Raising Prices Instead of Cups

The Toronto Maple Leafs will charge more for a ticket next season. And why wouldn't they?

Due to the limitless power of the Maple Leaf brand, every season in Toronto is an automatic 82-game sellout. (This despite the fact that a night with the Leafs is one of the more underwhelming experiences in spectator sports: quiet building, mediocre team, too many corporate gadabouts, not enough real fans.) Unless the market softens, the team has zero incentive to hold the line.

Prices listed in the Toronto Star article are only part of the story, because you'll never find a ticket at the box office. Scalpers routinely demand $125 for a $37 "purple" seat and $200 or more for the $80 "greens." And don't forget to bring $4.75 for a hot dog and $12.75 for a large, skunky beer.

(President and CEO Richard) Peddie cited a number of rising costs – staffing, travel, player insurance – but didn't mention the Leafs have been saving $20 million per season on payroll since the salary cap was instituted for the 2005-06 season and have also benefited from the declining American dollar.

Nor did he mention that the team continues to make a killing on TV revenue, with broadcast fees jacked up again next season.

Back in the bad old days of the lockout, a few poor souls supported the owners' quest for a salary cap because they thought it would mean lower ticket prices. Commissioner Bettman and his pals did nothing to dissuade the notion. Could it be that the players weren't the greedy ones after all?