What I don't think the OP realizes is that merchandise sales/overall revenue are related to team performance already without our intervention. Every single poster on this board can likely be considered a fairly high interest hockey fan or else they would spend time on this site. We probably represent a very small amount of the viewers of Leafs games, merchandise sales, anything related to MLSE revenues overall. We are a small group in the sea of leaf 'fans'.
When the product on the ice is achieving (as was the case last year when we entered the playoffs) merchandise sales increase when reinvigorated fans (some consider bandwagonners) begin buying hats, shirts and jerseys to go with their new interest/hobby/fomo. They tune in to leaf games over their regular episode of NCIS thus increasing ratings, the advertisers ROI for commercial insertions, and CBC, TSN and Sportsnet desire to spend whatever necessary to purchase the product. When the Leafs suck and are a bottom feeder, the bandwaggon fans go away and so does their money and impact.
Like it or not, as much as we feel we own the sentiment and possess the best interests of true leafs fans, it is the majority of "watch when we're winning" fans who move the needle. If you want to make an impact - become part of the majority and only tune in when they earn your saturated attention.