The Canadian Football League has appointed its next commissioner, Stewart Johnston, a key executive from Bell Media, who has been instrumental in the league’s media dealings.
Amid increasing pressure for the CFL to concentrate on securing media deals before the 2026 expiration of its significant contract with TSN, Johnston’s selection reflects the league’s commitment to its media rights strategy. He was previously Bell Media’s senior vice president of content after serving as senior vice president of sales and sports for four years. Johnston’s connection to TSN, where he held various positions since 2006, positions him uniquely for his new role; he was vice president of programming during the crucial deal that granted TSN exclusive broadcasting rights to CFL games beginning in 2008, and he served as TSN president from 2010 until 2021 while also assuming oversight of Bell Media’s sales and marketing in 2017.
Stewart Johnston appointed 15th Commissioner of the Canadian Football League.
Details: https://t.co/XGbn1FTcr3 pic.twitter.com/HPDJBpERAs
— CFL (@CFL) April 2, 2025
Johnston’s extensive experience with the CFL on TSN deal, including every subsequent extension such as the 2019 agreement running through next year, grants him a profound understanding of the league’s inner workings. This transition from a long tenure at Bell to the CFL allows him to leverage his insights gained over many years of collaboration. In a LinkedIn post announcing his move, he expressed enthusiasm for this significant step in his career.
Johnston’s appointment highlights the CFL’s focus on its impending Canadian media rights deal, which is essential for the league’s financial health, particularly since the TSN contract has historically stabilized player salaries and generated revenue growth—from approximately $15 million per year during the first agreement to around $50 million annually under the current deal signed in 2019.
He succeeds Randy Ambrosie, the former commissioner who retired in October, and part of the timing of Ambrosie’s retirement was to ensure a smooth transition for his successor to prepare for upcoming media negotiations. According to Dan Ralph of The Canadian Press, Ambrosie believed that stepping down during 2025 would allow enough time for his replacement to adjust and strategize for the new broadcast contracts.
Ambrosie’s unexpected retirement announcement followed his 2023 Grey Cup address, where he stated he had no immediate plans to resign. It was anticipated he would continue at least until 2026, coinciding with the expiration of broadcast agreements.
By resigning in 2025, Ambrosie aimed to provide his successor adequate time to acclimate and prepare for negotiations. The CFL and its Players’ Association recently reached a seven-year collective bargaining agreement, which can be revisited once new broadcasting contracts are finalized.
Given the current landscape, TSN and Bell Media appear to be the frontrunners for retaining CFL’s Canadian rights, especially considering Rogers’ recent substantial investment in NHL rights for Sportsnet, which may redirect their focus. The CFL represents one of the largest Canadian sports rights deals outside the NHL, crucial for maintaining TSN’s performance in subscriber numbers and fees. Last year, Bell also addressed the long-standing issues related to cable-only CFL broadcasts by airing some games, including the Grey Cup, on their CTV network. Johnston’s familiarity with TSN’s interests will be beneficial.
The CFL may explore options for multiple broadcasting partners or sublicensing agreements, so the future status of the CFL/TSN partnership is not guaranteed. Although there are avenues for U.S. and international broadcasting, primarily for exposure rather than financial gain, the league currently has a deal with CBS Sports Network and provides remaining games on their free CFL+ streaming service; these arrangements extend through 2026. The league’s website indicates viewers outside North America will access the entire 2025 season via CFL+, although past broadcasting arrangements have varied, suggesting a streaming-focused approach moving forward.
In light of the importance of the next Canadian media deal, bringing in a respected television executive like Johnston, who understands the nuances of the likely TV partner, seems a wise decision for the CFL.
