The Canadian Business Journal March 2026

21 CANADA’S GAME IS RISING: INSIDE THE CFL’S NEXT ERA MARCH 2026 « The Canadian Business Journal 20 “Modernize the delivery, Protect the DNA.” — Johnston’“ We believe we have the best game in the world,” he says. “Now it’s about delivering it to as many people as possible.” Growing the Game Beyond professional operations, Johnston sees the CFL as a custodian of football’s future in Canada. Flag football — a rapidly growing version of the sport and set to debut at the 2028 Olympic Games — is emerging as an important gateway for new players and fans. Partnerships with schools, provincial organizations, and Indigenous communities aim to broaden participation across the country. “If you expose people to football the right way,” Johnston says, “they’ll become fans. It’s that great a game.” Canadian Identity at the Core In an era of globalization, the CFL’s fully Canadian identity is both rare and powerful. Few major professional leagues in North America can claim the same level of national connection, and Johnston believes celebrating Canadian talent strengthens that bond. Players who wear the Maple Leaf do so not just on special occasions, but every week of the season. Looking Ahead Coming off a strong 2025 campaign, Johnston describes the league as energized. With only nine regular-season home games per club, each matchup carries event-level significance — scarce, meaningful, and deeply communal. When asked how he hopes history will judge his tenure, Johnston keeps the answer simple. “You want to leave the game in a better place than you found it.” — Johnston’ Better participation. Stronger finances. Broader fandom. Greater digital sophistication. Maybe even a tenth team. Because somewhere, in a living room in Canada, a child is about to leap off a couch in celebration — and if Stewart Johnston has his way, the league will be ready for that moment for generations to come.