NEU » Surrey Storm celebrate winning the 2015 S

The Chicago Cubs are 10 Ws away from winning the World Series and ending the longest championship drought in sports.And with each win, the W will play a larger role.As the Cubs have gone back to their winning ways, the team has invested big in the 23rd letter of the alphabet, and Cubs fans feel like waving a flag with a W on it is now an essential part of fandom.The W might seem like a relatively new thing, but its actually as old as the ivy on Wrigley Fields outfield wall.William Wrigley Jr. had purchased a transportation company called Wilmington Transport, whose logo was a big W. In the early 40s, a flag appeared on the scoreboard with a W or an L to give Cubs fans who had not gone to the game an indication of the result that day at the park.The Cubs first trademarked the W for use on flags in 2006, but not getting out of the division series in the playoffs made it hard for the Cubs to push the W too hard. That all changed in 2015, when the Cubs established themselves as one of the best teams in baseball.In the summer, we took a look at what others were doing, said Alison Miller, the Cubs vice president of marketing. We really liked what the Kansas City Royals did with Take The Crown, and thought the Golden State Warriors phrase Strength in Numbers was also smart. But we also looked at our own assets and knew we had the W flag.In September of last year, the Cubs filed for four trademarks to the W covering virtually every possible merchandising occasion. In their run to the National League Championship Series, the city embraced the letter.This year, it has only grown.Our official partners have aligned themselves with it, Miller said. Dunkin Donuts has a W donut for sale, American Airlines has sponsored our W rally towels and blanketed OHare, and Advocate Health Care has made W onesies available to babies born in their hospitals in October.You can also now get a deep dish pizza from Giordanos with Parmesan arranged on top of the sauce in the shape of a W.That the W has been so embraced has been something Miller has enjoyed.We were playing the Cardinals, and I remember sitting at the game with my dad, and when we won, people started taking out their W flags and waving them, Miller said. This has become a marketers dream.Its not just W flags. On Friday night, at Game 1, the Cubs and their retail partner Levy, rolled out a full line of apparel available at Wrigley including shirts and sweatshirts.Theres no doubt the Cubs can sell plenty of Ws. But picking up the ones you cant buy, and can only earn on the field, will be more valuable in the long run. 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Collaros also started Torontos 23-20 regular-season finale loss to Montreal — Ray didnt dress because the Argos had already clinched first in the East Division — but was one of three quarterbacks to play that day. Authentic NFL Jerseys . PETERSBURG, Fla.This Saturday six teams will go head to head in round twelve of the Vitality netball Super League Reigning Champions Surrey Storm will start off the early evening feast with a fast, furious and heated match against the Celtic Dragons in this next round of the Superleague.Storm Georgia Lees said: The first half of the season wasnt good enough, we lost games that maybe we shouldnt have. This part of the season is about pushing on and saying were here to win. We want to defend, we won it last year. Surrey Storm celebrate winning the 2015 Superleague Now only five match-days away from what is expected to be another keenly contested chase for a place in the final, the three teams will be eager to defeat their opponents in this next round.Loughborough Lightning face a double-header this weekend, with a tough away fixture against Manchester Thunder, whilst also preparing for Monday nights live match on Sky Sports against Team Northumbria in front of a passionate home crowd. Highlights of the Lightnings victory over Celtic Dragons in the Netball Superleague Thunder captain Sara Bayman said: Teams do up their game when they play us and it is almost a compliment as everyone hates winners - think about Manchester United in the 90s, everyone wanted to beat them.ddddddddddddWe just need to make sure we step up for the next match.Team Northumbria take on Team Bath in the final fixture on Saturday before they face Loughborough Lightning in the Monday night action, live on Sky Sports 3 HD from 7.30pm.All teams will be aiming to reach the Grand Final on May 7 when the 2016 Vitality Netball Super League Champions will be crowned. Also See: Vitality Superleague fixtures Table Live on Sky Sportswomen ' ' '