So Stewart Johnston, what would CFL success look like to you five years after your first day on the job?
“Nine healthy franchises with sustainable business models,” Johnston said after being introduced as CFL commissioner on Thursday at a hotel across from the Toronto Argonauts’ home stadium.
“Growth in attendance, growth in commercial assets, a great new media deal and the CFL absolutely locking in its place as an institution in this country and maybe beyond.”
How he tries to get there, of course, is the big question. Johnston will be the first to tell you he doesn’t have all the answers on Day 1, even though he probably has a deeper understanding of the CFL and its business model than many men previously in his role.
The former TSN executive was not about to make firm promises right off the bat — and mostly avoided specifics. A confident, clear speaker, the Toronto-born, Ottawa-raised Johnston did offer some hints on how he intends to proceed and laid out what he sees as the big challenges.
Here are some takeaways from his first public gathering as CFL boss:
The first order of business
Johnston takes over from Randy Ambrosie less than a month before training camps start, so he wouldn’t have time to make drastic changes for 2025, even if that was his desire (it isn’t).
The good news for Johnston is he doesn’t appear to have any immediate fires to put out following ownership changes in Montreal, Edmonton and B.C. in recent years. He says there is “historically great ownership” across the league — but the CFL rarely goes for long stretches without off-field hiccups.
“My first job is to listen,” he said. “I plan to go on a listening tour. I want to, of course, listen to the staff, listen to the board, listen to my friends in the media, listen to our fans, travel across the country, speak with team presidents, GMs, coaches, and players. … I want to get to know the CFLPA. So I’m on a listening tour for the next 100 days.”
Fountain of youth
Johnston acknowledged what is obvious to anyone who has attended CFL games in recent years — the fan base is aging.
That will have to change for the league to grow. Outside of Winnipeg, it’s hard to imagine any of the other eight teams could give themselves an A-plus when it comes to their current business situation.
Johnston seemed to stress two avenues in a bid to develop younger fans — expanding the league’s digital presence and leaning into flag football (participation in youth football has been an issue in certain parts of the country).
“We must address the aging fan base by developing strategies to appeal to younger generations,” he said. “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. While teaching the fundamental skills and tactics of the game, it promotes physical fitness, teamwork, and strategic thinking, all of which are vital for young athletes.”
Speaking of flag football…
The Los Angeles Olympics will feature that version of the sport in 2028.
NFL players have made noises about wanting to participate, though the league hasn’t said yes or no. The CFL will have to make a call at some point.
“I think flag football, being in the 2028 Olympics, provides us an opportunity to gain some attention with audiences that may not be exposed to CFL football at this point,” he said.
Hold off on expansion
Ambrosie made no secret of his desire to add a 10th team during his tenure from 2017-25.
It’s one thing to say it, and another thing to do it, as Ambrosie discovered. There is no suitable stadium in Atlantic Canada, and other potential markets (Quebec City, southwestern Ontario) all have their own challenges.
Johnston certainly knows all that, and said expansion is not an immediate priority.
“Look, would I like a 10th team? Absolutely. 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 10th team. However, if a great ownership group approaches us, we’ll certainly be listening.”
Three downs, and the rouge
Ambrosie and the CFL explored a partnership with the XFL (which no longer exists in its current form), and there was even talk about going to four downs.
Johnston has no plans to change the basic rules of the CFL, and also said the long-debated rouge is “here to stay.”
The unique nature of the CFL is a positive to Johnston.
“Whatever makes a clip go viral, if fans are enjoying it, getting attention to it, creating fandom to players and teams, I think it’s great,” he said.
The Toronto market
After the Blue Jays came to life in 1977, everything changed for the CFL in Toronto.
Today, the Argonauts are part of an even more crowded Toronto sports entertainment landscape. Long gone are the days when the Argos are front of mind in the Toronto sports scene, even though they have won two of the past three Grey Cups.
Every CFL commissioner is asked what can be done to improve Toronto, and there have been hits and misses over the years.
“I think the Argos have shown some signs of momentum. They’re absolutely not where they need to be, and I think (team owner) MLSE would say that themselves,” Johnston said. “But they have shown growth in attendance over three years. Highest attendance since 2016 and I’ve seen a greater engagement with the fan base than ever before, in recent memory. I have a lot of confidence in (MLSE president/CEO) Keith Pelley and (chief business officer) Phil King. They are really fresh and new to the job at MLSE. I’m looking forward to closely working with them and seeing what we can do to continue the momentum.”
World Cup conflicts
BC Place, home of the Lions, and BMO Field, home of the Argos, will host World Cup games in 2026 in the summer months when the CFL has games.
This will present scheduling challenges, but Johnston is looking at the positives.
“It’s a different form of football, but let’s celebrate great sporting events coming to our country,” he said.
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