 10, 20 @ 11:25 am
Naming rights are only $1M a year Griffin ought to make his move.
Comment by Thomas Paine Tuesday, Mar 10, 20 @ 11:30 am
Aon could gain a lot of hometown goodwill by officially “renaming” it what longtime residents have been calling it anyway - Sears Tower (Or “Sears Tower by Aon”). May even positive attention to their own existing Aon Center (f/k/a the Standard Oil Building).
Comment by Dysfunction Junction Tuesday, Mar 10, 20 @ 11:33 am
== It will be the Sears tower until it no longer exists as a building(or I no longer exist as a person). ==
Agreed. I live down-state, but I don’t know anyone who ever called it anything different. So how about officially renaming it back to the Sears tower? It’s not like it would give free publicity to the Sears company (I never associated the tower to the company anyway… it was just a name), and it would be a tribute to it’s history. But egos would never allow that to happen, not when you’re spending $30 billion on a building.
Comment by Occasional Quipper Tuesday, Mar 10, 20 @ 11:33 am
Aon should restore the “Sears Tower” name; would be good P.R.
Comment by Robert the Bruce Tuesday, Mar 10, 20 @ 11:34 am
“It will be the Sears tower until it no longer exists as a building(or I no longer exist as a person).” I’m sure many said exactly the same thing about Comiskey.
Comment by Skeptic Tuesday, Mar 10, 20 @ 11:37 am
Tower of London ?
Comment by Streamwood Retiree Tuesday, Mar 10, 20 @ 11:47 am
I’ve always referred to it as the Sears Tower.
If we’re going to rename it, how about the Graham Tower, after the chief architect Bill Graham?
Comment by RNUG Tuesday, Mar 10, 20 @ 11:48 am
Waterpark
Comment by Ok Tuesday, Mar 10, 20 @ 11:50 am
Skeptic: Hunh? I still go to Comiskey
Comment by walker Tuesday, Mar 10, 20 @ 11:57 am
=== I still go to Comiskey ===
I go to Sox Park.
Comment by Rich Miller Tuesday, Mar 10, 20 @ 11:59 am
Let’s name it Eiffel Tower.
Comment by Just Saying Tuesday, Mar 10, 20 @ 12:04 pm
=== I still go to Comiskey === I admit, I’m no Sox fan, but all references I hear (or heard) were “The Cell.” I haven’t heard anyone use “Comiskey” (new, old or indifferent) in a long time.
Comment by Skeptic Tuesday, Mar 10, 20 @ 12:08 pm
==The mayor better push the increase in real estate transfer stamps forthwith. Although I am sure even though they are buying the building they are really not buying it in a real estate way. Still charge the stamps.==
Willis group doesn’t own the tower and AON would probably only own the naming rights with the acquisition of the company. There was no sale of the real estate.
Comment by Sox Fan Tuesday, Mar 10, 20 @ 12:12 pm
The naming rights for buildings have a “one time” benefit to the money.
Once a building/facility/etc has been named, the prospect of changing minds to that, (less the media obligation via contract to call something “Guarantee Rate Field” for example) it’s a tough road.
It’s crazy at this point, a 3rd name for a building as iconic as the “Sears”
Comment by Oswego Willy Tuesday, Mar 10, 20 @ 12:17 pm
I still call them the Sears Tower, the Standard Oil Building, the John Hancock Center.
Comment by JoanP Tuesday, Mar 10, 20 @ 12:24 pm
Guaranteed Rate Tower.
For absurd, uniformity sake.
Comment by Call it Tuesday, Mar 10, 20 @ 12:29 pm
==The naming rights for buildings have a “one time” benefit to the money.
Once a building/facility/etc has been named, the prospect of changing minds to that, (less the media obligation via contract to call something “Guarantee Rate Field” for example) it’s a tough road.
