Rocky Wirtz
Rocky Wirtz | |
|---|---|
| Born | William Rockwell Wirtz 5 October 1952 |
| Died | 25 July 2023 (aged 70) Evanston, Illinois, U.S. |
| Other names | William Rockwell "Rocky" Wirtz |
| Occupation(s) | Entrepreneur, sports executive |
| Known for | Principal owner and chairman of the Chicago Blackhawks; president of Wirtz Corporation; co-chairman of Breakthru Beverage Group |
| Notable work | Owner during three Stanley Cup championships (2010, 2013, 2015) |
William Rockwell "Rocky" Wirtz (October 5, 1952 – July 25, 2023) was a prominent American entrepreneur, serving as the principal owner and chairman of the Chicago Blackhawks in the National Hockey League. He also held the position of president at the Blackhawks' parent company, the Wirtz Corporation, a multifaceted conglomerate headquartered in Chicago. During his tenure, the Blackhawks captured three Stanley Cup titles between 2010 and 2015, significantly boosting both the franchise’s competitive success and fan enthusiasm.
Wirtz oversaw diverse assets within Wirtz Corporation, including commercial and residential real estate portfolios, Breakthru Beverage Group—a leading distributor of wine and spirits—an insurance firm, and banking operations spanning Illinois and Florida. Additionally, he co-owned the Blackhawks’ arena, the United Center, in partnership with Chicago Bulls owner Jerry Reinsdorf. Both men served as co-chairmen of the arena’s Executive Committee.
Education
Wirtz completed his secondary education at North Shore Country Day School in Winnetka, Illinois in 1971. He then earned a Bachelor of Science degree in Communications from Northwestern University in 1975.
Breakthru Beverage Group
The family's initial venture into liquor distribution began when Wirtz's grandfather, Arthur Wirtz, acquired their first distributorship in 1945. Raised amidst this industry, Rocky Wirtz assumed control of Wirtz Beverage Group in 2007. His leadership earned him the Wine and Spirits Wholesalers of America's Lifetime Leadership Award in 2014. That same year, Wirtz Beverage expanded its footprint into Canada by becoming the exclusive distributor for Diageo beer, wine, and spirits brands—marking it as Canada’s first nationally established beverage alcohol broker.
In 2015, Wirtz orchestrated a merger between his $2.5 billion alcohol distribution enterprise and Charmer Sunbelt Group, resulting in the formation of Breakthru Beverage Group. Currently, Breakthru stands as one of North America’s foremost distributors of wine, spirits, and beer, boasting over $6 billion in annual revenue with operations throughout the United States and Canada. At the time of his passing, Wirtz held the position of co-chairman. His son, Danny Wirtz, serves as Vice Chairman and is a member of both the Board of Directors and Operating Committee.
Ownership of the Blackhawks
Following the death of his father William "Dollar Bill" Wirtz in 2007, Rocky Wirtz inherited ownership of the Blackhawks, becoming only the fifth principal owner in franchise history. The team had been fully acquired by his grandfather Arthur Wirtz in 1966 and passed down to Bill in 1983. Initially named principal owner was Rocky’s brother Peter; however, Peter stepped down due to reluctance to undertake team rebuilding efforts. This enabled Rocky to assume control while Peter focused on other areas within Wirtz Corporation.
Prior to Rocky’s stewardship, the Blackhawks endured nearly $191 million in losses over ten years with only a single playoff appearance during that period. ESPN even labeled them as one of professional sports’ worst franchises. Financial struggles were evident before the 2007–08 season as payroll obligations required loans from other company divisions. Rocky promptly abandoned many of his father’s cost-cutting measures by adopting a philosophy centered on investing to generate returns.
He appointed John McDonough—then president of the Chicago Cubs—as president of the Blackhawks. Dale Tallon remained as general manager while Denis Savard initially continued as head coach before being replaced early in the 2008–09 season by Joel Quenneville. Senior Vice President Bob Pulford transitioned to an NHL liaison role.
A significant transformation under Wirtz included securing a deal with Comcast SportsNet Chicago (now NBC Sports Chicago) to broadcast home games locally for the first time since his father’s era. He also repaired relationships with former stars Bobby Hull and Stan Mikita by designating them team ambassadors and publicly honoring their legacies. Furthermore, game-day experiences were modernized by reducing traditional organ music in favor of popular songs such as "Chelsea Dagger," which quickly became a fan favorite and marketing highlight.
The combined efforts of Wirtz and McDonough—alongside Tallon’s focus on drafting promising young talent including Patrick Kane, Jonathan Toews, Patrick Sharp, Duncan Keith, and Brent Seabrook—sparked a swift revival for the franchise. The Blackhawks led NHL attendance figures during the 2008–09 season. They hosted the 2009 NHL Winter Classic at Wrigley Field and recorded their first 100-point season in sixteen years. The team advanced to the Western Conference Final before falling to defending Stanley Cup champions Detroit Red Wings.
In 2010, Chicago won its first Stanley Cup since 1961 by defeating the Philadelphia Flyers in six games. The franchise added two more championships in 2013 and 2015 by overcoming the Boston Bruins and Tampa Bay Lightning respectively. These triumphs cemented Chicago’s status as an NHL powerhouse with three titles over six seasons and included their first Stanley Cup victory on home ice since 1938. After winning in 2013, Wirtz alongside McDonough publicly commended Boston’s sportsmanship during its recovery from the Marathon bombing.
Before the start of the 2021–22 NHL season, former prospect Kyle Beach accused a member of Blackhawks coaching staff of sexual assault during the 2009–10 season. An internal inquiry revealed that several executives and coaches—including Stan Bowman, Joel Quenneville, and Al MacIsaac—were aware but failed to report appropriately; however, Wirtz was not informed at that time. The organization reached an out-of-court settlement with Beach. In February 2022, Wirtz issued an apology following his initial harsh response when questioned about the matter during a fan town hall meeting.
Personal life and death
Wirtz resided with his wife Marilyn in the northern suburbs of Chicago. He fathered three children, including Danny, from an earlier marriage, had a stepdaughter through his second marriage, and was a grandfather to six grandchildren.
He passed away at a hospital located in Evanston, Illinois, on July 25, 2023, at the age of 70.
Awards and honors
- Stanley Cup Champion on three occasions (as the owner of the Chicago Blackhawks)
- Recipient of the 2014 Wine and Spirits of America Lifetime Achievement Award
- Honored with the 2010 Chicago Innovation Awards Visionary Award