“Last year was our first year” – Chris Morris deliver his verdict over Edmonton Elks financial turnaround in the coming years

Edmonton Elks appear to be on the rebound after what Chris Morris describes as the darkest period in franchise history. Morris, the team’s president and CEO, believes the Elks could return to profitability within the next three to five years.

“Last year was our first year, and within five years, I expect we’re profitable—if not sooner,” Morris told 3DownNation. He added that years three and four will show whether the team is approaching financial viability, while years four and five should mark a return to consistent profits. The team has a large stadium and untapped potential if managed correctly.

Morris acknowledged the Elks’ struggles over the past decade, including a drastic drop in season ticket holders—from over 20,000 to 7,000—due to factors like the COVID-19 pandemic, a record 22-game home losing streak, and the controversial team name change. Edmonton has missed the playoffs in six of the past seven seasons, a stark contrast to its historic success, including 34 consecutive postseason appearances from 1972 to 2005 and ten Grey Cups.

CFL attendance has declined 7.5% league-wide since 2015, largely driven by Edmonton’s collapse. Morris estimates that drawing 20,000 fans per game could bring the team close to profitability, with 22,000–25,000 fans needed to generate solid profits. He emphasized that on-field success is critical: “There’s no amount of fairy dust if we start off 0-7. You have to have a good football product.”

Corporate sponsorships have also been a challenge, but Morris has worked to rebuild connections with the local business community. After initial skepticism, he has forged strong relationships, and the team plans to host nearly 100 prominent local business leaders to discuss partnerships and investments.

Morris is confident that with the right foundation, improved performance, and engaged community support, the Edmonton Elks can restore both their on-field success and financial health in the coming years.