Bruce Dowbiggin
How The NFL Grinch Bought Xmas: Drowning In A Sea of Football
After rummaging about for two months to no great effect the NHL has now embarked in its traditional Xmas break. Under the NHL’s collective agreement, no one plays any games from Dec. 24-27. This comes after a roster freeze that forbids trading a player during said holiday season. The annual World Junior champions, too, doesn’t crank it up till Boxing Day.
It’s a throwback to a more tranquil time when most of the Western world went home to eat too much and fall asleep on the sofa for three days. Then go shopping. So props to Gary Bettman’s NHL for keeping to their family stance. In such frenetic times there’s something to be said for pausing to sniff the frozen roses.
But catching your breath in the sports world is now an anachronism, driven by the massive dollars paid by networks and digital providers to sports leagues. In a time when the NFL rakes in $105 B ($2.1 billion a year) from its broadcast partners while the 32 teams collect a tidy $300 million each it’s no wonder the equity in NFL franchises has soared of late.
And that means using every minute of the calendar to schedule games— especially on days like Christmas when hundreds of millions are sitting at home after opening the prezzies, itching for something to watch besides It’s A Wonderful Life. So the Xmas break this year features two games on the day and another on Boxing Day. Followed by a full weekend of games on Saturday, Sunday and Monday.
In doing so it big foots the NCAA CFS’s new 12-team playoff and bowl-game format which also uses every day but Sunday this time of year. On the past Saturday FS games were given a head start before the NFL stole eyeballs with its own games an hour later. Tough luck college boys. It’s unlikely to change as the CFS is eager to expand the playoffs in the future.
The NFL is not the first to exploit this previously virgin calendar break, of course. Th NBA broached the prohibition against Xmas Day in 1947, first placing a single high-profile game that day. Later it expanded to an all-day menu of games. Anything sacred about the family day went bye-bye as folks either went to the TV or the kitchen for the rest of the day.
The reason that pro sports is creating also many windows for their product is the sudden arrival of so many new outlets for games. Where legacy TV/ cable networks had exclusive dibs on buying rights for decades, cable cutting has now exploded the bidders. As GTM expert Rhys Dowbiggin told us in our July 29, 2024 column the model was UFC. Yup. UFC. “ESPN+ (Disney) has been working directly with the UFC for a number of year and packaging their events on the streamer.
And let’s not ignore the monkey in the room: YouTube, which dominates all the streamers for eyeballs – YouTube (Google) has more live sports than any of the other streamers. Just for context, there is a massive amount of money in these deals: the recent NBA media rights deal is going to be 70B+ – split across a number of media partners. All the streamers took a similar GTM strategy – and they’ve led us back to 2001.”
Disgruntled consumers dumping cable/ satellite carriers sought other outlets for their spots viewing for NFL, NBA, NHL and NCAA. Leagues responded so we now have special placement games for YouTube, Amazon Prime, Apple, Disney and Google. And the Xmas season cornucopia of games. Watching whatever you wanted. The strategy was to compete on bidding for original content to bring in the subscribers.
Then a funny thing happened. It was now only some of what you wanted. The expansion of carriers pissed off viewers just as much as the arbitrary cable companies. the magic solution of cable cutting is now the tragic solution. Explains Dowbiggin, “The original product fit for streaming was the promise of all the content you could need was in a single place, on-demand. You only needed Netflix (in a sense) and you never had to wait or choose what to watch. Once the market fragmented into multiple players, the fit evaporated. Half the problem that was solved by streaming was now gone:
Watching whatever you wanted. It was now only some of what you wanted. The streamers GTM strategy was to compete on original content to bring in the subscribers. But creating content and not consolidating content exasperated the issue.”
The latest strategy is to bundle services across outlets to give consumers easier packaging. Says Dowbiggin, “Will bundling partnerships change things? It can’t hurt. But unless it drastically shrinks the numbers of players at the top to 2-3, the problem of ‘watching whatever you want’ won’t be solved, because I’ll still need Disney for my Star Wars.
All I know is, I’ve kept my library card for years, because I always saw this coming. And I don’t plan on getting rid of it anytime soon.”
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. 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. You can see all his books at brucedowbigginbooks.ca.
Bruce Dowbiggin
The Folding Lawn Chair: PMJT The Worst Negotiator in Canadian History
Stop us if you heard this before. Justin Trudeau talks tough but folds like a cheap lawn chair. His current spasmodic response to Donald Trump’s tariff threat should look familiar. He’s been here and backed down before.
The defining crisis of his time as prime minister– the 2022 Trucker Convoy in Ottawa– is the blue print for his handling of stress. For those with poor memories— or Liberals trying to forget—his arbitrary handling of the Covid vaccine crisis created a massive pushback among voters. Having forced everyday Canadians to take— under threat— an unproven vaccine he was faced with an unprecedented display of impertinence to his majesty.
