Toronto/Maple Leaf Sports & Entertainment FC: It's a bloody big deal

This case study explains how Toronto Football Club (TFC) used the signing of an English football star to drive interest in the team.

Toronto/Maple Leaf Sports & Entertainment FC: It's a bloody big deal

SID LEE

Summary

What to do when people don't understand that the biggest thing to happen to Major League Soccer is happening

The massive player acquisition of Jermain Defoe from Tottenham Hotspur gave us the opportunity to run with a campaign that would reverse the team's deteriorating perceptions, and shatter sales and broadcast records.

The Toronto FC was a soccer club on life support. Once brimming with promise, the team was struggling to win matches, and its loyal fans were losing faith. Toronto's foray into Major League Soccer wasn't...

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