BMO’s Toronto FC Jersey Sponsorship To Run $1-1.5M Per Year

(l to r) MLSE’s Tom Anselmi, Toronto FC’s Maurice Edu, And BMO Financial’s Frank Techar

With Toronto FC unveiling its uniforms Friday, sources put BMO Financial Group’s sponsorship of the team’s jerseys in the $1-1.5M per year range, over four to five years. The deal extends BMO’s relationship with the Maple Leaf Sports & Entertainment-owned team, which includes stadium naming rights, a team sponsorship, a corporate suite and sponsorship of Play Soccer, a grassroots soccer program developed by the Ontario Soccer Association. BMO also sponsors MLSE’s Maple Leafs and Raptors. Toronto FC join Real Salt Lake (XanGo) and the Galaxy (Herbalife) as MLS teams with jersey sponsors (Tripp Mickle, SBJ).

JERSEY SPONSORS: MLSE Exec VP & COO Tom Anselmi said of jersey sponsorships, “In our world of NHL or NBA it’s extraordinary, but in the world of soccer it’s pretty ordinary. We know we have a lot of soccer fans signing up for this, so I think they’re used to seeing this. I really don’t think it will be that big a deal” (TORONTO SUN, 3/24). MLSE President & CEO Richard Peddie said MLS gave the team “a study that showed how much (the commercial logo) was generating in Europe and it was just a natural” (TORONTO STAR, 3/24). Soccer United Marketing President Doug Quinn: “Jersey sponsorship is industry standard worldwide and we decided to take advantage of this internationally accepted practice and open up a significant revenue opportunity for all of our teams” (ORANGE COUNTY REGISTER, 3/24). Sports Business Group President David Carter said of jersey sponsorships in other U.S. sports, “As soon as it pencils out financially and is deemed acceptable by fans ... corporate logos will take hold” (L.A. TIMES, 3/24).