As a 62-year-old man who has loved the game for some 55 years, I represent the CFL fanbase's biggest existing demographic. And ironically, its biggest problem too.
Pinball's Message
On an unseasonably cold, blustery night in early May in Regina, the stage of the Conexus Arts Centre was transformed into a makeshift ballroom. CFL legend Michael Clemons, known as Pinball, delivered an inspirational message with fervour and theatricality. He mesmerized the crowd, raising and lowering his voice, hugging people, and encouraging everyone to make a difference. When asked about the recent rule changes that will fundamentally alter the CFL game by 2027, Clemons' persona shifted. His voice went soft, and he deferred to CFL Commissioner Stewart Johnston, expressing belief that the changes can save the league. He pointed to low attendance in Toronto as a reason for change.
CFL and Canadiana
I have loved the CFL for 55 years. I've celebrated four Roughriders Grey Cup wins, cried over the 1976 loss, and sat stunned after the 13th-man penalty in 2009. Over time, the CFL came to represent community and belonging. It is Canada's oldest surviving national pro sports league played by its own rules. The CFL's appeal has always been that it is not the NFL. Its aficionados recognize the best calibre of football rests south of the border, but the best game of football is firmly north – with larger fields, three downs, unique rules, and radically different gameplay. The CFL has always felt like a wild ballet on grass, compared to the manufactured precision chess of the NFL.
A Crossroads
The CFL may not be dying, but it is in a state of existential crisis. Not in Saskatchewan and Winnipeg, but as a country-wide entity. The fanbase is aging, and the league has lost a generation of fans to the NFL's marketing machine. Traditionalists believe the problems are outside the game: poor marketing, mediocre broadcasts, awkward scheduling, and weak social media. Owners, however, believe the on-field product needs change. Enter Stewart Johnston, appointed in April 2025, a deliberate departure from past commissioners. He views the game through a television lens and was given an urgent mandate for change.
Johnston's Announcement
On Sept. 22, Johnston announced a "watershed moment" for the CFL. In 2027, goalposts would move to the back of the end zone, end zones shrink from 20 to 15 yards, and the field shorten from 110 to 100 yards. In 2026, the rouge would be curtailed and the play clock moved to 35 seconds. Johnston said the changes would increase completed passes by 10 per cent, produce 60 more touchdowns, and modernize game presentation. When asked about moving to four downs, he said, "I don't say the word never." Many players and commentators were supportive, but star quarterback Nathan Rourke called the changes "garbage," saying they make the CFL want to be like the NFL. Coach Mike O'Shea called himself a purist who likes the game the way it is. The league underestimated the emotional attachment fans have to the unique Canadian field and rules.
How Companies Behave
I spent 17 years in executive roles and recognize the pattern: companies in crisis make unsentimental decisions, with authority vested in one person. In this case, that's Johnston. The changes look like a deliberate pattern of corporate disruption.
The CFL's New Playoff System
In late April, Johnston announced that beginning in 2027, eight of nine teams would qualify for the playoffs – 89 per cent of the league. The new system is a hybrid of the Page playoff format and NBA play-in system. Critics argue it waters down the regular season and risks allowing teams with two to four wins to make the playoffs. The Saskatchewan Junior Hockey League tried a similar gambit and later moved on. Its former president said he didn't think anyone ever believed in that system.
Betting on the Future
Johnston scored a big revenue win with a new six-year deal with TSN and DAZN worth $500 million. The lowest-hanging fruit for new fans are NFL fans, who are younger and avid. But making the CFL more familiar may simply make comparison easier – a comparison the CFL is unlikely to win. Traditionalists have a larger financial investment in the league. Some are angry and cancelling season tickets. I belong to a third group: disappointed and disengaged. I believe the CFL went about this the wrong way – without sufficient research, data, or consultation. If the changes work, the league may grow and replace older fans. But the nightmare scenario is gradual erosion, sacrificing cultural differences for money, becoming a minor league in people's hearts. Johnston says people will get over it, but anger may migrate to apathy.
