New CFL commissioner Stewart Johnston clarified his statement on why he does not have expansion at the top of his priority list.
“When I said my priorities — looking for that 10th expansion team is not at the top of my priority list — it’s because as a leader in an organization one of the biggest jobs you have is to determine the allocation of capital, that’s human capital, it’s financial capital, where we’re going to put limited resources,” Johnston told the SportsCage.
“We can control building the entertainment base of our product. We can control innovation as it relates to data tracking, data enhancement, health and safety and player safety. We can control how we involve our teams, our players, our staff in communities and really take advantage of being the biggest major pro sports league in the country with only Canadian teams as we see a sense of patriotism washing over the country. Those are areas we can control, dealing with partners, dealing with advertisers, we can control.”
Johnston pointed out he would love more expansion teams to join the league and is willing to listen.
“If somebody came and presented a really strong ownership proposal from anywhere in Canada and they had the bona fides behind it, I’m listening,” Johnston said. “Don’t think that because it’s not a top priority list… I am listening.”
“I guess it started informally back in Vancouver with a couple of quiet chats, I know so many people involved with the league. I had actually just taken on in June a large new portfolio at my old job and I was so swamped with that,” Johnston recalled.
“I didn’t really spend a lot of time thinking about it. Sort of resurfaced again in late January and February. I was able to take a breather, actually think about it and realize: ‘Wow, this is something I really want to do.'”
Johnston’s previous role was overseeing TSN as president, which he did since 2010. He believes his experiences as president will help him in his new role as CFL commissioner.
“I’ve got a long history of being involved with media rights deals. For the last eight years, I’ve also been a revenue person,” Johnston said.
“I’ve been in charge of the entire advertising portfolio across all Bell media platforms. I’ve also driven the distribution revenue team, which is selling our content through cable companies, through direct-to-consumer, over-the-top platforms. From a revenue perspective, I have a lot of background, a lot of skills, and a lot of connections and networks. Overall, all of us live in worlds of challenge, headwinds and disruption — I’ve dealt with an awful lot of it for the last 28 years and we’ve managed through it all right.”
“I’ve committed to doing a 100-day listening tour. I’m going to come around, I’m going to talk to each of the clubs, their presence, their stadium folks, the players, the PA, coaches, GMs, and fans — I want to understand what is working,” Johnston said.
“One of the questions I want to ask when I’m going to meet with every single member of CFL staff is: ‘Tell me the three things you’re most excited about. What are the three things you’re working on that you think are great? Then tell me two things that you think we should be doing better.’ The reason I do it in that order is that most people want to go to the second question first. Even though they’re doing wonderful things and doing exciting things, just human nature, they tend to go to the second question. Tell me the good things first, then we’ll talk about the improvements.”
Johnston will be in Saskatchewan for the Roughriders home opener against Ottawa and most of his knowledge of the Green and White came from his late friend and colleague, Darren Dutchyshen.
“I was thinking about Darren Dutchyshen, who was such a larger-than-life individual for many Canadians, but all of us who got to work with him and talk to him, whether every day or once in a while. We have such a large place in our hearts for Dutchie and one of the things we talked about an awful lot was his love for his Riders,” Johnston said.
“When I think about the Riders, there are so many great players and great moments, as well as big wins and heartbreaking losses. But Darren Dutchyshen is probably the first person I think of with the Riders.”
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