The Chicago Department of Aviation has officially launched a search for commercial partners to sell sponsorship and naming rights at O’Hare and Midway International Airports. On Wednesday, the city issued a Request for Qualifications (RFQ) aimed at identifying firms with the expertise to value and market specific airport assets, marking a significant shift in the city’s approach to generating non-airline revenue.
This initiative seeks to monetize high-traffic physical assets within the airports, including individual terminals, gates, passenger boarding bridges, and inter-terminal transit systems. While the city has clarified that the airports themselves will retain their historical names—honoring World War II naval aviator Edward “Butch” O’Hare and the pivotal Battle of Midway—the proposal opens the door for corporate branding on extensive infrastructure elements. The revenue generated is intended to offset operating costs and support the capital requirements of the ongoing multi-billion dollar O’Hare 21 modernization project, which aims to expand terminal capacity and improve passenger amenities.
The concept follows a growing trend among major U.S. transportation hubs, such as Los Angeles International Airport and Philadelphia’s transit system, which have successfully leveraged naming rights to fund improvements. Proponents argue that diversifying revenue streams reduces the financial burden on airlines and taxpayers while allowing for facility upgrades.
However, the move has drawn scrutiny from urban planners and preservationists who caution against the over-commercialization of public civic spaces. Critics raise objections regarding potential “visual clutter” and the confusion that mutable corporate names might cause for travelers navigating complex transit environments. Furthermore, there are concerns that aggressive branding could dilute the historical and civic identity of the airports. The Department of Aviation has stated that any resulting sponsorship program will adhere to strict guidelines to ensure branding is tasteful and does not compromise the passenger experience.
