Purposeful Partnerships Report: Toronto FC Edition

Welcome back to the third edition of the Purposeful Partnerships Report. the weekly newsletter highlighting purpose-led partnerships within the sports industry. I am going to switch up the format for this edition and focus on a team and venue. I attended the Toronto FC game this past weekend which sadly ended in a 4-3 loss, but I was on the lookout for any purpose-led partnerships. I was able to find partnerships with BMO, GFL Environmental Inc., and One Tree Planted that I wanted to dig deeper into so without further adieu let's get into it!

TFC and BMO - “All In’’

The first purpose-led partnership I noticed was TFC’s partnership with BMO which was visible on permanent fixtures within the stadium. As TFC’s premier partner since their inaugural season in 2007 and having recently extended this partnership for another ten years in 2022, BMO has been a staple within Canadian Soccer since its professional inception. This extensive partnership includes the BMO "All In" initiative, which features three key programs:

• KickStart Program: A 12-week soccer program for children aged 6 to 14 in Toronto Community Housing, focusing on physical literacy and skill development. The program has helped 350+ youth thus far.
• Women in Soccer Fellowship: Provides learning, training, mentorship, and networking for women pursuing careers in sport management, enhancing gender equity in Canadian soccer. The program has had 2 placements this season.
• Academy Program: Supports the Toronto FC Academy in developing youth players aged 14 to 19 for professional soccer and academic pathways, utilizing state-of-the-art facilities. The program has 110 athletes currently in training.

Although still in its early stages, the BMO "All In" initiative has made significant strides. It engages local youth, offers women tangible experience in sports, and trains the next generation of elite athletes both on the field and academically. I also love the accountability on the program's website which highlights the amount of people that have been a part of the program. This program continues to reinforce BMO’s position as the “Bank of Soccer”, advancing its goal of growing the game in North America. I look forward to seeing its continued development! More information can be found at BMO All In.

TFC and GFL Environmental - “Everyone wins when we take care of the environment

The partnership between Toronto FC and GFL Environmental immediately caught my attention in the stadium. It's prominently displayed on digital signage boards around the field and a vertical banner along the concourse. However, despite its visibility, I couldn't help but feel that this collaboration, in place since the 2019 season, lacks depth and innovation.

In today's sports partnership landscape, the waste management category has become incredibly dynamic, with companies like Waste Management Inc. pioneering creative ways to maximize value in sports. Yet, Toronto FC's partnership with GFL Environmental seems stagnant, with little change in signage or development since its inception.

While I appreciate the visibility of the partnership, I believe there's untapped potential for more creative engagement. For instance, GFL's partnership with North Carolina State University Football which displays the amount of waste recycled within the stadium offers an excellent example of how stadium recycling efforts can be highlighted. By showcasing such initiatives, Toronto FC could elevate its partnership with GFL Environmental, demonstrating a commitment to sustainability while deepening its engagement with fans and the community.

I'm hopeful that Toronto FC and GFL Environmental will collaborate to unlock the full potential of this partnership. With some innovative thinking and strategic alignment, they can transform what currently feels like a superficial collaboration into one with meaningful impact and depth.

MLS, TFC, and One Tree Planted - “One Planet. One Chance.”

The recent collaboration between Major League Soccer, TFC, and One Tree Planted has been a cornerstone partnership for the past seven seasons, leaving a lasting impact. One standout element of this partnership is the striking blue TFC pre-match jersey, a change from the traditional red associated with the team, which immediately captures attention. These special jerseys were prominently displayed and available for purchase in merchandise stores throughout the stadium.

Designed specifically for Earth Week this season, the pre-match jerseys carry the powerful message of "One Planet. One Chance." They are crafted from recycled materials, serving as symbols of the collective commitment to reforestation and the preservation of natural ecosystems. Beyond the jersey campaign, TFC players and staff actively engaged in eco-friendly projects alongside charitable organizations during the Greener Goals Week of Service.

The partnership's execution has been exemplary, with a clear mission and strategy driving its success. Its legacy is evident not only in the ongoing availability of the jerseys but also in the visible impact it has had on promoting environmental consciousness within the soccer community and beyond. More information on the partnership can be found at Greener Goals Week of Service.

That’s All Folks

That brings this Toronto FC themed edition of the Purposeful Partnerships Report to an end. I hope you enjoyed the read and found the format insightful. Stay tuned for the next edition, where we will continue to explore and celebrate purposeful partnerships making a difference!