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.
Source: Matthew Barlow
