After a 41–121 finish last season – the worst in franchise history – the Chicago White Sox weren’t exactly riding a wave of good press. But thanks to a surprise assist, the team is suddenly seeing something of a miracle.
Enter Pope Leo XIV – a native of Chicago’s South Side and a lifelong White Sox fan. After his recent election, fans unearthed footage of him in the stands during the 2005 World Series, and the clip quickly went viral.
@bleacherreport Pope Leo XIV is a White Sox fan 💪 (Via @MLB) #mlb #baseball #mlbbaseball #pope ♬ original sound – bleacherreport
That series, famously swept by the Sox, marked the team’s first World Series win since 1917 – one of the most iconic moments in franchise history. The rediscovered footage of the future pontiff reignited enthusiasm among fans and sparked a surge in demand for new Sox merchandise.
The organization quickly leaned into the hype, bringing jersey No. 14 out of retirement, stitching “Pope Leo XIV” on the back and sending it to the Vatican. A scoreboard shoutout soon followed at Guaranteed Rate Field, calling him “the South Side’s very own.”
While the team’s official shop has kept things low-key, one nearby independent retailer reported selling hundreds, with fans lining up before opening. The Chicago Herald quotes the owner, “It’s grandma and grandpa standing in line because they’re going to church on Sunday and they want to be the first ones with a Pope Leo jersey.” And buyers aren’t just local – orders have come in from South Korea, Italy and Las Vegas.
Topps dropped a limited-edition Pope Leo XIV trading card featuring his first public appearance as pope. It became the fastest-selling non-sports card in Topps NOW history, with 133,535 copies sold in just a few days. Collectors also had a shot at rare foil parallels and a “White Smoke” short print – only 267 exist, marking his place as the 267th pope.
The National Bobblehead Hall of Fame released two collectible figures of Pope Leo: one in red mozzetta and one in full papal white. Bobbleheads are already a classic baseball giveaway, but these have quickly become hot-ticket items with fans and collectors alike.
Though not tied to the White Sox, one of the most popular phrases to surface from pope-themed merch is “Da Pope,” a playful nod to the iconic Saturday Night Live sketch “Da Bears,” in which a crew of mustachioed superfans loudly obsess over their hometown football team. The slogan has made its way onto shirts, hoodies, lawn signs, socks, candles and more.
While the Sox still have some work to do on the field, they’ve turned what could’ve been a one-off moment into a full-on branding bonanza that promo pros are benefiting from. The merch is moving, the fans are engaged, and the vibe is the best it’s been in years. It’s rare promo magic – part hometown pride, part fan-fueled fun and all about striking at just the right time.
