John McHale, then president of the Expos, was a strong proponent of adding a second Major League team in Toronto. The Expos remained Canada's most popular team until their mid-1980s downturn coincided with the Blue Jays' rise, culminating in the Jays' first American League East pennant in 1985. At the same time, the Blue Jays grew perturbed that the Expos were able to air their games in several markets in southern Ontario—such as Windsor, Belleville, and Toronto itself. The Jays lobbied MLB to designate southern Ontario as their exclusive home television territory. Bronfman opposed the request, as he feared that shutting the Expos out of Canada's largest and most lucrative television market would limit the team's fan base. As a part of the territorial changes, MLB allowed the Expos to air 15 games in the Jays' television market for free, and purchase the rights to air additional games. For the remainder of their existence, the Expos only had full broadcast rights in Quebec and Atlantic Canada. The loss of viewership in southern Ontario diminished the Expos' ability to attract sponsors and corporate partners. Indeed, Keri later wrote that the Expos miscalculated when they considered the Blue Jays an ally rather than a potential threat, and missed a chance to cement their right to air their games across Canada. Keri added that the loss of this revenue stream, along with "many other poor business decisions" over the years, made it difficult for the Expos to be viable in Montreal. Longtime Expos play-by-play broadcaster Dave Van Horne later argued that the loss of badly-needed corporate support "really started a long, downward spiral" for the team.