If Drake has the power to freeze the CN Tower, imagine what he could do with Toronto FC?
Toronto’s most iconic landmark was frozen as part of Drake’s “Iceman” album release on Thursday night, with a 553-metre-high projection to make the tower look like it was covered in ice. The fact that Jonathan David wasn’t a part of Drizzy’s album drop was a missed opportunity on all parts. But, maybe there will be better ones in the near future. After all, soccer is the hottest thing around right now. Just look at who else is getting in the game.
There was a time when football clubs sold only football. Win matches, lift trophies, fill stadiums, repeat. That model still matters, but it no longer dominates the global sports economy. In 2026, clubs are fighting for cultural relevance as much as silverware, look no further than ‘Global Toronto Area.’ But, look across the pond and see how far Chelsea are going.
According to a report published Thursday by [The Athletic](https://www.nytimes.com/athletic/?utm_source=chatgpt.com), the English Premier League giants will announce a strategic partnership with Roc Nation, the entertainment and sports empire founded by Jay-Z. The goal is to further grow Chelsea’s reach and cultural relevance in the United States, blending football with music, lifestyle, entertainment and influencer-driven storytelling. It’s not another Todd Boehly gimmick. This is where soccer is headed.
Roc Nation’s international sports division already represents elite footballers and has been expanding aggressively across the industry. The company works with stars such as Vinícius Júnior and Kevin De Bruyne while also consulting with clubs and sports properties around the world. Chelsea see an opportunity to place themselves at “the intersection of soccer, music, culture and entertainment,” while Roc Nation views football as one of the fastest-growing cultural forces in North America. Sound familiar?
If Chelsea are leaning into Jay-Z to capture the imagination of younger North American fans ahead of the 2026 FIFA World Cup boom, then Toronto FC should be asking an obvious question:
Why haven’t they fully leaned into Drake yet?
Technically, the relationship already exists. Drake is deeply connected to MLSE through his role as global ambassador for the Toronto Raptors. His OVO brand has become inseparable from the Raptors’ identity over the last decade. Courtside appearances, alternate jerseys, themed nights, and global campaigns all helped transform the Raptors from a regional NBA franchise into a genuine cultural brand.
There have been several TFC x OVO collabs, but Toronto FC have never truly received that same treatment. And that feels like a missed opportunity, especially now.
Courtesy: FIFA
The 2026 FIFA World Cup is about to put Toronto on the centre of the global football map. Younger fans increasingly consume football through culture, fashion, music, social media clips and celebrity affiliation as much as through 90-minute matches. Clubs that understand this are building global communities. Clubs that ignore it risk becoming invisible outside their local market.
Chelsea clearly understand that reality. So do clubs like Inter Miami, who have weaponized celebrity culture around Lionel Messi. So do Wrexham A.F.C., who turned storytelling into global relevance. That is where Drake could matter for TFC.
Celebrity endorsements won’t magically fix poor football decisions. Fans still demand ambition, competence and winning. But the right cultural partnership can make a club feel important again. It can reshape perception. And let’s be honest, the club knows they need to prioritize that now and have spent more strategically over the last year to give Robin Fraser a more balanced and competitive team to try to win with.
Imagine documentary-style content around Toronto’s multicultural football communities, Drake appearing at key matches and stirring up the 401 Derby rivalry, or concerts and football events intersecting … outside BMO Field; Ontario Place is close enough.
That is not superficial branding. That is modern sports marketing, and more importantly, it would feel authentic.
Toronto is one of the most culturally diverse football cities in the world. The city lives and breathes immigrant football culture. Caribbean influence, African influence, European influence, Middle Eastern influence, South American influence is all here. Drake’s global image has always been built around Toronto identity and cultural fusion. The overlap is obvious. And there may be an even bigger opportunity sitting overseas.
If MLSE wants a gateway into Europe, this would be the perfect time to explore a relationship with Venezia FC. The Venice club have become one of soccer’s most recognizable lifestyle brands, despite not being a big Italian club. Their kits dominate fashion conversations, their social media presence feels modern and never felt second division even when the team was. Their branding connects football with art, architecture, music and streetwear in ways most clubs cannot replicate. Venezia already operate like a soccer-culture hybrid brand.
A Toronto FC-Venezia relationship could open fascinating possibilities: collaborative apparel collections, preseason matches, academy exchanges, dual-brand campaigns and international fan crossover. Serie A has become increasingly attractive to North American investors and audiences — former MLSE boss Tim Leiweke just bought a huge stake in the club.
Since Leiweke left Toronto, the club has felt increasingly disconnected from the cultural heartbeat of the city. The atmosphere at BMO Field has faded. The excitement has cooled. Toronto FC still have loyal supporters, but no longer feel central to Toronto’s sports identity the way they did during the MLS Cup era. The World Cup offers a rare reset button for the sport and the club. Drake would be the jet fuel.