The Canadian Business Journal March 2026

15 CANADA’S GAME IS RISING: INSIDE THE CFL’S NEXT ERA MARCH 2026 « The Canadian Business Journal 14 From Sports Fan to Sports Executive Long before he occupied the commissioner’s office, Johnston was a lifelong sports fan who found a way to turn passion into profession. When TSN launched in 1984, it felt revolutionary — 24 hours of sports every day of the week. For a young business graduate who already loved the games themselves, it was the perfect collision of commerce and competition.“I couldn’t imagine anything better,” Johnston recalls. An early stint with Gatorade exposed him to the world of sports marketing and how brands connect themselves to athletic excellence. From there, Johnston built a 27-year career with Bell Media, working across negotiations and partnerships with global sports powerhouses — including the NFL, NBA, and NHL — along with marquee events like the FIFA World Cup and the Olympic Games. “When you combine sport and business the right way, you create something powerful.” — Johnston’ Those experiences offered a masterclass in the modern sports industry. Johnston saw how elite leagues think, how they negotiate, and how they survive in increasingly crowded markets. Most importantly, he learned how they compete for attention in a world where attention is the most precious currency of all. That perspective now shapes his worldview: the CFL isn’t just competing with other football leagues — it’s competing with Netflix, TikTok, gaming consoles, and every glowing screen in the country. Entering the Role: Listening First When Johnston stepped into the commissioner’s chair, he didn’t arrive with proclamations — he arrived with questions. Within weeks, he launched a 100-day listening tour, visiting all nine CFL markets and meeting with front-office staff, coaches, players, governors, and fans. “This league means something deeply personal to people.” — Johnston’ “The passion level of our fans is incredible,” he says. “They’ve been to decades worth of Grey Cups. They’ve held season tickets for generations.” Johnston also confronted the operational realities of running a national sports league — everything from officiating oversight and scheduling logistics to adapting when unexpected events disrupt game plans. It’s a role that demands both macro vision and micro precision, and Johnston embraced the learning curve. Defining Success in the Next Five Years Ask Johnston what success looks like for the CFL, and he doesn’t hesitate: growth — measurable, sustainable, and cultural. The league has posted multiple consecutive years of linear television ratings growth, a notable