A FAN’S NOTES
Third and Long as Usual
It’s Canada Week at Sports Illustrated’s National Football League guru Peter King’s
Monday Morning Quarterback blog. The Canadian Football League likely hasn’t
enjoyed this kind of coverage south of 49 since the magazine put Montreal
Alouettes QB Vince Ferragamo on the cover way, way back in 1981. The story
wasn’t about our three down game so much as the Los Angeles Rams star jumping
leagues.
Our professional football league resembles
every other Canadian monopoly: it is ancient by New World
standards, inept, complacent, laughable and, from time to time, shockingly on
the ball. What a long, strange trip it’s
been.
If you’re not familiar with CFL ball, an
abridged and subjective history of the Montreal Alouettes pretty much explains
the quirkiness and seat-of-the-pants nature of our entire beloved,
semi-national loop. There is a long tradition of football in Montreal
and some folk maintain that North America’s take on rugger was invented by
students at McGill
University in the mid 19th
century. The new sport’s first ever game may have been those innovators against
like-minded fellows from Harvard. The Als were not Montreal’s first professional franchise, nor
its only one, but they have survived and risen from the dead at least once more
often than Jesus.
The Alouettes (English translation:
Skylarks, always abbreviated to Larks in Anglophone newspaper sports headlines)
were born after World War II, 1946. Those were the days when sport mirrored the
natural progress of the seasons and its economics were fundamentally grounded
in a reasonable reality. The team was as much a part of the city’s fall fabric
as the reddening maple leaves on the slopes of Mount Royal.
The players were as revered or scorned as much as any skater for the Montreal
Canadiens. There was competition too: first from the Montreal Beavers of the
Continental League in the late 60s and then the NFL’s encroaching ownership of
Sunday afternoons on cable TV.
It’s difficult to pinpoint the exact date
when the City of Montreal
became delusional. Perhaps it was when Queen Elizabeth II presided over the
inauguration of the St. Lawrence Seaway.
Perhaps it was sometime during the year of the country’s centennial when the
island City built more islands in the stream to host Expo ’67. It may’ve been
the securing of Canada’s
first major league baseball franchise which first took to the diamond in 1969.
There was of course the successful bid to host the Olympic Games during the
summer of 1976. Around this time, the City registered the name Olympiques, the
proposed handle of a dreamed of NFL franchise because the CFL was a bit too
small time, a bit too quaint for a world class metropolis. The Als themselves
became delusional in 1981, no ifs, ands or buts.
The franchise was now owned by a ‘colourful
businessman,’ a euphemism for ‘highly leveraged sharpie.’ The team handed Vince
Ferragamo a contract for half a million dollars, unheard of money even by then
current NFL standards. They played home games in the immense and still
unfinished Olympic Stadium erected for the ’76 games. The team went 3-13; no
paying customers went. (But God bless the CFL, the Als actually made the
playoffs.) The Als crapped out and ceased operations.
The league’s hole in Canada’s second
largest market was plugged by the newly minted Montreal Concordes. They. Were.
Awful. Dreadful despite having Nebraska Cornhusker legend Turner Gill under
centre. The Concordes re-branded themselves as the Alouettes and promptly
ceased operations about 24 hours before the start of the CFL’s 1987 season. (I
would love to have a beer with the league’s schedule maker from that era.)
Next it was the league’s turn to become
delusional. Displaying the tragic, ‘vaulting ambition’ of Macbeth, the CFL
orchestrated an aggressive expansion into secondary American markets like Shreveport, Sacramento, Memphis and Las
Vegas. Like every single Darwin Awards exploit, it did
not end well. And so as their fellow US franchises crashed and burned the 1995
Grey Cup champion Baltimore Stallions and lone survivor of the botched American
invasion relocated to Montreal to be reborn as the… Alouettes.
The brain-trust of the third incarnation of
the Als was savvy. The team not only promoted itself (as it will), but began
promoting the game to the grassroots Francophone majority in the province of
Quebec, effectively negating the perception of football as an Anglo-only sport.
Some of the bait was subtle: the league’s CFL logo on the collars of the Als
jerseys was rendered as the French acronym: LCF. The club reached out to women
with ‘Football 101’ courses. And then came the happy accident, serendipity, the
miracle of Bono. A U2 concert at Olympic Stadium conflicted with an Als home
playoff date. The team shifted the game to an intimate stadium located,
fittingly, on the McGill
University campus. The
combination of a winning team and a tough ticket was a sports marketer’s wet
dream.
The Als, playing out of a gussied up and
expanded university facility, are now considered one of the CFL’s model franchises.
Other teams around the country will play this season in new or refurbished
stadiums. There’s an expansion team in Ottawa,
albeit the third go-round in the capital. There is talk of a future club
somewhere in the Maritimes or perhaps even Quebec City. The three down game is now
critical live content for one of Canada’s cable sports channels and
worth overpaying for; this fact made for some tense collective bargaining
sessions during the spring as both the players and the league realized there was some actual cash money on the table – a new experience for each party. While the
calendar doesn’t always cooperate, the league has managed to co-brand our
nation’s July 1st Canada Day (Dominion Day if you’re of a certain
age) celebrations by kicking off its season on the last weekend of June. Labour
Day in this country is all about football, corporate sponsored ‘Classics.’ The
Grey Cup championship, going on 102, has evolved from four quarters of football
to a week-long festival in the host city.
And yet… One man, a respected Canadian senator,
owns two of the CFL’s nine teams; no conflict (!), but the benevolent gentleman
is getting on. Toronto has been awkwardly courting the NFL Buffalo Bills and if
the American League baseball Blue Jays install natural turf in Rogers Centre
the CFL Argonauts, football residents of Canada’s largest market, will have no
place to play. And so it goes. It seems like small stuff but there are only
nine teams and sometimes eight and things can move fast. That’s the nature of
our game.