MLSE can sell, but doesn’t know how to win

Steve Simmons
Canoe.ca

"Winning is everything in Sports and it's what we believe in.
It's our vision
It's what we do and why we're here
It's in our DNA and it drives us every day
It's at the heart of our objectives and strategies
Our four core values are rock solid and and how we play to win
There rules of the game don't change
There are no time outs"
-- motto of Maple Leaf Sports and Entertainment Ltd.

It is almost unexplainable -- the disconnect that exists between the success of Maple Leaf Sports and Entertainment Ltd., as a business and the lack of success of its sporting franchises.

How can MLSEL be so smart, yet so dumb?

How can a company be so financially successful, yet nowhere to be found in the standings of their games?

"The last few years have been tough," said Tom Anselmi, the chief operating officer of MLSEL. "We don't like losing. We're all competitive people. We all want to win. Our owners have said: 'Let's have the best people in place' and that's what we're doing. That's why we made the changes (with Toronto FC) yesterday. You have to have the right people in place."

The stories have always been out there, of MLSEL interference, of making it a difficult place for general managers to work, of caring more for profit than victory.

Anselmi has heard all the stories and discounts them with a laugh of frustration.

"That's totally not true," he said. "We want to win. We've heard the same things you've heard. It's crazy. Why the hell wouldn't we want to win? I want to win more than anybody. Bryan Colangelo wants to win. Our owners want to win. Larry Tanenbaum has never lost at anything in his life. Why would he not want to win? He wants to win them all (championships).

"We're all fans. The notion we don't want to win is ridiculous, crazy."

The measurables, however, tell a different story, one of frustration for Toronto fans and owners and employees at MLSEL. The Maple Leafs, 29th out of 30 teams, lead the NHL in revenue. The Raptors, out of the playoffs the past two years, are top 10 in NBA revenue and, even after losing their best player, Chris Bosh, were stunned when season ticket renewals were 10% ahead of team expectations. Toronto FC, having never experienced a playoff game in Major League Soccer, is second in the league in attendance.

MLSEL can sell. The business -- four teams, an arena, three television networks, condos, the world's greatest sports bar, and more -- is incredible. No business in Toronto gives more back to the community and maybe no business asks for more in return.

But what it can't do is win and the question is: Why?

Brian Burke offers up a straight answer. "The personnel people, like me, haven't got the job done," he said. "No one tries to lose. I take full responsibility for this hockey club from the day I got here."

Burke also insists that none of the board interference, or problems that may have plagued others in the past, have been evident in any way to him.

"I have had zero interference with what I do and total moral and financial support," said Burke. "We have as nice a rink as any in the league. Our practice rink is the best in the league. We travel first class, stay at first-class hotels and are the only NHL team to have the luxury of having its farm team in Toronto. Ownership has given us everything to win. If we don't win, it's our fault.

"I was warned about the board interfering before I came here. I can tell you that, in 24 months, it's never happened once. I can't talk for Bryan (Colangelo) or anyone else. I'm lucky. I have a great boss. We have great owners (Teachers' Pension Fund, Tanenbaum and TD Bank). I'm proud to work for MLSEL. I have the best job in hockey but I have to get it done."

MLSEL has altered its approach to running its teams in recent years. Where once, boss Richard Peddie attempted to hire inexperience on the cheap -- general managers such as John Ferguson and Rob Babcock and maybe Mo Johnston -- he since has gone in the other direction, without a lot more success.

Colangelo was given the keys to the Raptors franchise and has hardly navigated a winning way. Burke begins his second real season in charge of a very vulnerable Leafs team, that, like the Raptors, may be hard-pressed yet again to qualify for the playoffs next spring. The previous inexperienced GMs set the franchise back. The current ones, while bolder and wiser, have not broken through to measure up to their lofty reputations.

"We haven't won enough the last five years," said Anselmi. "We have great fans. This is a great, deep, sophisticated market. If our teams aren't good, who you are and how you market doesn't matter. If you're not winning, you're not delivering the goods."