Adam Seaborn
@AHBSeaborn
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🇨🇦Sports Media Analyst | DMs Open
Toronto, Ont
Joined March 2011
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Chris Chelios on ESPN
“Absolutely terrible officiating. Worst in a while”
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3K
🇨🇦 Media News: Dan Shulman stepping away from ESPN baseball, will exclusively call the Jays with Sportsnet moving forward
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The Blue Jays service the largest fanbase in MLB
2023 Spring Training opener averaged 463k viewers on Sportsnet 🇨🇦
Larger than regular season #'s for every other team in baseball
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3K
Inaugural PWHL game on January 1st delivers 741,000 viewers across CBC and TSN in 🇨🇦
Massive number for the league's first game
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2K
RIP to an all time 🇨🇦 TV brand: TELETOON
Corus will rebrand the channel to "Cartoon Network" starting March 27th
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2K
Ohtani to Toronto marks the end of Rogers NHL era
Sportsnet is Blue Jays
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Golf Canada has reimagined the Canadian Open branding for 2024
Nick Taylor forever immortalized 🇨🇦
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Most off ice endorsement deals across the NHL
Mitch Marner (10)
Brad Marchand (9)
Auston Matthews (7)
Connor McDavid (7)
Bo Horvat (6)
Ovechkin (5)
Nick Suzuki (4)
Anze Kopitar (4)
Andre Burakovsky (4)
John Tavares (3)
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1K
"Where do I stream it?" is a common question and serious issue in the new media landscape
This MLS/Apple deal really stands out
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Blue Jays home opener delivers over 1.3M viewers on Sportsnet 🇨🇦
This team could do serious #'s this season
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The Toronto Raptors are valued at $3.34B per new Sportico data - $1.2B MORE than the Leafs
Not a lot of 🇨🇦 would have believed that 10 years ago
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1K
Just shy of 1M viewers for Canada/USA on an NFL Championship Sunday gives you a glimpse of what could happen with
#CANMNT
in the World Cup
🇨🇦 is a soccer country
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999
Biosteel bankruptcy leaves over $45M in unsecured debts
Notable creditors
NHL: $8.7M
LA Lakers: $2.5M
Miami Heat: $953k
Brooklyn Nets: $624k
Andrew Wiggins: $658k
Rogers Media: $428k
76ers: $296k
USA Hockey: $197k
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952
All 162 Blue Jays games are available coast to coast in Canada to a population of 41M - zero regional blackouts
SN has one of the most unique media rights packages in the world - no other team in North America has that much inventory in front of that big a (potential) audience
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This appears to be wrong!
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TSN delivers 1.061M viewers for the CFL Western Semi-Final (Calgary/Saskatchewan)
#1
rated 🇨🇦 sports program for the weekend
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106
853
Huge win for 🇨🇦 baseball fans
Sportsnet will be producing playoff games for the Jays this year with Buck and Pat in the booth and Hazel at field level
Dan Shulman will be on ESPN radio
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The Suns just sold for $4bn
The Coyotes are playing in front of 5,000 people at a college rink
The NHL needs a major re think to be a globally relevant sports league
IMO a new commissioner is critical to make this happen
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People often underestimate how big the Blue Jays are
Regular season games routinely over 1M on Sportsnet, easily the largest baseball TV market in MLB
The Yankees-Pirates game on YES averaged 600,000 viewers, peaking at 756,000 from 9:30-9:45 p.m. It was the biggest YES audience for non-Subway Series game in four years.
#AaronJudge
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People often ask why brands pay so much for sports sponsorships. How much can it really be worth to have your signage in an NHL rink or name on the building?
Then you see a photo like this. Pointsbet forever attached to Matthews historic 60th goal in Toronto
Priceless
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Sports TV Ratings 🇨🇦
Dec 17
🏒Women's Canada/USA: 315k (TSN)
🏒Caps/Jets: 284k (TSN3)
🏒Sabres/Pens: 155k (SN)
🤼♂️WWE Smackdown: 126k (SN360)
🏀Charlotte/Portland: 73k (SN1)
🏀Golden State/Boston: 62k (SN1)
🥍Saskatchewan/Vancouver: 50k (TSN)
🏈Middle Tennessee/Toledo: 40k (TSN)
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579
The Toronto Blue Jays service the largest fan base in MLB yet can't get a radio team on the road?
