Toronto FC to lower prices following disappointing season

Last-place Toronto FC plans to roll season-ticket prices back to the 2007 inaugural levels. The team is 5-20-7 and trying to be proactive to avoid losing a large number of season-ticket holders.

 "We've let them (the fans) down in the quality of the product," Tom Anselmi, president and chief executive officer of Maple Leaf Sports & Entertainment, told The Canadian Press. "Especially the last few years obviously."

 This year's record is worse than Toronto FC's expansion record of 6-17-7.

 "We recognize that this is a real concern," Anselmi told The Press. "If I'm a TFC fan, I'm upset, I get that.

 "This is really trying to recognize their support, their loyalty. They've done their job and we haven't done ours. And we've got to get it right."

 Getting it right means 90 percent of the 15,800 season ticket holders with get a 20 percent rollback in prices, while 40 percent will receive a 40 percent rollback.

 The team's last home game drew an announced crowd of just 15,281.

 "We had this phenomenon that happened in '07 that created this enormous demand," Anselmi said. "And the product just hasn't lived up to the pricing especially in the last few years."