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Volume 26 No. 3
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Fire Fans Not Happy About A Possible Rebrand, Name Change

The Fire's current logo does not include any indications that the team is a soccer club
Photo: fire

The Fire have "worried" fans with "rumors of a rebrand and perhaps an outright name change," according to John Kass of the CHICAGO TRIBUNE. Fans are also wondering if the Fire will "finally break that iron-clad lease" and move out of SeatGeek Stadium in Bridgeview, Ill., and "play instead in Soldier Field." Section 8 Chicago -- the supporter’s association of the Fire -- "wouldn’t mind games played in the city." They also "wouldn’t mind if the logo were modernized somewhat." However, they are "protective of the name of the club." Fire President & GM Nelson Rodriguez said that "nothing in the Chicago Fire logo says 'soccer.'" He added that talk of a rebrand "isn’t really news," as he spoke about it publicly last year. Rodriguez: “We have to look at modernizing and livening up who we are, and how we express ourselves, how we tell our story.” He added, “When I’m asked, ‘What do you do?’ or ‘Who do you work for?’ and I say ‘The Chicago Fire’ -- if I don’t include ‘soccer club’ -- they say, ‘Oh I love that TV show.'" Rodriguez "didn’t confirm or deny" that the Fire wanted to move to Soldier Field (CHICAGO TRIBUNE, 4/11). Section 8 Chair Nicole Hack is a "no on a name change" for the Fire but "endorses getting back to Chicago." She said, “It is imperative that the team plays in the city. I don’t (know) if Soldier Field is the answer." She added, “It is potentially a good temporary home if there’s a possibility they could have their own facility in the city, where I think that would be ideal" (CHICAGO SUN-TIMES, 4/12).