What a joke
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Each additional Leafs game in round 2 is worth around $7-10M in ad revenue for Sportsnet
Everyone at Rogers is a Leafs fan for the next few weeks
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Canada vs. Croatia delivers 4.4 million viewers across CTV and TSN
The most watched soccer match in Canadian history
🇨🇦⚽️🚀
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Sports TV Ratings 🇨🇦
November 16
⚽️Canada/Mexico: 1.153M (SN)
🏒Leafs/Preds: 603k (TSN4)
🏒Oilers/Jets: 401k (TSN3/SN West)
🏒Flames/Flyers: 167k (SN1)
🏈EDM/TOR: 167k (TSN)
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More people watched Canada/Croatia than watched the best World Cup Final of all time
Yes, Canada is a soccer country but at the end of the day. Canada loves to watch Canada
Sports. Are. Local.
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#CANMNT
TV Viewership 🇨🇦
Honduras: 273k (SN)
USA: 393k (TSN)
El Salvador: 184k (SN1)
Mexico: 158k (SN360)
Jamaica: 186k (SN360)
Panama: 342k (SN1)
Costa Rica: 713k,(SN)
Mexico: 1.15M (SN)
Honduras: 627k(SN)
USA: 973k (SN)
Costa Rica: 936k (SN)
Jamaica: 1.65M (SN)
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980k+ average audience for Blue Bombers/Roughriders Sunday on TSN
CFL football is far from dead
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502
Game 7 Oilers/Canucks delivered 3.25M viewers
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Grey Cup beats expectations
Delivers 3.1M viewers on TSN 🇨🇦
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Over 1.3M viewers on Sportsnet last night for Jays/Yankees
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#CANMNT
TV Viewership 🇨🇦
Honduras: 273,000 (SN)
USA: 393,000 (TSN)
El Salvador: 184,000 (SN1)
Mexico: 158,000 (SN360)
Jamaica: 186,000 (SN360)
Panama: 342,000 (SN1)
Costa Rica: 713,000 (SN)
Mexico: 1,153,000 (SN)
Honduras: 627,000 (SN)
USA: 973,000 (SN)
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Canada/Honduras delivers 627,000 viewers on SN last night
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Leafs TV (Leafs Nation Network) will be off the air as of Sept 1st
The channel launched in 2001 and was worth as much as $19M in 2012 when it had a small number of regional weekday games
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Apple deal with MLS is global and will include no regional blackouts
TSN/RDS out
Massive news in 🇨🇦 sports media
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Some deeper insights on the Canada/Belgium match
-Average audience of 3.7M across CTV/TSN/TDS
-Nearly one-in-four Canadians tuned to watch some or all of the match
-Audiences peaked at 4.9 million viewers at 3:50 pm ET
-34% of the country reached by WC thus far
🇨🇦❤️⚽️
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CBC appear to have a 🇨🇦 hit on their hands
Son of a Critch episode 3 delivered 703k live viewers and was the
#2
scripted show on TV last night
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TSN will carry 34 PWHL games this season in 🇨🇦
27 on broadcast and 7 on TSN+
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Absolutely amazing TV ratings for Florida/Caroline 4OT in 🇺🇸 on TNT
1.431M average minute audience for a 355 minute broadcast!
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The Vegas Golden Knights are going direct to consumer this NHL season
"KnightTime+" will offer 69 regular season games at $69.99 for the season or $6.99 per game
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Massive audience for the Canada/Belgium match yesterday
3.3M viewers on CTV & TSN
🇨🇦🚀⚽️
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The next NHL TV rights deal needs to find a way to make Matthews vs McDavid a national game in 🇨🇦. full stop.
The NBA and NFL would never let this happen.
