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Canadian sports broadcasters brace as Amazon’s NFL shopapalooza hints at a global future

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Miami Dolphins running back Raheem Mostert, left, gets past New York Jets safety Jordan Whitehead and carries the ball into the end zone for a touchdown during the fourth quarter of an NFL football game, in East Rutherford, N.J. on Nov. 24.Adam Hunger/The Associated Press

In the satirical TV comedy Upload, set in a near future in which people who die can upload their consciousness to a virtual world and live forever (or as long as they can afford the monthly subscription fees), corporations dominate public life to such an extent that holidays themselves have been renamed. U.S. Thanksgiving and Black Friday have become a single family-feast-and-consumerism bacchanal known as Cyber Discount Day, in which drones buzz across the landscape delivering courier boxes bearing a swooshy logo that looks eerily like the real one for Amazon.

Created by Greg Daniels, who adapted The Office for U.S. audiences, Upload is a cheeky indictment of late-stage capitalism and our own collective shrugging surrender to big tech. Which I suppose is why it streams on Amazon’s Prime Video TV service: Consider it a comedic pressure valve installed by Jeff Bezos, so that we can enjoy a collective chuckle at our shared anxiety and then safely keep on shopping.

Because if some elements of the show seem a little far-fetched, Cyber Discount Day feels like it came to fruition this week, when Amazon used an entirely new day of NFL action to create a shopapalooza that kept millions of Americans glued to their smart TVs, safely watching football and clicking on online deals instead of stampeding over strangers to get to door-crasher specials.

Like other global tech companies, after a few years of experimentation with live sports, Amazon is now moving forcefully into the game. Last year, the company struck an 11-year deal for the U.S. rights to Thursday Night Football, paying a reported US$1-billion for 16 games annually, including one preseason match.

This year, like a patron of an exclusive restaurant who wants to feel special, it ordered something off the menu, asking the NFL to stage a game for the first time on Black Friday, featuring Miami vs. the Jets. Amazon is reportedly paying US$100-million for the U.S. rights.

It sold plenty of ads, and armed with reams of shopping, searching, and viewing data on its subscribers, it was able to serve up to three different versions of commercials to different audiences, depending on viewer profiles.

Even so, don’t bother doing the math. It doesn’t add up, at least not in any conventional sense. Ads that aired during the game sold for upward of US$500,000 for each 30-second spot, according to reports. With an estimated 50 minutes of commercials across the three-hour broadcast, that still means a loss in the range of US$75-million.

But the company doesn’t care, because selling ads isn’t where it makes its money. Prime is a shopping-loyalty program. Amazon just wants consumers to feel more positively toward the company by virtue of having a bunch of NFL games thrown in as part of their subscription, which will make them more likely to use the platform for their shopping.

And Amazon made sure Prime customers didn’t even have to get off their couch to shop Black Friday sales by peppering the broadcast with a series of QR codes on the TV screen, enabling viewers to use their phones to access steeply discounted offers. If you weren’t watching, you missed out.

Jay Marine, the vice-president of Prime Video and global head of sports for Amazon, noted in a podcast interview this week that the company uses sports both to create “stickiness” for Prime and to bring in new subscribers to the loyalty program. That means it can lose money on sports, as long as those programs help encourage customers to stay in the Amazon ecosystem. To that end, Marine explained that Amazon doesn’t need all of the games of any given league; it just needs a selection of the important ones, enough to ensure serious fans have to sign up.

“We want to give more than we’re charging, and sports are uniquely valuable,” he told The Marchand and Ourand Sports Media Podcast. “They are must-watch, they’re non-substitutable. If you love the Premier League, you can’t watch rugby instead. … If you love the NFL, you’re going to watch the NFL.” He added that, unlike dedicated sports broadcasters, “we don’t have to fill hours, or a linear schedule, so we can really be selective.” In Europe, Prime Video streams only one UEFA Champions League match a week, all it needs to make the service a must-have for hard-core fans.

Apple is taking a similar approach. Last year, it struck a deal with Major League Baseball for the rights to stream weekly doubleheaders in eight countries on its Apple TV+ service – national broadcasts with no frustrating regional blackouts. Like Amazon, Apple figured it only needed a small piece of the MLB action to grab the attention of potential customers. Also like Amazon, it doesn’t need to actually make money on the sports if it can bundle Apple TV+ to boost its core business: selling more iPhones.

And now the big companies are starting to move in on Canadian broadcasters’ turf.

Last week, at the annual Primetime Sports and Entertainment Conference in downtown Toronto, a trio of executives from Rogers Sportsnet, Bell Media’s TSN, and CBC were asked what they thought was the biggest development in sports media they’re preparing to confront. Right off the top, Rob Corte, the vice-president of Sportsnet and NHL Production, said, “the big global companies … the Amazons, the Googles … it’s going to be a significant challenge for us.”

