Toronto FC's new 20,000-seat home will be known as BMO Field, as Major League Soccer's newest club on Wednesday announced a 10-year naming rights agreement with BMO Financial Group. The facility, which is scheduled to open in the spring of 2007, will also serve as the home to the Canadian national teams.
"BMO Field is a great community asset and an excellent example of a private-public partnership that not only supports sports and the associated ancillary benefits such as health, wellness and fitness, but also drives Toronto's economic growth and development for the long-term," said Richard Peddie, president and CEO of Maple Leaf Sports & Entertainment. "Having a dedicated soccer facility will be pivotal in further shaping and developing soccer in Canada. BMO Field will not only serve as the home of professional soccer in Canada, but also serves the community with local programming for children, youth and adult soccer leagues."
"It's great. Now the team has a home," added MLSE executive vice president and COO Tom Anselmi. "We have a name, Toronto FC, we have a face in (head coach) Mo Johnston, and now we have a name. It's kind of that last spike in the railroad. It's a big day."
Established in 1817 as Bank of Montreal, BMO Financial Group is a highly diversified North American financial services organization providing a broad range of retail banking, wealth management and investment banking products and solution.
"Soccer is hugely popular, particularly among many of Canada's cultural communities, and nowhere more so than in Toronto," said Tony Comper, president and CEO of BMO Financial Group. "You didn't even have to walk down College Street or St. Clair Avenue during the World Cup to feel the passion and excitement. We're thrilled that BMO Field, the first soccer-specific stadium in the country will become the centerpiece for the sport in Canada."
BMO Field will be one of two MLS stadiums opening in 2007, as the Colorado Rapids will also be moving into a new home. Six soccer-specific stadiums will be in use in the league's 12th season, housing seven of the league's 13 teams. A seventh stadium, Red Bull Park, is scheduled to open in 2008 following a groundbreaking ceremony in Harrison, N.J., on Tuesday. A 'winter bubble' covering the stadium will make Toronto FC's stadium available for use year-round. The highest quality 'field turf' will make the playing surface of consistently high quality.
"Mo keeps telling me we're going to be competitive and obviously putting a competitive team out there right away is important," Anselmi said. "That and engaging the community and soccer fans in this market so (BMO Field) is full would be the two primary objectives. You do that by delivering a competitive product and delivering a good value in a product that is the right price and by giving people a great experience."
BMO Financial Group already serves as a sponsor for MLSE's other professional sports franchises, which include the Toronto Raptors (NBA) and Toronto Maple Leafs (NHL).
"We already have an excellent partnership with Maple Leaf Sports & Entertainment through our sponsorship of the Maple Leafs and Raptors and we are pleased to expand it with this new sponsorship of Toronto FC and its new home, BMO Field," said Susan Payne, senior vice president of corporate marketing, for BMO Financial Group. "Soccer aligns itself to a culturally diverse target group that will give BMO a foothold in this very important growing market."
"We're excited to extend our marketing partnership with BMO Financial Group to our soccer business," said Anselmi. "BMO is a great Canadian brand that is known for its support of sports and their sponsorship of soccer will help promote the game to new audiences nationally."
"They see a great strategic fit and they see soccer as a great opportunity going forward. They also see a lot of up side in soccer in general."
Toronto FC will join MLS as the league's 13th team next season and will be the first one located outside of the United States. Former New York Red Bulls coach and Scottish soccer legend Mo Johnston will coach the team in its inaugural season.
"The jersey is next and then (tickets) going on sale and building the team," said Anselmi. "The media response has been tremendous and the vibe in the market is great right now."
Jonathan Nierman is a contributor to MLSnet.com. This story was not subject to the approval of Major League Soccer or its clubs.
