The Saint John Port City Power basketball team has made a comeback, but will this revival be a lasting one? The team, bearing a name previously associated with a defunct franchise before the 2025 season, has reemerged in a new form.
According to David Magley, president of The Basketball League (TBL), the former version of the team folded due to financial challenges related to venue expenses and the overall business model. With 40 teams currently under the TBL umbrella entering its eighth season, the Port City Power is gearing up to hit the courts next month.
Magley expressed optimism about Saint John as a promising market for basketball, noting the city’s history with past basketball teams. He emphasized the necessity for a more viable approach this time around, drawing parallels to Moncton’s successful team model. Unlike its predecessors playing at costly downtown venues, the Saint John Power will engage fans at the UNB Saint John campus, mirroring Moncton’s strategy at Crandall University.
The shift to smaller, more cost-effective venues reflects a strategic move to enhance financial sustainability. By targeting an average attendance of 400 to 500 fans per game, Magley believes the team can achieve profitability and establish a robust business framework.
Despite retaining the Saint John Power name for continuity’s sake, Magley highlighted the league’s temporary ownership of the team to jumpstart its success before transitioning to private ownership. This unique ownership structure aims to secure the team’s future while fostering community engagement and sponsor support.
Dustin Caissie, the team market owner for the Tri-City Tide, lauded the return of basketball excitement with the Port City Power’s resurgence. He emphasized the league’s pivotal role in providing stability and support for the team, ensuring a focus on growth, fan engagement, and local sponsorship opportunities. Caissie praised the TBL’s emphasis on local player recruitment, underscoring its potential to cultivate fan loyalty and build a strong team foundation gradually.
The rejuvenation of the Saint John Port City Power signifies a fresh start for professional basketball in the region, promising a revitalized fan experience and community engagement.