In 2026, Living Legends launched its first-ever match in Toronto, bringing football icons from Brazil and Toronto FC to BMO Field for a one-night-only event. As a new property entering a crowded sports market, the immediate challenge was simple: convince people it was real and worth showing up for.

Public / Realm led communications from announcement through match day. The campaign began with a national press release, followed by ongoing media outreach tied to player announcements, interviews, game week stories and live event coverage. To help build momentum, we also coordinated content from a select group of influencers focused on driving awareness and ticket sales.

The campaign peaked with an exclusive media day featuring Ronaldinho, Adriano, Sebastian Giovinco, Dwayne De Rosario and Steven Caldwell, generating a final surge of coverage less than 24 hours before kick-off. On match day, our team managed accreditation, media relations and post-match interviews on-site.

In under two months, Living Legends went from zero ticket sales to 34,335 fans at BMO Field, setting a new attendance record and establishing the event as an immediate city-wide success.