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Toronto Argonauts purchased by Maple Leafs Sports and Entertainment

By David Morassutti

OTTAWA, ON - NOVEMBER 26: Toronto Argonauts head coach Marc Trestman raises the Grey Cup over his head as he celebrates winning the 105th Grey Cup Championship Game against the Calgary Stampeders at TD Place Stadium on November 26, 2017 in Ottawa, Canada. (Photo by Andre Ringuette/Getty Images)
OTTAWA, ON - NOVEMBER 26: Toronto Argonauts head coach Marc Trestman raises the Grey Cup over his head as he celebrates winning the 105th Grey Cup Championship Game against the Calgary Stampeders at TD Place Stadium on November 26, 2017 in Ottawa, Canada. (Photo by Andre Ringuette/Getty Images) /
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In a surprising development, the Toronto Argonauts are now officially under the Maple Leafs Sports and Entertainment brand which is a major boost for the franchise.

For years the Toronto Argonauts were looking for stable ownership when David Braley put them on the market in 2015. It was long rumoured that Maple Leafs Sports and Entertainment had talks to purchase the team but only Bell and Larry Tanenbaum pulled the trigger to purchase the team.

The biggest reason why MLSE would not be interested in acquiring the Argos was because TSN held the broadcasting rights for the team so from a marketing standpoint, Rogers did not have a need to include the CFL in their sports portfolio. Then came the annoucnement that the team would now be purchased by MLSE, including Rogers, TSN and Tannenbaum as the new ownership group.

“Under its current ownership, a transformed Argonauts football club enhanced its presence and fan base in Canada’s largest sports market and ultimately marched to the CFL Championship,” said Michael Friisdahl, President and CEO of MLSE. “We look forward to building on the Argos’ strong momentum as we welcome the team to the leading provider of sports and entertainment experiences in Canada.”

Now the deal will not be official until the Board of Governors approve it but the deal should be seen as a win for both the Argos and the CFL in Toronto. For the past two seasons, the team has worked to try and get people to come to games at BMO Field. Now the gets the necessary resources to accomplish that.

It still remains to be seen what Rogers will get from purchasing the Argos with TSN owning the broadcasting rights, but MLSE probably sees potential for the CFL to grow in Toronto. What the vision will be for the Argos under the new brand still remains to be seen but the instant benefit is that the top sports company in Canada is now a partner of the CFL.

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Argos fans have long wanted this team to get more attention among the sports media and advertising landscape in Toronto.

The other question is where this leaves the Toronto Blue Jays who are now the only Toronto major sports team not owned by MLSE. Does MLSE make a major move to add the Blue Jays as well with the rumour that the Ontario Teachers’ Pension Plan would be interested if the team became available.

However, Rogers Communication has stated that the team is not for sale but made it known that they were looking to free up capital for other investments. Considering how much the Blue Jays have grown in the Toronto landscape the past couple of seasons, they would fetch a pretty penny on the market.

Next: Argonauts Grey Cup rally inspires hope, but work is just getting started

Right now it is hard to knock on this deal if you are a Argonauts fan and a fan of the CFL. What do you think of the deal and does this bring more optimism for this team to grow in the Toronto sports landscape?

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