Will CFL Expansion Succeed or Fail? Lessons from Past Attempts

The Canadian Football League has long flirted with expansion, and the question remains: will a new franchise thrive, or become another cautionary tale? Looking at past expansions provides insight into the opportunities, challenges, and what it takes to succeed in Canadian professional football.

Past Expansions: Hits and Misses

The CFL has seen mixed results with expansion. Some cities embraced new teams, while others struggled to fill seats or make the business side work.

• Successful examples include Calgary Stampeders’ growth in the 1980s and BC Lions’ sustained popularity, showing that a strong local market with a passionate fanbase can support a team for decades.

• Failures often stemmed from overambitious attempts to launch franchises in markets with little football history or weak financial backing. Teams in Baltimore (pre-CFL USA experiments) or Ottawa’s Rough Riders in the 1990s illustrate that poor planning, low attendance, and financial instability can doom a franchise before it has a chance to settle.

Key Factors for Success

1. Market and Fan Engagement
A CFL team needs a city where football is part of the local culture. Expansion cities like Halifax or Quebec City are intriguing because of population size and growing interest in sports, but the team must connect with the community immediately.

2. Stadium Infrastructure
A modern, accessible stadium is essential. Fans are more likely to buy season tickets and attend regularly if they can enjoy the experience. Previous struggles often happened when stadiums were outdated, too far from the city center, or lacked proper amenities.

3. Financial Stability
Expansion teams require solid ownership and clear financial planning. Covering operating costs, player salaries, and marketing campaigns is crucial to avoid the mistakes of past expansions that collapsed due to underfunding.

4. Competitive Team from Day One
Fans are unlikely to stick around for years of losing. Expansion teams that quickly field competitive squads — either through smart drafts, trades, or loan agreements — build excitement and loyalty.

Lessons from Past Failures

Past expansions teach us what not to do:

• Avoid markets without a strong football culture.

• Don’t underestimate the cost of building a stadium and operating the team.

• Ensure ownership is committed long-term, not just looking for a short-term return.

• Don’t launch a team without a clear plan for fan engagement, sponsorships, and media coverage.

Could Modern Expansion Succeed?

With lessons learned, modern CFL expansion has a better chance of success. The league can carefully vet markets, secure committed owners, and ensure infrastructure is ready. Cities like Halifax or Quebec City show potential, with passionate sports fans and growing populations.

Ultimately, the success or failure of CFL expansion will depend on preparation, investment, and community buy-in.

A rushed approach or poorly funded venture risks repeating the mistakes of the past. But with careful planning, expansion could be a new era of growth for Canadian football, bringing fresh energy, rivalries, and opportunities to the league.