The Canadian Business Journal March 2026

19 CANADA’S GAME IS RISING: INSIDE THE CFL’S NEXT ERA MARCH 2026 « The Canadian Business Journal 18 achievement in a fractured media landscape. Attendance and game-day revenues are climbing as well, giving Johnston confidence that the league’s momentum is real. His blueprint for the coming years centers on several priorities: financial stability across all nine clubs, expanded national reach, stronger fan engagement, significant digital transformation, increased grassroots participation, and potentially a tenth franchise. Expansion, however, would require the right ownership group, stadium infrastructure, and a market capable of sustaining a professional club. “We are in growth mode — and that’s incredibly exciting for a league over 110 years old.” — Johnston’ Digital Transformation as a Cornerstone In today’s sports economy, digital isn’t an accessory — it’s infrastructure. The CFL is undertaking the largest digital investment in its history, revamping its central web platform, launching a new league app, and introducing a full-season fantasy football game designed to deepen fan engagement. Fantasy football, Johnston notes, isn’t simply a side product — it’s engagement glue that keeps fans connected week after week. At the same time, the league’s content strategy is evolving to meet younger audiences where they are. What works on YouTube doesn’t necessarily resonate on TikTok, and younger fans don’t consume sports the same way previous generations did. Balancing Tradition and Innovation Modernization, Johnston insists, does not mean erasing what makes the CFL unique. The league’s defining elements remain intact: three downs, twelve players, the waggle, a wider field, and larger end zones. Recent rule adjustments — including moving the goalposts to the back of the end zone — aim to improve player safety and visual clarity without compromising the identity of the game. Media Rights: Revenue, Reach, and Relevance With the current broadcast agreement approaching expiration, Johnston faces one of the defining negotiations of his tenure. Having spent decades on the other side of the table as a media executive, he approaches the process with both urgency and clarity. Three priorities anchor his strategy: maximize revenue, maximize reach, and maximize relevance. TIMBER MART is rooted in the same community spirit that defines the Canadian game. Our local owners are more than suppliers; they are experts dedicated to providing honest guidance and quality building materials to power your projects, one yard at a time. Whether you’re a professional contractor or a weekend DIYer, we provide the grit and expertise to help you get the job done right, from the opening kickoff to the final whistle. As Canadian as 3 Downs. Find your local dealer at timbermart.ca PROUD PARTNER 3 Downs - TBM CFL - March Canadian Business Journal - Half Page Horizonal - 7.75 x 4.75 - select.indd 1 2026-02-19 11:24AM