The White Sox season starts today, and fans are expected to flock to Rate Field — not for the game, but the milkshakes.

The big picture: During last year's abysmal season, fans joyfully promoted the tasty Campfire Milkshake, which featured graham crackers, burned marshmallows and whipped cream.

Yes, but: The cost? $15. With tax, $16.61.

Zoom in: The shakes aren't the only wallet-busters on the menu. Rate Field will add new items like celebrity chef David Chang's fried chicken and will continue offering $12 craft beers.

By the numbers: A new study says that ballpark concessions keep getting more expensive.

• The average game-day excursion for a family of four at a major league game has ballooned to $239.33. That includes four general admission tickets, two beers, two soft drinks, four hot dogs, parking and a souvenir.
• The White Sox rank 11th in the league for highest average cost, coming in at $240.28. That pales in comparison to the same experience at Wrigley Field ($325.73).

Reality check: The Cubs ranked sixth in the league for overall attendance, while the Sox were 27th.

Zoom out: Rising costs at ballparks have drawn the attention of owners in other sports, namely the NBA. Mat Ishbia recently bought the Phoenix Suns and lowered prices on select menu items this season.

• A hot dog that once cost $9? Now $2.

The intrigue: Mat's brother Justin Ishbia has just upped his minority ownership stake in the White Sox and is rumored to be the likely suitor if current owner Jerry Reinsdorf sells the team.

• Could Justin Ishbia bring his brother's mindset to the fan experience on the South Side of Chicago?

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The Sox are hoping to avoid history repeating itself as they embark on the new season.

The big picture: The Sox are coming off the worst season in modern MLB history, losing a whopping 121 games and most of their fan base in the process.

Zoom in: In 2025, they are committing again to the rebuild, trading away star pitcher Garrett Crochet this offseason.

• The Sox have one of the lowest payrolls in all of baseball.

Yes, but: It's baseball, and anything can happen.

If you are heading to a Bridgeport bar today to watch the game, here are some quick tips to get up to speed on the 2025 ballclub.

The heart of the Sox still belongs to Cuban star Luis Robert Jr. He plays center field and was the darling of the last Sox rebuild, leading them to their last playoff berth in 2021. When he stays healthy, he's an all-star.

• A quick, "He's good, can't wait for him to be traded," will stick with the die-hards, since the Sox will probably do that to load up on prospects.

The highest-paid player on the White Sox is outfielder Andrew Benintendi, who makes just over $17 million.

• If salaries come up while watching the game, an easy, "Is that extra cash just going to Jerry Reinsdorf's yacht?" will endear you to partygoers, since bashing ownership has become the Sox fan's annual pastime.

The Sox pitching staff is largely untested. The relatively unknown Sean Burke will pitch Opening Day. The rest of the staff is also mostly untested, except for journeyman starter Martín Pérez.

• "At least Pérez was alive for Y2K," might be a safe one-liner for a quick chuckle.

What's next: The first pitch is at 3:10pm against the Los Angeles Angels.

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The Cubs have more than just better recent records than the Sox.

Clark the Cub is more popular than Southpaw on the list of most popular MLB mascots on Instagram, according to data from Sprout Social.

The intrigue: While Phillie Phanatic (Philadelphia Phillies) and Blooper (Atlanta Braves) have the highest followings, some mascots with fewer followers, like Rangers Captain (Texas Rangers) and Southpaw, have secured higher engagement rates on their posts.

Zoom in: Clark the Cub is No. 6 on the list.

• Followers: 51.8K
• Most engaging post: This congratulations post from November 2017 to Orbit (Houston Astros mascot) on becoming a World Series Champion resulted in a 20.64% engagement rate and a $2,000 earned media value.

Southpaw is No. 10.

• Followers: 13.7K
• Most engaging post: Southpaw shown playing a game with other Chicago team mascots at the United Center in February 2024 garnered a 159.77% engagement rate and a $19,000 earned media value.

Check out the full list

🎹 Lady Gaga is bringing her "Mayhem Ball" tour to United Center on Sept. 15 and 17. (Axios)

🩺 The U.S. Department of Health and Human Services is slashing $125 million in funding from the Illinois Department of Public Health and nearly 100 local health departments. (Tribune)

🐕 After several dogs were electrocuted, Ald. Brendan Reilly says he'll introduce an ordinance that would require warnings about electrical hazards. (Block Club)

✈️ Immigration rights advocates gathered yesterday to protest President Trump's travel ban, which reportedly could target more than 40 countries. (WGN)

👋🏼 Hi, it's Justin!

Are you ready for the next installment in my Smart Brevity coffee shop review series?

• You aren't? Ok, I'll wait. 🤣

The place: Muse Coffee Studio (747 S. Western Ave.)

The vibe: The place looks tiny when you walk in, like the waiting room for a storefront dentist's office. But it takes a fabulous turn when you walk in the back.

• There is so much great art!

The coffee: The lavender latte ($5.45) is Muse's most popular drink. The smooth mix of espresso, milk and lavender is like drinking a caffeinated flower.

The service: The owner advised me on what to get and made it for me. You can't beat that!

Eight-word review: A soulful spot serving coffee handled with care.

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