What New CFL Commissioner Stewart Johnston Must Work to Improve

Image via cfl.ca

After the end of the eight-year run for Randy Ambrosie as CFL commissioner, the league has found their replacement with Stewart Johnston.

Johnston spent the last 25-plus years working for TSN, advancing from intern to president of the network. He helped build the network to be the sports leader of Canada.

“I am deeply humbled and profoundly honoured by this incredible opportunity,” Commissioner Johnston said in the league’s press release Wednesday. “Long before I worked with TSN and RDS to broadcast the CFL, I was a fan. Growing up, I sat with family and friends, watching the legends of the game. I’ve loved working closely with this league, getting to know its stars and being a part of the most unforgettable celebration in Canadian sports – Grey Cup Week. To think that I will present that iconic trophy to this year’s winners in Winnipeg this November is a dream come true.”

With a new leader comes new changes and ideas that will help reshape the CFL. Where does he need to start

CFL Expansion

The dreaded topic that has been talked about for decades. Quebec City and Halifax have been two of the most prominent names mentioned as potential expansion locations during Ambrosie’s tenure as commissioner. So far, nothing has come of those.

Adding a tenth team would bring much-needed balance to the CFL schedule, which would result in improved bye weeks for the teams and players, and could lead to a change in the length of the season. Having one team on a bye each week is rough, especially at the end of the season, when one team is off the final week and playoff spots are still open.

The league has seen a steady increase in attendance and viewership for the championship game. Attendance improved in 2024 by 2%, and the latest edition of the Grey Cup in November saw the highest ratings since 2018.

Canadians are watching the league at its highest peak since the COVID-19 pandemic, so it’s time for Johnston to revisit expansion and find another city to join the league to give it the boost it needs.

Development of Canadian Talent

Fans of the league want to see the CFL bring in more Canadian talent to fill the spots currently held by Americans. While maintaining a nice balance between international and local talent, American talent is generally superior to Canadian talent, aligning with the U.S.

One particular position that is needed is at quarterback. Nathan Rourke has been a prime example of a solid starting quarterback who the CFL can build around. The reality is that quarterbacks in Canada are not developing to the level they need to be. There is hope, though, that if the NFL doesn’t pan out, Taylor Elgersma might be another Canadian quarterback to land in the CFL and become an eventual starter.

Johnston should explore opportunities to collaborate with colleges on developmental programs to prepare players for the professional level. In particular, follow the footsteps of the United Football League and hire someone who specializes in quarterback development for Canadians. That would be a good first step in enhancing Canada’s talent.

Television Distribution

Yes, this is an American talking about the frustration of not being able to see more CFL games in the United States. ESPN used to broadcast CFL games before the league decided to go the route of CBS Sports Network broadcasting games. This TV deal hasn’t done much to attract viewers from the south to watch the CFL.

CFL+ was a nice addition to the league, which is free for everyone to watch, but let’s face it: we all know which direction it will eventually take, where a paid subscription will be required. If it is affordable, then it will be worth it; however, Americans will not want to pay for something they aren’t familiar with or passionate about.

This is where Johnston should take a look at the television distribution deal and see what else they can do to move games back to ESPN or another network with more eyes on it than CBS Sports Network. Maybe if the UFL does fold, it could open the door for the CFL to jump in and fill time slots on ESPN.