 In 2003, Comiskey Park was renamed after cell phone company U.S. Cellular bought the naming rights at $68 million over 20 years, a very unpopular move among fans.In 2003 The All Star game was held for the first time at their new park.Although briefly leading the central in September (the first time since 1906 both Chicago teams were in First at the same time), the Sox ultimately finished four games behind the Twins.