CF MONTREAL VS TORONTO FC OFF THE PITCH
Joey Saputo et Gabriel Gervais avec la mairesse
de Montréal, Soraya Martinez
As CF Montreal and Toronto FC go at it in Saturday afternoon’s, “El 401 Classico ;)” the teams are separated by 5 points in the table. Both marooned in the Eastern Conference cellar.
Their current valuations according to Sportico are not quite surprisingly in completely different time zones. When the well regarded Sports Business Index released their annual Major League Sports Valuations for 2026 yesterday.
Sportico placing a value of $450m on CF Montreal, with the TFC’ers just up the valuation road at $730m [all figures are expressed in USD].
For MLSE and Joey Saputo Major League Soccer has been rather lucrative off the pitch for them. MLS stumping up $10m for Toronto in 2007 and Saputo $40m for the Montreal franchise in 2012.
Whilst both clubs run annual deficits as they continue to invest in their clubs on and off the pitch, they are are at polar opposite ends of the spectrum in terms of their respective business models.
What should be pointed out is that Toronto FC has had significant financial assistance from all levels of government beginning even before Toronto FC took to the MLS pitch in 2007.
The same can’t be said of CF Montreal. Nor the Montreal Impact. Stade Saputo is leased from the Olympic Installation Board, a provincial entity who own the land around Olympic Park where Stade Saputo sits.
Then add in the log run tax saga between the City of Montreal and the club which goes all the way back to when the Montreal Impact joined MLS in 2012. A saga which prevented Joey Saputo from making a significant investment in enhancing and upgrading Stade Saputo back in 2018.
A figure of $50m was referenced at the time - https://www.tsn.ca/soccer/saputo-says-impact-losing-millions-per-season-1.1191058
Meanwhile MLSE were handed the keys to what was originally called the National Soccer Stadium which was built with government funds to coincide with Canada hosting the FIFA Under 20 World Cup in 2007.
In an agreement back in 2007 with the City Of Toronto the owners of the land of where BMO Field sits it is MLSE and Toronto which split the revenues on a 50 / 50 basis.
BMO Field of course a venue for this summer’s World Cup which was upgraded at a $100m plus price point courtesy of the government. Which includes fabulous brand spanking new hospitality suites and areas for the Toronto Glitterati to entertain their guests. Eh, Drake!
Although Toronto FC drives far more revenue annually than CF Montreal, whose revenue is among the lowest in the entire league, the old adage not every football club is created equally very much applies to these two clubs.
At the end of the day though any asset is worth what buyers are willing to pay. Be that a professional sports team or your home.
When the scarcity value is factored into CF Montreal especially so when the league finally puts a cap on expansion the club to me is far, far more valuable than what Sportico has indicated.
Now add in the added value when the club reaches agreement with the Olympic Installations Board on leasing a brand spanking new Olympic Stadium.
More valuable, if CF Montreal are granted exclusive rights. Ones would permit Joey Saputo’s club sole rights to sub license Stade Olympique to others. Including the likes of the Canadian Soccer Association. Imagine.
Cheers, Butler
x: @NoelPButler
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