I’ve mentioned before the 2012 Nationals game I attended in Washington. My advisor at the time, Ted Prince (former President of National Geographic), was based there, and he had introduced me to his network to try to line up financing (by then, our last unprofitable year, I had racked up accumulated losses nearing $1M, but could see were turning a corner. We began to grow our YouTube subscribers base from 100,000 in 2012 to 10 million by 2016 – today we have 50 million). This was long before I had a proper legal or corporate structure in place, so I had given him a 1% advisory stake in WatchMojo — far more than what most advisors receive. But in those early days few believed in the WatchMojo model. Those who did believe generally believed in me — my drive, skills, and sense of purpose — more than the business itself.

I drafted a simple one-page advisory agreement. It was more promissory than formal. When we recapitalized in 2020, his lawyer and accountant reached out and said they would appreciate speaking with me (thinking I would be evasive). I wasn’t sure why. When we closed the deal and wired Ted his proceeds, he told me they were stunned I had kept my word given the sparse legalese protecting him. We had met maybe five times in person and spoken another handful of times. But due to his age, where he was in life, and because he believed in me when very few did, I let him cash out the entirety of his 1% stake. It wasn’t “fair” to everyone in the strictest sense, but since we had no ESOP at the time, the effect was simply that I took home less — it didn’t dilute or affect anyone else’s share. That’s how much I care about money.

On that 2012 trip, I met various media companies — that’s when I met Ted Leonsis, owner of the Capitals. Whether in New York, Los Angeles, or Washington, it became clear that Americans were just… different. The U.S. is so big and competitive that people don’t have time to worry about what others are doing, yet they were remarkably open, curious, and supportive of what I was building.

Over the years, I built a solid network and created incredible memories: breakfast with Jeffrey Katzenberg (co-founder of Dreamworks SKG), a subsequent trip to DC to meet ICM head Chris Silbermann while we explored the Just For Laughs opportunity, and countless others. Yes, the U.S. is competitive, but people appreciated how and why I was building WatchMojo.

Ironically, many who doubted WatchMojo’s potential — because we were based in Montreal — were overshadowed by industry peers (competitors) who were gracious:

  • Jim Louderback (Revision3) in San Francisco
  • Herb Scannell and Lance Podell at Next New Networks in New York (Podell even wrote the foreword to my third book on YouTube’s growth & my entrepreneurial journey building WatchMojo)
  • Rich Antoniello at Complex (an indirect competitor targeting the same 18–34 male audience)

It was refreshing, but odd that even my competitors were more receptive and warm than those I shared a home with.

Montreal, though, is unique. No one owes anyone anything — and I don’t take it personally — but it was strange telling people that I was trying to build Montreal’s next major cultural export after Cirque du Soleil, Just for Laughs, Vice Media, and AskMen (where I worked from 2000–2005 and wrote one of the earliest sports business columns)… and seeing so few leaders in the city’s business and media community take interest.

There were exceptions worth noting. La Caisse de Depot (our CalPERS, or Singapore’s Temasek, basically) made an offer that fairly reflected our value and respected what we were building. Bell’s then-CEO Randy Lennox showed enormous faith in me. We developed a bit of a “man crush,” I’ll admit. Coming from Universal Music, where he worked with Justin Bieber, Shania Twain, and others, he probably saw me as humble, intense, driven. But as he had board dynamics to navigate, circumstances changed, and I chose to walk away. That’s all ancient history now, but I want to highlight these exceptions so that I don’t seem disingenuous in saying: Montreal as a whole is historically slow to mobilize.

Which brings me to today.

This new project — the exploration of returning MLB to Montreal, without the use of any taxpayers money — is completely out of my control. MLB will decide who receives an expansion team; the best I can do is control my inputs. I actually tried on several occasions to step back, to talk myself out of it. But when my brother-in-law — a 20-year veteran in commercial real estate with over 5 million square feet and $300 million in completed projects in Montreal — didn’t dismiss the idea as impossible, I took the next step: gauging fan sentiment.

Hence the survey, which X’s Montreal Expos account shared. As of now:

The fan interest is unquestionably there.

