Pierre Karl Péladeau dreamed of the Nordiques, he had to settle for the Alouettes. The impact is not the same, but it is nevertheless excellent news for Montreal and all of Quebec.
By buying the Alouettes personally and putting Quebecor’s marketing machine at their service, Mr. Péladeau is doing a civic gesture that honors him. The endless soap opera about ownership of the Birds is finally settled. The organization will develop under the guidance of a deep-pocketed Quebec owner, acting with a long-term perspective.
By confirming the transaction on Friday, Mr. Péladeau was in excellent spirits. It’s no wonder: business people who love sports dream of owning a professional club. Because teams bond emotionally with fans. They ignite a passion that their other businesses don’t develop with their customers.
Mr. Péladeau explained it in his own way. In his life, he recalled, he bought “business”: printing presses in Belgium, newspapers in British Columbia, web agencies in Chile… But since the daily Montreal Gazette revealed his interest in the Alouettes, he received many messages. People, he said, are happy to find in Montreal a “local owner, someone who will not hesitate to get involved, someone who is proud of his team, who is proud of the environment in which it has evolved for many years.
No, it’s not like getting a National Hockey League (NHL) franchise. The impact is less, but so is the short-term financial risk. The Canadian Football League (CFL) operates with a minimalist budget compared to the major North American professional circuits. It is nevertheless part of our sporting heritage and deserves to be looked after.
Mr. Péladeau understood this well. It was nice to hear him talk about Sonny Wade, the team’s star quarterback when he was a kid.
The purchase of the Alouettes is not a big financial deal for him. And profit prospects are slim, as illustrated by its decision not to integrate this asset into Quebecor. No question of adding this “distraction” to a public company.
Here is the former leader of the Parti Québécois, who shook his fist in support of sovereignty when he announced his candidacy for the riding of Saint-Jérôme in 2014, fully committed to the most Canadian of professional leagues. “I am no longer in politics,” he recalled.
Mr. Péladeau praised the big Canadian cities, recalling his trips to Vancouver, Toronto, Calgary… And he says he was well received by the other team owners.
The opposite would have been surprising. The CFL needs a healthy team in Montreal and a new dose of energy. If he finds the right tone, Mr. Péladeau will help energize the circuit.
Referring to his future ties with the person he will soon appoint to the presidency of the Alouettes, Mr. Péladeau specified: get on well with my colleagues when we participate in a common project, when we participate in a project for the future, a project that plunges us towards success. »
We will see if Mr. Péladeau’s relations with the other team owners will be as serene. We must not hide it: it is a test for him. A test that New York commissioner Gary Bettman will follow carefully if, by chance, the NHL is one day interested in Quebec. This no longer appears in the cards, however.
Quebecor and Bell Media are fierce competitors. However, the broadcasting rights for the games of the Alouettes and all CFL teams belong to Bell Media (RDS and TSN) for at least three seasons. Ironically, if Quebecor succeeds in boosting interest in the Alouettes thanks to its marketing machine, it should increase the ratings… for Bell Media!
Moreover, what place will TVA Sports give to the Alouettes in what are called “extra programs”?
During the many years that Quebecor held the rights to CF Montreal/Montreal Impact games, the company brought the product to light on air. Will we witness the same phenomenon? First, TVA Sports fully broadcast Mr. Péladeau’s long press conference on Friday.
Another question: will Mr. Péladeau be satisfied with supervising the team on the sporting and budgetary levels or will he want to transform the organization? These are two different challenges.
In the first scenario, he would ensure that the sports management has the financial means for its ambitions, while exerting beneficial pressure on senior management, in order to meet the expectations of fans on the field and offer them a great experience. customer.
The second scenario includes all the objectives of the first. But it supposes a more ambitious vision. Like, for example, examining the possibility of playing matches elsewhere than at the McGill University stadium. Will he and Joey Saputo want to develop a joint project for a new stadium?
Mr. Péladeau repeated that it is too early to talk about these issues and that is perfectly understandable. But things move fast in professional sports.
Regardless of the medium-term future, the acquisition of the Alouettes by Mr. Péladeau is an unexpected development. The team will no longer be the poor relation of our sports ecosystem.
The fact that the Alouettes are still standing after trying years demonstrates the attachment of the fans. And allows us to consider the future with optimism, under Quebec leadership. The Birds are flying again in a blue sky.
The author of this column collaborates with 98.5 and RDS.