- Melissa Isaacson, Columnist, ESPNChicago.com
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CHICAGO -- When they weren’t tiptoeing around trying not to anger Ozzie Guillen, the White Sox were performing one of their new key roles as this weekend’s fan convention opened Friday.
Forget slogans. This season is going to require a real, live, interactive marketing campaign almost as much as solid pitching and a potent offense.
And as they’re finding out, talking a good game, at least in January, is a whole lot easier.
This year's SoxFest is about the team selling fans its new look.