Mariam Kourabi, Guest Contributor

Toronto is the largest city in the country and a mosaic of cultures with traditions from all over the world. As one of the NSL’s founding six clubs, AFC Toronto is bringing professional women’s soccer to one of the most important sports markets on the continent. 

AFC Toronto launched in April of 2023 by a women-dominated ownership group led by CEO Helena Ruken, COO Brenda Ha, and CMO Jill Burgin. The three founders met through their involvement with the North Toronto Soccer Club, one of the most successful youth clubs in Ontario.

Ruken served as the president of North Toronto Soccer club for three years and a total of six years on the board, raising the level of talent that came through the grassroots club year after year. Spending four more years on the board of the Toronto Soccer association, Ruken has built valuable connections in the sports community in Ontario and has now created a professional outfit in the city she’s called home since immigrating from Germany in the late 1990s.  

“I’ve experienced, and seen first hand what the absence of a clear pathway to professional women’s soccer in Toronto does to aspiring professionals, including my own daughter who could not chase her own dreams,” says Ruken.

“There is a lot of passion and expertise behind AFC Toronto which makes the vision of the club special. We have an incredible group dedicated to bringing the highest level of soccer to the city and the league. This is a project close to many of the founders’ hearts.”

Several current Canadian women’s national team players call Toronto home, as do multiple CanWNT alumni, including Canada Soccer Hall of Famer Olympian Robyn Gayle who now serves on the coaching staff at Toronto FC. Current senior team veteran and Olympic gold medalist Quinn spent some time at North Toronto SC in their youth years. Additionally, young star Olivia Smith also trained at the grassroots club before heading overseas to go pro. 

“It is important for young girls who grew up in Toronto to know they can play professionally in their city and represent it proudly. AFC Toronto will accomplish that for many,” Ruken says. “The talent that has come out of the region speaks to the potential of the players that will join us in the future.” 

Making the populated city special in many ways, is the multi-cultural presence of its people. Canada has hosted various international women’s soccer games at BMO field including recent fixtures against Mexico and Jamaica. The red and white wave has grown stronger over the years, but there’s always a few thousand fans not wearing red in the crowd which highlights the rich diversity of Toronto that AFC Toronto are keen to tap into. 

“For many Torontorians, soccer is the number one sport, and to bring women’s soccer to the city in a country that leads in gender equity is very exciting,” shares Ruken. “We want to make sure that our fans feel welcome at our stadium no matter where they come from. As a club, we want to host all soccer cultures in the stands. We want people to celebrate their different ethnicities and differences, because that is very important in the make-up of the Northern Super league.”

On August 28, AFC Toronto announced that they will call York Lions Stadium, known for its intimate fan environment and accessible location, home for the 2025 season. 

“Making our product accessible to as many people as possible from both a price point and an inclusivity stand point, is at the forefront of this project,” CMO Burgin says. “We want to bring a safe and inclusive space to our environment for everyone to come and enjoy the AFC Toronto experience. 

“Without the community, we don’t have a club. From the very beginning, we have highlighted our community as being a vital piece of the puzzle for the identity of AFC Toronto. It is so important to be able to gather together and be with people that our fans want to be next to, and want to share an experience with. This goes beyond just our fans, but also includes our great sponsors that share the safe values as us.”

AFC Toronto chose Victory Vermillion and Mighty Maroon as the club colours to symbolise energy and passion along with ambition and toughness. Contained within a shield is the unique badge containing a large “Anchor T” in the centre of the circular crest. The mirrored sevens on either side of the T honour the seven founding members of AFC Toronto, as well as the city’s original six boroughs plus the Greater Toronto Area. While the “AFC” in the club does stand for Association Football Club, it takes on a deeper meaning “Always For: Commitment, Change, Courage and Celebration.”

Behind the crest was a group of diverse community members including youth and senior players, coaches, and others who came together to influence branding and design with the values of the club.  

“From the very start, we’ve been committed to taking a different approach in the development of our club and its story, and we knew the key to this was to involve the community and create a brand that was built in Toronto, for Toronto by Torontonians,” says Burgin.

Aiming to bring brilliance on the pitch is head coach Marko Milanovic and assistant coach Sylvia Forbes. The duo holds an extensive wealth of experience in developing talent and promoting excellence in women’s soccer. Milanovic takes the helm with over a decade of coaching experience with North Toronto Soccer, and as current assistant coach at Toronto Metropolitan University. Sylvia is a former youth international player who serves as technical director of Ajax Soccer Club. 

“I feel gratitude and excitement having been selected to coach the first women’s professional team in Toronto. There is definitely a lot of responsibility and work ahead, but I am looking forward to it all and can’t wait for the league to start.” Say head coach Milanovic. 

“Marko’s development philosophy and style of play align perfectly with AFC Toronto’s visions,” says Billy Wilson, AFC Toronto co-founder and Sporting Director. “Slvia’s experience in the GTA and Southern Ontario, combined with her leadership skills, make her an invaluable addition to our coaching staff.”

“Being a female role model in the game and the new heights women’s sports is taking I can’t help but feel excited and so thankful to be a part of Canadian Sport History. I also understand the positive influence and reach we will have on young players and the community as a whole and the weight that carries,” shares Forbes. “I look forward to the future and I am very optimistic about the places the women’s game is going in our country.”

Whilst there is so much to be excited about as this unique franchise takes the steps to assemble a roster and prepare for the inaugural NSL season, Ruken is most looking forward to see the team in action. 

“I can’t wait for the first NSL game, our first club game, and our first home game. They could all be one event, but I am so excited to see the players on the field and roaring crowd in the stands.”

“I’m most looking forward to the players that will represent the city,” says Burgin. “They all have stories that drive the real passion for the sport. We are excited to produce role models at the club to inspire other stories to be told.”

Toronto has long been home to some of the most exciting talents in Canadian soccer, and the inception of AFC Toronto will bring the much needed professional women’s soccer environment to Canada’s largest city.