As of April 2, 2024, Maple Leafs Sports and Entertainment has a new CEO, Keith Pelley. Growing up in Etobicoke, Ontario, Pelley has held a number of relevant positions across sports and sports media, from President of TSN and CEO of Rogers Media to President of the Toronto Argonauts and most recently President of the PGA European Tour, Pelley is clearly accomplished and invigorated by his new position, carving out time to appear on local radio and television.
While the MLSE is a gigantic company with several brands—all of which Pelley will have a hand in operating—let’s take a look at what Pelley has accomplished, what he had to say about his new role, and how that might affect the Toronto Maple Leafs.
Media beginnings
A graduate of Toronto Metro University’s Radio and Television program, Pelley got his start in the sports world on the media side. This is particularly relevant to what we might expect from him as MLSE CEO in a few ways.
First, we can see why it was so important for Pelley to make his rounds in the media. It can be assumed that Pelley has a great understanding of media, how it relates to sports, and how it can be used to connect with its audience. Pelley was clear in mentioning concepts such as “innovation” and making MLSE and its brands more global. In this context it might be assumed that Pelley will focus on making MLSE and its brands more current, adapting to the continuously evolving media landscape, and perhaps even focusing on newer mediums and social networks.
Moreover, Pelley seemed to focus on the importance of “creating experiences” during his recent media tour, particularly when discussing MLSE’s involvement with concerts and their partnership with LiveNation. It is quite possible that we will see a greater focus on in-arena entertainment, another avenue to remain on the cutting edge of involving fans. The Leafs have already dabbled in some of this new age entertainment ideals, from changing the goal song, holding outdoor practices in downtown Toronto, and holding Next Gen games during the regular season. Perhaps more aggressive in pursuing new ideas to better connect with more fans.
Beyond this, as MLSE is mostly owned by the two major sports media companies in Canada, Bell and Rogers, Pelley’s media proficiency and history in high-ranking jobs with both companies becomes even more relevant. Quite simply, we should expect that Pelley has a strong grasp of the values and motivations of these companies, as well as how to navigate those. Being able to effectively communicate with the ownership group is a vital aspect of running a clean operation, allowing for greater cohesion between the teams and the owners.
Pelley does have some NHL-specific experience, as he was President of Rogers Media when the current deal between Roger’s and the NHL was made. This was a gargantuan deal for Rogers, and likely a huge win for Pelley. This deal is ongoing, giving Rogers the Canadian broadcasting rights until 2026. While fans might wish for a better viewing experience in the future, it’s clear that Pelley more than held his own in making the deal.
Sports history
While Pelley is coming off of a long run with the PGA European Tour, which is notable experience for making MLSE a more global brand, his experience with the Toronto Argonauts might be easier to understand in this context. Hired in 2003, the Argos won their first Grey Cup in seven years in Pelley’s first season at the helm. While it is hardly likely that Pelley had much to do with shaping the roster or coaching the team, it is encouraging to see that there is a championship history.
That Argos team was coached by now President Pinball Clemons, in many ways the face of the franchise. Pelley was quick to mention Clemons in the same breath as Toronto Raptors President Masai Ujiri and Leafs President Brendan Shanahan in his recent media tour. Clearly, Pelley respects Clemons, Ujiri, and Shanahan and believes in his ability to get the most out of them.
This is important, particularly for Ujiri and Shanahan, who have had a growing number of doubters, and even rumours of friction between them and ownership. While no sports executive can last forever, it’s clear that Pelley can foster strong relationships with those under him, just as he seems able to navigate those above him. While there are certainly disgruntled fans across these franchises who would like a change, Pelley seems uniquely qualified to negotiate greater efficiency and effectiveness between these team presidents and ownership, which will benefit all involved.
Bigger picture
While these sports teams are businesses, and doubtless ownership is looking to increase profits, Pelley continued to stress an alternate perspective during his recent media tour. It is clear that Pelley feels a sense of responsibility, pointing to a belief that sports teams, while businesses are also public trusts. While Pelley stressed the importance of having a greater global presence, he seems to understand that a team’s power comes from its fans.
Extrapolating this means giving fans a reason to care, to be proud, and to believe in the teams that claim to represent them. The sense of responsibility exists because Pelley understands the need for excellence and success, in the standings and in the community. The Raptors and, in particular, the Leafs, already have a global presence as brands, but a quick anecdote Pelley recalled clearly shows how that impact is amplified by championships. Pelley recounted a fan in the UK who had a giant “We the North” flag, the slogan used by the Raptors during their championship season. Inspiring a truly global franchise requires ultimate glory.
Yes, the city can and does support its teams financially, but a championship can amplify this financial success. Outrage and discord can boost engagement in the short term, but too much for too long leads only to apathy. While this responsibility of championship excellence might seem like common sense, the least common of the senses, Pelley clearly understanding this combined with his ability to communicate with ownership is a promising prospect.
How does this affect the Leafs?
Naturally, all this leads to the ubiquitous question: how does this affect the Leafs? Clearly, the Leafs are one of the foremost global hockey brands, are in a golden but incomplete era of on-ice excellence, and are on the cutting edge of many hockey-related endeavours. That being said, Pelley, while not one to upset the apple cart as much as Tim Leiweke, is equally bold and ambitious.
In the short term, we should see some patience extended to Shanahan. Though the playoffs and the seasons ahead will colour our views one way or another, it seems as though Shanahan was able to navigate a complex and dramatic shift last summer, switching General Managers. We might see some changes to access, entertainment, and media around the team.
To brainstorm a few quick ideas this might mean more social media content, a change to behind-the-scenes content such as The Blueprint, individualised goal songs, or a continued appetite to appear in global series NHL games. Earlier this season Auston Matthews described a willingness to play a game in a giant North American market yet unexplored by the NHL, Mexico. The NFL has been playing some regular season games in Mexico City, and perhaps Pelley can help get the NHL there as well.
Pelley might be a bit far removed from the on-ice product to receive much attention or scrutiny from Leafs Nation, but in truth, he will be an integral part of the team’s decisions going forward, one way or another. As the Leafs often drive the NHL, and the NHL often drives hockey itself, Pelley has a huge opportunity to help grow the game through the Leafs brand. His willingness to understand the role as a responsibility, as well as his impressive resume, should be a very positive sign for all hockey fans. Only time will tell to what extent Pelley and the Leafs can succeed, but at the very least there are a lot of reasons to be hopeful that Pelley can make the best of it.
