The Chicago Stars will remain at Northwestern's Martin Stadium for 2027, seeking to connect with fans despite a tough season and attendance challenges.
The Chicago Stars are poised to extend their presence at Northwestern University’s lakeside Martin Stadium, continuing their relationship with the venue where they played their first match last September. This move follows a difficult season for the Stars, currently sitting last in the NWSL standings with a disheartening 5-15-1 record.
Later today, the Stars are set to unveil their plans to keep playing by the lake, along with opening season ticket deposits for the upcoming year. This announcement comes on the heels of Northwestern's own plans to develop a new $875 million football stadium, situated roughly a mile away and replacing the nearly century-old Ryan Field, which is currently undergoing demolition. Initially, there were intentions to secure a move for the Stars into the new Ryan Field; however, opposition from local residents hesitant about increased private events has led the team to pivot.
Fan Experience and Attendance Challenges
Since their relocation from the SeatGeek Stadium in Bridgeview, which faced heavy criticism for being inconveniently located, the Stars' move to Evanston was anticipated to enhance accessibility for fans. However, the realities of their performance have cast a shadow over fan turnout this season. While more than 10,000 supporters attended their inaugural game at Martin Stadium, the Stars have since struggled, averaging only 4,316 fans per match, marking the league's lowest attendance figures. A match in late March recorded attendance of fewer than 2,000, raising concerns about sustaining fan engagement moving forward. Conversely, season ticket sales have seen a promising 31% increase compared to last year, hinting at a hopeful rebound.
The Stars have not disclosed the financial specifics of their continued arrangement with Northwestern, but sources suggest an increase in rental payments for the 2027 season due to their status as Martin Stadium's primary tenant following the football team's transition to the new venue. Alongside the Stars, Northwestern’s reigning national champion women’s lacrosse and soccer teams also utilize the Martin Stadium.
In response to the turbulent season, the Stars made a significant change in leadership, parting ways with head coach Martin Sjögren earlier this month and promoting assistant Karina Báez. Despite the challenges, Báez has maintained a positive outlook, suggesting that the windy conditions at the lakeside venue could give her team a home field advantage. "It’s a beautiful view, you can see the lake, it’s a beautiful environment," she remarked, acknowledging that these elements contribute to their identity.
Community Relations and Future Aspirations
The Stars' attempt to move into the new Ryan Field was previously stalled by local pushback, with residents voicing concerns over potential disruptions caused by expanded events at the facility. Northwestern has faced ongoing disputes regarding its athletic facilities with the surrounding community, which has prompted them to seek broader conversations aimed at bridging gaps with residents. The Stars decided to halt their bid for Ryan Field, indicating a commitment to engage with the local populace through town hall meetings and other civic engagements.
After receiving authorization to play the 2027 season at Martin Stadium, the Stars plan to observe the new stadium’s opening before revisiting their ambitions to relocate. Only Kansas City has a dedicated stadium in the NWSL currently; however, expansion teams like Denver and Boston are also moving toward establishing their own venues. Meanwhile, the Stars are advancing plans for a training facility in Bannockburn, expected to debut next year, in a bid to strengthen their infrastructure.
Implications for Team Growth
With the Chicago Fire's upcoming construction of a new $750 million stadium in the South Loop, which is set to host 45 major events annually, another possibility exists for the Stars as both teams eye shared resources. The Fire’s agreement allows for a wide array of events, and given that NWSL teams typically play around 15 home matches per season, it raises the prospect of a mutually beneficial partnership.
While the Stars are navigating a challenging season both on and off the field, the strategic decision to remain at Martin Stadium signals a commitment to building stronger ties with the local community. This opportunity allows them to refine their brand identity and cultivate a more engaged fan base, crucial elements for their long-term success as they aim to turn their fortunes around.
As the Stars prepare for the upcoming season, the focus will be on leveraging their home advantage in Evanston and rekindling enthusiasm among supporters while managing the growth of their operations in conjunction with local developments.
