As the strategic commercial partner for Chicago Fire FC’s new, purpose-built stadium, Excel has worked alongside the club’s business leadership from the earliest stages to shape and deliver the venue’s full commercial vision. Excel’s involvement spans the complete commercialization of the building – including securing marquee assets such as naming rights, cornerstones, and front-of-kit – and developing the overarching partnership architecture. The work supports sponsorship opportunities across all levels, from official partners to top-tier entitlements. As a once-in-a-generation new-build project, the stadium provides a rare opportunity to design commercial strategy from the ground up, ensuring every asset, experience, and partnership is thoughtfully integrated into the venue’s identity and long-term growth.