It's Not Personal

For years the phrase “it’s not personal, it’s business” has irked me. Does being in ‘business’ provide a free pass to treat people unfairly or unprofessionally? 

Last I checked, we’re people all the time. Not only when we’re at home, or with friends, or out on the town. And if we’re people all the time, do we not deserve to have others treat us respectfully all that time? I’m not saying that businesses don’t have the right to make difficult or unpopular decisions, such as letting someone go from a role, firing clients, or providing difficult feedback. Of course they do, and those situations will always exist. However, when those happen I’m hopeful business leaders, as many do, think not just about their needs but about the impact on the people involved and how to provide clear, direct, and fair communication.

So maybe the new phrase becomes:
“Yes, it’s business, but I’m going to treat you like a person.”

Marketing Simplicity

Last week we took the afternoon to visit Happy Beer Street, the southside area of breweries that have partnered to promote Edmonton’s great beer options. My reaction to first hearing the name of the district, was to not like it. I thought they’d missed an opportunity to pull together a clever name that could better describe and position this neighbourhood to locals and visitors alike.

But to a good friend of mine, in conversation with him, he said he loved it. To him it was simple – days out visiting great breweries should be fun. You should be happy during those visits. So ‘Happy Beer Street’ made perfect sense. I couldn’t argue.

It got me thinking that while we as marketers are hired to deliver unique ideas to grow businesses, or to develop plans for something like a beer district, at times we can also lose sight of the value of simplicity. Sometimes the obvious answer is the right one. In this case, focusing on that happy feeling people experience spending time with their friends, while checking out all the great beer options in Edmonton, is a great way to create a name. It’s straightforward, memorable, and even a bit kitschy, all which can play into its stickiness. 

Deep, strategic thinking is hugely valuable, but sometimes honest simplicity is the right answer. Determining the right time to choose between those options is ultimately the true skill of a marketer. 

The Cost of a Beer

I was out for a friend’s birthday at a downtown Edmonton establishment on the weekend. The three of us each ordered a sleeve of their brand name beer for the $3 happy hour price. My friend’s drink came looking like diluted apple juice (and apparently diluted apple juice would’ve tasted better). When he told our server this, she politely said “I’m sorry you don’t like it, but you’re still going to have to pay for it.”. It got me thinking about the actual cost of the beer. Was it worth it for the bar to do this when the sleeve probably cost them 30 cents?

Let’s say three friends and I head out 4 times a year to catch up and watch sports. If we chose this place, and we each spend $30 a visit so over the year that’s a total of $480 we would’ve spent. I’m sure that amount won’t make or break this bar, but we could choose to spend it with them or not.

Is it worth 30 cents for there to be a question in my mind as to whether I’d want to go back or refer it to others? Is it worth 30 cents for the brand risk of me telling people that the product they serve isn’t very good and they won’t stand by it? Was it worth 30 cents for us to second guess our choice to go there and whether to switch venues?

The story could’ve been very different. Our server (and I’m not blaming her, she was good and was just doing her job) could’ve been empowered to invest 30 cents and say “I’m sorry to hear that. Let me get you something else that would you prefer. This one’s on us, but let’s pick you something new.” That would’ve changed the story. We instead might’ve stayed longer or ordered more. I’d also likely be writing a very different blog about how a spot in downtown Edmonton took care of us and understands marketing.

Many of you are probably saying “Geez Doug, it was a $3 beer, suck it up” and you’re right. It’s not about the $3 it cost our table. It’s about the message. It’s about the bar not considering how to turn those 30 cents into a positive story – to one people will talk about and share. Marketing in any business isn’t just about the stories we share, it’s about the ones others share for us. And those often don’t have to cost very much.

A Question's Echo

In the spring of 1999, my uncle suggested that I apply for a couple sets of sport internships being offered in Canada. One was with Major League Soccer and the other set with different global sporting organizations. Ultimately, I interviewed and got a call to spend six months in Belgium. I said yes and off I went to Brussels to work with the International University Sports Federation (FISU). While living there a colleague, who has become a good friend, invited me to join the roller hockey team he managed (as a good Canadian is wont to do). It was an easy decision for me, but an important one. We played about 45 minutes from Brussels and twice a week I would drive with him or take the train out to Loverval. I’d practice or play in a game and spend the night there getting to know his family. It was one of the best parts of my Belgian experience.

A handful of years after living there, my friend’s youngest son decided to come to Edmonton to spend a year of high school here. A couple years after that, the son of someone I had played with also made the decision to come to Edmonton for a school year. The fact that I lived here, as did a FISU Vice-President, lent comfort to both spending a year across the ocean.

There has been an echo to my uncle’s inquiry. It has rippled across the ocean and changed the trajectory of others’ lives, and still impacts my own to this day. I’m sure it wasn’t my uncle’s intent, but it demonstrates the power we all possess with our questions and ideas. The more we share, the more we influence, and the wider and longer that impact can be felt.

Olympic Intangibles

The Olympics are over now for a week (and the withdrawal is real!). Brilliant performances again shone a spotlight on the incredible athletes of the world. This doesn’t, however, take away polarizing opinions around the Olympics. It’s easy to point at the flaws in the event at the top of the global sports heap, and in fairness there are many to point out. What the Olympics do offer us is two key things that we need more of in our world.

