
The Toronto Maple Leafs aim to restore their identity with Mats Sundin's involvement, as he embodies the pride of wearing the team's jersey. Analyst Elliotte Friedman highlights Sundin's strong connection to the organization as key to this initiative.
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The Toronto Maple Leafs are looking to reconnect with their identity, and Mats Sundin could be central to that plan, according to NHL analyst Elliotte Friedman.
Speaking on the ā32 Thoughtsā podcast, Friedman said the organization believes something deeper than results slipped in the 2025-26 season. He noted that āthe pride in wearing the jersey had fallen,ā and the team now wants someone who āwould live and breathe thatā at the top level.
Sundin, a former captain and franchise icon, fits that vision. Friedman pointed out that Sundin has always shown a strong attachment to the club.
āIf you look at Sundin, itās very clear heās proud to be a Maple Leaf,ā Friedman said. āHe loves the team. He loves the organization. Heās come back several times and spoken up in defense of the players and just talked about how much of a privilege it is to wear that jersey and represent the organization.ā
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The Leafsā interest appears more serious than initially believed. Friedman admitted there was āa lot of misdirectionā about the role being discussed. He suggested the club is targeting a major front-office position, possibly vice president of hockey operations, rather than a limited advisory role.
āWeāll get a full describing of how they got to Sundin and how they pitched him, but they pitched him on, and my theory is his title, should this happen, and theyāre trying to make it happen, is heās gonna be the vice president of hockey operations, thatās my theoryā¦
āWeāll see how it all works, but ⦠I believe for some time now they were talking about a larger role than they were letting on, and I just had to figure out a way to prove it. Thatās what I believe is going on right now.ā
Negotiations are now believed to be ongoing. Friedman said āit took some time and some convincing,ā but talks have reached a stage where both sides are working toward a deal.
The Maple Leafs believe Mats Sundin can help restore the team's identity and pride in wearing the jersey.
Friedman noted that the pride in wearing the jersey has diminished, and the team seeks someone who embodies that pride.
Sundin has consistently expressed pride in being a Maple Leaf and has defended the team and its players publicly.
The plan involves reconnecting with the team's identity and instilling a sense of pride, potentially through Sundin's involvement.

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āI think theyāre now actually negotiating with him to do it,ā Friedman said, adding that nothing is final, yet the direction seems clear.
The move comes after a damaging 2025-26 season. Toronto missed the playoffs for the first time in nearly a decade and fired general manager Brad Treliving late in the campaign. Injuries, defensive issues, and roster changes exposed deeper flaws within the group. Thus, a serious change is expected.
Friedman also hinted at a broader front-office structure. He believes Sundin could work alongside a new general manager, with John Chayka emerging as the leading candidate. He also mentioned that some interviewees were even told about the potential setup during the hiring process.
āI think thatās come down to John Chayka and Scott White, and if Sundin does take the job, I think itās gonna be Chayka,ā Friedman said. āNow, if something happens here and it doesnāt occur, I donāt know where this is all gonna go.
āI donāt know what the backup plan is, but now Iām under the impression itās gonna be Sundin and Chayka, and they just have to close the deal.ā
For Toronto, this is about more than filling roles. The organization wants to reset its culture. Bringing Sundin back would signal a return to standards built on accountability and pride.
Whether the deal gets done is still uncertain, but the intent is clear.