It’s crazy at this point, a 3rd name===
That’s not really true. Of course there are diminishing returns to most name changes, but there are plenty of examples of properties’ new names catching on. Chase Building and AON Center in Chicago. AT&T park in San Francisco, Capital One Center in DC
Comment by Sox Fan Tuesday, Mar 10, 20 @ 12:33 pm
Always be Sears to me:)
And, couldn’t resist-
https://www.youtube.com/watch?v=Qw9oX-kZ_9k
Comment by Anon221 Tuesday, Mar 10, 20 @ 12:34 pm
To Call It at 12:29pm: “For abusrd, uniformity sake”. Maybe the Aon Sears Tower? Aon Willis Tower?
Comment by revvedup Tuesday, Mar 10, 20 @ 12:34 pm
- Sox Fan -
I still call it the “Standard Oil Building”
=== AT&T park in San Francisco===
It’s Oracle Park now…
Comment by Oswego Willy Tuesday, Mar 10, 20 @ 12:37 pm
Covid-19 is looking to rebrand and excited to announce…
Comment by Sammiches Tuesday, Mar 10, 20 @ 12:38 pm
Is the old Standard Oil Building still called the Aon Center? Or did something change? Will Chicago then have two Aon Buildings?
Comment by Louis G Atsaves Tuesday, Mar 10, 20 @ 12:41 pm
It’s still Sears, Comiskey, the Stadium, etc.
I’m old and stubborn.
Comment by a drop in Tuesday, Mar 10, 20 @ 12:49 pm
This is about the Sears Tower, right?
Comment by Pot calling kettle Tuesday, Mar 10, 20 @ 1:08 pm
Just be thankful we won’t be calling it the flaming hot Cheetos tower.
Comment by Da Big Bad Wolf Tuesday, Mar 10, 20 @ 1:39 pm
Building McBuildingFace
Comment by Skeptic Tuesday, Mar 10, 20 @ 1:40 pm
Usually refer to the What chu talkin’ about Willis Towers.
Comment by West Side the Best Side Tuesday, Mar 10, 20 @ 1:42 pm
Well they could just call it the Sears again although Sears is a dying company anyway.
Comment by Levois J Tuesday, Mar 10, 20 @ 2:04 pm
=== AT&T park in San Francisco===
It’s Oracle Park now…
————
That’s originally Candlestick Park, right? If so, the Giants’ park will always be Candlestick as far as I’m concerned.
Comment by Leatherneck Tuesday, Mar 10, 20 @ 2:10 pm
And as an Illini fan, I’m still troubled about the Assembly Hall being called “State Farm Center.”
Then again, the name “State Farm Center” sounds like something I’d expect to see at ISU (or even Illinois Wesleyan) rather than UIUC.
Comment by Leatherneck Tuesday, Mar 10, 20 @ 2:12 pm
=== That’s originally Candlestick Park, right?===
No. They tore down “The Stick”, leaving both the 49ers and Giants with new facilities.
Comment by Oswego Willy Tuesday, Mar 10, 20 @ 2:17 pm
Can Aon call it Sears Tower, even if they wanted to? I mean, wouldn’t Sears sue or something?
Comment by Soccermom Tuesday, Mar 10, 20 @ 2:22 pm
I call it Willis Tower because I know it bothers people. Same reason the professional baseball field on the southside is Guaranteed Rate Field. So whatever the new owners call the building is fine by me.
Comment by Yup Tuesday, Mar 10, 20 @ 2:48 pm
- Soccermom - Tuesday, Mar 10, 20 @ 2:22 pm:
I would be surprised if Sears would sue.
Comment by Evanston Tuesday, Mar 10, 20 @ 3:09 pm
=I mean, wouldn’t Sears sue or something?=
Not sure if there’s much of a legal department left at the old Sears these days and even those that are still there are a bit occupied with other things.
I’m not sure why any company would pay to advertise another companies name as a “tribute.”
Comment by Pundent Tuesday, Mar 10, 20 @ 4:57 pm
I still call that thing in my kitchen an ‘ice box’. So I better just shut up.
Comment by Blue Dog Dem Tuesday, Mar 10, 20 @ 9:13 pm
Some still call LSD the “outer drive.”
Comment by Southwest Sider Wednesday, Mar 11, 20 @ 7:11 am