I've worn my Toronto FC toque on a number of occasions since I got it and I'd love to get things like that again. I kind of feel like it would be good to hold that stuff to important events though (home opener, home closer, playoff games, etc). Sorta gives the free swag a bit more oomph than just 'free give-away'. It then becomes a kind of 'I was there' thing.
Stuff I'd like to see as free swag:
Sport Headbands
Sport Wristbands
Mousepads
Bee-...Beverage cozies (gotta think of the kids)
TFC Branded USB Storage Keys! (Preloaded with a few high res TFC related pics)
Fridge Magnets