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Industry News

Chicago Fire home ground to become SeatGeek Stadium

Mobile-focused ticket platform SeatGeek has been unveiled as the new naming-rights partner of Toyota Park, the home of Major League Soccer team Chicago Fire.

The deal, effective following the 2018 MLS season, will rename Toyota Park as SeatGeek Stadium. SeatGeek agreed the deal with the Village of Bridgeview, where the stadium is located.

SeatGeek will receive brand exposure throughout the venue, which seats 20,000 people. The stadium has been named Toyota Park since 2006, although Toyota’s naming-rights deal expired in 2016. It also serves as the home of National Women’s Soccer League team Chicago Red Stars.

Financial terms of the agreement were not disclosed but the Bloomberg agency, citing a source who advises companies on such deals, said the deal would likely be worth between $2.5m (£1.8m/€2m) and $4m a year.

Village of Bridgeview Mayor Steven Landek said: “We’re thrilled to align ourselves with SeatGeek as our new naming rights partner. We’re excited about SeatGeek making a meaningful and long-term investment in the stadium and our community.”

The company will work with the Village of Bridgeview to bring more live programming to the venue, including premier concerts, music festivals and international sporting events.

The village and the area surrounding the stadium are currently undergoing renovation, with a 109-room Hampton Inn and Suites at the venue and a mixed-use retail centre featuring fast-casual restaurants and other amenities.

SeatGeek is already an official partner of MLS, and also holds agreements with Los Angeles FC, Minnesota United, Portland Timbers, Seattle Sounders and Sporting Kansas City, along with teams in the NFL American football league and NBA basketball league.

The deal for Toyota Park was brokered by W Partners. The deal is the first of its kind for the company, which was founded in 2009.

Image: Khvmty