How and why the Leafs shield their historic rookies from the spotlight
TORONTO — Auston Matthews is finishing up the most impressive rookie season in the 100-year history of the Toronto Maple Leafs, but you won’t find his picture around the Air Canada Centre — not on the scoreboard, on billboards or even in the promotion of team merchandise.
You won’t even catch Matthews giving a 30-second in-game interview.
The Leafs have strict measures in place to shield rookies like Matthews from the spotlight. The club also wants to prop up forgotten veterans and ensure that no one — not even the highest scoring first-year player the team has ever seen — is bigger than the logo.
“I think people have to earn what they get, not because it’s a good media exposure or we’re always trying to look for something there,” Leafs general manager Lamoriello told The Canadian Press in a recent interview. “Somebody asked a while ago, what is the face of the franchise? The logo is the face of the franchise.”