I think it's safe to say that yesterday was the biggest day in Toronto FC's history so far.
I watched the news conference in the solitude of my room, and what I could sense on my television screen at Real Sports Bar & Grill was a sense of hope. I could sense the hope within the supporters and within the TFC and MLSE management. If you've been living under a rock for the past few days, Toronto FC have formally announced the signings of English striker Jermain Defoe and American midfielder Michael Bradley. In terms of their skill and talent, I don't think there is an equal in Major League Soccer. Defoe is a proven goal scorer with quick feet and deadly finishing. Bradley has strong leadership, and is a workhorse in the center of midfield, which has been shown on multiple occasions with the American National Team. To state the obvious, they are massive upgrades to Toronto FC, and could finally push the team to the long-eluded MLS playoffs.
Despite the general positivity at the news conference, there were a few things that irked me. Like most news conferences, there was a lot of filler and pandering to the supporters from all 5 men up on stage. Another thing that annoyed me from the news conference is that I didn't feel like Defoe and Bradley were honest when they were asked what made them come to Toronto and play for TFC. It's painfully obvious that they are going to be paid a huge salary from TFC and MLSE and they will have the security they need for their families. I'm not dismissing that both Defoe and Bradley were intrigued by the ambition and commitment from TFC and MLSE, I just don't believe that as the main reason as to why they want to play for TFC. It's like if you were working for someone at a set salary and you receive an offer from an employer halfway around the world who will pay 4-5 times your current salary. Odds are, you'll take the offer.
The last thing that annoyed me about the press conference was that when Tim Leiweke and Tim Bezbatchenko were talking about acquiring Defoe and Bradley, they kept referring to the patience of the supporters and "rewarding their loyalty" with these signings. I don't know about other supporters, but if TFC really wants to reward loyalty, they need to win matches, and more importantly, deliver trophies to Toronto FC. I'm not talking about trophies like the Voyageurs Cup, I'm talking about the MLS Cup, Supporters Shield, and maybe, just maybe, the CONCACAF Champions League title (but that is wishful thinking). In my opinion, you don't reward loyalty by getting players, you reward loyalty by winning.
I'll move away from the news conference now, and I want to talk about something that was in the deal that was made in signing Defoe between MLSE and Tottenham Hotspur. That would be the "Advertising Rights Agreement" between the two organizations. I'll break it down piece by piece and talk about what I think it will mean to both TFC and Spurs.
The deal will see Toronto FC and MLSE provide promotional and branding opportunities, experiential activities and advertising, broadcasting, social media and digital rights across all of MLSE’s properties and media platforms.
What I understand from this is that Defoe will essentially become the face of TFC's marketing. Along with Bradley, Gilberto, and De Rosario, TFC has the players and the resources to attract former fans of Toronto FC to come back and support the team, as well as attract new fans to come to BMO Field. MLSE has four target markets: the Canadian (De Rosario), The American (Bradley), the South American (Gilberto), and the English/European market (Defoe). They are going to be everywhere. What I don't know is whether Spurs will be involved with these promotional and branding opportunities, since this is part of the deal between MLSE and Spurs.
Additionally, MLSE will carry Tottenham Hotspur F.C. official merchandise at their retail outlets, as well as support the THFC Official Canadian Supporter's Club.
MLSE selling Spurs merchandise will be beneficial for Spurs, as they can potentially gain new fans in Toronto from the sales of their merchandise, as well as get a cut from the sales. There is also a possibility that there are some TFC fans that don't have a team in the Premier League to support, and looking at the agreement that is in place between MLSE and Spurs, it could be said that TFC fans who don't have a Premier League team to support could possibly adopt Spurs. Conversely, members of the Spurs Canadian Supporter's Club who don't really watch TFC could possibly be enticed to come out to BMO Field to watch TFC, or at the least, Jermain Defoe.
Toronto FC will welcome Jermain’s former club to BMO Field on July 23 when it plays Tottenham in the second game of their 2014 summer tour.
A friendly is yet another opportunity for revenue for both clubs and will give the opportunity for Spurs fans in the GTA to go see the club. It will obviously be at a premium price but it can also be argued that this would be a once in a lifetime opportunity for Spurs fans in the GTA to go see their team. Overall, I think this agreement between MLSE and Spurs can be very fruitful for both teams, but I think Spurs has more to gain from this agreement.
One more thing. From these investments by MLSE this off-season, and how they have publicly stated that they will be losing money this year, I think it's a pretty safe bet that season ticket prices will increase next year.
Regardless, this upcoming season will be intriguing.
