Maple Leaf Sports + Entertainment Jim Edmands November 14, Schulich School of Business

The Business of Sport and Entertainment The industry has become more sophisticated in the last 20 years –Especially in the last 10 years Sports Franchises are being run more like corporations and are looking to other industries for “best practices” Revenues and expenses have risen dramatically over the past 20 years –1986 Golds were $25 and Greys were $8 –2006 Platinum are $170 and Purples are $34 Cost Certainty has become the rallying cry of management New Facilities across all major sports are being built to maximize revenues –The life of a building has been reduced significantly

Maple Leafs Sports + Entertainment Vision Win Values Excite every Fan Inspire our People Dedicated to our Teams Leaders in our Community MLSE is a privately held corporation that owns 4 teams and either owns or manages 4 facilities TeamsFacilities Toronto Maple LeafsAir Canada Centre Toronto RaptorsRicoh Coliseum Toronto MarliesOshawa Toronto FCBMO Field

Maple Leafs Sports + Entertainment MLSE is structured in departments with four major divisions –Finance / Facilities / Business / Teams The departments that carry the majority of the revenues are –Ticket Sales / Suite Sales / Corporate Sponsorship / F & B / Facility Rentals / Broadcast The major operating cost is the Players –Player costs run between 55% and 60% of revenues in the NHL and NBA

The Toronto Market Toronto is a world class city with an appetite for world class events Facts 4 th Largest corporate Market in North America One of the most culturally diverse cities in the world The most corporate head offices in Canada Basketball and soccer are the two fastest growing sports in Toronto Raptors have been in the top 10 in ticket sales 4 of the last 7 years The largest hockey market in the world Hockey is rooted in the culture The demand for Hockey far exceeds the supply of tickets 80 years of professional hockey in Toronto 10 years of professional basketball in Toronto The ACC is perennially ranked as one of the top 3 facilities in North America

Selling Basketball vs. Hockey in Toronto What would you do differently? Things to consider: Products Price Demand Sales Strategies Customer Retention / Service Yield Management Growing the sport