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Return of the Royal

>>The American Basketball Association’s
Montreal franchise hits the courts with
stronger legs and a change in ownership

REBRANDED AND RENEWED: The Montreal Royal

by ERIK LEIJON
photos by RACHEL GRANOFSKY

The Montreal American Basketball Association franchise, once known as the Matrix and now called the Royal, opened their ’07–08 season on Friday, Nov. 9 at the Olympic park’s Pierre-Charbonneau Centre. If you didn’t notice any giant billboards or newspaper advertisements promoting their contest against the vaunted Vermont Frost Heaves, it doesn’t mean the team is still in financial limbo.

Quite the opposite, in fact; with new owner Luc Filiatrault, Olympic gold medal sprinter Bruny Surin as a minority shareholder and former head coach/general manager Pascal Jobin back in the fold as co-owner/GM, the Royal are aiming for stability in the ever turbulent ABA.

“My goal is, after Christmas, people will start to talk about us,” says Jobin. “We could do ads right now and do a lot of stuff, but we need to show the people who show up here today or next week—we need to show them consistency, respect and pay our players. Then I think the sponsorship will come back and the people will come back.”

Jobin spent last year building a successful ABA franchise in Quebec City, the Kebekwa, after being fired by the old owners Melvin Coles and Serena Locker-Coles. The Coles ran the first ABA Montreal team, the Matrix—and had their fingers dipped in four other franchises—in 2005 and 2006, but their cheques eventually started bouncing, meaning the players and Filiatrault, the team’s chiropractor, weren’t paid. Filiatrault took over the team in December 2006 in mid-season, and renamed the team the Royal shortly after.

Setting the agenda

“When we started the Matrix,” Jobin says, “we had a vision for doing something positive for the Montreal basketball community. I think the previous ownership did not have an agenda as far as what needed to be done and how to respect people. I think it damaged the image of basketball in Montreal.”

Jobin and Filiatrault are well aware that making money in minor league sports is a difficult proposition, which is why he feels the new ownership is in it for the long haul. Jobin says the plan is to ensure they can start and finish the season, and that every player receives their pay, which ranges from around $1,500–$2,500 for the season. In the 37-team ABA, which has an ownership application form that can be filled out on their Web site, playing an entire season is considered a success, and teams folding in mid-season is an unfortunate reality.

It does help that the team plays in a stable conference, where the Vermont Frost Heaves and Quebec Kebekwa (where Jobin still consults) are strong rivals with playoff experience. The on-court drama, which is fast-paced with more up-and-down action than your typical NBA game, is also the team’s main selling point. Jobin plans on working together with local youth basketball groups and school teams in order to build strong word-of-mouth about the semi-pro team.

“The talent in the ABA is great, and everyone who sees the games knows this is great basketball,” says Jobin. “In a couple of years, we hope to be more mainstream, but for now we need to go after the coaches and the people within the community before going outside.”

When it comes to the ABA, staying solvent is a major season goal, but having a good team is the other way to attract media interest and the 2,000-plus crowds Jobin is aiming for. The new Royal coach, David King, is a former star player at Bishop’s who has coached at the CEGEP, university and provincial levels. “They sat me down and told me I was their guy no matter what happens. I feel secure and I believe in basketball in Montreal,” says King. “I think the [current ownership] organization has done a much better job bringing in some real professionals to get us off the ground.”

COURT KINGS: Andrew Richards (top)
and Quilninious Randall

Big dreams in the minor leagues

Returning to the franchise this season is star player Denburk Reid, who was a point guard at McGill from 2000–2005 and is the all-time points leader at the school. In addition to running his own athletic training company, High-Point Athletics, he’s the assistant coach for the McGill men’s basketball team, a devoted father, and a coordinator for the West Island Black Community Association. Like many players on the team, which is made up mostly of locals, juggling practice time with work and family obligations comes with being a minor-pro athlete.

“Throughout my college career, I was approached by European teams,” he says. “[When I graduated], I decided to put my basketball career on the backburner and take care of my son. Then the ABA came and it was the perfect opportunity for me.”

One of the team’s foreign players is Tommy Mitchell, from Tyler, Texas. He previously played at Siena College in Loudonville, New York (near Albany) and in Helsinki, Finland, and was very surprised by the talent level of the local players. “I’m still getting used to it. It’s a different game and you get up and down a lot. My ultimate dream is to make the NBA and if this gets me that much closer, then I’m all for it.”

Jobin believes in Montreal basketball, and ultimately thinks the team can make money (he says the Matrix made money in its first year). For every successful minor-pro team like the Impact, there are far more untimely endings, such as the lacrosse Express team, the Montreal Machine football team or the Canadian Baseball League.

“Me, Luc and Bruny know going into this adventure we won’t make money the first couple of years, so knowing that right away, we’re not going to get pissed off either. We’re going to try to make money, but our focus is on the third year and being a success. This is kind of new. With basketball at this level, it’s been a situation where you have to be patient.”

For more information, visit www.montrealroyalaba.com.