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