Major League Soccer side Chicago Fire FC are hoping a new sponsorship deal will drive them toward success in 2024.
The club announced earlier this week that it had signed a deal with Carvana to make the auto sales website the new front-of-shirt sponsor for the Fire. The site’s logo will appear on the front of the Fire’s first-team jerseys, as well as jerseys for their MLS Next Pro and academy teams, for all preseason, regular season and postseason matches.
“We’re very pleased to welcome Carvana to the Club as our Front of Kit Partner,” said Fire FC owner and chairman Joe Mansueto on the team’s website. “Carvana is an innovative company that has changed the automotive industry, and we’re excited to launch this partnership and to explore creative and unique ways to fully integrate our brands to best service our wonderful fans and the greater Chicago community. We’re thankful that Carvana has chosen to partner with the Fire and will work with us to positively impact our local community and help grow the beautiful game through support of the Club’s youth programming through Chicago Fire Youth Soccer and Chicago Fire Foundation programming.”
Chicago Fire FC played without a front-of-shirt sponsor in 2023. Prior to that, cellphone manufacturer Motorola occupied that space.
Photos accompanying the announcement showed the Carvana logo in dark blue on the Fire’s secondary kit, unveiled in 2023. The Fire are due for a new primary kit in 2024, and already said in the announcement of their rebrand in 2021 that it would be predominantly red.
“Carvana is excited to partner with the Chicago Fire FC because it’s a team with a rich history in the MLS and is doing great things both on and off the field,” said Carvana co-founder and chief brand officer Ryan Keeton. “Carvana has served Illinois customers for almost a decade and this new partnership underscores our commitment to the Chicagoland area. We can’t wait to kick things off and look forward to connecting local fans to the team and the game they love.”
As part of the sponsorship deal, Carvana will support the Chicago Fire Foundation and their P.L.A.Y.S. (Participate, Learn, Achieve, Youth, Soccer) Program. They’ll also partner with the Fire to create the Carvana Delivery Platform, “which will be used to deliver special experiences to Chicago Fire Season Ticket Members and community members.” These include:
- Most Valuable Parent Surprise and Delight — Fans will have the opportunity to nominate “Most Valuable Parents” in the Chicago community
- At Home Game Delivery — The Fire and Carvana will reward a family in need with the ultimate Club viewing party
- Season Ticket Member Delivery — Carvana and the Fire will reward five Club season ticket members with an annual gift