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 “32 Thoughts” podcast, Friedman said the organization believes something deeper than results slipped in the 2025-26 season. He noted that “the pride in wearing the jersey had fallen,” and the team now wants someone who “would live and breathe that” 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.
“If you look at Sundin, it’s very clear he’s proud to be a Maple Leaf,” Friedman said. “He loves the team. He loves the organization. He’s 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.”
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The Leafs’ interest appears more serious than initially believed. Friedman admitted there was “a lot of misdirection” 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.
“We’ll 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 they’re trying to make it happen, is he’s gonna be the vice president of hockey operations, that’s my theory…
“We’ll 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. That’s what I believe is going on right now.”
Negotiations are now believed to be ongoing. Friedman said “it took some time and some convincing,” but talks have reached a stage where both sides are working toward a deal.
“I think they’re now actually negotiating with him to do it,” 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.
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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.
“I think that’s come down to John Chayka and Scott White, and if Sundin does take the job, I think it’s gonna be Chayka,” Friedman said. “Now, if something happens here and it doesn’t occur, I don’t know where this is all gonna go.
“I don’t know what the backup plan is, but now I’m under the impression it’s gonna be Sundin and Chayka, and they just have to close the deal.”
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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.