When you look at clubs around the world (and historically in Canada) what you often see, which you do not see with TFC, are friendly matches in other cities. This gives a chance for people in cities around the world to cheer for, and appreciate, clubs like Real Madrid, Manchester United and A.C. Milan, to name a few. It’s a nice gesture which allows fans to see the game at its highest level. The motivation is not necessarily altruistic however. First and foremost it maintains and grows the existing fan base. This results in increased merchandise sales and a greater television audience which brings in more money for the club. Potentially there is also revenue to be gained by ticket sales and/or contracts with host cities/clubs. Also possible is increased exposure to youths who may be future academy players.
MSLE, for reasons unknown, has chosen not to explore the realm of friendly soccer games outside of Toronto. Sure, it likes to host matches which promote clubs from other countries; but what has MLSE done to expand the TFC brand within Canada, outside of the centre of the universe? The Canadian soccer geography is quickly getting gobbled up. B.C. is Whitecaps land. Edmonton FC is putting soccer back on the map in Alberta and Quebec is Montreal Impact territory. Atlantic Canada is up for grabs however. This may seem like peanuts but Atlantic Canada has a population of approximately 2.5 million, which is in the range of the population of one of this year’s World Cup semifinalists. There are also no professional soccer teams in Canada east of Montreal. Moreover, there are no significant professional summer sports teams in Atlantic Canada. It’s the open and wild far west; only it’s east.
Toronto FC has hosted some big clubs and given its Toronto fans the opportunity to watch big clubs from other countries. Why not share the love? TFC games are shown on Sportsnet, CBC and available on Gol TV in Atlantic Canada. Why not send TFC for a 5-6 day trip though Halifax, Moncton and Saint John’s and pl
ay against the top senior men’s competitive club in each city, or even against say, the Montreal Impact perhaps? Silly idea? It’s already been done by top soccer clubs in Canada, historically. Both the Toronto Blizzard and the Vancouver 86ers (to name two) played against Senior Men’s teams in Halifax in the 1980′s and 1990′s (against clubs like the Halifax King of Donair for example - coached by none other than Stephen Hart, in 2000).
This is also not a novel concept limited to soccer. Each year the Halifax Metro Centre hosts NHL teams such as the Ottawa Senators and Pittsburgh Penguins for exhibition matches. If the NHL deems it worthwhile to maintain and expand the hockey market in a Canadian city, surely Toronto FC might consider its value for soccer.
Though an argument can be made that the MLS season, which commences in April and ends in October, makes Canadian friendly dates lack practicality, this would only be an excuse. Once the MLS season schedule is known, it’s not difficult to find dates. This season for example TFC had a World Cup “vacation” from June 5 to June 26. A five-six day and three match trip to the East Coast would not have hurt and might actually have helped TFC remain sharp during the layoff. And no one would expect De Guzman and Dero to put in a full 90 minutes each match but it would be expected they put in 45 minutes, if healthy. It would also give a chance for some of the subs to get more time on the pitch outside of training. Given not one Toronto FC player participated in the World Cup, six days off from the 21 day “holiday” would not have been too much of a burden. And while the World Cup is only every four years, there are always some big gaps in the season. If the gaps are small in any one season, one game in Halifax (as opposed to three across Atlantic Canada) would be better than none at all.
Atlantic Canada, and Halifax in particular, is a soccer hotbed. MLSE, why not spread the love, grow your fan base, sell some TFC swag, expand your television audience and grow interest for potential future academy prospects? For now, Atlantic Canada remains a region which has thousands of people playing Canada’s most participated sport but also thousands who are starved of any live professional matches or a team to cheer for.

