MLS sold MLSE on the idea of soccer infiltrating the American market to the point where MLS would eventually land a big U.S. TV contract, and MLSE is still on board with that. MLSE does not see the same revenue potential with the CFL, and therefore doesn't see the point spending more on the team.
At least that's what I think MLSE believes.
Probably a content play. Bell makes money from the CFL deal and wants to keep a team in Toronto, home of major advertisers and ad agencies.
Finding another owner sounds good in theory, but those people generally want to see some kind of a payoff down the road. If it's not a big jump in TV money, franchise value, or attendance beyond the occasional East final, then what?
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