I ventured to Chicago to indulge myself in the soccer culture of the Chicago Fire. But my trip to the Windy City encountered a very different atmosphere.

With a few reasons to take a trip to Chicago, I decided to use my free time to basically wander the city doing the opposite of what Google Maps told me while on the lookout for Chicago Fire gear or pub hangouts. Usually, there is a sign, and seriously, Opposite Google is the best way to see the city and learn one’s way around.

I managed to fall in love with Chicago the city on the first day. Revolution Brewing Zombie Nest is the best beer I have tasted in all my years. Pizza is really just pizza, until a craft shop changes so many ingredients that it isn’t pizza, no matter how cute the name. I also visited Soccer House USA to get some information on this soccer program to bring the game to an area that has never really had a league.

Those who know me worst would testify I was merely chasing adventure and checking off another MLS stadium experience. Posed in the right line of questioning, I might have to admit to the jury that was a feasible reality. When questioned about the state of the Fire in the city of Chicago however, this one-man jury has come to a verdict: It’s time for owner Andrew Hauptman and General Manager Nelson Rodriguez to seriously consider their standing in Chicago.

Marketing and Team Visibility

Landing at O’Hare at 7:45 a.m. I had time before hotel check-in. As I enter the main corridor, I see sports team gear in several shops, but nothing soccer. Not even world cup magazines. Perhaps it’s early, the World Cup was still weeks away. Maybe Midway is the soccer airport.

The parking structure levels are named after area teams. How cool, even the minor league hockey has a parking garage. Chicago is a sports town but the Fire do not have one sign inside of O’Hare. I had the time and walked plenty of corridors. Nothing about the local MLS team playing just a few miles down the parkway.

Booking the trip, I looked at a map of the area with the major rail lines. The orange line made it almost to Bridgeview, so I booked a hotel near the stadium. It did not seem that far away from the city on the map, barely a couple of inches.

While the stadium is on the city limit line, still no Fire gear could be found. Though the shade to the Bridgeview excuses came quick.

By the way TP haters, if you're looking for that shop near TP on Harlem. Don't search in Bridgeview its in Chicago. The east side of Harlem is Chicago. That's how close the stadium is to the city. — J (@JDGed11) June 2, 2018

At last, I found the first pair of Jordan’s I couldn’t pass up. Even along 95th and the Chicago Ridge malls and every Ross and Burlington, there was nothing for the MLS Chicago Fire team. A couple stops more along the orange line, still nothing.

Finally, I found one place selling only red jerseys. They were hung in the far back corner, up high, practically facing the back wall. Well, this seems a corporate store that is not so proud of the team, and this league sponsor usually has no jerseys at all. I waited to find that local shop. Gameday will surely have some more visible sales.

The Fire don’t even make the ‘things to do in suburbs’ list of the Chicago papers. There is no local television station airing the game, nor does anyone in the first dozen stops know if there is a 30 minutes coaches show to give a listen.

Discouraged and being asked about palm reading at a bus stop, I trudged on until I finally snagged the city flag edition white jersey. My nephews will love the holograms. Ok, so will I.

Really though? Just the ESPN+ package airs the Fire games? No wonder there were little to no establishments serving as a gathering place for fans refusing to give Hauptman money. What bar is going to fight their wifi and the sticky bar remote to air a game only a couple people might glance at, only to mention a television show unrelated to soccer.

Apparently even with the ESPN+ deal, Fire could still put home games on if they wanted. Instead, it seems the Fire decided to announce the ESPN+ deal like it was of their own doing. The ESPN+ deal is an MLS package. The Fire essential read a press release from the league office as it’s total strategy and efforts into television and media rights.

Quiet pathetic from the only team in the third largest market that is allegedly a major league operation. Sure, the Fire are in a major league, but the executive decisions are bush-league at best. The Fire training facilities are just one of many examples.