Market Research

[mlsintoronto]

Full Disclosure: I'm employed by Maple Leaf Sports and I'm part of a team working on the MLS ramp up. Judging by the lurking I've been doing in this board lately it appears that soccer in Toronto has a huge potential, but a long way to go. I'm interested in your opinions - please dump them all here. Please resist the urge to slag us over basketball or hockey issues (but go ahead and shower us with accolades if you must. For what its worth, for a name, I'm in favour of simple, modest, soccer. Nothing flashy:

Toronto Football Club

[BringBackTheBlizzard]

Still think Blizzard is the way to go. Any euro style name would tend to favour a specific immigrant demographic (hence the simple Toronto FC I suspect), while a North American style name can unite everybody and in the case of the Blizzard provides a legacy of an earlier era of major league level soccer when a player like Jimmy Nicholl could play a game in Toronto one week and was off to Spain for the World Cup Finals in 1982 the next.

[tguy24]

For a name TORONTO CITY is the way to go.
The Blizzard name has been dead for 20 or so years and most people will not know or care for it's history. To be honest he name blizzard is to hoky a name and i don't think torontonians like to hear their city associated with winter blizzards.

[Sempuukyaku]

For a name TORONTO CITY is the way to go.
The Blizzard name has been dead for 20 or so years and most people will not know or care for it's history. To be honest he name blizzard is to hoky a name and i don't think torontonians like to hear their city associated with winter blizzards.

I'm not a Canuck so feel free to disregard my opinion....but I feel very compelled to agree with tguy24 on this one.

[suppitty]

Still think Blizzard is the way to go. Any euro style name would tend to favour a specific immigrant demographic (hence the simple Toronto FC I suspect), while a North American style name can unite everybody
Or, it could keep all immigrant demographics away from the team. Toronto Football Club is fine, just don't do anything typically American like, for example, Raptors.

In the stadium, do not play music or sound effects during the game. This isn't an arcade league like the NBA, and it isn't as boring as baseball. Also, not cheerleaders, and let the hardcore fans bring things like flares and smoke bombs since it adds to the atmosphere.

So, in other words, cater to the typical Eurosnob.

[Captain Canuck]

Full Disclosure: I'm employed by Maple Leaf Sports and I'm part of a team working on the MLS ramp up. Judging by the lurking I've been doing in this board lately it appears that soccer in Toronto has a huge potential, but a long way to go. I'm interested in your opinions - please dump them all here. Please resist the urge to slag us over basketball or hockey issues (but go ahead and shower us with accolades if you must. For what its worth, for a name, I'm in favour of simple, modest, soccer. Nothing flashy:





I would also recommend visiting (if you haven't done so already ) www.canadian-soccer.com the website of the Voyaguers, a Canadian national team supporters group and asking the same question there. (You have to register to post, as you do here). As it is Canada-wide not every poster on there is from the Toronto area and there are a few from other cities who are against or re-sent the presence of an MLS in Toronto. But having said that an unofficial MLS supporters group has already started to organize at that website (3 meetings in Toronto have already been held by the group). A few members of the group also post on bigsoccer, such as myself, but everyone in the group posts there so its another good place for market research.

Speaking of people bashing MLSE about basketball & hockey, you may be interested to know that a poll is being conducted amongst Toronto-area posters on that board to determine who is the biggest jack-ass in the Toronto Sports Media, and Dave Perkins has shot out to a commanding lead thus far.

[RealGooner]

I also agree with Toronto City or Toronto FC. I think we need a fresh modern approach not connected with NASL, and more representative of Toronto of today and tomorrow. Nevertheless I will support the team no matter what name is used.

I think that MLSE needs to be aware that they must work to ensure that there is a great stadium atmosphere MLS tends to have very bland game atmospheres featuring little or no singing, clapping, chanting and drumming. These are things that make foreign soccer more compelling than MLS. Since most of us agree that MLS standard of play isn't at the level of places in Europe and South America, the quality of the soccer product won't be the main draw for the near future. However a vibrant, fun gameday experience could be used attract the most discriminating soccerphiles.

