TORONTO (Apr. 1) — What the MAGA man wants, the MAGA man gets.

In this case, the monolith of Toronto professional sport. Soon to be the domain of Edward Rogers, the Donald Trump zealot and Mar–a–Lago frequenter that owns 100 percent of the Blue Jays and the stadium in his family’s name; by this summer, gobbling up 75 percent of Maple Leaf Sports and Entertainment, garnering him control over the Leafs, Raptors, Toronto FC and the Argonauts. Only the Toronto Sceptres (women’s hockey) is beyond King Edward’s reach. As it turned out, there was no chance the King would allow himself to be outbid for Canadian television rights to the National Hockey League. Not while having the country’s most–watched team under his thumb. MLSE would be a corner grocery store without the incomparable might of the Leafs’ logo. In the end, such American–based streaming outlets as Prime and Netflix found the rights fee ($11 billion CAD over 12 seasons, beginning in 2026–27) too rich. Hockey sells, but not like football, basketball and baseball. The return wouldn’t match the financial commitment. Neither will it for King Eddie, but complete control of the city’s teams — and the media message emanating from his TV network, Sportsnet — cannot be weighed economically. It will provide Ed Rogers the sort of jurisdiction and fiefdom that his political hero south of the border is busily crafting.

What level of media control are we talking here? Well, as of 9:30 p.m. EDT today, all major outlets (print and electronic) had reported the Rogers’ rights extension. Except for… Rogers. Even TSN, to its enduring credit, discussed the issue as part of its Insider Trading segment. But, King Eddie is carefully scripting how his all–sports people will “break” the big news; likely during the Hockey Night In Canada telecast on Saturday.* Until then, he won’t allow Sportsnet pundits to even pretend that it’s happened. Imagine such–esteemed media types as Ron MacLean, Elliotte Friedman and Nick Kypreos having to play dumb until the overlord says otherwise. This is merely a taste of the rigidity Sportsnet types will be expected to maintain. Once the King gains majority interest in the Leafs and Scotiabank Arena, all premise of neutrality will disappear. The Leafs could start a season 0–11–3 and the script will be one of “optimism.” Of “not giving up on the boys.” Midweek triumphs over Nashville and San Jose will be celebrated as if deep playoff conquests. Why not make it official and rename the channel Leafsnet?
*King Ed grew tired of other media outlets “beating” Sportsnet to the story. So, an “announcement” was made today.

This should be of concern to viewers, given the impending turmoil of the summer. Another faceplant in the Stanley Cup tournament could spell the end for Brendan Shanahan, about to mark his tenth anniversary as Leafs president. Shanahan’s second contract expires after the current season. Though MLSE has an interminably low standard for its hockey team, on what basis could the company retain the Hall–of–Fame winger after, say, another first–round playoff exit? Then there’s the Mitch Marner saga. Which club will Marner choose in unrestricted free agency if not re–signed by the Maple Leafs prior to July 1? And, what spin will the King insist upon if both scenarios come to roost? It is nigh impossible to imagine any form of objectivity toward the Leafs from commentators that are paid by Edward Rogers. Only with the Blue Jays has King Ed been able to exert his entire influence. All too often, the observations of baseball broadcasters bely what fans are witnessing. If Buck Martinez (let him stay healthy) calls the current Blue Jays “a special team” one more time, I’ll hurl. But, this is what Leaf watchers can now anticipate from Sportsnet until, at minimum, the end of the 2037–38 season. The club’s legion of supporters will reside in a “police” state; the tone of all TV and radio dialogue carefully arranged so that “branding” of the logo is not compromised. As mentioned so frequently, here, this is the most–egrigious conflict–of–interest in Canadian media history. And, it will erode even further when the King’s tentacles infiltrate all of Leafdom — the team, the arena, the network and the pundits. Rather similar to the anarchist escapades of the King’s hero: Heinrich Trump.

Sadly, Sportsnet viewers will be defrauded.

Especially those seeking a balanced narrative when the Leafs go pear–shaped.

Not so, potentially, for rival TSN, which squirms free of MLSE influence once the $4.7 billion transfer of Bell Canada Enterprise’s stake to Rogers goes into effect, likely in July or August. At that time, King Eddie will own 75 percent of the company. TSN, with merely a selection of Leafs regional telecasts as a prerequisite of the sale, will accord viewers a more objective and critical analysis. If it so chooses. In no larger way could the country’s first all–sports network distance itself from Sportsnet. If such familar and respected hockey voices as James Duthie, Pierre Lebrun, Darren Dreger, Mike Johnson and Jeff O’Neill are no–longer beholden to MLSE, TSN will offer a refreshing alternative to those spinning uncontrollably in the Rogers/Sportsnet/Leafs vortex (particularly if Johnson and O’Neill can temper their flagrant partisanship toward the club). It’s an opportunity without national TV rights.

I haven’t yet noticed a positive reaction to the Rogers/NHL contract extension. There is nothing particularly innovative about the hockey presentation on Sportsnet; hasn’t been, really, since the demise of Coach’s Corner in November 2019. Under no circumstance would Ed Rogers, the autocrat, enable the rise of another Don Cherry. Costs too much in money, fame and turmoil. Far easier to offer a frugal, bland (if informative) production during intermission segments. Four people gabbing in a studio is as cheap as it gets. And, a long way from the weekly Cherry–Ron MacLean spoof that literally stopped the nation for seven minutes each Saturday night… or the once–popular Satellite Hot Stove (with MacLean, Al Strachan, John Davidson, the late Red Fisher, and others). If Rogers felt compelled, financially, to strip its media wing of so many recognizable names (Cherry, Glenn Healy, John Shannon, Doug MacLean, Bob McCown) during its first NHL rights deal ($5.2 billion over 12 years), imagine how King Eddie will shred to the bare bones his TV/radio personnel with an outlay of more than twice that figure.

Autocracy began at Rogers when veteran TV executive Scott Moore and an invisible hatchet–man named Paul Ski took over the media wing in 2009. Loyalty and competition gave way to profit margin, enabling Ski to stuff his pockets with bonuses paid for destroying young careers. How pleasant it must be to sleep at night when devoid of conscience. Expect nothing less for those under the employ of King Edward. The Donald Trump wannabe has annexed all of professional sport in this city. Given his reprehensible track record with the Blue Jays, the longest–ever Stanley Cup drought is bound to endure for 65 to 70 years. Which must be thrilling for fans of the Leafs.

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