Abstract
This Major Research Project will examine two distinct fan cultures associated with the Toronto FC soccer team—The Red Patch Boys and U-Sector—and the ways in which individuals part of both fan cultures use social media, social networking, and online applications in order to communicate. Both fan cultures are prominent during each Toronto FC home game, but they also have a large online presence which enables fans to connect to one another regardless of their location. This virtual presence highlights the value of online applications and the power of fandom. Thematic discourse analysis was used in order to analyze the information collected through observations at Toronto FC home games and on both fan cultures’ official Twitter accounts, websites, and online forums. Through this analysis, the themes of hierarchy and Toronto FC related material became prominent. Since this MRP focuses solely on two fan cultures, The Red Patch Boys and U-Sector, it must be noted that these results may not be applicable to all fan communities. Further research must be conducted before the definite impact of new media applications on fan cultures can be concluded.
Highlights
In 2005, a new professional sports team, part of Major League Soccer (MLS), was introduced to Toronto, Ontario that brought attention to the popularity of soccer and inspired the growth of the sport within Canada
By looking at the official websites and the official Twitter accounts of the Red Patch Boys, U-Sector, and the Toronto FC, I was able to gather some valuable insight on the various conversations and interactions that occurred between fans who were physically absent from the game day environment
After analyzing the Red Patch Boys and U-Sector fan communities, as well as the official website of the Toronto FC team, I have gained a new appreciation for Toronto FC fans
Summary
In 2005, a new professional sports team, part of Major League Soccer (MLS), was introduced to Toronto, Ontario that brought attention to the popularity of soccer and inspired the growth of the sport within Canada. Despite the unsteady start of the team, winning only six out of a possible thirty MLS regular season games in their inaugural 2007 season (“Statistics”), a long-term sponsor/partnership formed between Toronto FC, Maple Leaf Sports and Entertainment (MLSE), the City of Toronto, and the Provincial Government of Ontario so a team stadium could be constructed. Toronto FC is in their fifth season of the MLS and has yet to make the playoffs In their time, Toronto FC has only accomplished one major milestone: in 2009, 2010 and 2011, the team successfully captured the Canadian Nutrilite Cup. since there are only three other teams that compete for the Cup, this accomplishment is not recognized by a large audience
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