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Overall winner – Frenzied fans fuel Toronto FC » strategy. Toronto FC has scored some serious points since being officially introduced as the city’s newest pro sports franchise in 2. Although it may have yet to establish itself as a bona fide winner in Major League Soccer (MLS), it’s irreproachably achieved that status in the eyes of Toronto soccer fans.
They come to watch home games in droves. Since day one, the stands at BMO Field, a 2. TFC’s inaugural season saw 1. The waiting list ballooned from 5,0. When they set out to launch the brand, the team at Maple Leaf Sports and Entertainment (MLSE) behind TFC knew that winning over Torontonians wouldn’t be a cakewalk. The city’s saturated with well- established sports franchises, and its soccer fan base, though robust, is mostly fractured by differing ethnicities and team loyalties.
It was important that we didn’t try and replace that for them,’ explains Paul Beirne, senior director of business operations for Toronto FC. You might be a Liverpool supporter sitting beside an Everton supporter, but you could share your love for Toronto FC and enjoy your mutual distaste for each other’s teams.’That’s how the slogan . TFC held pub crawls across the city where patrons could discuss the potential for a successful pro soccer team in Toronto with the team’s head coach, players and staff. They even had the chance to vote to finalize the team name.
It was about going out to football fans on their turf.’Advertising was created with a gritty . It permeated throughout Toronto’s multicultural neighbourhoods via print, OOH executions, streetcar wraps and bumper stickers. For example, TFC is a football club – hence . Their logo is classic and crest- like. The team’s primary colour, red, often represents champions in the sport. Membership cards were given out with season ticket purchases, and ticket prices were set to ensure the brand’s accessibility, ranging between $2. And there are no mascots or cheerleaders.
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- Overall winner – Frenzied fans fuel Toronto FC. With consistent sellout crowds and a growing number of independent supporter groups like the Red Patch Boys and Tribal Rhythm Nation.
The food served during games is not just hot dogs and pretzels, but also international fare. One popular initiative involved attaching TFC scarves to tickets to the team’s first home game of the inaugural season so fans could sport them in the stands, which is a regular spectacle at matches overseas. Most recently, a match against star- studded La Liga juggernaut Real Madrid set the fans at BMO Field, and all of Toronto, ablaze with football frenzy. TFC also successfully leveraged corporate partners early on to enrich the experience, like title sponsor BMO Financial Group, a stakeholder in the stadium whose name adorns all of TFC’s gear, and Carlsberg, which has its own open patio at one side of the pitch. Given a modest marketing budget, TFC has also relied on them to activate the brand in market since its launch campaign.
Adidas, another major partner, is behind TFC apparel. On top of MLSE’s in- house merchandise stores at BMO Field and the Air Canada Centre, TFC apparel is sold in Adidas and related stores.
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The team currently leads MLS jersey sales. Corporations have recognized the team as a cash crop, and quickly lined up to don TFC red. Since starting with 1. TFC now boasts around 4. The team experienced revenue growth of 2.
It’s sold out of inventory but is trying to find more. TFC lent its business plan as a template to Seattle Sounders FC, who played their first MLS game this year, as well as Philadelphia Union, which will play its first game in 2. All in all, it’s really the fanatical joy and sense of camaraderie that Toronto soccer fans of diverse backgrounds share that’s been the team’s secret sauce. With consistent sellout crowds and a growing number of independent supporter groups like the Red Patch Boys and Tribal Rhythm Nation propping up the atmosphere, in year three its safe to say that TFC’s momentum is showing no signs of slowing down. It has a youth soccer academy that looks to attract the best talent in Ontario to its under- 1.
At the All- Star game last year, and also at an L. A. Galaxy game, I dressed up as the King, Elvis, in a white jumpsuit with all the trimmings. My daughter Elizabeth sat with me in our two front row season tickets . We travelled to both games in a white stretch limo with all the family and a few close friends. Name: Sarah Pittard.
Age: 3. 0Profession: lawyer. Neighbourhood: The Beach. What is the craziest thing you have done in the name of TFC? I have definitely had some great times warming up for the games at the local pubs, but haven’t done anything too crazy (haven’t been tasered as far as I remember). I did inscribe our wedding date and names on the TFC Fan Wall as a wedding gift to my husband.
We also had a Toronto- themed wedding, and the TFC was definitely part of that. Guests signed a TFC ball, and one of the tables was named BMO Field. Name: Bobbi Guy. Age: 4. Profession: DJ/promoter. Neighbourhood: Little Italy. What drew you to become a fan of TFC? I was brought up in a football family.
My uncle Tommy Docherty was manager of Manchester United, Chelsea and Scotland amongst others. Some of my cousins played for Wolves and Man. City, but I never reached the pro stage.
I became a fan as soon as I heard the rumour of a club starting here. Name: Tom Drilios. Age: 3. 2Profession: customer service representative. Neighbourhood: Greektown. What is the craziest thing you have done in the name of TFC? A month ago, I attended the open practice for Real Madrid.
I wanted to get a look at this star- studded team. Well, I lasted all of five minutes. I fell over the leg of a barricade and got a bloody nose for my troubles. I guess you could say I spilled a little blood for the team. But that is the length I will go to for Toronto FC.
And I have left my own mark on BMO Field. Jump to: Intro. The Hour’s George Stroumboulopoulos. Desjardins. Corus.