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Insights on Canada/Croatia match
-Average audience of 4.4M across CTV/TSN/TDS
-Most watched soccer game in Canadian history
-Audiences peaked at 5.4 million viewers at 1130 am ET
-18.8M Canadians have tuned into some part of the World Cup
🇨🇦❤️⚽️
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Big ratings for round 1 on SN
Series Average Minute Audience (P2+)
Leafs/Bruins: 3.1M
Oilers/Kings: 1.33M
Canucks/Preds: 1.33M
Jets/Avs: 977k
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Another year of the $5.2B deal and the Leafs don’t make it out of the 1st round
Tens of millions lost for Sportsnet
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🇨🇦 sports sponsorship news
A&W is now the official burger partner of the Toronto Blue Jays
Multi-year agreement includes on premise and media activations
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MLSE could learn a thing or two from Edmonton
-$6 Draft beer tailgate
-Building full well before puck drop
-95% Jersey penetration
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Canada/USA World Jrs draws 3.4M viewers for TSN
Larger than the 2022 Grey Cup and close to Canada/Belgium in the World Cup
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Sports TV Ratings 🇨🇦
Dec 5
🏈CFL Western Final: 1.346M (TSN)
🏒Leafs/Jets: 878k (TSN4/TSN3)
🏈CFL Eastern Final: 846k (TSN)
🏈SNF Football: 622k (TSN/CTV2)
🏈NFL Late: 564 (CTV)
🏁Saudi GP: 528k (TSN)
🏀Raps/Wizards: 402k (TSN)
🏈NFL Early: 274k (CTV)
🏒Kings/Oilers: 245k (SNW)
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TSN and CTV with really strong numbers for men’s World Cup
Canada/Belgium: 3.7M
Canada/Croatia: 4.4M
Canada/Morocco: 1.48M
🇨🇦❤️⚽️
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Bell Media is asking the CRTC to eliminate all local news requirements for CTV
“Bell Media has been losing tens of millions alone in the production and delivery of local news. In the four-year period between 2016 and 2019, the average annual news operating loss was $28.4M"
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Rumour mill is hot
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Big news in the CFL
CTV will broadcast the CFL games on Saturday this season as well as the Grey Cup. Previously Bell Media had kept all CFL content on TSN
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Why are the Leafs so important for Rogers Sports & Media?
Cost per 30 seconds of airtime:
Toronto Maple Leafs: $60k
"Non-Leafs" 🇨🇦 Team: $22k
"Non-Leafs" 🇺🇸 Team: $17K
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Canada's first WNBA game has signed on 15 sponsors, has sold out the Scotiabank Arena and will air live on both Sportsnet and TSN May 13th
Sponsors include
Tangerine
Mastercard
Michelob Ultra
OLG
Re/Max
Sun Life
Nike
Canadian Tire
Bell
DoorDash
Canada Goose
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The Grey Cup will once again be one of the top viewed TV events for the year in 🇨🇦
3.57M average minute audience across TSN/RDS
Solid numbers for ANYTHING in 2023
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CFL 🏈Viewership
TSN📺🇨🇦
BC/SASK: 765,000
TOR/CAL: 318,000
OTT/EDM: 342,000
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Messi in MLS looks like when former OHL guys show up in my beer league
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Thanksgiving Monday in 🇨🇦
TV Viewership
🏈CFL: Toronto/Hamilton: 597,000 (TSN)
🏈NFL: Indianapolis/Baltimore: 596,000 (TSN)
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CBC Radio is the
#1
station in Canada - leading in the below markets
Toronto
Calgary
Ottawa
Winnipeg
Halifax
Victoria
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Bowen and Ralph will be on the road for Leafs/Florida round 2
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🇨🇦 Media News:
Former Sportsnet 960 morning show with
@960boomer
,
@PinderReport
and Rhett Warrener has joined
@FlamesNation
and is launching as a daily digital podcast in Calgary
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Hearing that SC with Jay Onrait has a new title sponsor for 2024
@HarveysCanada
In a tough broadcast TV ecosystem TSN has seen ratings increase for SC with Jay, added a new sponsor and are a breeding ground for new talent like Luke Wilson and Frankie Corrado
Good news story
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Hard not to love
@DShulman_ESPN
"It would be tough to be there all year doing the regular-season games, and then to not be there if they make a run deep into the playoffs. It just made sense to me that if I'm all in on the Blue Jays, I'm all in. That's my home"
🇨🇦 Media News: Dan Shulman stepping away from ESPN baseball, will exclusively call the Jays with Sportsnet moving forward
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World Cup Viewership
Canada🇨🇦/Belgium🇧🇪: 3.3M (TSN/CTV)
Spain🇪🇸/Costa Rica🇨🇷: 617k (TSN)
Germany🇩🇪/Japan🇯🇵: 584k (TSN)
⚽️🚀
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The "Battle of Alberta" kicks off tonight on SN & CBC
Fun fact, the Edmonton Oilers actually own the trademark to that phrase, dating back to March 2000
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Big day in the casino world in 🇨🇦
The long awaited Great Canadian Casino Resort Toronto opens its doors today
-328,000 sq ft of gaming space
-4,800 slot machines
-145 live tables
-400 hotel rooms
-5000 person entertainment venue
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1.65M viewers for Canada/Jamaica Sunday afternoon on SN
Likely another 200K+ in French on RDS
Massive number
⚽️🚀
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All the picks were leaked on Twitter
Yet
@Steve_Dangle
and
@JesseBlake
have over 25k live on YouTube right now following the Expansion Draft.
