The neighbourhood social network Nextdoor activated its exclusive, multiyear partnership with Canadian MLS team Toronto FC through a flagship gameday ‘Neighbor of the Match’ initiative featured at home games throughout the 2022/3 season which celebrates the neighbourly actions of fans making a difference in their communities.
Fans are invited to nominate people via the brand/club application platform within the official TFC App and the initiative was promoted via a digital-first campaign led by a hero video which dropped on 15 August and asked viewers if they ‘know a good neighbour doing amazing things in the community, then nominate them now in the TFC App (and be sure to join your neighbourhood on Nextdoor) so the brand and club can recognise and reward them on game day’.
As well as on the pitch acclimation, sponsorship-linked activations in neighbourhoods also celebrate the diversity and spirit of Toronto FC fans and engage people at the local level.
Plus, to further promote Nextdoor’s pride in its Toronto FC partnership, its activation programme with the soccer franchise also spans community events, watch parties, perimeter advertising, in-venue activations at the club’s BMO Field stadium, plus digital and out-of-home creative with a focus on driving app downloads, boosting connectivity and championing positive community action.
Soccer + community https://t.co/y5Slpw1eqR
— Christopher Doyle (@chrisdoyle) September 16, 2022
At Nextdoor, we believe in doing good and spreading kindness. As @TorontoFC's first official community-app partner we are putting neighbours at the forefront of this multi-year sponsorship by celebrating the neighbourhood heroes who are making a difference in their communities
— Christopher Doyle (@chrisdoyle) September 15, 2022
Hanging out at Mill Street brewpub with fellow TFC fans for the @Nextdoor Neighbourhood Matchday watch party. #TFCLive pic.twitter.com/aXiiigp2Ie
— Christopher L. (@LionLambe) August 27, 2022
“Nextdoor, like soccer, is growing rapidly across Canada. Since their first year in the league, Toronto FC has brought neighbors together, standing for all neighbors and neighborhoods,” explained Nextdoor Canada Managing Director Christopher Doyle. “We’re proud to partner with a club that celebrates Toronto’s diversity and the transformative power of community.”
Maple Leaf Sports & Entertainment Partnership SVP of Global Partnerships Jordan Vader added: “Soccer and community go hand-in-hand, which makes Nextdoor the perfect partner to help Toronto FC engage local soccer fans. As we head into this important time for soccer, and as part of our commitment to growing the game, we’re thrilled to extend the passion and the excitement of the sport to greater Toronto area neighbors in a way that only Nextdoor can.”
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