Sarah Mills: There's nothing like the collective joy we get from sports
With the Edmonton Oilers up one game in the Stanley Cup Final, Sarah Mills says there's something very special about the...
Stewart Johnston is ready to get his first season as CFL commissioner underway.
“It’s hard to put into words. I have been thinking I am happy I wasn’t hired in January and had to wait five months for season kickoff because I would’ve been too wired,” Johnston said.
“Five weeks was a great lead-in and experiencing the excitement coming through preseason and camp and now being here. I can feel it in the players and I can certainly feel it with the fans. We can feel it with the league staff. We can’t wait to get started.”
Read more:
- Shane Ray back in the CFL, chasing third pro championship
- The Blitz podcast: Riders’ final cuts, Week 1 against Ottawa
- Oilers head coach Kris Knoblauch looking to bring Stanley Cup home to Imperial
Johnston was named the CFL commissioner in April, taking over the role after Randy Ambrosie decided to retire.
The 54-year-old was the president of TSN before taking the role with the league. He was in Regina for the kickoff of the regular season on Thursday between the Saskatchewan Roughriders and Ottawa Redblacks.
“Worlds are colliding. I was out for dinner with a few folks from the league office and the Riders and over at the next table was the entire TSN crew,” Johnston said. “I’m excited for them because I know how much passion they have for this league and for covering this game.”
Listen to Johnston on the Evan Bray Show:
Johnston believes the league has built some good momentum heading into the new season.
“We have increasing audiences in television, we have seen increasing gate and increasing game day revenue,” he said. “These are metrics that are hard to come by and really impressive for the league. Let’s keep building on that momentum and look forward to a great season.”
One thing the league can benefit from is the recent rise in Canadian patriotism ever since Donald Trump became president and started to muse about making the country the 51st state.
“We are a sport that is played in Canada and made in Canada. If you see our advertising, you will see the red pop from a great slick black and white advertising campaign. You’re going to see me talk a lot about nine markets in Canada, the Canadians who are playing and starring in our league, the employment we offer Canadians throughout this country,” Johnston said.
“It is hugely important. We’re seeing it resonate with our business partners. They are looking to associate themselves with strong Canadian institutions and we’ve had a lot of incoming calls because they recognize that’s what we are.”
CFL Commissioner Stewart Johnston believes the league is in a good place heading into the 2025 season. (Britton Gray/980 CJME)
One of the ways Johnston believes the league can bring in new fans is by getting footballs into their hands.
“What I see here in this province, in particular, is one of the best flag football programs in the world. I think flag football is a way to introduce young people and new Canadians to the game,” he said.
“I truly believe if they hold a ball, throw and catch and run with a ball, they start to learn some of the rules and strategies, they are going to fall in love. It’s that good a game – we have the best game in the world.”
Johnston also said the league and the team need to produce content that is interesting for new viewers as well.
When it comes to expansion, Johnston admitted he would love to see a 10th team in the CFL but knows the right partners are needed to make that a reality.
“I’m not making expansion a priority of the league office. I want to focus on things we can control. I want to focus on growing the game of football in Canada, I want to focus on the entertainment aspect of our game,” he said. “We are in a fight for attention, and we have to figure out how we can drive attention to our game because once people see it, taste it and experience it, they are going to love it.
“If a group comes to the league office and has an outstanding financial plan, a stadium plan and the political wherewithal, we will be listening.”
So with a new season finally here, Johnston believes bright days are ahead for the CFL.
“It’s hard to be more excited than I am right now. We just want to make sure the game on the field is as exciting as it always has been and the players stay safe and have a great season,” he said.
