Commissioner Stewart Johnston confirms financial boost from new CFL media agreements

Canadian Football League commissioner Stewart Johnston has confirmed the league’s newly-announced media rights agreements will bring a major financial uplift, describing the increase in broadcast compensation as “significant.”

Although Johnston declined to reveal exact figures, he said the CFL’s value had been properly recognised by its media partners. He praised long-time broadcaster TSN, alongside new streaming partner DAZN and YouTube, for recognising what the league can deliver.

The CFL officially unveiled its new broadcast agreements on Thursday, confirming six-year deals with Bell Media and DAZN starting in 2027. The arrangements will also include YouTube as a major digital partner, providing selected pre-season games, expanded combine coverage and exclusive behind-the-scenes content.

For the first time since 2008, the league’s domestic media rights will be split. DAZN will carry 21 regular-season games and two playoff matchups through its Saturday Night Football package, while Bell Media will continue broadcasting the majority of CFL coverage through TSN, CTV and French-language outlet RDS.

While official numbers remain private, reports suggest the new contracts could be worth close to $500 million over six years — roughly $83 million annually. That would represent a sizeable jump from the league’s previous deal, which was believed to be worth around $50 million per season.

Johnston highlighted the achievement as especially important given the wider struggles across the sports and entertainment media landscape, where rights values have faced increasing pressure. He also revealed the CFL attracted interest from several major companies during negotiations, describing the process as highly competitive.

The commissioner pointed to improving league finances in recent years, with overall revenues growing since 2022. Since taking charge in 2025, Johnston has pushed a number of changes aimed at increasing the CFL’s commercial appeal, including rule adjustments and playoff expansion.

Though questions remain over how quickly the new money will improve club profitability, Johnston suggested the deals would help strengthen teams financially and allow more investment across the league. He also noted players are expected to benefit through revenue-sharing mechanisms beginning in 2028.

However, Johnston stressed the media agreements are only the beginning rather than the finish line, insisting the CFL still has ambitions to continue growing over the coming years.

One piece of business still to be completed is the league’s American television deal. While DAZN will stream CFL games internationally across more than 200 countries, the U.S. rights package remains unresolved. Johnston confirmed discussions are ongoing with current partner CBS Sports Network, though other broadcasters are also interested, with hopes of reaching an agreement later this year.