The Fire have been in talks with several companies for a new uniform sponsor

Fire In The Market

The Chicago Fire have some additional holiday shopping on their agenda. They are in the market for a new uniform sponsor.

Best Buy has informed the team it won't renew its deal. The company had been the Fire's uniform sponsor for the past three years.

A Best Buy spokeswoman said the decision was based on Best Buy deciding to go in a different direction.

In a statement, she said:

"As part of our marketing planning process, we regularly evaluate our sponsorships and explore and assess marketing opportunities to ensure they align with our evolving business goals. While Best Buy’s sponsorship relationship with the Chicago Fire Soccer Club has delivered tremendous value and has created awareness and visibility for our family of brands, we’ve elected to not renew our contract, which expires at the end of December. It has been an honor to work with this world-class organization over the last three years, and we intend to continue to offer our enthusiastic support of the Fire."

The Fire anticipated Best Buy's decision and have been in talks with several companies for a new uniform sponsor.

To read the rest of this story, visit Crain's Chicago Business.