Even if the on-field product isn't EPL or Serie A level, or the team isn't winning, people could be convinced to come because the stadium atmosphere gives them goosebumps and hoarse voices every match.
MLSE should quickly set up a community liaison to establish links with supporters groups, local leagues and any others interested in supporting the team. Encourage supporters to come up with songs and chants to stimulate crowd participation. Set up a supporters section where fans can stand, wave flags, display banners, throw streamers and generally make alot of noise.

There is already one commited group, the Toronto Ultras, who will soon have a website up. They already have had 2 meetings (both of which I attended), and they are dedicated to helping out with atmosphere. There may be others out there waiting to particpate too. Check out the Canadian Soccer forums as there are plenty of interested parties there too.
But honestly, if Toronto MLS games are bland affairs featuring quiet, disinterested crowds then people will just go back to watching foreign leagues on cable. If MLSE is smart enough to incorporate the fans into its planning then everyone wins.

[Nodak]

Your from Maple Leaf sports? Whats wrong with Maple Leafs? A lot of us already dislike or like you guys for that hockey thing already. Several sports clubs around the world already do this sort of thing.

I suspect you guys will do a good job with this thing. Good Luck, you'll probably get an earful.

[Captain Canuck]

Or, it could keep all immigrant demographics away from the team. Toronto Football Club is fine, just don't do anything typically American like, for example, Raptors.



I think the problem with "Football" is that it will be opening the door to confusion with the NFL & CFL version of the sport, both of which are popular in Toronto. Nobody here calls soccer "football", especially the media, and they have to be taken into consideration. Best to avoid that and go with Toronto Soccer Club, if you are going to go with something that simple.

Having said that, I would prefer Toronto City to either. I grew up following the Toronto Blizzard so I also don't have problem with that name. Both names would be traditional and wouldn't alienate anybody. Going with anything akin to "Real Toronto" or "Atheletico Toronto" "Inter Toronto" or any other borrowed name that applies very specifically to a European name could potentially dis-interest your local pre-existing soccer fan that hates the team which the nickname would be associated with. The only way to get around this if it is something very generic that applies to tons of teams, like "City" or "United". The latter is already taken of course.

[Captain Canuck]

I
There is already one commited group, the Toronto Ultras, who will soon have a website up. They already have had 2 meetings (both of which I attended), and they are dedicated to helping out with atmosphere.


Dude, we've held three and you were at all three of them. :)

Just to note, the group was historically called the Ultras when formed as a Toronto Lynx supporters group, but it's not certain that the name will continue when the MLS team is in town (though the group most definitely will).

[RealGooner]

How about a competition or something to come up with a Toronto Soccer Anthem, or a couple of Toronto songs and chants. That would encourage many fans to be vocal, thus improving the atmosphere.

[RealGooner]

Dude, we've held three and you were at all three of them. :)

Just to note, the group was historically called the Ultras when formed as a Toronto Lynx supporters group, but it's not certain that the name will continue when the MLS team is in town (though the group most definitely will).

Yeah my bad, it was three :confused:
MLSE needs a community liaison who can work with fans on initiatives to make MLS games a unique fan experience. I really think that can be a drawing point for the team.

[Old Man!]

Toronto Football Club, Toronto Soccer Club, Toronto City. All of these would be fine. What's to hate? It's a simple classy, soccer team name.

Can we try and avoid a red, white or blue team please?

[RealGooner]

.

In the stadium, do not play music or sound effects during the game. This isn't an arcade league like the NBA, and it isn't as boring as baseball. Also, not cheerleaders, and let the hardcore fans bring things like flares and smoke bombs since it adds to the atmosphere.


Some good suggestions. Again, atmosphere is key. If MLSE isn't comfortable with having fans bring in their own smokebombs and flares, they should organise the use of flares and smokebombs themselves. Pyrotechnics are a unique aspect of soccer fan culture that helps with the goosebumps factor when used in a safe, and organised manner. MLSE could have designated flare-handlers located in the supporter section for example. These guys would light the flares and smokebombs at specific times (ie after goals, or at halftime), and only in the supporter section. No-one else should be permitted to use them in the stadium. That way we can boost atmosphere without much danger.

