McDonald's increases soccer investment with 'landmark' MLS sponsorship deal

News

Tom Weber | Writer

Multilingual sports writer who specialises in European football and American soccer.

McDonald's has signed a "landmark" sponsorship agreement with Major League Soccer franchise Chicago Fire.

The Fire have announced that the fast food chain will become the naming rights partner of their new soccer-specific downtown stadium, which is set to open in 2028. The club's new home will be called McDonald's Park.

Currently, the Fire are playing at the Chicago Bears' home stadium, Soldier Field, after moving out of SeatGeek Stadium, their original soccer-specific ground in Bridgeview, in the early 2020s.

For McDonald's, this agreement marks a significant move into the world of US sports. The Chicago-based fast food giant had never sponsored a major sports venue in the country before.

However, this is not the company's first major investment in soccer. McDonald's is a long-time partner of the Australian A-League and, since 2024, it has been the main sponsor of France's Ligue 1.

Fire partnership extends beyond stadium name

The deal with the Fire does not end with the stadium naming rights. The two brands will closely collaborate going forward, particularly on the Fire's "P.L.A.Y.S." program for underfunded public schools, which will be expanded "fourfold."

McDonald's will operate a permanent "flagship" restaurant in the Fire's new stadium, which will also host "community impact initiatives" to "create a new year‑round destination for soccer, culture, and community."

In a statement, the MLS side wrote: "McDonald’s and Chicago Fire Football Club today announced a historic naming rights partnership that will see the Major League Soccer club’s new $750 million privately-funded stadium named McDonald’s Park, opening in 2028.

"Located in The 78, a premier riverfront location in the heart of Chicago, McDonald’s Park will serve as a world-class sports and entertainment destination, anchoring year‑round programming and creating a new gathering place for fans, families, and communities."

Owner Joe Mansueto is quoted as saying: "As we take the next step on our journey to build a world class Club, our commitment to Chicago is at the center of everything we do. That’s why McDonald’s is the perfect partner - an iconic global brand with deep Chicago roots and shared values in supporting our community. McDonald’s Park will be the stadium that Chicago deserves."

The two brands vow to create "hands‑on initiatives addressing food insecurity," which will include "an annual meal‑packing and distribution effort hosted at the stadium."

McDonald's Park will seat around 22,000 people for soccer games and up to 31,000 for concerts and other events. It is slated to open after New York City FC's Etihad Park, due to be finished next year. Elsewhere in MLS, FC Dallas' Toyota Stadium is currently undergoing renovations, while the Vancouver Whitecaps' uncertainty with BC Place has engendered the threat of relocation to Las Vegas.