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Fostering Soccer Culture and Community: Sonndr Cafe’s Commitment to Growing the Game in Toronto

A Neighborhood Café: Sonndr in West Toronto

Nestled in the vibrant community of West Toronto, Sonndr Café has become more than just a place to grab a cup of coffee; it is a thriving hub that fosters community spirit and connection through a shared passion for soccer. Founded by three lifelong Torontonians, the café embodies the city’s diverse culture while effortlessly merging the love of sport with everyday life.

A Passion for Soccer

The owners of Sonndr—Ashtone Morgan and Liam Fraser, both former players for Toronto FC, alongside childhood friend Rakgwedi Manet Ramphore with a solid background in hospitality—initially intended for the café to be a blank slate, free from the weight of their athletic backgrounds. "For the first year, no one knew who ran and owned Sonndr, and we loved that," Morgan shared with CBC Sports. This anonymity allowed patrons to connect with the café for its atmosphere and offerings rather than the notoriety of its owners. However, as the doors opened, the connection to soccer became undeniable, intertwining the fabric of the café’s identity.

Creating a Welcoming Environment

The concept of Sonndr is deeply rooted in the term ‘sonder,’ which signifies the realization that everyone has a story, complex and full of life. With this ethos, the café aims to create a welcoming environment for everyone, not just soccer enthusiasts. Whether you’re a soccer aficionado or someone simply seeking a cozy place to enjoy a cup of coffee, Sonndr invites all to gather under its roof.

The café’s ambiance is alive with the spirit of soccer, hosting vibrant World Cup viewing parties that spill out onto the sidewalks, where passionate fans cheer, laugh, and connect over shared experiences. The branded jersey displayed prominently in the window serves as a symbol of community—a reminder of the camaraderie fostered within its walls.

Evolving from Vision to Reality

Morgan and Fraser’s journey from professional soccer players to café owners began with casual discussions about their routine visits to various coffee spots. "Why not try this ourselves?" they mused. After leasing a heritage building, notable for its stained-glass windows, for their first year, they transitioned to their current location on Dundas West in August 2023. Coincidentally, this opening day marked Morgan’s retirement from soccer after 13 years, embracing a new chapter while honoring the sport he loves.

The café’s evolution saw a shift as the founders slowly embraced the notion of integrating their soccer backgrounds into Sonndr’s identity. Morgan compared the atmosphere of the café to a "safe haven," echoing the sense of team spirit and relaxed camaraderie found on the soccer pitch.

More Than Just a Café

Sonndr’s community commitment reaches beyond its four walls. For two years, they have sponsored FC Cold Sand—a co-ed soccer team embodying the café’s values. This energetic team draws participants from all walks of life, including former professional players and neighborhood enthusiasts, who converge every Tuesday and Thursday for friendly matches. The camaraderie shared on the field adds meaning to the football culture they aim to promote.

“It’s a place where we can run into each other without even saying we are going to be there,” said Micheal Wagenknecht, founder of FC Cold Sand. This atmosphere reinforces Sonndr’s mission to welcome everyone, creating a sense of belonging that goes beyond the sport itself.

Inspiring Local Soccer Culture

The upcoming Northern Super League—Canada’s first women’s professional soccer league—and the FIFA World Cup in 2026 are crucial opportunities for Sonndr to expand its impact. With a sense of urgency to promote the culture of soccer, Morgan stated, “We want the game to grow … to promote the culture of soccer and leave a legacy in our own city.”

FC Cold Sand aims to amplify its outreach, aspiring to develop a model that extends soccer access to new Canadians and those requiring more resources. Drawing inspiration from organizations like the Regent Park United Soccer League, which provides free soccer to children in Toronto, they explore ways to cultivate a diverse soccer community.

The Future of Sonndr Café

The enthusiastic reception and growing patronage suggest that Sonndr Café is indeed fulfilling its mission. With each coffee served and each match watched, the café continues to build a legacy centered around community, soccer, and togetherness in West Toronto. Morgan’s candid observation, "We’re doing something right, right?" captures the essence of Sonndr—a place thriving to nurture a deeper connection among individuals through shared passions and experiences.