Perhaps no team in Major League Soccer has conducted a bigger overhaul than the Chicago Fire this offseason. There are plenty of other teams that have sold key players, replaced their manager, restructured their management systems behind the scenes, unveiled new infrastructure and stadia, and designed new jerseys. But only one team has done all of these things, all off the back of entire club rebrand.
The 2020 Chicago Fire is a completely new entity. There is the obvious change in look, from the much-maligned badge to the subsequent jerseys, social media and commercial evolutions.
But then there is the change in ownership, which is the foundational switch motivating everything else.