Over the past two seasons, Sportsnet missed out on broadcasting some Toronto Blue Jays games – a team owned by its parent company, Rogers Communications Inc. – because Apple owned the rights. TSN, meanwhile, aired only a selection of Toronto FC games this season after Apple swooped in and bought up the rights to all MLS games. Adding insult to injury, Toronto FC is co-owned by TSN’s parent company, BCE Inc., which has a 37.5-per-cent share of Maple Leaf Sports and Entertainment.

Can Canadian sports broadcasters – which have a pretty simple business model, buying up the rights to sports events and selling them to viewers and advertisers for a profit – compete with companies that don’t really care if they lose gobs of money on sports, as long as they can make up the difference in selling gadgets? Amazon is the world’s second-largest retailer; it has a market capitalization of US$1.5-trillion. Apple’s market cap is almost US$3-trillion. Companies like that are planets with their own gravity and atmosphere.

In his opening remarks at the conference, Corte said that competition from the “big juggernauts that are global” is “getting pretty close, and we’re trying to figure out how to deal with it, and we might not be able to actually deal with it ourselves.”

What did that mean, exactly? Was he suggesting someone – the government? a regulatory body? – might have to step in to save Canadian sports rights for Canadian broadcasters?

This week, I requested a follow-up interview with Corte, in hopes that he might elaborate. Through a spokesperson, he declined.

 

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Soccer legend Christine Sinclair says goodbye in Vancouver |

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Christine Sinclair scored one final goal at B.C. Place, helping the Portland Thorns to a 6-0 victory over the Whitecaps Girls Elite team. The soccer legend has announced she’ll retire from professional soccer at the end of the National Women’s Soccer League season. (Oct. 16, 2024)

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A German in charge of England? Nationality matters less than it used to in international soccer

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The question was inevitable.

At his first news conference as England’s newly appointed head coach, Thomas Tuchel – a German – was asked on Wednesday what message he had for fans who would have preferred an Englishman in charge of their beloved national team.

“I’m sorry, I just have a German passport,” he said, laughing, and went on to profess his love for English football and the country itself. “I will do everything to show respect to this role and to this country.”

The soccer rivalry between England and Germany runs deep and it’s likely Tuchel’s passport will be used against him if he doesn’t deliver results for a nation that hasn’t lifted a men’s trophy since 1966. But his appointment as England’s third foreign coach shows that, increasingly, even the top countries in the sport are abandoning the long-held belief that the national team must be led by one of their own.

Four of the top nine teams in the FIFA world rankings now have foreign coaches. Even in Germany, a four-time World Cup winner which has never had a foreign coach, candidates such as Dutchman Louis van Gaal and Austrian Oliver Glasner were considered serious contenders for the top job before the country’s soccer federation last year settled on Julian Nagelsmann, who is German.

“The coaching methods are universal and there for everyone to apply,” said German soccer researcher and author Christoph Wagner, whose recent book “Crossing the Line?” historically addresses Anglo-German rivalry. “It’s more the personality that counts and not the nationality. You could be a great coach, and work with a group of players who aren’t perceptive enough to get your methods.”

Not everyone agrees.

English soccer author and journalist Jonathan Wilson said it was “an admission of failure” for a major soccer nation to have a coach from a different country.

“Personally, I think it should be the best of one country versus the best of another country, and that would probably extend to coaches as well as players,” said Wilson, whose books include “Inverting The Pyramid: The History of Football Tactics.”

“To say we can’t find anyone in our country who is good enough to coach our players,” he said, “I think there is something slightly embarrassing, slightly distasteful about that.”

That sentiment was echoed by British tabloid The Daily Mail, which reported on Tuchel’s appointment with the provocative headline “A Dark Day for England.”

While foreign coaches are often found in smaller countries and those further down the world rankings, they are still a rarity among the traditional powers of the game. Italy, another four-time world champion, has only had Italians in charge. All of Spain’s coaches in its modern-day history have been Spanish nationals. Five-time World Cup winner Brazil has had only Brazilians in charge since 1965, and two-time world champion France only Frenchmen since 1975.

And it remains the case that every World Cup-winning team, since the first tournament in 1930, has been coached by a native of that country. The situation is similar for the women’s World Cup, which has never been won by a team with a foreign coach, though Jill Ellis, who led the U.S. to two trophies, is a naturalized U.S. citizen born in England.

Some coaches have made a career out of jumping from one national team to the next. Lars Lagerbäck, 76, coached his native Sweden between 2000-09 and went on to lead the national teams of Nigeria, Iceland and Norway.

“I couldn’t say I felt any big difference,” Lagerbäck told The Associated Press. “I felt they were my teams and the people’s teams.”

For Lagerbäck, the obvious disadvantages of coaching a foreign country were any language difficulties and having to adapt to a new culture, which he particularly felt during his brief time with Nigeria in 2010 when he led the African country at the World Cup.

