THE BUSINESS OF HOCKEY
TORONTO HIGH ROLLERS
Team Value
$1.95 B
Team value, as calculated by
in December 2023
At a Glance
Owner:
Championships:
Price Paid:
Year Purchased:
Revenue:
Operating Income:
Banners:
Jersey Retirements:
Player Trophies:
GM of the Year Awards:
Attendance to Capacity:
1
$97 M
2008
$284.09 M
$105.79 M
6
2
3
0
101.96%
2021
Write up to come
2020
Write up to come
2019
Consecutive seasons without a bump in franchise valuation isn't a good start. A decline in revenue for consecutive seasons is also worrisome. Consider that, two years ago, the High Rollers were generating nearly $214 million in revenue. In 2019, that number had shrunk to just over $202 million, as the league average revenue has climbed from $203.6 million to nearly $229 million over the same timeframe. Attendance has also been a recent issue for the High Rollers. It's now been more than 33 weeks since the Golden Cash Palace even had a sellout crowd, and they've hit that sellout mark only 3 times in the past 53 weeks - dating back to the start of the 2017-2018 season.
The feast-or-famine strategy of the High Rollers management has paid dividends over the franchises history, what these valuations have shown is that a misfire on the 'feast' side can have long-lasting ramifications, on both the financial bottom line and the engagement of the fanbase.
The High Rollers rank 8th in both total revenue and operating income among all NHFL franchises - so it's not all doom and gloom. The franchise's storied history of regular season and division titles has helped sustain a top-6 overall valuation. And that management finally diversified their banners this past off-season - retiring their first player jersey ever - is a wholly positive sign.
Gaining some trophies, designating internal leadership, and hosting local events to branch out their brand's reach to the younger generations and engage by promoting a local presence will help get ownership out of the two-year funk they find themselves in.
2018
Winning the inaugural Traders' Cup wasn't enough of a difference-maker to offset the abysmal 2017-18 season the Toronto High Rollers hockey organization endured, as their on-ice performance was so sub-standard that it resulted in their franchise value merely holding steady from the valuation that was assessed a year earlier.
A drop in revenue was offset by a bump in operating income, but a franchise of the High Rollers history and tradition seeing a decrease in revenue year-over-year is certainly a concern. It should be noted that - of the franchises that have hosted a league event, be it draft or other special event - none have gone as long between hosting duties as the Toronto High Rollers have (last event hosted in 2011).
Precariously without an honoured player-jersey, and with only a single player-award win other than the Traders' Cup, there are clear opportunities for the High Rollers to build upon the brand that they've already built on the basis of a Fifty Mission Cup in 2014, two divisional and two regular season titles.
The franchise formally known as 'Mr. Trade' is more than 50 career trades clear of their next closest competitor - and while this trade-tenacity has helped push the High Rollers valuation into the top half of the league, it is only able to carry the rest of the franchises' performance for so long.
2017
With more regular season and division titles than any other team in league history, it's no surprise that Mr. Trade is in the upper echelon of NHFL franchises in terms of value. The Golden Cash Palace is located in the heart of High Park territory, which has proven to be a hotbed for hockey fandom and allows Mr. Trade to consistently play in front of sell-out crowds; the luxury suites have all been leased and team merchandise is flying off the shelves. The highlight of the Mr. Trade franchise profile is the elite number of - fittingly enough - trades that are made. The constant roster turnover keeps fans and sponsors engaged, even if it has played a role in the lack of retired jerseys, or individual player accolades. Darker days are in the forecast as the current Mr. Trade roster is shaping up as one of the more weaker groups in the league, but a favorable draft position and the ever-present ability to make a blockbuster trade will work to keep pushing the value of the Mr. Trade franchise in the right direction.