The Canadian Football League (CFL) is increasingly focused on expansion, with Quebec City emerging as a key player in the league’s future. Veteran journalist Sylvain Bouchard recently highlighted ongoing discussions about establishing a new franchise and stadium in Quebec City, which have reportedly been in the works for over a year. The proposed development involves a significant $350-million investment in a 25,000-seat venue—an essential step towards welcoming a tenth team into the league. However, former University of Lethbridge sociology professor Dr. Reginald Bibby argues that the CFL should also consider adding American franchises to enhance its market presence and revenue potential.
Quebec City’s Potential
Quebec City has long been viewed as a prime candidate for CFL expansion, primarily due to its robust fan base and cultural affinity for football. Bibby, an established author and sociologist, believes the addition of a franchise in this vibrant Canadian city would be a positive move. “Quebec City, I think that’s where it’s going to start and it would be an obvious plus in Canada,” he stated during a recent telephone interview. However, he cautions that merely adding a Canadian team might not significantly elevate U.S. interest in the league.
The challenge, as Bibby points out, lies in capturing the attention of American audiences. He emphasises that to thrive in the competitive North American sports market, the CFL must tap into U.S. media resources. This, he argues, necessitates the inclusion of American cities within the league’s structure. In his view, without an expansion into the U.S., the CFL’s ability to secure lucrative broadcasting contracts will remain limited.
A Call for American Expansion
Bibby proposes that the CFL should retain its existing East-West alignment while introducing American franchises into a separate division. He suggests that this approach would not only boost regional interest but also increase the league’s visibility across North America. Bibby has identified potential locations for new teams, including Spokane, Milwaukee, Detroit, and Syracuse—regions with established ties to Canada that could foster a loyal fanbase.
“The point is this would be expansion to proximate regions with well-established ties to Canada,” he explained, underscoring the importance of geographical and cultural connections. By leveraging these relationships, the CFL could create a more dynamic and engaging league, he believes.
Current CFL Priorities
Despite Bibby’s advocacy for American expansion, CFL Commissioner Stewart Johnston maintains that the league’s immediate focus remains firmly rooted in Canada. “The CFL is on a growth trajectory,” Johnston stated. “With regards to expansion, we are squarely focused on Canada.” The league is currently exploring interest from various ownership groups across Canadian markets, with an eye on the 2026 season as a pivotal moment for the CFL.
While the league grapples with its future, the spectre of financial instability looms large. The CFL’s current broadcasting deal with CBS Sports Network, which reportedly pays a modest $1 million annually, is set to expire. Bibby’s proposal for American expansion is partly motivated by the hope that it could lead to a more lucrative television contract, which could be vital for the league’s financial health.
Why it Matters
The future of the CFL hinges on its ability to adapt and innovate in a rapidly changing sports landscape. By considering both Canadian and American expansion, the league could significantly enhance its marketability and financial viability. Bibby’s vision offers a fresh perspective on how the CFL might navigate its challenges, potentially transforming the league into a more competitive and profitable entity. As discussions continue, the CFL stands at a crossroads that could define its legacy for years to come.