Togetherness – An early memory, if not my first, was as a three year old being asked by my parents to attend track and field at the 1978 Commonwealth Games. I declined, not out of disinterest, but because I wanted to watch at home with my grandma. Despite it being the only live sporting event I’ve ever turned down, even at 3 I knew something big was happening in my city and we together were part of it. Like few things, the hosting of international sporting events has a unique ability to unite cities. Cities and citizens collectively take ownership of showing off the best of their city and welcoming visitors. It’s a team effort of volunteers, businesses, spectators, and others.

Additionally, no matter where the games are, countries come together. Nationwide conversations update everyone about the latest medal winner or outstanding performance. And I have yet to mention the most obvious example which is how the Olympics unites the world’s athletes. Sportsmanship across borders, fierce but friendly competition, and lifelong friendships between people from oceans apart are all part of the unity that occurs and is often overlooked.

Futures – It’s hard, if not impossible, to put a price on that moment someone feels inspired by seeing the Olympics (or another major international event) or an Olympian. Whether it leads to someone becoming an elite athlete, trying a new sport. or even someone like me who’s been inspired, and fortunate, to work in international sport, the Olympics have a unique ability to chart new paths for millions. When Edmonton hosted the 1983 World University Games, I couldn’t get enough and knew I wanted someday to partake, whether as a volunteer or something else. Seeing those events led me to being part of the 2001 World Championships in Athletics. My future was changed because of Edmonton hosting those events and I’m confident I’m not in the minority.

Having now worked at multiple international events, including those same World University Games, the part I look forward to the most is that indescribable feeling you have being in a city where they’ve collectively embraced that something big is happening. You can’t put a finger on it, or its value, but it’s there. Instead of emphasis on all the Olympics’ challenges, I’d love to see more focus on these unique and valuable elements it has that brings the best out of our world.

Relationship Dedication

July 10^th was my parents’ 50^th wedding anniversary. A pretty amazing thing for two people that have been, and continue to be, great parents for the three of us. With restrictions loosening, we were happily able to hold an outdoor, well spaced celebration with friends and family.

What struck me there, beyond the focus on 50 years, was how many of these people have known me throughout it my life, and I’m 46 so that too is a long time! It’s clearly been important to my mom and dad to build and nurture these relationships over time. From different initial connections, many of them have gotten to know each other, so these milestone celebrations become reunions of sort.

In our world today, everything is disposable. I know we’re working to minimize that, but we still throw away a lot and at times value little. That goes for relationships. People seem willing to abandon those as well and move on to new ones, likely to repeat the same pattern. Whether that’s significant others, friends, or even family, the developing instinct is to move on when things are tough or when time or distance come into play, and not double-down on connections that have mattered. Of course, there are many circumstances where relationships tail off and walking away is absolutely needed and the right move, but is that always the case or the new convention?

The smiles, joy, and stories at the anniversary from all these faces that have known me forever reinforced the importance and value of relationships. Loyalty, dedication, and commitment to being with people through all phases of life are important, if not easy, and help positively shape our lives – something I’ve clearly inherited from my parents.

Pausing the Spin

I know I’ve focused on football the last few weeks, but for years at every Esks game (now of course the Elks), an endzone contest occurs during one of the breaks. A target is dropped in one part of the endzone and the blindfolded contestant is spun before marching off in search of the prize. To orient themselves, contestants will point in a direction until the crowd’s boos turn to cheers to confirm they’re facing the target. And with this, they’re off.

The clock ticks, inevitably they’ll meander off course and the boos will return. Here’s where it gets interesting. Some continue moving, erratically pointing, and giving the crowd no way to help with a boo or a cheer. Fans are helpless to guide, and the contestant aimlessly wanders the endzone until the 30 second clock expires, often ending up a Trevor Harris bomb away from the prize.

Some take another tack. Once off track and hearing those same boos, they’ll stop. Then they point again and slowly turn until the applause sets new coordinates. With that, they start walking again. Usually once or twice more, they’ll angle off course, the fans will boo, and they’ll repeat the process to get back on course. But almost always this person wins.

Organizations also often operate in one of these two ways. Those like the first are in a race, and in a race you keep moving never stopping to re-evaluate. Time is ticking and it feels like pausing only creates risk. The partial info they’re getting, and not evaluating, combined with the inherent skill they feel they have is deemed enough to hit the goal.

An organization that follows the second strategy is one that’s comfortable pausing. The breath enables them time to absorb incoming info. They assess it against what they already know and determine if it sets them on a new course or on one that’s a small deviation from the original. Yes, the pause temporarily slows them down, but it quickly gets them on a clearer path.

For good or for bad, pace is a core element in our world today, making a pause more valuable. In the moment it can eat at us to slow down and gauge what to do next. And, while we have more data available to us than ever, instantly acting on each new insight can send us spiraling in uncoordinated directions, much like the ever moving contestant. So slow down, listen, use the info you need, discard what you don’t and keep moving to the target. The prizes at the end are usually pretty good!

