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Almost from the beginning, before the announcement was made, before the late Ted Rogers and Ralph Wilson made asses of themselves with their greed, there were problems with the concept of the Buffalo Bills playing games in Toronto.
There was a problem with the name of the series.
The Bills wanted to call the series of National Football League games: Bills In Toronto, thus emphasizing the Buffalo team engaging in a new market.
The Rogers people wanted the name NFL in Toronto, thus emphasizing the league — not the team.
And as with just about every negotiation on this disaster of a deal, the Bills won, Rogers lost, and football fans in Southern Ontario were left to wonder what relevance any of this has.
First mistake: Ted Rogers didn’t invest in the Bills In Toronto series to lose money, and were the great man alive today, he would probably be astonished by how much this has ended up costing his company.
Rogers was convinced by the people selling this to him — primarily his right-hand man Phil Lind — that Toronto would pay ANYTHING for NFL football and when Rogers heard this, he believed a money-making venture was on the way.
But the games have been anything but.
The Rogers people, experienced in business but not in sport, arrogant to the point of not listening to those who suggested otherswise, instead relied on opinions that told them what they wanted to hear — there was no breaking point price on tickets and that significant in-game sponsorship money would help make their $87-million US investment a winner.
But what they were quickly alarmed to learn was, they had badly overpriced original tickets, had misread the market, angered those who might otherwise have been ticket buyers, lost all momentum in a city where momentum for sporting events is everything, and after an initial buzz of about 15,000 seats were sold — were stunned when ticket sales all but halted.
And panic instead set in.
The Rogers people were right about one thing: Toronto has proven to far more interested in NFL than it is in the Bills.
This is Year 3 for the Bills in Toronto series, beginning with Thursday night’s game between the Indianapolis Colts and the Bills.
It is a pre-season and thus should be treated as nothing more than that.
If pre-season football is hardly watched in the cities where they have teams, how would one expect to sell pre-season football somewhere else.
For at least a half Thursday night, players who will be cut later this month will play against players who will be cut.
Most of these players couldn’t make Canadian Football League rosters, so Rogers is asking you to pay Broadway money to watch community theatre.
It’s a holdup of sorts, and has been right from the beginning.
Another mistake: This series began with a pre-season game.
It was one thing to accept pre-season games as part of the deal, another to lead off with them.
The Bills in Toronto thing, if it had a chance to succeed, never really got out the gate.
In order to fill the Rogers Centre for the first Buffalo game, the house had to papered.
When word got out, that became an embarrassment to the Rogers people and it further angered those who had actually purchased tickets.
Why, they wondered had they paid so much when others were getting in for free?
The Rogers people believed they would do more than $11 million for every Toronto date — but the truth is they have been closer to $5 million.
They believed, as many of us have, that the NFL was impossible to screw up in this city, that there is so much interest that selling out would be child’s play, but they managed the impossible.
They took a slam-dunk product like the NFL and screwed it up.
Ralph Wilson’s Bills, at least, have made their money, which has helped the franchise remain viable.
But what has Toronto gained?
Absolutely nothing.
If the NFL once believed this was a slam-dunk franchise of the future, it can’t believe that anymore.
If anything over three years, Rogers has sullied Toronto’s name as a possible future place for NFL football.
They did what they never believed possible.
They thought they had a layup but ended up tossing up a very expensive airball.