The Canadian Football League believes it has taken a major step into the future.<\/p>\n
Appearing on The SportsCage following Thursday\u2019s announcement of a sweeping new media rights agreement, CFL Commissioner Stewart Johnston described the day as \u201ctransformative,\u201d \u201cfoundational,\u201d and a launching point for the next era of the league.<\/p>\n
The CFL unveiled a series of new long-term partnerships with Bell Media, DAZN and YouTube beginning in 2027, agreements the league says collectively represent the largest media rights deal in CFL history.<\/p>\n
\u201cI just said to the fellas here, I\u2019m calling it a monumental day,\u201d SportsCage host Barney Shynkaruk said to Johnston during the interview.<\/p>\n
\u201cIt is truly,\u201d Johnston responded. \u201cWe think it\u2019s a landmark day, it\u2019s a foundational day, it\u2019s a launching day. We are thrilled with what we were able to announce today. It\u2019s the culmination of a lot of hard work, but it\u2019s also the culmination of a process that reinforced just how important the CFL is as a media property in this country and now around the world.\u201d<\/p>\n
The agreements dramatically reshape how the CFL will distribute games and content moving forward.<\/p>\n
Bell Media remains the league\u2019s primary Canadian rights holder, with TSN set to broadcast 60 regular-season games, six playoff games and the Grey Cup beginning in 2027. RDS remains the French-language home of the CFL, while select games and the Grey Cup will also be available on CTV and Crave.<\/p>\n
Meanwhile, DAZN enters the picture as a major new partner, highlighted by an exclusive Saturday Night Football package each week during the regular season and select playoff coverage. The streaming giant will also carry every CFL game internationally outside Canada and the United States in more than 200 countries.<\/p>\n
YouTube was also announced as a \u201cPremier Platform Partner,\u201d with expanded live and on-demand CFL content, creator collaborations, enhanced combine coverage and access to the league\u2019s historical archives.<\/p>\n
For Johnston, the deal checks every major box the league hoped to accomplish.<\/p>\n
\u201cIt was question seven on day one, and question one many, many times after that,\u201d Johnston said with a laugh, referencing the immediate focus on media rights after he became commissioner.<\/p>\n
\u201cEveryone recognizes this was an important moment for the league. It really is how you determine whether this league lives at the elite level of media properties or not.\u201d<\/p>\n
Johnston explained that maximizing revenue was only part of the equation.<\/p>\n
\u201cWe wanted to optimize our rights. We wanted to maximize revenue, of course. We wanted to maximize our reach, and we wanted to try and reach new audiences. I feel overjoyed right now to say that we\u2019ve landed these partners, including YouTube as a premier partner on a premier platform.\u201d<\/p>\n
The commissioner said the partnerships allow the CFL to simultaneously maintain its broad traditional audience while aggressively pursuing younger fans and new viewers.<\/p>\n
\u201cBetween all of these partners, we\u2019ve got the ability to do wide and powerful reach,\u201d Johnston said. \u201cWe\u2019ve got targeted, young, and new audiences being attracted through Bell Media, DAZN and YouTube.\u201d<\/p>\n
Johnston also revealed just how much interest there was around the CFL during negotiations.<\/p>\n
\u201cIt wasn\u2019t just those three partners that we announced this morning,\u201d he said. \u201cAlmost every major global streamer and almost every major domestic distributor were interested in having a conversation with us about the CFL.\u201d<\/p>\n
According to Johnston, that interest reflects both the strength of the product and the momentum the league has built over the last year.<\/p>\n
\u201cI think it\u2019s a testament to the game on the field,\u201d he said. \u201cI think it\u2019s a recognition of the modernization that we\u2019ve demonstrated over the last year. We created a lot of attention on the league, and that has been noticed.\u201d<\/p>\n
One of the most intriguing elements of the new agreement is the addition of a consistent Saturday Night Football window on DAZN at 7 p.m. ET.<\/p>\n
Johnston believes the consistency could become a major benefit for fans.<\/p>\n
\u201cWhat Bell and TSN have done with Thursday Night Football and Friday Night Football has been outstanding,\u201d Johnston said. \u201cBut on a Saturday, you can lock that in. I think that consistency is going to be fantastic for fans.\u201d<\/p>\n
The commissioner also acknowledged that the CFL is following a growing trend across professional sports by balancing traditional reach with digital growth opportunities.<\/p>\n
\u201cWe\u2019ve seen some data from other leagues that clearly have split packages,\u201d Johnston explained. \u201cThe global digital distribution platform often appeals to a younger audience, and what the linear player brings is a broad audience. I think those two groups are starting to merge.\u201d<\/p>\n
Perhaps most importantly for Johnston, the agreements reinforce his long-held belief that the CFL has been undervalued as a sports property.<\/p>\n
\u201cOne of the reasons I came to the CFL and took this job is because for 20 years I was on the other side looking at the CFL and realizing it is undervalued and underappreciated for the strength of what it delivers,\u201d Johnston said.<\/p>\n
\u201cThis is a highly scaled sports property in this country, and I don\u2019t think it\u2019s ever had the proper recognition of that.\u201d<\/p>\n
Johnston believes the new partnerships finally provide validation for the league\u2019s standing in Canada\u2019s sports landscape.<\/p>\n
\u201cThese companies saw that. They recognized that. We demonstrated the strength of our league, and they got it right away, and they were excited right away.\u201d<\/p>\n
The commissioner stopped short of discussing specific financial figures related to the agreements but acknowledged a \u201csignificant increase\u201d in overall media valuation. Still, Johnston suggested the biggest impact may go beyond revenue.<\/p>\n
\u201cWhat this deal does, even more importantly than the revenue generation, is the demonstration of momentum,\u201d he said. \u201cWe have some of the biggest partners domestically and internationally you could ever want, saying that they want to be a part of the CFL family.\u201d<\/p>\n
For a league that has spent years battling questions about its future relevance, Thursday\u2019s announcement represented something much different: confidence, ambition and belief in where the CFL is headed next.<\/p>\n