November 6, 2018 § Leave a comment
There is a disturbing trend in Toronto sports for the franchises of the self-proclaimed ‘Centre of the Universe’ to brand themselves as the ultimate Canadian franchise. Of course, this should not be surprising, since Toronto hasn’t realized there is a huge country out there, and that, in reality, it only makes up around 16% of the population of the nation. But don’t tell Toronto that.
The Toronto media has a long history of denigrating the rest of the country. I stopped reading the Globe and Mail about 10 years ago when I realized that about the only time there was news about Vancouver, Calgary, or Montréal was when it was bad news or something to mock the cities about (this, of course, coming from a city that once called out the military to deal with a bit of snow and had Rob Ford as mayor).
But to suggest the Toronto sporting franchises as the Canadian teams is, well, ridiculous and insulting. The NBA Raptors a few years ago used the slogan #WeTheNorth as part of its marketing campaign. This, though, feels the least insulting to me in that the Raptors are the only Canadian NBA team, and the only other Canadian NBA team, the Vancouver Grizzlies died an ignominious death in 2001.
And, to be fair, the CFL Argonauts and MLS TFC haven’t seemed to get the memo, but that’s probably because no one cares about either one anyway.
But it’s the MLB Blue Jays and the NHL Maple Leafs who take the cake. The Blue Jays have created a cap that features nothing but the Canadian maple leaf on it. The message here is that any good Canadian must cheer for the Blue Jays. But the thing is, it’s not this simple. Until 2004, Montréal had its Expos. The Expos were killed off by MLB and moved to Washington, DC., so this remains somewhat of a sore spot. But Down East, Canadians are just as likely, if not more so, to cheer for the Boston Red Sox than the Jays. And out West, the Seattle Mariners and the Bay Area teams are also popular. And in Montréal, the Red Sox are the most popular team.
Then there’s the Maple Leafs. Sure, their name and their logo. But those go back nearly 90 years. So they get a pass on that (as an aside, the Canadiens de Montréal are so-known because the peasants of French-era Québec were called Canadiens, or Habitants, thus, the Habs). But EA Sports, Adidas (which makes NHL uniforms) and all of the so-called Original Six teams created interesting new jerseys for EA Sports’ NHL ’19.
They almost all suck and are pointless, but you just know that they will eventually be the third jerseys of the teams, though the Chicago Blackhawks jersey looks like their third jersey already. The Maple Leafs’ however, is a blatant rip off of the legendary Team Canada jersey, made famous by the victorious Canadians in the 1972 Summit Series.
The difference, of course, is that the Maple Leafs’ version is blue instead of red:
So, yeah, this is for a video game and it’s not realty. Yet. And sure you’re thinking I’m getting worked up about something that isn’t important. The thing is, it is. Jerseys, caps, hoodies, etc., these are all part of the marketing campaigns of the franchises and the leagues they play in.
And when Toronto clubs monopolize and capitalize on Canadian images and icons for their marketing campaigns, they are doing several things. First, they are cheapening our national symbols and icons (as an aside, remember when the RCMP licensed its images to Disney for marketing purposes and the outcry it created?). Second, they are changing the national discourse about what it means to be Canadian, just as Molson attempted to in the 90s with the Joe Canada commercials, which suggested to drink Molson Canadian was to make oneself Canadian. That’s what the Raptors, Jays, and Leafs are doing here: to cheer for them is to be Canadian.
In the case of baseball, again, we have divided loyalties. We do for basketball, too. All my friends in Montréal cheer for the Boston Celtics, and out in Vancouver, it’s the LA Lakers, Chicago Bulls or Golden State Warriors. But hockey is something else. There are seven NHL franchises in Canada. Three of them have variations on Canada and our nationality in their names (Canucks, Maple Leafs, Canadiens). One shamelessly ripped of the Royal Canadian Air Force in its marketing and logo (Winnipeg Jets). But none of this reaches the ridiculousness of the EA Sports Maple Leafs’ jersey.
And so we’re back to the idea that to be in Toronto is to be Canadian and to hell with the rest of the nation, you know, the 84% of us who don’t live in Toronto.
December 2, 2016 § 2 Comments
An interesting thing has occurred in the realm of Canadian sports journalism in the past few weeks. For those of you who don’t know, the English-language Canadian media is centred in Toronto, which every media outlet will remind you is “Canada’s largest city.” The much smaller French-language media is centred in Montréal, which is Canada’s second largest city. Toronto’s got a population of around 4.7 million, compared to Montréal’s 3.8 million. Vancouver is third, closing in on 2 million. And Edmonton, Calgary, and Ottawa are all around 1 million. So we’re not looking at the situation in the UK, where London is the largest city and about 5 times larger than the second city, Birmingham.