Then I wondered whether the media would even care — given jadedness, fragmentation, and the general skepticism around big ideas. But despite turning down 99% of media requests these days, and usually sticking to my own podcast with Rob Flis (where we pontificate about YouTube 20 episodes on the platform’s disruptive history over 20 years, and now “season 2” covering capitalism, censorship, AI, Iran, Israel/Palestine, etc.), this week I accepted a series of interviews… and the reception and interest spoke volumes about the community’s appetite for baseball in the city

The more I listened, researched, and answered questions, the more I realized that the variables I can actually influencefall squarely within my wheelhouse. But I also know I can’t do this alone.

While I continue to remain hopeful that the Montreal business community will reinforce the effort (especially as the project includes a Commercial & Creative hub a la The Battery in Atlanta with a school of entrepreneurship, a creative production hub, an Expos museum alongside a Museum dedicated to Montreal & Quebec icons given the influx of tourists in the area, and much more), I’m fortunate to have a strong American network I can also lean on to complement local expertise and help ensure Montreal presents a world-class proposal. Just as I did in 2006, I’ll lean on my American network (hence this article for context) and, with the help of ChatGPT — which has amplified my willpower and capabilities by ungodly orders of magnitude — I’ve identified the following potential advisors (in no particular order, with descriptions provided by my new digital aide) who hopefully see the value and welcome advising a group in Montreal (provided this does not violate any MLB protocol, of course):

1. Stan Kasten — One of the most respected executives in MLB; credibility with owners and deep experience building winning organizations and stadium projects.

2. Marc Ganis — Trusted league advisor often called the “third owner in the room,” influential in ownership, relocation, and governance strategy.

3. Earl Santee — Populous’ global chair and lead architect behind many of MLB’s best ballparks; his involvement signals instant legitimacy.

4. Larry Lucchino — Architect of Camden Yards and the modern ballpark renaissance; expert in integrating stadiums with vibrant urban districts.

5. Jody Danneman — Key strategist behind The Battery Atlanta, the gold standard for mixed-use stadium districts.

6. Andy Dolich — Veteran MLB executive who understands market viability, stadium politics, and operational execution.

7. John Schuerholz — Hall-of-Fame executive with unparalleled insight into organizational excellence and long-term baseball strategy.

8. Theo Epstein — Legendary turnaround specialist and MLB consultant for innovation; instantly boosts credibility and vision.

9. Chris Bevilacqua — Architect of major media-rights deals; crucial for shaping a modern digital strategy around a new franchise.

10. Janet Marie Smith — Iconic ballpark architect behind Camden Yards and Dodger Stadium’s transformation; one of MLB’s most influential voices in designing fan-centric stadiums integrated into vibrant urban districts.

11. Pat Gallagher — Pioneer of the modern fan experience; helped define the San Francisco Giants’ successful business model.

12. Tony Petitti — Former MLB COO with unmatched operational and broadcasting experience, now Commissioner of the Big Ten.

13. Tim Brosnan — Former MLB EVP of Business; expert in sponsorship, licensing, and league-level revenue strategy.

14. Rick Burton — Leading U.S. sports governance scholar and former USOC CMO; strong on market studies and league economics.

15. David Levy — Former president of Turner; major figure in sports media and broadcast partnerships at the highest level.

16. Sam Kennedy — President & CEO of the Boston Red Sox and Fenway Sports Group; highly respected operator with deep experience in team business strategy, fan engagement, and modern stadium district development.

People who bring credibility, experience, and reassurance to MLB that I could meet – as I did Ted way way back – earn their confidence, and show that not only are our intentions good, but the execution team I am assembling – as I did with WatchMojo – is serious, credible and get it over home plate.

And, as I’ve said before about Nashville, Portland, Charlotte, and any other city pursuing MLB expansion: I wish them well. This isn’t zero-sum. I intend to play by MLB’s rules, protocol, and etiquette and hopefully prevail.

And if there are people in Montreal — business leaders, creatives, operators — who believe they can contribute to this effort, you know where to find me.

Game on. Introducing Granicus Sports Entertainment.