Door Mats To Mats' Darlings: Has Toronto Became The NHL's Defining Brand?

Imagine the Chicago Bears being the NFL’s most valuable property? Or the L.A. Angels being MLB’s prime franchise. Or the Brooklyn Nets being the NBA’s strongest brand? 

That’s the best analogy for the Toronto Maple Leafs (estimated value US $2 billion-plus) being the NHL’s most valuable franchise. Former Leafs hero Mats Sundin told Swedish television this past weekend that, from his perch in Sweden, the Leafs are the strongest brand in the NHL. The former captain of the Buds compared them to soccer giants FC Barcelona or Man United as a sports property. The GOATs of team sports.

And no one laughed. This despite the fact that the Leafs are the Picassos of pain since their last Stanley Cup in 1967, never reaching even the Finals in all those years. After decades of misery, their fanatical fan base couldn’t cheer home Usain Bolt in a three-legged race. By Sundin’s standards, however, they’re the equivalent of the Catalans and the Red Devils.

It should boggle the mind. In addition to their sizeable markets Barca and Man U have long histories of championships in their leagues and in European competition. Their histories are studded with great names like Messi, Ronaldinho, Cristiano Rinaldo and Wayne Rooney (among many). Their value is immeasurable.

But because of their market size (southern Ontario is now about 12 million) the Leafs can claim a captive audience addicted to their losing. And a never-ending cash box that defies description. It was therefore poetic that the Stockholm Syndrome franchise spent this past week in Sweden, being lauded by the fans of Tre Kronor. Toronto’s Swedish star William Nylander was greeted as a rock star. It was ramped up even further when the insouciant sniper— he rides the subways in Toronto— scored the winner in OT against Minnesota. 

Toronto’s claim on the NHL’s first pew might have been laughable till recently. The undisputed soul of hockey has always been Montreal, home of the 24-time Cup Canadiens. The Habs were class. The Leafs were crass. Montreal was Jean Beliveau. Toronto was Tiger Williams. Wearing the  tricoleurs bestowed a heritage on the wearer. Wearing the maple leaf was, as we wrote this past April, a testament to futility.

And yet, without winning a single honour, the Leafs have claimed undisputed possession of the brand as NHL’s model team. The decline of the Habs as a constant contender probably has much to do with it. Their 24th— and last— Cup was in 1993. Since trading Patrick Roy in 1998, they’ve lost their glitter. 

Current Montreal GM Kent Hughes sums up the new reality when asked if the Habs can win without a superstar. “Everyone would like McDavid or Draisaitl,” he told Slovak journalist Martin Toth-Vaňo. “We’d like them, too… Do we need a star? Edmonton is at the bottom of the table with two of the biggest stars in the league.”

Sure, Kent. The Habs’ talent gap has allowed the Leafs to horn in on the belt as the NHL heavyweight. For the corporate set, at least, Toronto is the home of the English language communications industry. The people who decide the lineups for highlight shows and who to use in advertising live in the bosom of Leaf Nation, and the product reflects as much.

For some time eager investors have sought to convince the NHL that, like L.A. and New York’s tristate area, Toronto’s market should be shared amongst at least two teams. So far, commissioner Gary Bettman has been unable to create an indemnification plan for a competing squad that would satisfy the contented MLSE partners who own the Leafs. Suffice to say it would be a billion dollars-plus should common sense prevail.

So buckle up. Toronto has one of the top teams again this year. A Stanley Cup would not defy reason. Except… don’t you always satisfy your customers in business? It would appear that Leafs fans love losing. Why mess with a good thing?

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Bruce Dowbiggin @dowbboy is the editor of Not The Public Broadcaster  A two-time winner of the Gemini Award as Canada's top television sports broadcaster, he’s a regular contributor to Sirius XM Canada Talks Ch. 167. Inexact Science: The Six Most Compelling Draft Years In NHL History, his new book with his son Evan, was voted the seventh-best professional hockey book of all time by bookauthority.org . His 2004 book Money Players was voted sixth best on the same list, and is available via http://brucedowbigginbooks.ca/book-personalaccount.aspx