But, reading Canadian sports media these days, and you’d be convinced that Toronto is the only city in Canada and that its sports teams are all wondrous, virtuous conquering heroes. Never mind the fact that Toronto teams don’t really win much of anything ever. The basketball Raptors and soccer Toronto FC have never won anything. The hockey Maple Leafs last won the Stanley Cup in 1967. And the Blue Jays last won in 1993. The Argonauts of the Canadian Football League are the really the only continually successful Toronto sports team, having last won the Grey Cup in 2012 (but, the CFL is a 9-team league, so law of averages…).
Toronto FC was engaged in a tense two-leg Eastern Conference final in the MLS Cup Playoffs against the Impact de Montréal, or IMFC. An all-Canadian conference final should be one of those things that grip the nation, or at least get the media to recognize its import. And while Sportsnet, the second of Canada’s sports networks, largely has, TSN, the largest sports network and MLS rights holder, has not. It has openly and blatantly cheered for a TFC victory, and its coverage has exclusively treated IMFC as an interloper in TFC’s eventual, wondrous assent to the top of the North American soccer world. On Wednesday afternoon, in advance of the second leg of the series, to be played at BMO Field in Toronto, TSN posted this article about the five keys to the match as its headline on TSN.ca. Note that it’s all about what TFC needs to do to win. This is just the most egregious example. The rest of the coverage on TSN.ca Wednesday afternoon was all slanted towards TFC: its mindset heading into the match, which players it needs to excel, and so on. Not a word from IMFC’s perspective, except for a feel-good story about the club’s 38-year old captain, and Montréal native, Patrice Bernier.
In the aftermath of the TFC’s victory Wednesday night, in a tense 5-2 match that went to Extra Time, allowing TFC to advance 7-5 on aggregate, TSN’s homepage was a torrent of TFC. And while this is a good thing, and deserved, TFC won, it’s also still one-sided. This was especially true of the headline that said “TFC MAKES CANADIAN SOCCER HISTORY.” Factually, yes, it did. It made the finals of the MLS Cup for the first time and is the first Canadian club to do so. But, it did so after making history in an all-Canadian conference final. And there was not a single story about IMFC and its own very improbable run to the conference finals. TSN has continually picked against IMFC all season. It predicted the Montréal side would miss the playoffs. Then it wouldn’t get past DC United in the first round, or New York Red Bulls in the second round. And so on.
On Thursday morning, TSN.ca’s home page featured no fewer than 12 features and stories about TFC out of the 28 in total. Of the remaining 16 stories and features, 10 were about the Maples Leafs (7), Raptors (2), and Blue Jays (1). One story was about how the Calgary Flames pummeled the Maple Leafs Wednesday night and another mocked Montréal Canadiens winger Andrew Shaw and his bad temper. There’s a reason why Canadians in the Rest of Canada tend to dismiss TSN as Toronto’s Sports Network.
Meanwhile: Hockey. The top team in the NHL right now is the Montréal Canadiens. But, TSN’s coverage is almost exclusively about the amazing, wondrous Toronto Maple Leafs, who have a collection of burgeoning young stars and actually look like they might be a good team again one day. There are also, you might note, five more Canadian teams in the NHL. Sucks to be a fan of one of them: TSN just doesn’t care, other than to note the ways in which they’re failing.
And then Sportsnet. Sportsnet is the rights holder for the NHL in Canada. And while its coverage tends to be more national in nature, in that it notes that there are indeed teams in Vancouver, Calgary, Edmonton, Winnipeg, Ottawa, and Montréal, besides Toronto, how about them kids in the T-Dot, y’all? But Sportsnet can even out-do TSN. On Wednesday, the American-based Forbes published its annual list of NHL teams ranked by value. As always, the New York Rangers are the most valuable hockey team. The Rangers are worth $1.25 billion USD. But Sportsnet’s headline reads: “Maple Leafs Rank Third in Forbes’ Annual Most Valuable Team List.” So, you think, well, that makes sense. But, wait, what’s the second most valuable team in the National Hockey League? Chicago? Los Angeles? The New York Islanders? Nope. It’s the Montréal Canadiens.
Now, I know we Quebecers had ourselves a couple of referenda on leaving the country, and we still harbour a pretty strong separatist movement; at any given time, around 35% of us want out of Canada. But, in both 1980 and 1995, we chose to stay. And 65% of us at any given time want to stick around in Canada. And we keep giving Canada Prime Ministers. In my lifetime, five of 9 prime ministers have been Quebecers.
So, in other words, my dear TSN and Sportsnet, Québec is part of Canada. And Montréal remains one of the largest cities in North America, and also remains a major centre of global commerce. And its soccer team isn’t that bad, even if its appearance in the Conference Finals is a surprise. And its hockey team, which is, after all, the most decorated hockey team in the world, is the most valuable Canadian team.
And, if you just so happen to be one of those provincials from the rest of the country, well, as we say back home, tant pis.