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White Sox chairman Jerry Reinsdorf signs autographs before the season opener. (Nam Y. Huh/AP)



Dear White Sox Fans,

Passion, Pride and Tradition. Those three words carry great meaning for the Chicago White Sox and for White Sox fans.

Several years ago, we set out to define the goals and vision for this organization. This definition relied on input from two very important sources: what we believe the White Sox should stand for as an organization, and most importantly, what our fans expect and want from an organization about which they care so deeply.

We hope this approach to the White Sox brand underscores our commitment to our fans and to our goal of winning another World Series championship for the city of Chicago. Even now, our goals on the field remain unchanged: to field a competitive team, a team that plays hard, represents this city and Chicago's work ethic, and gives us the opportunity to win a World Series title each and every year.

Off the field, we expect our customer service, the always exciting U.S. Cellular Field ballpark experience, our communications with our fans and our commitment to the community to remain second to none. That is our pledge to you.

My hope is that the White Sox Vision that is attached to this letter helps every Sox fan and every Sox employee understand who we are as an organization and what we stand for as the Chicago White Sox. We believe it's a vision filled with passion, pride and tradition. We believe it's a vision shared proudly with the city of Chicago and Chicagoans. And we believe it's a vision that binds our fans to our team and our team to our fans.

Another exciting season of White Sox Baseball is underway. It's all about our fans, and it starts with our shared passion for this team and our pride in its tradition.

Here's to a 2007 Chicago White Sox season at U.S. Cellular Field that is a championship experience both on and off the field.

Jerry Reinsdorf

View the White Sox Vision »