“There’s no failure in sports. There’s good days, bad days, some days you’re able to be successful, some days you’re not. Some days it’s your turn, some days it’s not your turn. That’s what sports is about. You don’t always win. Some other people’s going to win. And this year somebody else is going to win. Simple as that.” Milwaukee star Giannis Antetokounmpo on losing in the playoffs last spring.

Antetokounmpo was simply stating the obvious math. In a time where leagues are 30 or 32 teams, media expectations are rooted in the odds of a 12- or 14-team league when playoffs were just two rounds. There’s luck and sheer numbers working against your team. Fans follow this standard that your team must win titles or be forever damned. The closer a club gets the greater the expectations.

Still reporters demanded accountability from the man who’d helped the Bucks to the 2021 NBA title. But Giannis turned it back on reporter Eric Nehm . “Oh my god. You asked me the same question last year, Eric. Do you get a promotion every year on your job? No, right? So, every year your work is a failure? Yes or no? No. Every year you work, you work toward something, toward a goal, right? Which is to get a promotion, to be able to take care of your family, provide a house for them or take care of your parents. It’s not a failure, it’s steps to success.

He has a point. In the modern age failure is relative. The traditional poster boys for “failure” are the Buffalo Bills from 1992 to 1996. After wining the AFC every one of those years Marv Levy’s team went to four Super Bowls and lost every one of them, branding them forever in the media and fan perspective as losers.

No other team has ever made four consecutive Super Bowls. Kansas City made four title games in five years. None have made it to three straight Super Bowls. The Detroit Lions have zero Super Bowl appearances before this season and have won just three times in the postseason since their NFL championship in 1957.

Even in a league with 28 teams, the Bills’ feat was remarkable. Unprecedented. And yet, because they lost all four consecutive championship games they’re an avatar of failure. When compared to dynasties such as the 1970s Miami Dolphins (two Super bowls) or the 1980s-90s San Francisco 49ers (5 Super Bowls) the Bills are seen as chokers or losers. The New England Patriots’ winning six SBs from 2002-2016 are the real outlier.)

The current poster boys for hockey failure are the Toronto Maple Leafs, without an NHL championship since 1967. That year was also the last time the Leafs appeared in the Final series. They have since made the final four five times, the most recent being 2002 when Boston dispatched them. Most fans of the team, as well as most hockey fans, see them as a punchline. But in these times of bloated leagues, a semifinal appearance is the equivalent of making it to the Finals in the six-team league of 1967.

Fans and contemporary media still think they we are living in a time when every club, given a little luck and a good draft, will reward its fans with a champions parade. That’s what the mania for parity and salary caps was about. Balancing the draft would give everyone a shot at a star who’d take them to the holy land. But with 30 or 32 teams that formula doesn’t work. There’s just one Stanley Cup. One Lombardi Trophy. And 31 disappointed fan bases.

Where the 1955-60 Montreal Canadiens, 1976-80 Habs, 1981-84 New York Islanders and 1984-1988 Edmonton Oilers defined clutch with multiple Cups in consecutive or near-consecutive seasons, today’s gold standard is closer to two and done. Detroit won four Cups but it was between 1997 and 2008. Chicago won three Cups in five years (2010-2015). Pittsburgh had three Cups in eight years (2009-2017) .

Basketball (with its smaller rosters) still has super teams dominated by LeBron James and Steph Curry. But the NFL and MLB lack the traditional domination by repeat champions. Since 2000 only the San Francisco Giants have three titles and those were from 2010-2014). While the big-budget Dodgers and Yankees have been perennial playoff teams they haven’t dominated the current 30-team league as they did in the 1970s-1990s.

It’s likely that with the NHL talking about 36 teams fans of many of those clubs will not see their team win a title in their lifetime. Parity will sound nice coming from the league, but after decades of coming up short, the odds say fans shouldn’t be praying for a title.

As Giannis says, we need a new standard of success. Michael Jordan’s great accomplishment wasn’t simply the title he brought to the Bulls, it was the totality of seasons in which his club was a viable contender. “There’s always steps to it,” said Antetokounmpo. “Michael Jordan played 15 years, won six championships. The other nine years was a failure? That’s what you’re telling me?

In our book Ice Storm on the 2008-2013 Vancouver Canucks, GM Mike Gillis made the same point when describing his formula for success with a team that has gone longest without a Cup. Understanding the place luck and injuries play, he said his description for success was having a contending team that had a puncher’s chance every year and, eventually, a title winner. Yes, there would be down years. On average, however, it would reap tiles and profits for owners.

But Gillis’ owner, Francesco Aquilini, who’d originally subscribed to this formula, panicked when a near-miss for the Cup in 2011 was followed by two first-round eliminations in subsequent years. The bleating of disappointed season-ticket holders and the criticism from hostile media moved Aquilini to replace Gills with local hero Trevor Linden. The Canucks then missed the playoffs in eight of the next eleven seasons.

Setting too high a bar is a recipe for failure to any management. Explaining the rarity of a semifinal appearance— as Giannis did— can lessen the stress. But until media cite a more realistic standard it’s unlikely anyone will cut teams losing in the playoff any slack. They may well ask what’s in it for them when owners cash a fat expansion fee and push a Cup that much further away.

Bruce Dowbiggin @dowbboy is the editor of Not The Public Broadcaster  A two-time winner of the Gemini Award as Canada’s top television sports broadcaster, he’s a regular contributor to Sirius XM Canada Talks Ch. 167. His new book Deal With It: The Trades That Stunned The NHL And Changed hockey is now available on Amazon. Inexact Science: The Six Most Compelling Draft Years In NHL History, his previous book with his son Evan, was voted the seventh-best professional hockey book of all time by bookauthority.org . His 2004 book Money Players was voted sixth best on the same list, and is available via brucedowbigginbooks.ca.