Why we’re formally opening the process — and what it means for investors, partners, and Montreal.
For the past few months, the Peanut Project has existed in an unusual space: highly visible, quietly serious, and deliberately unstructured.
That was intentional.
Before lawyers, bankers, decks, and NDAs, I wanted to answer one question honestly:
Is this real demand — or just nostalgia?
The answer, unequivocally, is demand.
What Phase 1 Proved
Phase 1 of the Peanut Project focused on listening, testing, and validating interest across fans (check), media (check), institutional investors (check) and the anchor, principal investor, which is captured via three profiles:
- Profile A: Local Montreal HNWIs and Family Offices
- Profile B: Existing professional sports owners who understand franchise economics but assumed MLB Montreal was “impossible” or simply not an option
- Profile C: Global investors and allocators who historically lacked access to sports ownership opportunities
What became clear very quickly is that capital is not the constraint.
Across private equity, family offices, and strategic investors, interest materially exceeded what would ever be required for:
- an MLB franchise stake (subject to league rules), and
- the broader 4C vision (Creative, Cultural, Commercial Campus).
The real challenge — and opportunity — is not fundraising.
It’s match-making, sequencing, and packaging:
- the right capital,
- the right operators,
- the right partners,
- at the right time,
- in a way that aligns with MLB’s governance, economics, and long-term interests.
Why We’re Opening a Formal Process Now
With that conviction established, it would be irresponsible to keep operating informally.
So today, we’re formally kicking off Phase 2 of the Peanut Project.
This phase is about converting interest into action.
That means launching a structured process to evaluate:
- Private equity firms
- HNWI / Family Offices
- Professional services firms (legal, accounting, transaction advisory, real estate, infrastructure, media rights, etc.)
This is not a beauty contest.
This is not a fundraising blast.
And it is certainly not a guarantee of participation.
Seeing the strong demand for equity participation, I am in the privileged position to help build the best ownership group possible.
As such, this is a disciplined, league-compliant, fiduciary-minded process designed to answer one question:
Who belongs in the ownership, advisory, and operating ecosystem if and when MLB returns to Montreal?
What the Peanut Project Actually Is (and Isn’t)
A few clarifications, since this keeps coming up:
- The Peanut Project is baseball-first, not stadium-first.
- It is community-driven, but not populist.
- It is financially compliant, not speculative.
- It is long-term oriented, not exit-driven.
WatchMojo now formally joins the Peanut Project to support:
- digital media rights strategy,
- global distribution,
- owned IP development, and
- technology-enabled monetization.
This isn’t about hype.
It’s about building a modern sports + media ecosystem that works in the 2030s — not the 1990s.
What’s Available — and What Isn’t
To keep things clean and professional:
- A Process Letter is now available
- A High-Level Executive Summary is available upon request
- An MNDA + data room folder exists, with access granted selectively
Access is permission-based, not open-link-based.
If you’re serious, qualified, and aligned, you’ll get what you need.
If not, no harm, no foul.
Why This Matters (Beyond Baseball)
If this were just about nostalgia, I wouldn’t touch it.
But this process has already revealed something bigger:
- Montreal is dramatically underestimated.
- The Expos brand has global goodwill far beyond the city.
- The right structure changes the entire conversation.
Whether the end state is:
- MLB baseball,
- multi-sport usage, or
- a broader global entertainment platform,
the Peanut Project is about building optionality first, then letting leagues, partners, and markets compete to plug into it.
What Comes Next
Over the coming weeks:
- meetings will convert to mandates,
- interest will convert to commitments,
- and structure will replace noise.
For those looking to understand the process at a high level, links are below.
For those looking to participate, you already know how to reach me.
Conviction creates leverage.
Process converts it into reality.
LFG.