CFL Secures Historic CAN$500m Broadcast Deals With Bell Media and DAZN

The Canadian Football League (CFL) has entered a new financial era, securing the most lucrative broadcast agreements in its history. Starting in 2027, the league will begin six-year contracts with Bell Media and DAZN valued at a reported CAN$500 million (US$362 million).

This agreement represents a significant financial leap for the league, with an annual value of approximately CAN$83 million (US$60 million). This marks a 66 per cent increase over the CAN$50 million Bell Media currently pays for exclusivity.

Distribution of Broadcast Rights

Bell Media will continue its long-standing relationship with the league, though it will no longer hold exclusive rights. Its English-language channel, TSN, is set to air 60 regular season matchups and six playoff contests.

The French-language counterpart, RDS, will broadcast 25 games, including all Montreal Alouettes matchups and every playoff contest. Bell Media will also maintain exclusive broadcast rights for the Grey Cup championship in both languages, available via TSN, RDS, the Crave streaming service and the free-to-air network CTV.

Streaming service DAZN enters the fold with the rights to 21 regular season games and two playoff contests, specifically on Saturday nights. Crucially, DAZN has also secured the global broadcast rights for the CFL.

Did You Know? Bell Media has served as the league’s exclusive broadcaster since 2008, with TSN and RDS airing Canadian football games since the mid-1980s.

Strategic Global Expansion

The partnership with DAZN is designed to widen the CFL’s international audience. DAZN already manages a comprehensive football portfolio, including the NFL’s GamePass International service, the European League of Football (ELF), the United Football League (UFL), and significant NCAA football rights.

“The Canadian Football League combines heritage, loyalty, and growing international appeal. Adding the world’s second-largest professional football league is a no-brainer,” said DAZN chief executive Shay Segev.

the CFL has named YouTube as a premier platform partner. YouTube will host live preseason games, combine coverage, highlights, and original content, while partnering on creator-focused initiatives to attract larger audiences.

Expert Insight: Samantha Carter notes that by moving away from a single-provider exclusivity model and integrating global streaming and creator-led platforms, the CFL is strategically diversifying its reach to mitigate the dominance of larger properties like the NHL in the Canadian market.

Significance and Market Context

CFL Commissioner Stewart Johnston described the agreements as a “transformative moment,” citing the deep passion of the fanbase and the league’s accelerating momentum. The increased valuation is attributed to the league’s rising popularity and an expanded playoff format that provides more valuable inventory.

The #CFL announced a major new broadcasting deal starting in 2027! #GreenZone #Riders

This shift comes as Bell Media seeks to strengthen its sports schedule after losing national NHL rights to Rogers Sportsnet in 2014. However, the CFL’s growth remains modest compared to the NHL, which recently signed a 12-year, US$7.7 billion extension with Rogers.

Future Outlook

The integration of DAZN’s global infrastructure could lead to an expanded international viewership for the league. By utilizing YouTube’s creator-focused content, the CFL may be able to engage younger demographics more effectively.

The expanded playoff format is likely to maintain the excitement of the postseason, which could potentially increase the value of future media rights. These combined efforts may position the league for a new era of growth and wider accessibility.

Frequently Asked Questions

What is the total value of the new CFL broadcast deals?
The six-year contracts with Bell Media and DAZN are reported to be worth CAN$500 million (US$362 million) starting in 2027.

Which games will be exclusive to DAZN?
DAZN has won the rights to 21 regular season games and two playoff contests, which will air on Saturday nights.

What content will be available on YouTube?
YouTube will offer live preseason games, CFL combine coverage, highlights, interviews, analysis, and original creator-focused content.

How do you think the move to a global streaming platform will impact the CFL’s popularity outside of Canada?