Otherwise, he said, “it depends on the results” — and Lagerbäck is remembered with fondness in Iceland, especially, after leading the country to Euro 2016 for its first ever international tournament, where it knocked out England in the round of 16.

Lagerbäck pointed to the strong education and sheer number of coaches available in soccer powers like Spain and Italy to explain why they haven’t needed to turn to an overseas coach. At this year’s European Championship, five of the coaches were from Italy and the winning coach was Luis de la Fuente, who was promoted to Spain’s senior team after being in charge of the youth teams.

Portugal for the first time looked outside its own borders or Brazil, with which it has historical ties, when it appointed Spaniard Roberto Martinez as national team coach last year. Also last year, Brazil tried — and ultimately failed — to court Real Madrid’s Italian coach Carlo Ancelotti, with Brazilian soccer federation president Ednaldo Rodrigues saying: “It doesn’t matter if it’s a foreigner or a Brazilian, there’s no prejudice about the nationality.”

The United States has had a long list of foreign coaches before Mauricio Pochettino, the Argentine former Chelsea manager who took over as the men’s head coach this year.

The English Football Association certainly had no qualms making Tuchel the national team’s third foreign-born coach, after Swede Sven-Goran Eriksson (2001-06) and Italian Fabio Capello (2008-12), simply believing he was the best available coach on the market.

Unlike Eriksson and Capello, Tuchel at least had previous experience of working in English soccer — he won the Champions League in an 18-month spell with Chelsea — and he also speaks better English.

That won’t satisfy all the nay-sayers, though.

“Hopefully I can convince them and show them and prove to them that I’m proud to be the English manager,” Tuchel said.

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AP Sports Writer Jerome Pugmire in Paris contributed to this story.

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Maple Leafs winger Bobby McMann finding game after opening-night scratch

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TORONTO – Bobby McMann watched from the press box on opening night.

Just over a week later, the Maple Leafs winger took a twirl as the first star.

McMann went from healthy scratch to unlikely offensive focal point in just eight days, putting up two goals in Toronto’s 6-2 victory over the Los Angeles Kings on Wednesday.

The odd man out at the Bell Centre against the Montreal Canadiens, he’s slowly earning the trust of first-year head coach Craig Berube.

“There’s a lot of good players on this team,” McMann said of his reaction to sitting out Game 1. “Maybe some guys fit better in certain scenarios than others … just knowing that my opportunity would come.”

The Wainwright, Alta., product skated on the second line with William Nylander and Max Domi against Los Angeles, finishing with those two goals, three hits and a plus-3 rating in just over 14 minutes of work.

“He’s been unbelievable,” said Nylander, who’s tied with McMann for the team lead with three goals. “It’s great when a player like that comes in.”

The 28-year-old burst onto the scene last February when he went from projected scratch to hat-trick hero in a single day after then-captain John Tavares fell ill.

McMann would finish 2023-24 with 15 goals and 24 points in 56 games before a knee injury ruled him out of Toronto’s first-round playoff loss to the Boston Bruins.

“Any time you have success, it helps the confidence,” he said. “But I always trust the abilities and trust that they’re there whether things are going in or (I’m not) getting points. Just trying to play my game and trust that doing the little things right will pay off.”

McMann was among the Leafs’ best players against the Kings — and not just because of what he did on the scoresheet. The forward got into a scuffle with Phillip Danault in the second period before crushing Mikey Anderson with a clean hit in the third.

“He’s a power forward,” Berube said. “That’s how he should think the game, night in and night out, as being a power forward with his skating and his size. He doesn’t have to complicate the game.”

Leafs goaltender Anthony Stolarz knew nothing about McMann before joining Toronto in free agency over the summer.

“Great two-way player,” said the netminder. “Extremely physical and moves really well, has a good shot. He’s a key player for us in our depth. I was really happy for him to get those two goals.

“Works his butt off.”

ON TARGET

Leafs captain Auston Matthews, who scored 69 times last season, ripped his first goal of 2024-25 after going without a point through the first three games.

“It’s not going to go in every night,” said Matthews, who added two assists against the Kings. “It’s good to see one fall … a little bit of the weight lifted off your shoulders.”

WAKE-UP CALL

Berube was animated on the bench during a third-period timeout after the Kings cut a 5-0 deficit to 5-2.

“Taking care of the puck, being harder in our zone,” Matthews said of the message. “There were times in the game, early in the second, in the third period, where the momentum shifted and we needed to grab it back.”

PATCHES SITS

Toronto winger Max Pacioretty was a healthy scratch after dressing the first three games.

“There’s no message,” Berube said of the 35-year-old’s omission. “We have extra players and not everybody can play every night. That’s the bottom line. He’s been fine when he’s played, but I’ve got to make decisions as a coach, and I’m going to make those decisions — what I think is best for the team.”

This report by The Canadian Press was first published Oct. 17, 2024.

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The Canadian Press. All rights reserved.

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