Toronto Football Club

Toronto Football Club

After Toronto Blizzards was dismantled in 1984, the first game of the Toronto FC was successful on April 28, 2007. Many fans wearing FC gear and waving scarves of red and white enjoyed Cheering on their team when the team played match against the Kansas City wizards. Marketing strategy was the key to bring its success to the reality. The success also It was critical to build a new stadium for Toronto FC, so there was a negotiations between Municipal, provincial, and federal governments as well as private enterprises and the Major League Soccer (MLS) organization with vast coordination and precise business plans. The consent was made in October 2006 with $62.8 million to build the open-air BMO Field. Maple leaf Sports and Entertainment (MLSE) hired great expertise to organize an immense marketing plan.

The success would be evaluated by sustained fan register. MLSE has concentrated on their marketing strategy for long-term business success, which included building a strong brand to establish the new team and providing a great value to customers. To build a strong brand, they considered the soccer fan base which consisted with Torontonians, as well as Canadians. According to their analysis, the fan is diverse and fragmented; they are international and multicultural fan. They expected global experience wherever they watch the game at a stadium or on TV. So, MLSE made the slogan “All for One” to captivate those fan to Toronto FC. Moreover, MLSE gave authentic involvement to their loyal fan, affording to vote to make the final team name, providing pub crawls to engage, broadcasting the Toronto FC in public on CBC.

To provide a great value to customers, MLSE operated two marketing. First is ticket pricing for the fans. Ticket prices were set lower to over-deliver value for the fans. MLSE devised to differentiate their pricing as season tickets, single tickets, youth tickets, and single game group. Eventually, 14,000 season’s ticket packages...