What to know
- A sports business expert says Cristiano Ronaldo’s Round of 32 World Cup match could become one of the biggest events in Toronto’s history.
- Demand for Portugal vs. Croatia tickets has surged due to Ronaldo’s global popularity, the possibility of his final World Cup, and Toronto Stadium’s limited capacity.
- The match is expected to boost restaurants, bars and hospitality businesses as thousands of local and international fans gather across the city.
- Beyond its economic impact, experts say the event could strengthen Toronto’s reputation as a world-class host city and inspire the next generation of Canadian soccer fans.
One of the biggest soccer players in the world is coming to Toronto for a World Cup match, and one sports expert says it will be one of the biggest moments in the city’s entertainment history, leaving a long-lasting legacy in the city’s global image.
Portuguese soccer star Cristiano Ronaldo will be playing in Toronto on Thursday, as Portugal faces Croatia in the World Cup Round of 32. Since it was announced the player would be coming to Toronto, prices for the match have skyrocketed, with tickets being sold for thousands of dollars.
Ronaldo is one of the biggest soccer stars in the world, being the most-followed individual on Instagram, with over 667 million followers. This is also expected to be the star’s last World Cup, as he is one of the oldest players in this year’s tournament at 41 years old, with this being his sixth appearance in the tournament.
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Round of 32 match to be one of Toronto’s biggest events ever
With interest still growing to watch the player in action, Sunny Pathak, President of NewPath Sports & Entertainment, said this is about to be one of Toronto’s biggest moments in entertainment.
According to him, this is expected to be even greater than last year’s World Series and Taylor Swift concerts, which attracted thousands of global fans to the city.
“I recognize certain [events], like certainly [the] Taylor Swift [concerts], they draw in a global audience, but football fans get a chance to watch their team once every four years,” he explained.
“To watch two of the greatest players of this lifetime, Luca Modrić and Cristiano Ronaldo, play each other with two iconic nations in, Portugal and Croatia, I cannot see that the demand for this price ticket in the city will come lower.”
Why is the demand so high?
Since it was announced, tickets for the Portugal vs. Croatia match have become some of the most sought after in the Round of 32.
As explained by Pathak, a lot of this demand can be attributed to Ronaldo himself, due to his incredible global recognition, and the fact that this might be fans’ last chance to see him in action on the global stage.
Ronaldo will be facing Croatian Luca Modrić, also recognized as one Europe’s best soccer players. This confrontation, according to Pathak, also drives interest from fans.
In addition, the high demand can also be explained by the size of the Toronto Stadium. Being the smallest stadium in the World Cup, the stadium is only able to accommodate a maximum of 43,000 fans out of all local and international soccer enthusiasts waiting to see the match.
While the limited capacity means more desirable seats with better views for those attending, it also means spots to watch the game are extremely limited in comparison to the high demand.
“Supply and demand start to factor in, and those fans internationally that have either bought tour packages to follow either the Croatian or Portuguese team, those in the city who bought packages via different hospitality opportunities. The amount of tickets that are truly left from a singular match perspective starts to become a lot smaller,” Pathak explained.
What is the expected economic impact of the match?
Last week, a new inflation report highlighted that the expected growing demand and economic impact of the World Cup was not able to keep up with increasing cost pressures faced by small businesses in Toronto.
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With Ronaldo now coming to the city, Pathak says this could be another opportunity for businesses in Toronto to take advantage of the major event.
Especially as tickets to watch the game at the stadium are extremely limited, Pathak says demand for experiences in venues, restaurants and bars across the city will also be increased.
“We imagine that the immediate boon for hospitality will be quite strong in the bars and restaurants as people continue to watch the game, and as I think our shifting patterns have evolved,” he explained.
In addition, the expert said hosting the high-demand match will put Toronto in the spotlight as a city capable of hosting global events, making the city more attractive for future entertainment opportunities.
“To have this type of match in the City of Toronto continues to place the city on an international radar. And the views of the city and the way that the stadium looks in the after hours of the sunset is just incredible, and it makes for excellent TV. It’s going to be quite impressive how people feel about this,” he said.
What legacy will the event leave for Canadian soccer?
As pointed out by Pathak, Ronaldo’s appearance is only one of several events that have elevated Toronto soccer seen in the last few months.
This year marked the first time Canada ever hosted the World Cup, and it is also the first time in history that Team Canada has advanced beyond the tournament’s group stage, expected to play at the Round of 16 this weekend.
Before the tournament even started, the city also received other global soccer stars, including Brazilian legend Ronaldinho and Argentinian favourite Lionel Messi.
Both players visited the city back in May, with Ronaldinho taking part in a special “Living Legends” match at the BMO Field and Messi facing Toronto FC with Inter Miami.
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According to Pathak, all these incredible moments are now adding up to take Toronto to the global spotlight and elevate Canada’s soccer game.
“It’s an incredible special time to be a sports fan, to be a fan of the beautiful game, to watch all these players,” he said.
“The lasting legacy of this moment is designed in those memories… We’re seeing active conversations of grandparents, parents and their grandkids watching a team like Croatia, and they’ve waited eight years for this to happen. The legacy for this game may not show up on a balance sheet, but it will live in the hearts and minds of so many Canadians.”
