

Posted by

Eric Anderton ,

April 6, 2015 Email

Eric Anderton



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This whole process of being a football fan is incredibly fun, but countless little things make the best of us bitter. Transfers, team selections and substitutions are debated without exception, while misplaced passes prompt: “He should’ve shot!”, and vice versa. Beyond all the debated points on the pitch, everybody loves to hate football marketing. I can’t help but be uncomfortable with the way football can be perverted by flashing advertising boards and limitless commercial opportunities. At times, I wish I could just ignore it all and enjoy the simplicity of the sport. Toronto FC doesn’t help its own cause, with marketing moves such as the “Band of Allegiance” coming off as a caricature of the commodification of modern football. Last year we all learned the color “onyx”. This year, the SSH scarf has swapped the club logo for the phrase “Come On You Reds”, notably the name of the official club podcast, as well as the long form of #COYR, which is being pushed via social media. Inevitably, Toronto FC’s marketing is going to get lambasted by the folks who appreciate football’s more traditional roots. It is easy to get caught up in protests that happen almost by default to every marketing opportunity or media stunt the club embraces. For some, a cynical response to every new Tweet or Facebook post is part of the TFC supporter experience. All things considered, I think it is worth putting into perspective that this is an issue that affects football worldwide. I am far from advocating support for the intertwining of business and football. Rather, if some of the sport’s most historic and famous clubs can’t get it right, then MLS sides won’t either. Indulge with me in a quick trip back to 1992. If you follow English football, you may already know the story. The First Division got rebranded as the Premier League, Sky Sports invested many millions of pounds into television broadcasting deals, and the age of increasingly ridiculous player wages was about to explode into life. Considered by many as the birth of “modern football”, 1992 also brought us this wonderful bit of advertising.



Now, fast forward to the present again, and quick because that was painful! While some of England’s elite clubs have benefitted financially during the Premier League era, it is the opinion of many that modern football has diluted the atmosphere at some grounds. Go a bit further down the Premier League table however, and the local faithful at “smaller” clubs such as Crystal Palace have made a name for themselves for creating impressive atmospheres.



On the back of that, I now present you with this next video of the Crystal Palace cheerleaders.



Maybe there is a hint of self-deprecation in that whole ordeal, so let’s move on to another point of contention for Toronto FC supporters: mascots. I’m sure most of us have watched Green Street. West Ham fans and the streets surrounding Upton Park are portrayed as being gritty and rough. As their team takes to the pitch though, a grown man dressed as a Hammer bounces around on the grass. Here is “Hammerhead”, alongside a number of his mascot buddies from the likes of Arsenal and Manchester United, observing the moment of silence at various fixtures.



Of course, football marketing isn’t restricted to match day. Players oftentimes become celebrities, and what is a celebrity without a guest-spot in a television commercial? Have you seen former Toronto FC coach Ryan Nelsen eat Venky’s chicken with his Blackburn teammates?



To all you vegans out there, you need not worry! A chicken staged a pitch invasion to raise awareness for the unjust death of his late brothers and sisters.



The unfortunate fact is that every sport has become monetized. NASCAR vehicles have more sponsors than horsepower; advertisements in the NHL have begun to migrate from the boards up to the glass as well. Soon enough we may see the score of 180 in Premier League Darts brought to you by McDonald’s 180-calorie menu. Promotional photos and videos, catch phrases and slogans, hashtags and contests; marketing is an inevitability in contemporary football. All of the above is designed to sell tickets and merchandise to those who aren’t already habitually engaged in supporting the club. Why do the more “traditional” supporters not like all of this? Commercial portrayals of football clubs will advertise a sanitized version of the supporter experience. This is the representation that is most accessible for casual supporters. Participation in this culture is not the prioritized message. Rather, most ads for football focus on experiencing the culture. Purchase a ticket, a jersey, a scarf, and food from the concession stands. Now: TFC! Clap, Clap, Clap! TFC! Clap, Clap, Clap! The ever-increasing cost of football is pricing out the working class demographic that made terrace choirs famous decades ago. Even though every aspect right down to the pitch the game is played on has become branded, the financial rewards have not offset the inflating cost of a Saturday afternoon. We may not be happy about it, but perhaps there is at least some comfort to be taken in the vein of a support group. As football fans, we are all in the same boat. Clubs with 100-year-old tradition are becoming billboards, while music videos are made for teams before a ball is even kicked in their inaugural season.



We can complain until we go blue in the face, or just let Adidas do it for us.



If all else fails, at least your not Dunkin Donuts replacing the Hillsborough eternal flames in Liverpool’s club crest with a pair of iced coffees. Leave a comment below or tweet me (@EricAnderton_).