Using the American college football scene as its inspiration, the Toronto Argonauts have jumped through several regulatory hoops to bring tailgate parties to its home games this season. Marketing crashed the first one in June, and saw parking lots filling with blue jerseys, barbecues and games.
But in Toronto, sports fans have many ticket options. The Raptors and Blue Jays are still benefiting from hot performances last season, and television remains a strong option with multiple sports broadcasters providing coverage of every event, large and small.
Sara Moore, the Argo’s senior vice-president of business operations, tells Marketing that the tailgate idea is in line with the team’s strategy of focusing on the fans and their culture rather than scores and stats.
