
The stage is being slowly set for Toronto FC, Season Two, and while expectations are high, like all things ‘Toronto’ they’re also measured. Toronto is an odd berg, a town with an unrealistic sense of self, proclaimed as a World Class City by the same city councillors and corporate promoters who are scared-to-death of taking the initiative to earn the right to be so-called. But embarrassing self-esteem issues aside, Torontonians do a few things very well. For example, we’re good at movies, if not in the making then certainly in the culture—for a city of our size and nickel-and-dime arts-funding, to be home to one of the most important and recognized film festival in the business is a minor triumph. We watch movies in droves, packing theatres for the most esoteric repertoire imaginable, from Japanese horror to old Soviet propaganda. Quiz a Torontonian, and chances are they’ve seen a movie in the past month and can name most if not all the most recent best picture nominees. We’ve known this for a while and now the rest of the world seems to be catching on; Toronto is the choice market for studios test-driving risqué art-house offerings before putting them out in wide release.
The discovery however in 2007 that we might be really, really good at football—again, not in the playing, but in the culture—was a big surprise. The good folks at Maple Leaf Sports and Entertainment, used to catering to the corporate lackeys and suited technocrats who fill out the aptly-named ‘Gold’ section at the Air Canada Centre, didn’t know how the city would respond to their brand new Major League Soccer club at the start of 2007. Would it mimic the small-market US clubs that feature soccer moms piling their kids in the van to go to a half-empty stadium on a Sunday afternoon? Or would TFC be just another corporate tie-in, a cheaper alternative to the Maple Leafs for the annual ‘team-building’ company outing? Early advertising played it safe (if a little creepily) by targeting both markets, putting out posters with crazed, face-painted accountants jumping excitedly alongside ten-year olds.
Expectations weren’t exactly raised when some local pundits, led predominantly by Dave Perkins at the Toronto Star, predicted with relish that TFC would be an embarrassing financial disaster for the MLSE. For these types, the fact that the MLSE would go out of their way to promote a fruity niche sport in the heart of Hockey Town typified just how out of touch the Maple Leaf’s corporate managers had become. Even worse, public money would be contributed to a ‘soccer-specific’ stadium at the CNE at a time when sports funding from all levels of government was sporadic at best. These opinions were evidence that soccer-bashing, long thought to be a side-hobby for right-wing windbags in the States, had a home in Southern Ontario. Meanwhile those itching for a professional football club held their tongues lest they come out as fools or MLSE stooges six months down the road.
Vindication would come much earlier than expected, April 28 2007 to be exact. The scoreboard, showing a turgid one-nil victory for visiting Kansas City, did not even begin to tell the story. The fact it was a sellout crowd in an uncomfortably cold open-air stadium was for some success enough, although this had been on the cards back in January when it was announced some 10 000 plus season tickets had been sold five months before kick-off at BMO Field. What really mattered on the day was who was packed in the stands. Was it the multi-culti ‘new-immigrant’ crowd that many patronizing liberal media outlets (CBC, Toronto Star) assumed was the driving force behind these early ticket sales? Or the suburban families from GTA satellite cities where soccer is an ingrained part of the SUV/Minivan culture? Or gangs of suits eager to test drive Toronto’s latest ‘sporting venue’?
The crowd consisted of something altogether stranger and more wonderful. Young men, mostly in their twenties and thirties, with the odd old codger thrown in here and there, packed the south stand and filled out most of the east and west stands, singing away, slagging the ref, challenging each and every card, whistle, raised off-side flag, over-looked handball, berating home players for missed passes, shouting profanities and drinking their fair share of over-priced Heineken. In other words, the crowd was like any you’d see across Europe from Glasgow to Genoa on a Saturday afternoon.
Where had they come from, and how had they been overlooked in the build-up to Toronto FC’s first season? Certainly support like this was generally unknown in the sterile, pastel-coloured and milquetoast world of North American professional sports, which may have been one reason why the MLSE didn’t see this interesting broadside coming. But the real reason for this youthful turnout was rooted in the unofficial, underground culture of the city itself, the core of what makes Toronto great in defiance of the World Class propaganda pushed by its self-appointed chattering classes.
When the CBC isn’t glowingly covering the tossed-salad World Cup celebrations witnessed in downtown Toronto every four years, young men in their pajamas across the GTA are huddling in front of the television on Saturday morning watching a myriad number of live football broadcasts on offer from Italy, Spain, Germany, Holland, England, Brazil, Mexico, and Argentina. These same young men had been quietly monitoring the progress of Toronto FC on the Internet from the start, and in the process discovered others like themselves devoted to the new club. Momentum for TFC gathered rapidly under the radar of the MLSE, who had perhaps overlooked the phenomenon due to years of dealing with the Leafs Nation for whom chat boards and blogs are not a part of the culture. This makes sense if you consider Leaf games are on during prime time, watched at home with the family or out at the local bar. Opinions on the game can be shared between friends at work or your next-door neighbours, heard on talk radio 24/7 and read in the morning paper. Hockey is everywhere.
European club football on the other hand is broadcast live on the weekend in the AM or early afternoon Eastern Standard Time. You can’t go down to your local to watch the game because it’s not open yet, and if it were you’d be hard pressed to find more than three or four rabid Liverpool supporters decked out in shirts and scarves. You’d be even luckier to find someone at work that could identify more than one soccer player whose name didn’t end in Beckham or Zidane. And as for newspaper coverage, there might be the occasional Associated Press round-up on a slow weekend, but certainly nothing in the way of commentary or analysis. The internet therefore is a godsend for the isolated football fan in Toronto, who glories in an amazing variety of live games but is left to fend for him or herself at the end of the match. As such, it was a godsend for TFC when the creation of the club was announced in October 2005.
The crux of all this is not that Toronto FC has an amazing following after only one season – it’s that Toronto is a football city, nourished on an incredible array of live games available on most cable packages and helped along by a healthy and active internet culture. Toronto boasts a disproportionate number of blogs, on-line fanzines, Facebook and MySpace groups dedicated to all aspects of the game. Toronto FC supporters are among the most knowledgeable and sophisticated in the MLS, discussing everything from the newly appointed fitness coach down to the relative merits of trading Ronnie O’Brien for allocation money for the purchase of another tiring but great European player.
Now that the happy surprise of 2007 is over, the next step for TFC, and indeed for the Canadian Soccer Association, which not only failed to take advantage of the new-found attention to the game at home, both with TFC and the recent FIFA Under 19 World Cup, but also to get its house in order with recent controversy over the hiring and firing of Fred Nykamp, is to bring the game out of the shadows of the Internet and into the mainstream of Canadian society. The only way for this to happen is for the MLSE, the CSA and the domestic media to ramp up their efforts to offer support and coverage that Canadian football fans deserve. This may be as if not more important than where TFC end up in the standings at the end of October.