Chicago Fire sell stadium naming rights to SeatGeek

MLS club’s home to be renamed SeatGeek Stadium in deal worth up to US$4 million.

Chicago Fire sell stadium naming rights to SeatGeek

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Major League Soccer’s (MLS) Chicago Fire have announced a stadium naming rights deal with mobile-focused ticket platform SeatGeek.

The agreement, which was made with the Village of Bridgeview, where the team is based, will see the club’s 28,000-seater home renamed SeatGeek Stadium following the conclusion of the 2018 season.

The financial terms of the deal have not been disclosed, but the Bloomberg news agency is reporting that the contract is likely to be worth between US$2.5 million and US$4 million per year.

The venue is currently known as Toyota Park through a previous ten-year agreement with the Japanese automotive brand. That deal expired in 2016, but the stadium has since maintained the same name.

The new partnership represents SeatGeek’s first naming rights deal, and the company said it will work with the Village of Bridgeview to bring more live programming to the venue, including concerts, music festivals and international sporting events.

“Throughout the years our club - and most importantly our fans - have helped create memorable moments at this stadium,” said Chicago Fire’s chief operating officer John Urban. “We look forward to having SeatGeek add to our home-field advantage.”

Chicago Fire are tenth in MLS’s Eastern Conference after a disappointing start to the 2018 season. They travel to play the New York Red Bulls in their next game on Saturday.