David Beckham could have been forgiven for thinking he was back in the United Kingdom on Sunday night.
Sure, it was hot and humid and everyone spoke differently, but the newest franchise in Major League Soccer – Toronto FC – could have been lifted straight from England.
There were raucous and knowledgeable supporters and there wasn't a spare seat in the stands – all thanks to an inspired marketing strategy that does not try to dumb down its product but celebrates its uniqueness compared to more traditional North American sports.
Just like a game in the English Premiership or Championship, there was constant chanting and singing, some of it hostile towards the Los Angeles Galaxy but all of it imaginative, entertaining and passionate nonetheless.
Since joining MLS as its lone Canadian team, Toronto FC has done everything right and now stands as a blueprint for future expansionist ventures, starting with San Jose in 2008.
If every team in the league adopts a similar approach to that taken by owners Maple Leaf Sports, then American soccer could move forward quicker than anyone imagines. In the city of Toronto, soccer is trendy. The BMO Field is a fashionable place to see and be seen, whether a global heartthrob is in town or not.
Local sports lawyer Gord Kirke believes that in Canada, soccer now has "sex appeal."
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"The demographic has changed," Kirke said. "There are a lot more women at games and you have people who both like the sport and like the atmosphere and the trendiness that comes with it."
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Every Toronto FC game is selling out well ahead of time and there is already a hardcore posse of the loudest and most fervent fans who congregate under the banner of "The Red Patch Boys."
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"Toronto FC has done everything perfectly so far," MLS commissioner Don Garber said. "Their example is what other new teams will look to now."
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