Best Buy's initial uniform sponsorship deal with the Fire expired at the end of this season and it's been speculated for some time that the relationship would not continue into 2011. A release from Best Buy and the Fire today officially puts an end to the speculation. The Fire are now in the market for a new jersey sponsor.

The Best Buy/Fire agreement signed in 2008 coincided with the arrival of Cuauthemoc Blanco in Chicago and helped the chain store gain exposure in the hispanic community amid plans of extending more stores into Mexico.

The task of finding a new sponsor falls to new team President Julian Posada, who replaced Dave Greeley in September.