Johnston takes the reins

While much of the tackle football world is focused on the first round of the NFL Draft tonight (I’m hoping the Jets don’t select a Division III long snapper with their first pick), I was more interested in the event that took place in Toronto this morning.

That’s when Stewart Johnston, the 15^th commissioner of the Canadian Football League, held his introductory press conference. As a longtime CFL fan from south of Canada’s border, I was both curious and excited to hear what the new boss had to say.

There were no surprises and none were really expected. He thanked outgoing commissioner Randy Ambrosie for his “dedication and leadership and friendship,” and stressed that he’ll be overseeing a healthy organization.

“Over the past few years, the CFL has seen remarkable growth,” said Johnston, a longtime executive at The Sports Network (TSN), a Canadian sports channel. “Last year, leaguewide revenues surpassed the threshold for growth sharing by $18 million, resulting in a significant increase to the 2025 cap. Game day revenues and attendance have increased in each of the last three seasons. Our digital presence has expanded with 42 percent growth in engagements. TV audiences have increased in each of the last two seasons. These stats highlight the positive trajectory of our league and the bright future ahead.”

Ambrosie spent eight years as CFL commissioner, with mixed results.

During his watch, ownership was solidified in the Edmonton, Montreal and Vancouver markets, and – as Johnston mentioned – the circuit appears to be as healthy as it’s been in a while. All those were major wins for the former commish.

But there were also big swings and big misses.

The CFL 2.0 initiative added some international players to CFL rosters, but it didn’t provide a financial boost or expand the league’s footprint. A partnership with Mexico’s Liga de Futbol Americano Profesional hinted at the CFL playing games in Mexico, but that never happened.

Due to the COVID-19 pandemic, the 2020 season was cancelled when Ambrosie was unable to secure financial help from the federal government. Neither a bubble format or shortened season could be worked out, and according to the Canadian Press, the CFL lost anywhere from $60 million to $80 million that year.

And in 2021 there was talk of a possible merger with the third reboot of the XFL, which some people feared might remake the three down game into a more Americanized competition.

Johnston wants to make sure the CFL maintains a strong Canadian “feel.”

“The CFL is a symbol of Canadian pride and unity,” he said. “Our league embodies the values that make Canada great –resiliency, diversity and community spirit.”

Johnston added that franchises are more than a business venture, but part of the fabric of their communities. He vow they’ll stay that way.

“The CFL has always been more than just a sports league, it is a community,” Johnston said. “Our teams are deeply rooted in their cities and towns, and our fans are the lifeblood of our league. At a time when Canadians are feeling a renewed sense of patriotism, we will strengthen these bonds by engaging with our communities, supporting local initiatives and giving back in meaningful ways.”

A major issue facing the CFL is an aging fan base. Under Ambrosie, the league seemed to be running in place in that regard. Johnston wants to use every avenue to make it more appealing to younger people, and says flag football is a good tool to bring in younger fans.

“We face stiff competition from other sports leagues as well as other forms of entertainment, and we must work diligently to attract and retain fans,” Johnston stressed. “Adapting to changes in consumer behavior, such as the shift towards digital media and streaming platforms is crucial, and we must address the aging fan base by developing strategies to appeal to younger generations. Introducing young people to the sport of football is essential for the future of the CFL and flag football plays a crucial role in this effort.

“So, short term, let’s go to where those younger fans are looking for entertaining content. Long term, I want kids touching footballs. I want them playing football. I want them understanding football. I want them loving football.”

Johnston also admitted expansion to a tenth franchise was not a top priority. There has been talk of a Halifax team for decades, but funding for a suitable stadium has yet to be secured.

“It will not be a primary focus for me as I take on this role,” he said. “I want to get this league with the nine clubs that we have in the best shape it can be. I think if we accomplish that, and I’m confident that we can, that expansion becomes even more viable. So no, I’m not going to be actively looking for a tenth team.

“However, if a great ownership group approaches us, we’ll certainly be listening.”

As someone who has loved the CFL for more than half a century, I always hope the tenure of a new commissioner will be the best tenure yet. With Johnston’s background and obvious passion for the game, he has a chance to be transformative.

Although I’m a fan of the Hamilton Tiger-Cats, I cheer for the entire league. So that means I’ll be cheering for Johnston as he takes the reins of my favorite gridiron league.