In better times the pushback might have originated with a media offended by his high-handed ArriveCan fiasco and locking citizens into hotels against their will. By this time, however, PMJT had paid off large segments of Canadian media and was on his way to paying off many more. So it fell to independent truckers to expose Trudeau’s arbitrary undemocratic behaviour.
They came to Parliament Hill armed with truck horns and Bouncy Castles. There were no guns, no bombs, no assault vehicles. Just your garden-variety 18 wheelers who’d come from across the nation. This made Mr. Tough guy catatonic. As the truckers neared the capital he called them racists and Nazis intent on overthrowing the government. He baselessly claimed (in French) that their supporters were anti-science.
This faux-tough talk surprised many who recalled that, only months before, he’d blithely stood back, brows knit, as indigenous radicals blocked the main railway lines for months in protest of oil pipelines (more on this later). It was all soothing words and grovelling imprecations to understanding from Skippy. Maybe billions were lost, but at least he hadn’t upset Canada’s “first peoples”.
But when truckers protested in his home city, it was Code Red for our hero. Rather than meet protesters when the trucks arrived, hearing their grievances and agreeing to negotiate— as he’d done with the trainspotters— a cringing Trudeau hid, vilifying the invaders from inside his Covid cottage. It was all no quarter, no surrender, no show.
Canada’s media dutifully covered his flank, shopping numerous fake stories about Nazi/ Rebel flags and arson attempts. (For which they’ve never apologized.) In parliament he and his NDP service animals invented stories of huge donations from evil right-wing forces in the U.S.
Not surprisingly, giving Truckers the vaunted Trudeau middle finger did not send them scurrying back to their homes. Quite the opposite. Instead they hunkered down in an 18-wheel version of Woodstock. It was a rock n’ roll party that Ottawa police were dumbfounded how to stop. Noisy but non-violent.
This infuriated the burghers of Ottawa, those making their livings from government and the National Capital Commission. They were losing sleep in their cozy cribs. “Someone must pay!” A still-bunkered Trudeau then played the Dad card, sending in federal cops and suspending Canadians rights while seizing the financial livelihoods of the Convoy leaders.
His suspension of historic civil rights invited international censure. It would later be declared illegal in the courts. The use of the Emergencies Act “does not bear the hallmarks of reasonableness — justification, transparency and intelligibility,” Federal Court Justice Richard Mosley wrote. No matter. He’d proudly used a sledge hammer on a flea. People charged with mischief were off to jail for five years. Cosseted by the huzzahs of the purchased media he gave himself a W and went surfing.
Fast forward to 2024 when Justin was about as popular as scrofula in the polls . Entering 2025 he was trying desperately to hang onto power till the end of his term in the fall, when his handlers at the WEF would rescue him with sinecures and flattery. All domestic attempts to shame him into quitting failed. It seemed he had a clear path to make his own exit.
He never anticipated a re-elected, vindictive Donald Trump, never planned for the implications. Yes, this was the same Trump he’d casually ridiculed and insulted for most of the decade. Least of all, he was unready for a Trump armed with serious tariff threats unless the post-national PM shored up his defence and propped up the border. Oops.
Shades of the Truckers, the tariff skirmish could have been resolved by working with Trump on the border issue. But that’s not how PMJT rolls away. Trump invited him to Mar A Lago post-election, only to ridicule him as “governor” of a new 51st American state. A butt-hurt Trudeau then shut down Parliament and blamed Alberta’s energy cash cow, getting the other premiers to insist that the province block oil sales to the U.S.
Just like Dad in the old days there was no reciprocal ask of Ontario blocking its auto industry or Quebec its aluminum industry. Branch-plant Alberta would carry the burden. He coerced media and other parties to give him cover, vilifying anyone refusing to go along. He closed Parliament till March so his party could sort out its next move. This divide-and-retreat strategy has left the country on verge of dismemberment. But he acts like he had time.
Trump says Trudeau has till February 1 to cut a deal. Instead of negotiating Trudeau is threatening. The PM bravely supports “the principle of dollar-for-dollar matching tariffs” against the U.S. Conceding that this a terrible tactic he says the feds would be “there to support and compensate businesses”. Using public money to compensate for the negligence his progressive agenda has left behind. Can you say Covid.2?
What’s the difference from his Truckers Convoy dithering performance? Trudeau had simple truckers then, without power. In Trump, however, he has a freshly elected president with the hammer of Congress, the Supreme Court and the White House. Who can’t wait to crush Trudeau and his Liberal snobs as freeloaders on the American dime. “Exporters of terrorists, drugs and contraband into America”. Trump now has a unified front of social media billionaires while Trudeau has only a burned-out cabinet and Laurentian loyalists. What couldn’t go wrong?
If Trudeau lets this go past Feb. 1 without a deal or an election call it will be the worst constitutional catastrophe since conscription in WW I and II. Expect no mercy from down south. Every turn of the screw on Canada increases Trump’s polling. The Family Compact ain’t saving you, Skippy. And they won’t save the midwits who elected Trudeau PM three times.
