The Chicago Fire Franchise of Major League Soccer (MLS), the US and Canada’s elite soccer club competition, has announced that used vehicle firm Carvana has become the team’s official main shirt sponsor.

The multi-year deal sees Carvana become the club’s official online auto retailer, and presenting partner for the regular season and will have its logo appear in the primary sponsorship spot on the front of the Fire’s home and away jerseys.

Carvana’s shirt sponsorship will extend to the front of the shirts worn by Chicago Fire II, the club’s MLS Next Pro affiliate, and the club’s Chicago Fire Academy.

Dave Baldwin, president of business operations at Chicago Fire, stated: “Front of kit sponsors are one of the most important partnerships for a club in the sport of soccer, and the Fire couldn’t be happier to welcome Carvana to the team and to proudly wear their logo across the front of our jerseys for the coming seasons.”

“Carvana’s incredible support will allow us to continue to invest in the club, both on and off the pitch.”

Carvana takes over from telecommunications giant Motorola, which had been the Fire’s official shirt sponsor since 2019.

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Chicago’s announcement of the Carvana deal means that every MLS team has now secured its primary shirt sponsor for the 2024 MLS season.

Elsewhere in the league, Houston Dynamo FC has announced a partnership with Eleven Sports Media, a community-driven sports partnership organization, to proliferate community partnerships around the city of Houston.

Through the partnership, Eleven Sports will drive the Dynamo’s Associate Partner Program, which will see local businesses in the Houston area given brand exposure, partnership activation services, and experiences to promote their enterprises.

Jessica O’Neill, Houston Dynamo FC chief operating officer, said of the Eleven Sports partnership: “Small and medium-sized businesses are integral to the lifeblood of Houston. This partnership creates a program that deepens our ties with these businesses and the local community.

Eleven Sports is already partnered with major soccer sides in Europe such as Newcastle United and PSV Eindhoven, as well as the MLS’ New York City FC, to offer similar services.