Chicago Bears head coach Ben Johnson lookalike contest kicks off in Bedford Park

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  Published in Sports and Competition on Thursday, January 8th 2026 at 19:37 GMT by ABC 7 Chicago
      Locale: UNITED STATES

BEDFORD PARK, IL - January 9th, 2026 - The Chicago Bears are embarking on a novel approach to fan engagement with the launch of the "Good, Better, Best" look-alike contest, centered around head coach Ben Johnson. The contest, which began accepting submissions on Wednesday at the Wintrust Sports Complex in Bedford Park, seeks to identify the fan who most closely resembles the team's relatively new, and increasingly popular, head coach.

While many NFL teams focus on traditional marketing strategies, the Bears' initiative stands out for its playful and interactive nature. In a league constantly striving to connect with a digitally-savvy and experience-driven fanbase, this contest is a clear attempt to tap into the power of social media and community involvement. The core concept is simple: fans submit photos or videos showcasing their resemblance to Coach Johnson, judged on accuracy, creativity, and overall presentation.

This isn't merely a vanity project; it's a calculated move by the Bears organization. Coach Johnson, entering his third season with the team, is seen as the architect of a promising rebuild. He's quickly become a fan favorite, not just for his tactical acumen, but for his approachable personality. Leveraging his image in this way serves a dual purpose - boosting team spirit and subtly reinforcing Johnson's positive brand within the Chicago community.

The "Good, Better, Best" moniker implies a tiered judging system, suggesting a progressive evaluation process. While specifics remain undisclosed, industry analysts suggest the initial "Good" phase could involve a public vote on social media, narrowing down a large pool of entries. "Better" could see a panel of Bears staff--perhaps including team photographers and marketing personnel--deliberate on the remaining contenders. The "Best" phase would likely culminate in a final judgement, potentially involving Coach Johnson himself, and the awarding of a significant prize.

The anticipated prize - hinted at as a potential meet-and-greet with Coach Johnson - is a major draw. In the current landscape of professional sports, access and personal connection are highly valued by fans. A meeting with the head coach represents a premium experience, far exceeding traditional merchandise giveaways or ticket packages. This high-value prize encourages greater participation and generates significant buzz around the contest.

The choice of the Wintrust Sports Complex as the launch location is also strategic. The complex has rapidly become a cornerstone of the Bears' community outreach programs. Hosting events there underscores the team's commitment to being accessible and engaged with its local supporters. It positions the complex not just as a training facility, but as a vibrant hub for fan interaction.

Experts believe this type of contest is indicative of a broader trend in professional sports--a shift from passive broadcasting to active participation. Teams are increasingly seeking ways to empower fans, turning them into co-creators of the game-day experience. The Bears' contest aligns perfectly with this strategy.

The deadline for submissions is currently unannounced, but the team's website and social media channels are the primary sources for updated information and contest guidelines. Fans are encouraged to check these platforms frequently to ensure they don't miss the opportunity to participate.

Beyond the immediate contest, the initiative has long-term branding potential. Successful look-alikes could become recurring figures at team events, potentially even featured in promotional materials. The Bears could even explore a more formalized "Coach Johnson Impersonator" program, creating a unique and memorable addition to the fan experience. This innovative approach signals a commitment to fun, creativity, and a deeper connection with the devoted fanbase that has supported the Chicago Bears through thick and thin.