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MLS Clubs Secure Massive Signings
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Although the football transfer window only officially started two weeks ago, there has been plenty of movement in football’s top leagues. Erling Haaland secured his move to Premier League defending champions Manchester City, the former club of his father, Alfie Haaland. French wonderboy Aurelien Tchouameni made his dream move to Champion League winners Real Madrid to further improve their midfield. Finally, Liverpool signed striker Darwin Nunez to improve their front three. Although big names have moved between European clubs for outstanding fees, the three players above cost a combined €234.8 million, MLS clubs have been utilizing the Bosman ruling to acquire out-of-contract stars for free.
LAFC has been one of the busier teams acquiring 2022 EURO-winning centre-back Giorgio Chiellini and five-time Champions League winner Gareth Bale. Their neighbours LA Galaxy managed to sign former Juventus forward Douglas Costa while Houston Dynamo acquired midfielder Hector Herrera from Atletico Madrid. DC United even made a splash by bringing back English legend Wayne Rooney as their manager. Rooney previously captained the club in the 2018 and 2019 seasons. Despite all these signings, Canada’s Toronto FC has had the best transfer window so far with several key signings.
After finishing 26th in the MLS standings last season, Toronto FC knew that changes were needed if they were to challenge for the MLS Cup once again. The transition started by hiring former LAFC manager Bob Bradley as a head coach and sporting director. After filling out the backroom with his staff, Bradley went to work and managed to convince Italian superstar Lorenzo Insigne to join the club after his contract with Napoli expired. Insigne played 91 minutes in the 2020 European Championships Final and helped Italy reclaim European glory. After signing Insigne, Bradley focused on improving their defence by singing centre-back Domenico Criscito from Genoa. After trading away 2020 MLS MVP Alejandro Pozuelo to Inter Miami, TFC managed to free a Designated Player spot. Although it is yet to be confirmed, all rumours point toward that spot being filled by another Italian international, Federico Bernardeschi. Bernardeschi most recently played for Juventus but the winger managed to score only 2 goals and 6 assists in 36 appearances last season, resulting in the club electing against resigning him. Bernardeschi also appeared in the 2020 EURO Finals with Italy, being subbed on in the 86th minute and scoring in the penalty shootout.
It doesn’t take a genius to realize the marketing strategy of Toronto FC. Although sporting results are undoubtedly the focus of signing the three Italian internationals, the marketing opportunities for those players are too hard to pass up. Over 500,000 Italian-Canadians live in the GTA, according to the 2016 Canadian Census, which makes Toronto the second highest population of Italian descendants in North America, after New York City. Although TFC has fared well in their attendance in recent years, the club routinely finishes in the top half of the MLS, TFC’s home stadium will be expanding by 15,000 in the next few years.
Bradley and the rest of MLSE are hoping that the Italian signings will not only help Toronto FC return to the MLS Playoffs but create a new wave of football fans in the GTA.
July 15, 2022 - Issue 47 of The Sport Marketeer