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. 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. You can see all his books at brucedowbigginbooks.ca.
Bruce Dowbiggin
On The Clock: Win Fast Or Forever Lose Your Chance
Play this drinking game. Every time some football analyst on TV says during the course of a game, “He’ll be a star for this team for years” take a drink. You’ll be tipsy in a hurry.
Maybe in the old days, Skip. But the concept of the players you’re loving now lasting very long with NFL, NHL, NBA or even MLB teams has come and gone. The new model was never more apparent as when the NFL No.1 seed Detroit Lions, replete with young stars, were blindsided from the NFL playoffs by upstart Washington’s rookie QB Jaden Daniels.
Heavily favoured Detroit (10 point favourites in some places) was loaded with superstars on their first contract. Jahmyr Gibbs, Jameson Williams, Amon-Ra St. Brown, Penei Sewell, Aidan Hutchinson (injured), Sam LaPorta, Jack Campbell and Ali McNeil (injured). Added to veteran QB Jared Goff and a sprinkling of veterans they seemed perfectly balanced.
Except the new mantra says you can only win a Super Bowl in this time of salary-cap hell with a HOF QB or a QB on his affordable rookie deal. Goff is neither, and to emphasize the mantra he threw four picks and fumbled once en route to the heartbreak loss. The dynasty turned into as ‘die-nasty”.
In the old days you’d just say “we will get them next year” and hope for better luck. But within two years the Lions will have to do a painful triage of their glittering young stars. You can’t pay them all, so who will go and who will stay? Adding to the misery of the salary-cap mandated chop will be can you get value for them in trades?
The Lions are far from the only ones dealing with leagues that value parity ahead of dynasty. In the NHL the Edmonton Oilers and Toronto Maple Leafs are hearing the steady tick-tock counting down on the NHL’s cap machine. The two clubs lost consistently for a decade to score top picks in the draft. Riding the skills of Conor McDavid and Auston Matthews they’ve brushed up against a Stanley Cup but have yet to do the deal.
As every fan of the teams knows it’s a race to add the proper players to the roster to compliment the young stars before they get too expensive. McDavid is an unrestricted FA after 2025-26 and as the league’s top star he will command the maximum under the salary cap where ever he lands. If that’s Edmonton he and Leon Draisaitl will be added to Darnell Nurse, Zach Hyman, Ryan Nugent Hopkins as a large portion of the cap. Can the Oilers balance these stars and still pay defensemen and goalies?
Ditto the Maple Leafs who have Matthews, William Nylander, Mitch Marner, Morgan Rielly and Chris Tanev hogging the top end of the cap. Can they find the right pieces at a cheap price to create a team that will reach the Final, let alone win the Stanley Cup? And can they do it before their core players start to decline?
For those reasons, NHL teams and players were fixated on the news that there will be no more escrow deductions taken from players the rest of the season. That led many to surmise that the salary cap will be going up significantly for the next few years, allowing teams more latitude to complete rosters and elite players to be paid their worth to the league. Even if true the increases will be proportionate, forcing the same constraints of a cap at the top and bottom of payrolls.
None of these economic concerns seem to bother the defending World Series champion Los Angeles Dodgers. With just a luxury tax, not a salary cap, to restrain them the Dodgers have added Japanese star Riki Sasaki and bullpen ace Taylor Scott to their payroll in the past week. This in addition to two-time Cy Young winner Blake Snell. Their payroll now exceeds $370 M. For 2025. By comparison the Pittsburgh Pirates sit at just $77 M for 2025 and the fans are outraged demanding the owner sell.
The Dodgers justify the spending because they are building a global brand. While the competing leagues constrict their payrolls to pay service to parity, MLB is allowing the Dodgers to take a soccer attitude to their payroll. The arguments for parity are pretty weak when you consider that their have-nots are happy to take the bounty of great TV/ digital/ logo revenue but refuse to improve their teams.
Which leaves us with the Toronto Blue Jays, definitely a large-market team trying to spend like one. Monday they announced the signing of FA Anthony Santander, who had 44 homers for Baltimore last season. This follows an offseason of humiliation where the team has made no progress signing its superstars Vladdy Guerrero and Bo Bichette.
Like NFL Lions or NHL Maple Leafs, the clock is ticking on their core players as they become prohibitively expensive. Should they sign both? One? Or trade them to get value before they scram to LA or New York? Right now they seem caught between bad options.
Meanwhile the underwhelming Jays management was punked— yet again—in pursuit of a high-profile Japanese FA. The very visible failure left many wondering if it was the market or the management that is holding back Toronto. Which might be another drinking game. Take a drink every time the Jays management swings and misses on a high-profile free agent. You’ll be in detox pretty soon.
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. 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. You can see all his books at brucedowbigginbooks.ca.
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