I've been hearing radio ads... something new for TFC.
Also, today 24 Hours Toronto had the following front pages ad:
Page 1:
Page 2:
You could see this as both positive and negative:
Negative: They are having problems selling out this game
Positive: (1) They really believe in this tournament
(2) They think that Torontonians will really embrace this competition with a bit of education as to its importance (directing people to the "CONCACAF for rookies" feature on the Toronto FC website).
There seems to be some "buzz" being generated about this tournament. Twice, I've overheard people discussing going to it that don't seem to be SSH.