In an exclusive interview with Global News Winnipeg, Canadian Football League Commissioner Stuart Johnston shared insights on his transition from TSN President to league leader, the CFL’s current financial state, and his vision for growing football across Canada.
The interview, conducted during Johnston’s visit to Winnipeg to meet with Blue Bombers fans, revealed behind-the-scenes details about television ratings growth, revenue challenges facing seven of nine teams, and his entertainment-focused approach to league operations.
On His Career Transition and Deep CFL Connection
Johnston’s move from media executive to sports commissioner represents a unique perspective shift that few leaders experience. His background provides him with rare insight into both sides of the sports business equation.
“I started in the media business just So this is an old home for me to be in a studio. I began at TSN in 1997 as an intern and became President in 2010. And through that time, was able to fulfill two passions of mine, sport and business. I was able to negotiate with league across the world, generate new business partners, delivering subscription, understanding the media business, which, as you know, changes very, very quickly. But through that time, I had a strong partnership with the CFL. The entire 28 years I was there. I’ve been as close to this league from afar as I think one could.”
Johnston’s 28-year relationship with the CFL while at TSN gives him institutional knowledge that most new commissioners lack.
On the Reality of Leading a Professional Sports League
The transition from media executive to commissioner has been both meaningful and surreal for Johnston, particularly given his personal connection to football.
“I’m still in the pinch me moment. Still feels a little surreal. On that opening press conference when I actually started, they presented me a football with my signature on it. And that is for someone who just cherished throwing footballs in the backyard with his brothers. It It was a very meaningful moment.”
On the CFL’s Current Strengths and Market Position
Johnston highlighted specific metrics that demonstrate the league’s positive momentum, particularly in areas that other professional sports leagues struggle with.
“Start off with, we’ve had an increase in television ratings each of the last couple of years. From my old role, I can tell you, almost every league would be incredibly envious to see a growth in television ratings. Game day revenues, game day attendance, all on the rise over the last couple of years.”
The television ratings growth Johnston mentions is significant because it runs counter to trends affecting most professional sports. Most professional sports leagues are seeing declines as people move away from standard TV and into streaming.
On the League’s Financial Reality
Johnston did not avoid discussing the CFL’s most pressing challenge, providing specific numbers that reveal the extent of the financial difficulties facing most teams.
“At the same time, we need to drive Continue to think about ways to drive revenue. We had seven of nine teams did not make money last year. That’s not a sustainable business model. So we’ve got to focus on the business of the game.”
Wow, he just came out and said it. This frank admission that 78% of CFL teams lost money in the previous season provides shows, at least at the start, he is being transparent. We will see how long this lasts, but it is a good start.
On His Entertainment-Focused Strategy
Johnston outlined his approach to addressing the league’s challenges through an entertainment lens, emphasizing fan experience and youth development.
“I think to do that, I want to think about entertainment, make decisions through the lens of entertainment. How do we keep driving forward, whether that’s game product and presentation itself or social media, digital content, the platforms that we’re using. I also want to grow Fandam for football, grow football across this country.”
Johnston’s entertainment-focused strategy acknowledges that the CFL must compete for attention in an increasingly crowded sports and entertainment marketplace. Just because you have a lot of followers on social media and get a lot of views does not always translate to revenue.
Commissioner Johnston’s Vision Takes Shape
The interview reveals a commissioner who combines deep industry knowledge with genuine passion for football. Johnston’s 28-year relationship with the CFL through his TSN role provides him with unique insights into the league’s operations, while his media industry experience offers perspective on revenue generation and audience engagement. His frank discussion of financial challenges facing seven of nine teams demonstrates transparency about the work ahead.
The full interview aired on Global News Winnipeg and provides additional details about Johnston’s background and vision for the CFL. Fans can access the complete conversation through Global News digital platforms and learn more about the commissioner’s plans during his ongoing market visits across Canada.
