TFC Turns to Tradition of Old to Create Their Own

 

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The National Sports Forum's SELLING IT...

 May 28, 2008 | Volume 6, Issue 31

        

Selling It is a bi-weekly e-newsletter dedicated to showcasing the best sports marketing and promotions. Every other week Selling It focuses on an outstanding program/initiative that a sports organization has implemented, which has either increased ticket sales or generated incremental sponsorship or non-traditional revenue. Would you like to join over 1600 sports executives and have the latest edition of Selling It delivered to your inbox for FREE every other week? Click here to subscribe

 

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Starting eleven introductions bring out the scarves 
CONTACT:
Joe Jesseau
Marketing and Promotions Coordinator
Toronto FC
[email protected]
   
ORGANIZATION: Toronto FC
 
PROGRAM TITLE: "No Scarf - No Entry!"
 
OBJECTIVES: Toronto FC, the first non-American team in the Major League Soccer (MLS), wanted to establish itself as an authentic soccer brand by enhancing the traditional soccer experience for fans beyond just attending a game. Not wanting to compromise the rich essence and tradition of the sport, but still draw attention from fans to enhance the equity of the team and brand, Toronto FC saw a golden opportunity. To create a true “European Feel” and exciting fan experience on match day, the team looked at an old tradition to build one of their own.

PROGRAM DESCRIPTION: Before replica jerseys and foam fingers, fans used to bring knit scarves in the colors of their team to matches. Club supporters held the scarves in front of themselves to create a ‘scarf wall’, a ritual

   An intense scarf wall of Red supporters
that began in the United Kingdom in the early 1900’s.  It was a way for fans to show allegiance to their team. ‘Scarf walls’ are still a regular sight for many European stadiums. To create this traditional and exciting atmosphere for the home opener, Toronto FC included inaugural game scarves in season ticket packages, which actually served as tickets to the first game. All scarves came with a barcode affixed, so no scarf meant no entrance!
  
 
MEDIA:  In order to enhance the overall experience, the club kept the scarf idea a secret so that season seat holders had a nice surprise when receiving their season ticket packages.

 

PARTNERS: The inclusion of a commemorative scarf with the season ticket package was done without partner involvement.  However, a scarf has now become a must have item at BMO Field and the Club has been teaming up with Partners to create co-branded scarves.


 

 
 


TFC fans are unlike any other fans in MLS


RESULTS: It is well apparent that with the “No Scarf-No Entry!” promotion, Toronto FC has unleashed a genuine "football" savvy fan base. A scarf is now a must-have item for any TFC supporter. “BMO Field and Toronto FC have received a lot of praise for our game day atmosphere. It was always our intention to create a ‘European feel’ in our stadium which compliments the demographic make-up of Toronto,” said Toronto FC’s Marketing Manager, Cesar Velasco, “The scarf promotion helped set the standard and was extremely well received by our supporters.” The promotion received league-wide attention. Commenting on the atmosphere present at BMO Field, MLS commissioner Don Garber claimed, “If we could bottle this up and spread it around North America, this would be a pretty powerful league.”
  

LOOKING AHEAD: Toronto FC decided to replicate its success with the scarf promotion for year two and each scarf is now customized, which includes the ticket holder’s section stitched in it. The pictures speak for themselves. In one short year, a tradition was born and the National Anthem at BMO field is a sight in itself. The number of unique scarves in the stadium has grown into the dozens and the scarves have now become a collector’s item. Having a Toronto FC Season Seat Holder scarf screams– I was there!
 

 

    

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