It has been a while since sports were this much in the conscience of Torontonians. Between the Pan Am Games, the potential Summer Olympic bid and the Toronto Blue Jays trade deadline, the front pages, top stories and airwaves are full of discussion about the city's sport's scene.
As the news cycle continues to ramp up Toronto FC have become an afterthought, and that is going to get worse before it gets better. The Toronto Blue Jays are about to become the city's team after acquiring a number of top player's at the MLB trade deadline.
This isn't necessarily a problem for Toronto FC, but it is something they will have to deal with as the city's casual sport's fans take a collective leap on to the Blue Jays bandwagon.
While they will be nowhere near the hottest ticket in town, Toronto FC have always shown that they can draw a soccer crowd as long as they are successful and appealing. At the moment both of those statements apply.
In fact for the most part it is probably good to have a healthy inter-sport competition between Toronto teams. This is especially true considering the fact that Toronto FC and the Blue Jays have the same owner, or half owner in Toronto's case, with Rogers.
If Rogers is happy with how its sport investments are going then it will be more likely to be involved and helpful with Toronto FC's push for the postseason, just as it jumpstarted the Blue Jays efforts.
The counter argument to this is that after devoting so many resources to the Blue Jays, the rumoured to be penny pinching Rogers may not be so open to devoting funds to better Toronto FC.
The club has eight more days to complete an out of league move as the Major League Soccer summer transfer window closes on August 8. While Toronto did already acquire defender Ahmed Kantari, they are looking at other options to shore up their defense.
The truth is, however, that the bulk of the clubs spending was done in the offseason, and any additions now would fall under the believed to be limited amount of salary cap space the club has currently. The looseness of Rogers' purse strings isn't a big concern.
The most noticeable effect this will have is that they will no longer be the talk of the town, or at least have a much more limited role in the discussion of the Toronto general public. Most of the city's heightened level of sports love will go to the Blue Jays.
TFC will be pushed to the back pages of sport's sections, out of talk radio discussions and have fewer highlights shown on TV. They have been here before, but normally with a far worse record.
Toronto FC are about to go under the radar, and whether that is a good or bad thing during the most successful season in club history remains to be seen.
They will be under a ton less pressure to perform as the public conscience focuses on the Blue Jays. The team can likely be afforded a couple of losses without the public hitting the panic button, which is always important in this difficult time of year.
However, this should really put more pressure, or at least more motivation, behind the Toronto players and staff. This is still a team that can become irrelevant at the flip of a switch, or the trading of a couple of top Major League Baseball players.
Years of losing has damaged this team's place in the Toronto sport's hierarchy, and the only cure for the damage is to make a first ever post season appearance.
The closer they get to that goal the more they will force their way back into the headlines. This is even true with the Maple Leafs and Raptors kicking off their full season and the Argonauts getting close to playoff season as well.
Toronto's free summer publicity run is over. Right now, Toronto FC are backpage news and an afterthought in an excited Toronto sport's market. TFC will have to write its own headlines if it wants to get back into the talk of the town.