[SweetOwnGoal]

Full Disclosure: I'm employed by Maple Leaf Sports and
Toronto Football Club

Must be the journalist in me.

My Bull$hit meter is waaaaaaaaaaayyyyyyyyyyyyyyyyy up.

All the money MLSE has and it's doing "market research" on a discussion board. Interesting.

[RealGooner]

Must be the journalist in me.

My Bull$hit meter is waaaaaaaaaaayyyyyyyyyyyyyyyyy up.

All the money MLSE has and it's doing "market research" on a discussion board. Interesting.

Could be BS, but no harm in tossing ideas around and getting a discussion going is there?;)

[Toronto Red]

Please, no drum beats, please God no!!!

I wouldn't use the term "Football" for "soccer" in Toronto. Would be nothing but ammo for soccer knockers.

Cheers!

[csufguy]

How about this name: Toronto City Soccer Club. It just rolls off the tongue. Go Toronto City SC! Just don't beat my beloved G's.

[mlsintoronto]

I should have mentioned: Toronto Football Club is gathering NO speed at the office! Its just the name I personally like. I think "Toronto FC" as the name would leave no doubt in any casual reader (or listener)'s mind that it is a team that plays soccer. It has a hint of Euro name without going the Salt Lake route.

As for a supporters group, that is something we definitely are interested in helping to cultivate. I will be at your next meeting Captain Canuck, and will be interested in learning ways to help without taking over...to ensure everyone's success I feel pretty strongly that the supporters club will need to grow and evolve on its own (for those of you with a built in bullshit meter). But we'd definitely be interested in things like: cheap tickets, providing a locked space on-site (if needed), perhaps putting the family-friendly lyrics to songs on the video board and cooperative things like that.

I think in return for this type of cooperation we'd be looking for help and advice getting to soccer fans...in my mind I see there being no easy way to make soccer a success here. Its going to take lots of effort - the pool is extremely wide, but not very deep yet. Any help we can get to have people try it we should use. Once people come - its the atmosphere they'll stay for.

I'm thinking a lot of our ticket sales will come from various ethnic groups in Toronto - including lots of new Canadians...I don't think there will be a lot of Season Tickets sold to those groups. I envision an Indian night where we sell curries and naan and tikka, and a "Calling all Britons" night (remember growing up with your parents listening to CFRB?) and having appearances by the Little Britain guys. Silly things like that.

Another nice thing is that this will become a Saturday night by the lake tradition. Can't wait to bring my own kids.

Regarding flares and smoke bombs, control and safety would be big issues for us. Security is such a big issue for us that (for those of you who haven't been to Air Canada Centre lately) we actually have bag checks, random wanding, and pat-downs at games. As a native Torontonian, it makes me shiver every time I see that, but all one has to do is imagine if something bad happened at ACC and then ask: did MLSEL do everything it could? yikes - this isn't Kansas any more! I digress...

[zacRWE]

fair play on the smoke bombs and flares, but, if controled as I believe Gooner said, it may work, we are not looking to injure people, just get passion into the fans (where in Hockey games it is lost unfortunatly).... im just throwing it out there.
As for flags and banners, thats gotta be a must! Please allow us to bring in flag poles, large and small. Allow us to put on tifo displays, throw streamers and beat our drums! This adds to the excitment and celebration of soccer.
As for a supporters section, that would be appreciated. We would (most of us) buy seasons tickets/flex packs, so rewarding us with our own little section would be benificial.... at a cheaper price than the normal seating... and behind on of the goals of course!
Working with the supporters (which I guarentee I will be) would be of MLSE and the fans greatest interest. We are better advertisers than any TV or radio spot! Help us help you! As MLSE should know, theres no better way of advertising than word of mouth!
As a last point, helping the supporters travel to away games would be amazing. Now Im not saying for you to personally drive us, but if there is anyway MLSE could work with a "Greyhound" or charter bus/train service to get traveling supporters discounts on transportation! The other would to work with GO Transit/TTC and do like they do in Europe, with a Soccer ticket you get discounted/free fair on certain lines!
Thanks again and please do come to the next meeting!