CHICAGO — As the United States’ third-largest city, Chicago decided to skip this year’s World Cup, confident in its well-established sports traditions. Sundays belong to the Bears, baseball fans are split between the Cubs and White Sox, and the Bulls still bask in the glory of the Jordan era.
However, a fresh wave of sports teams is wagering that Chicago’s enthusiasm for sports extends beyond its historical loyalties, with fans eager for new experiences.
The WNBA’s Chicago Sky is gearing up to host the league’s All-Star weekend from July 23-26. Meanwhile, the Chicago Stars are working to cultivate a women’s soccer franchise, tapping into the city’s rich youth participation and growing interest in the sport. The Chicago Fire is also making significant moves by planning a new privately funded stadium in the South Loop, with a strong focus on youth development and facilities.
This development comes at a crucial time.
These emerging teams are making their case while two of Chicago’s oldest franchises are seeking public support for new stadiums.
The McCaskey family is looking for public assistance to construct a new Bears stadium, whether in Illinois or Indiana. White Sox owner Jerry Reinsdorf is also pursuing public backing for a proposed South Loop ballpark. These requests have sparked a recurring debate: should taxpayers fund stadium projects for billion-dollar sports franchises when governments face challenges in supporting schools, transit, and other essential services?
In contrast, the newer teams are promoting a different narrative. Chicago Fire owner Joe Mansueto, another of the city’s billionaires, has privately financed the team’s $750 million stadium. However, the Chicago City Council recently approved a $425 million tax subsidy to support the surrounding infrastructure. Their strategy focuses on community investment rather than nostalgia.
During a sports and business forum at the Obama Presidential Center, Fire Chief Marketing Officer Dan Moriarty highlighted a shift in how Chicagoans engage with soccer. He noted that the sport’s audience is younger, more diverse, and increasingly global, with fans who follow international clubs now seeking local affiliations. Moriarty pointed out that soccer jerseys are becoming a common sight at Chicago farmers markets, even if many still bear the names of European teams.
The key, he emphasized, is converting these fans into supporters of local Chicago teams.
“Soccer has this lifestyle aspect,” remarked Alyssa Naeher, a former U.S. women’s national team goalkeeper, during the discussion. “It brings people together.”
This could be soccer’s greatest strength in Chicago. The city, a global hub with neighborhoods rich in immigrant history, has long embraced the sport. The Fire are banking on global stars to strengthen this connection, recently signing Polish striker Robert Lewandowski, one of the world’s top players, to elevate the team’s profile.
Women’s sports are experiencing a similar surge.
“Women’s sports generally, and particularly soccer, has seen an evolution in this country,” said Laura Ricketts, linking the old and new in sports. She co-owns the Chicago Cubs, invests in the WNBA’s Chicago Sky, and is the executive director of the Chicago Stars women’s soccer team.
“What we’re now seeing is an explosion, especially in the NWSL,” she said about the National Women’s Soccer League. “We’re growing, and the best way to see it is our fan base is growing.”
Ricketts compares today’s women’s soccer to the NBA or Major League Baseball in the early 1980s. She believes there’s vast opportunity, attributing current successes to decades of investment in youth leagues and college programs, which are now translating into a professional audience.
The expansion isn’t just about attendance; it’s about loyalty. Women’s sports fans, Ricketts noted, tend to be younger and deeply engaged, forming strong bonds with the brands and communities that support the teams. With World Cup interest, “We’re just seeing the tip of the iceberg for soccer in this country.”
She mentioned similar investments in basketball and hopes Chicago benefits as it hosts the WNBA All-Star weekend, celebrating three decades of the league.
“The momentum continues right here in Chicago,” Sky co-owner Nadia Rawlinson said, viewing the event as a testament to the progress of women’s basketball and its potential.
While the Bears, Cubs, White Sox, and Bulls retain their prominent status in Chicago’s sports landscape, the city’s newer teams are making a compelling argument for their place alongside these established giants.
