CFL Announces Major Changes to the Game: Corporate Interests Vs Fan Passion

The CFL's major changes to the game messaging is not tradition meets innovation. It is corporate interest and hegemonic sport power (NFL) versus fan passion and Canadiana culture. This is an "elbows up" moment for Canadiana and citizen/fan passion vs corporate interest.

The changes proposed by the CFL appear to be linked to the new partnership between MLSE and the Buffalo Bills. Let’s look at the evidence: The changes proposed reflect subtle but visible changes to the Canadian game to optically appear similar to the NFL. Moving the goal posts to the back of the end zone, shortening the field, and narrowing the end zones give the optics of a similar image for American audiences. Employing a 35 second clock allows the American audience to understand the timing between downs without having to understand the nuances of the Canadian officiating of a game.

The partnership between MLSE and the Buffalo Bills is designed to increase marketing of football. What better and more effective approach to marketing if the product is similar in optics. The field will have a similar appearance and the time clock will allow the targeted audience (American) to understand the game in relation to the NFL. The CFL is moving to ensure a closer imagery of the Canadian game to the NFL. This will ensure the American audience will become interested in the product. Add to this is that the Commissioner stated that “never say never” to incorporating 4-downs speaks volumes.

As a former TSN executive, the Commissioner understands that marketing is key and to have the CFL/NFL appear similar. He is appealing to TSN, as well. It makes it easier for TSN to approach the marketing more effectively. They can use their marketing approach to sell each as a variation on the same game with subtle differences.

In simple terms, this is driven by MLSE and the long-standing focus on the Toronto football market to increase its presence and appeal. If there is any other motivation for making the changes, they are not clear, especially, since the players, coaches, and GMs were not consulted on the impact this would have on the “game”, not to mention the University and local football organizations. 

While I am not a "traditionalist", it appears that the changes are NOT designed to improve the game or safety but the appease and support the NFL Toronto market and MLSE's interest. This is not a death knell for  the CFL but it is a first step on the road to possible extinction.