This should be a regular occurrence for the entire 2021/22
Dangle obviously moves the needle
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I'm told the Dairy Famers of Ontario jersey sponsorship is multiple years and upwards of 8 figures
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F1 is having a phenomenal season on TSN, up 100%+ and maybe the only sport on linear TV growing an under 35 audience
Drive to Survive + Red Bull/Mercedes drama has launched F1 into the Canadian sports mainstream
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Sounds like the PWHL deal will be unique
-Produced in house by the league
-Distributed to SN, TSN and CBC in 🇨🇦
-Both streaming and broadcast
No idea of the economics of the deal(s) but it appears the league is prioritizing reach which is smart
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The Suns just sold for $4bn
The NHL has been totally left in the dust when it comes to North American sports valuations
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Sports TV Ratings 🇨🇦
Nov 28
🏈CFL West: 1.061M (TSN)
🏈NFL Early: 723k (CTV)
🏈SNF: 689k (TSN/CTV2)
🏈CFL East: 684k (TSN)
🏈NFL Late: 672k (CTV)
🥌Men's Final: 608k (TSN)
🏒Leafs/Ducks: 566k (TSN4)
🥌Women's Final: 435k (TSN)
🏒VAN/BOS: 341k (SN)
🏀BOS/TOR: 277k (SN1)
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Today marks 5 years on air for
@OverDrive1050
. A brilliant decision by TSN Radio and
@TSNMacDonald
. Overdrive helped save a station that was struggling to find its place in the market.
Today, Overdrive tops SN590 in the ratings, that idea would have been a pipe dream in 2016
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Real shame SN and TSN couldn’t figure out a way to simulcast “Frozen Frenzy” in 🇨🇦
Awesome idea that the NHL should do multiple times a season
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NHL All-Star Game was up 71% on Sportsnet and Skill Comp was up 82% from last yea
Pretty impressive TV ratings bump for a traditionally "meh" event in 🇨🇦
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World Jr Championship 🏒 game forfeits and cancelations are a HUGE problem for TSN
A little context on how TV ad sales actually works
🧵
1/
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Sports TV Ratings 🇨🇦
Mar 27
⚽️Canada/Jamaica: 1.65M (SN)
🏒Leafs/Panthers: 679k (SNO)
🏁Saudi GP: 500k (TSN)
🥌Curl Bronze: 474k (TSN)
⚾️Jays: 426k (SN)
🥌Curl Final: 403k (TSN)
🏒Jets/Yotes: 205k (TSN3)
🏒Habs/Devils: 110k (TSN2)*
🏒Avs/Wild: 102k (SN360)
🏀MM E8: 52k (TSN)
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An average of 836,000 viewers watched Team Canada Women's Hockey win gold last night on TSN
Massive number
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Hearing rumblings of big changes at Rogers Sports & Media this summer, on air and behind the scenes
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CFL strikes a deal with CBS Sports Network to broadcast games in 🇺🇸
- Season Opener | BC @ Calgary
- Canada Day | Winnipeg @ MTL
- Labour Day Classic | Winnipeg @ Sask
- Labour Day Classic | TO @ Hamilton
- Labour Day Classic | Edm at Calgary
- 🇨🇦 Thanksgiving | Ott @ MTL
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Grey Cup 110 TV viewership
2016: Calgary/Ottawa 3.6M
2017: Toronto/Calgary 4.07M
2018: Ottawa/Calgary 3.13M
2019: Hamilton/Winnipeg 3.68M
2021: Hamilton/Winnipeg 2.87M
2022: Toronto/Winnipeg: 3.12M
2023: Montreal/Winnipeg: 3.57M*
*2.8M TSN/752k RDS
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NHL Athletes with the most endorsement deals. No surprise 🇨🇦 market players dominate
Matt Tkachuk (7)
Leon Draisaitl (6)
Connor McDavid (6)
Connor Bedard (6)
Auston Matthews (6)
Nick Suzuki (5)
Morgan Rielly (5)
Mitch Marner (4)
Jack Hughes (4)
Darnell Nurse (4)
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Kudos to the PWHL for lining up top tier sponsors for season 1
Air Canada
Canadian Tire
Tim Hortons
Rogers
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I’ll be honest. I’m more confused than ever about why the Argos aren’t more popular in Toronto.
Affordable ticket. Fun tailgate. Down at BMO field.
It’s 100% a marketing and communications failure - the product is great
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