TORONTO (Aug. 13) — At the conclusion of last season for the Toronto Maple Leafs, after the predictable first–round playoff defeat against Boston, the incoming CEO of Maple Leaf Sports and Entertainment offered a cheeky response to a query about his new administration. “We’re not here to sell jerseys,” insisted Keith Pelley, implying that a Stanley Cup challenge was all that mattered to God’s team in the National Hockey League. So, what becomes the biggest announcement of the summer? That John Tavares, seemingly out of nowhere, will be replaced as captain of the hockey club by Auston Matthews. The same Auston Matthews that has gagged and sputtered in every attempt to carry over regular–season brilliance to the playoffs. Why did this happen? Why else? To sell innumerable jerseys with No. 34 and the letter ‘C’ affixed to the uniform. There is no other rationale. There can’t be.

If the captain of a professional sports team is presumed to be a natural leader, this ranks as one of the prime distortions (among many) in modern franchise history. Auston Matthews, between October and mid–April, is the most–prolific shooter in Leaf annals. Given the reflex approval of any hockey decision by the team–owned media, Matthews inheriting the ‘C’ is an open–and–shut case. Somewhat tragically, he’s the best player on the Leafs. The club and its enormous following evolves around No. 34. The fact Auston couldn’t lead cattle to a grass field is completely immaterial. Saying so, of course, muddles the narrative. It may even impact the sale of a jersey or two. So, you will not likely find detractors amid newspaper reporters or columnists; certainly not among those employed by the two national sports networks, whose paychecks are signed by the same company that owns the hockey club. Matthews is the perfect choice. Who else can score 70 goals for the Blue and White?

I’ve said it a million times: Nothing remotely fundamental changes with the Leafs from one year to the next. In this case, from one decade to the next. Every decision made by MLSE, no matter the way it is cowed, evolves from only one concern: finances. If it will make money for the billion–dollar conglomerate, consider it done. Outside of that context, any observer who believes that placing Matthews in the ultimate leadership role is good for the club should have his or her head examined. There is not a smidgen of evidence that Auston has the drive or determination to take the Leafs to another level. He’s a one–trick pony, albeit an impressive one: No player in the NHL scores more frequently without money on the line. Once the stakes increase, Matthews becomes a virtual no–show. To call him the “best player in franchise history” — as we read and hear so often — is a glaring affront to such playoff warriors as Ted Kennedy, Syl Apps, Dave Keon, Tim Horton and Darryl Sittler. And, especially, to George Armstrong, the captain of all four Leaf Stanley Cup teams in the 1960’s. The Chief was far from the most–gifted skater for Punch Imlach, but the others gravitated toward him. He knew what to say and when to say it. George happily stood in the shadows and allowed his teammates to grab the spotlight. But, no Leafs player in that era garnered more respect from every person in the organization. Armstrong was the ultimate captain and leader.

THE “LEADERSHIP” TANDEM OF THE CORE–4 LEAFS: MITCH MARNER AND AUSTON MATTHEWS.

If the current Leafs had any inkling to change the culture of a playoff poltroon, Matthews would not have been considered for the captaincy. It is a purely symbolic move… as with everything attempted by the hockey department, the safest and easiest path. Need a new general manager? Find the first retread available. Need a new coach? Same principle. Lock it down before it interferes with summer cottaging. As a result, Brad Treliving and Craig Berube form the mundane and middling battery of the Blue and White. Stan Bowman, a three–time Stanley Cup champion with Chicago, was scooped up by Edmonton just weeks after the Oilers came within two goals of winning the Stanley Cup. At some point, a team will hire Joel Quenneville, the yin to Bowman’s yan with the dynastic Blackhawks. And, that club will move swiftly ahead of the Maple Leafs. Here in the Six, it’s all about money. Until the real money is on the table. Then, the Leafs become perennial spectators. As they will continue to be until someone in the hierarchy (we imprudently considered Pelley that person) has the balls to say “enough is enough! How much longer can we persist in rewarding otherwise–gifted players that choke like dogs when it matters?”

Naturally, there’s always an excuse. Two springs ago, Auston had a wonky wrist. Last May, a rattled noggin. Next year, it’ll be an itchy nose. Funny how none of this inhibits No. 34 when striving for regular–season standards.

So, who would I name as new captain of the Leafs? Morgan Rielly has been the de facto leader throughout the Core–4 era, but he, too, is poisoned by the club falling apart every spring. As such, I’d give the ‘C’ to a player not–yet debased by the coddling and cajoling of every person that dons the blue–and–white jersey. Which certainly includes Matthews. My choice would be Chris Tanev, a defense warrior and the club’s most–significant add–on during the summer. Perhaps he could grab his ‘mates by the neck and wring out the perennial playoff malaise.

Eight years is much more than the requisite sample–size.

Even if No. 34 will sell lots of new jerseys. Right, Keith?

EMAIL: HOWARDLBERGER@GMAIL.COM