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SeatGeek takes naming rights to Chicago Fire stadium

Mobile-focused ticket platform SeatGeek has signed its first naming rights deal through a partnership with the home stadium of Major League Soccer team Chicago Fire, which will now be known as SeatGeek Stadium.

The length of the deal was not disclosed but it will begin following the conclusion of the 2018 MLS season.

The stadium is currently known as Toyota Park through a previous agreement with Japanese automotive manufacturer Toyota. The company’s 10-year rights deal expired in 2016 but the stadium has maintained its Toyota Park moniker.

Financial terms of SeatGeek’s agreement with the Village of Bridgeview, where the stadium is based, were not disclosed but the Bloomberg news agency, citing a source who advises companies on naming-rights deals, said it would be worth between $2.5m (€2m) and $4m a year.

SeatGeek will work with Bridgeview to bring more concerts, music festivals and sporting events to the 20,000-seat stadium. The deal has been signed as the village and the area surrounding the stadium undergo renovation, with a new hotel, mixed-use retail centre, restaurants and other services being built.

SeatGeek is an existing partner of MLS and Los Angeles FC, Minnesota United, Portland Timbers, Seattle Sounders and Sporting Kansas City. It is also a partner of NFL American football teams the Dallas Cowboys and New Orleans Saints, and the New Orleans Pelicans of the NBA basketball league.

Toyota Park also serves as the home of Chicago’s National Women’s Soccer League team, the Red Stars.