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NHL Team Valuations

#1 Toronto Maple Leafs11.11.09, 06:00 PM EST

Next: New York Rangers

www.mapleleafs.com

Team Value1$470 mil

The Toronto Maple Leafsare owned by Ontario Teachers' Pension Plan and LarryTanenbaum,who bought them in 1994 and 1998for$102 mil and $84 mil, respectively.

Wins-to-player cost ratio8

84

Coach Ron Wilson

Metro area population: 5,113,000

Local revenue per fan:9

$33

Valuation Breakdown

The skinny

In February 2009 CTVglobemedia sold 7.7% of MLSE, which owns theMaple Leafs, Toronto Raptors and the Air Canada Centre, to

construction magnate Larry Tanenbaum for $90 million and a fewmonths later sold its remaining 7.7% interest in MLSE to the Ontario

Teachers' Pension Plan for $100 million, valuing MLSE at $1.3 billion.As a result, Ontario Teachers' now owns 66%, Tanenbaum (via Kilmer

Sports) 20.5% and Toronto-Dominion Bank 14%. Despite not winningthe Cup in decades and missing the playoffs last year, the Leafs raised

ticket prices an average of 3.5% for the 2009-10 season and will onceagain have the highest ticket prices in the NHL.

Major corporate sponsors are Ford Motor (nyse: F), Coca-Cola

(nyse: KO), IBM (nyse: IBM), Molson Coors (nyse: TAP), Bank ofMontreal (nyse: BMO), Rogers Communications (nyse: RCI). Naming

rights sponsoris Air Canada.

Current Media PartnersTV: CBC/LeafsTV/Sportsnet

Radio: AM 640 Toronto

2008-09 TV ratings: NA

1-Yr Value Chg. 5%

Ann. Value Chg.2 11% and 17%

Debt/Value3 31%

Revenue4 $168 mil

Operating Inc.5 $78.9 mil

Player Expenses6 $47 mil

Gate Receipts7 $77 mil

Facility Information

Air Canada Centre

Owner: Maple Leaf Sports &Entertainment

Year Opened: 1999Capacity: 18,800

Cost To Build: $175 milConcessionaire: In-house

Average Ticket Price: $92

Sport: Portion of franchise's value

attributable to revenue shared among all

teams.

Market: Portion of franchise's value

attributable to its city and market size.

Stadium: Portion of franchise's value

attributable to its stadium.

Brand Management: Portion of

franchise's value attributable to the

management of its brand.

Revenues and operating income are for

2008-09 season and are net of revenue

sharing.

NA: Not applicable.

Team Logos Courtesy NHL.

AP Photo/Frank Franklin II; Bruce

Bennett/Getty Images

RankTeam

Current Value1-Yr Value Change

Debt/ValueRevenue

Operating Income

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1 Toronto Maple Leafs - Forbes.com http://www.forbes.com/lists/2009/31/hockey-values-09_Tor

of 2 5/21/10 3:32