By unanimous vote, the Bridgeview Village Board has approved a partnership that will bring a new name for what’s long been called Toyota Park.
SeatGeek and the village have agreed on naming the popular soccer and concert venue SeatGeek Stadium after the current Chicago Fire pro soccer season concludes.
Terms of the agreement were not released, but this is the first naming agreement for SeatGeek, which was founded in 2009.
“Chicago is an incredible city for live events, and we look forward to welcoming locals and visitors to SeatGeek Stadium,” SeatGeek co-founder Russ D’Souza said.
SeatGeek is a ticket resale site for sporting events, concerts and the theater.
Tickets are either in the secondary market – tickets being re-sold – or from primary markets. SeatGeek is also the primary ticket holder for all of the Major League Soccer teams, making it a perfect fit with the Chicago Fire.
Toyota Park opened in 2006 and its 10-year naming agreement with Toyota ended in 2016. SeatGeek will have brand identity throughout the stadium.
“We’re thrilled to align ourselves with SeatGeek as our new naming rights partner,” Bridgeview Mayor Steven Landek said. “We’re excited about SeatGeek making a meaningful and long-term investment in the stadium and our community.”
The stadium is already home to the Chicago Fire and Chicago Red Stars pro soccer teams. The village and SeatGeek will work together to bring more live programming to the venue, including premier concerts, music festivals and international sporting events, with assistance from new venue management partner Spectra.
"Throughout the years our club – and, most importantly, our fans – have helped create memorable moments at this stadium," John Urban, COO of Chicago Fire Soccer Club, said. "We look forward to having SeatGeek add to our home-field advantage.”
According to sources, the naming rights deal has been in the works for many months. The Toyota naming rights agreement had expired and talks were ongoing for a new partner.
Last year, the village retained the services of W Partners, a sponsorship agency. W Partners has worked with the Chicago Cubs on their sponsorship and has been successful in landing many sponsorships as the Cubs have rebuilt their team under the ownership of the Ricketts family.
The naming rights agreement was preceded in the last few months by other board action, which made changes in the stadium.
In November, a new food service was selected by the Village board, which created a new revenue split between the food service contractor and the village.
The additional money definitely helps the village’s bottom line, Landek said at the time.
Another unexpected move occurred in December when management of the stadium was awarded to Spectra Management, a division of Comcast.
“The increase in focus on stadium content is important. We feel that a diverse and experienced company like Comcast will take our stadium to the next level,” Landek said.
SeatGeek is an official partner of Major League Soccer, and has club partnerships with Los Angeles Football Club, Minnesota United FC, Portland Timbers, Seattle Sounders FC and Sporting Kansas City.
SeatGeek also recently announced partnerships with the National Football League’s Dallas Cowboys and New Orleans Saints as well as the National Basketball Association’s New Orleans Pelicans.
Bridgeview and the area surrounding the stadium are undergoing an extensive transformation, including a 109-room Hampton Inn and Suites at SeatGeek Stadium and a mixed-use retail center featuring fast-casual restaurants and a variety of other businesses.