All in a Name (and a Logo) - Questions From the Elks Process

As a follow up to my first Elks blog last week, I’ve had a few more thoughts about the idea of creating a new name and a new visual identity. You may notice that I don’t use the term ‘rebranding’, but that’s a conversation for a whole other day! On topic, there have been many comments that have circulated since the Elks name announcement on June 1^st. I thought I’d address those from my experience.

“They clearly didn’t do any research or thinking if they landed on a name like this.”

Now, I wasn’t involved in this process with the EE, but I can ensure you this is not the case. What people are really saying is “your research didn’t lead to an answer I like”. Likely their research was extensive and would’ve included the following, non-exhaustive, list of questions:

• What is the perception of the name Elks?
• Can the name be misused or does it have negative connotations to consider? 
• What is the grammatically correct usage – Elk or Elks? (This one we know as they addressed talking to Oxford Dictionary and linguistic experts with the University of Alberta)
• How will our different market segments connect to this name? Long time season ticket holders? Casual buyers? Kids? Young professionals?
• What are the tactical marketing options that could come from this name? Are they expansive or limiting? 
• Are there any legal impediments to using this name? Is it registered? Are there other sports organizations that have made consistent, regular use of this name? 

Organizations doing such a major change would always do a level of research. Are they boiling the ocean? Likely not, but it would be extensive enough to ensure comfort that their goals for using it will be largely met and their markets will generally accept, and ideally embrace it.

“The logo is so simple – my kid could’ve drawn it.”

Well, maybe your kid is mega talented and design firms are begging for her work, but if not, it might be worth looking at what a professional designer would consider. I’ve been fortunate to work with many incredible designers and to me, their key skill is being able to convey an idea, or concept with simplicity. People mistake simple for a lack of sophistication and to me, that’s not at all what happened with the Elks logo. Simplicity in a logo is done for a few considerations:

• Applications – For a football team, there are multiple and diverse logo uses including all types of merchandise, on television, small social media applications or painted large in the end zones. In each case, the integrity of a logo must be kept. Embroidering a kids hat, as an example, with tons of little lines and intricate details can erase that integrity. 
• Recognition – when there are fewer (and often unnecessary) details, it’s easier for the eye to grasp the concept of the logo and retain it. It becomes more memorable and easier to retain than a busy, complicated one. 
• Timelessness – there is a desire for this logo to be in place for a long time. While design trends will change, a simple logo can avoid the risks of looking outdated. The Montreal Canadiens ‘CH’ and even the EE, that’s remaining part of the Elks identity, are good examples. 

“I can’t believe it’s taken them this long to come up with a new name. Just decide on one and get moving!”

Many of us look at other jobs and make assumptions of how easy it must be to do it. How could those involved possibly not see what they’re missing? Those criticizing the timelines the EE took in finalizing a name are doing just that. A very public name like this benefits from taking time and following a diligent, intentional process. That process would’ve included the following:

• A deep assessment of the organization’s brand – and by brand I mean the full complement of what the organization is, does, and is perceived to be. It would also include an assessment of where it wants to go.
• Setting parameters – what requirements must the name meet
• The collecting of naming options – from internal or external sources then narrowing that list to ones fitting the outlined parameters that would face initial testing for availability, appropriateness, and value potential.
• A narrowing to a preferred 2-4 – these would face more scrutiny to study existing legal impediments (usage or registration by other organizations), do some initial market testing for perception, effectiveness representing the brand etc., availability of web and social media handles, visual and merchandise potential.

Two choices exist from here - one is to choose a couple finalists and take each down the road of creating visual identities or the other is to make a final name choice first and then embark down the registration process while beginning the logo and visual identity development.

• I’d choose number two. Split focus can see ideas from each start to blend together often rendering them weaker. Focus is key and completing each step on its own creates conviction and clearer direction. 
• With a name chosen, the logo and visual components are next. Designers likely would’ve been involved in parts of the naming process to glean insights on what the organization is aiming to convey. Client meetings would ensue to dive deeper into needs of the logo and visual identity. 
• From there, concepts are sketched, developed and ultimately a range of possibilities are narrowed down.
• The firm must then decide how many to show the client. Their one preferred? Two? Multiple? Each situation is different, but the answer is never multiple if that means 4 or more. This sets the table for indecision, requests to combine features from different options and ultimately a weaker design. 
• Designers treat each option as unique creations that stand on their own. They’re not like Lego sets where you move something you like from one design to another. 
• No matter how many are presented, a firm will highlight how each carries unique visual representations of the brand and from there, final decisions are made and then the real work begins – using it.
• Updating all the places a new name and logo needs to be dropped in (letterhead, signage, nametags, merchandise, invoices, websites, e-signatures…need I go on?) will take a long time. If an organization wants a specific day where the switch is flipped and everything new appears, then all this must be done before. The Elks clearly took that path adding time in the lead up to the reveal.

I recognize this to be a longer blog but hopefully it presents some insight to the work behind the scenes to land on a new name, logo, and visual identity. Despite what some will think, it’s not an easy process and I can ensure the EE staff spent the majority of their waking moments over the last 6+ months on this very project. Largely the launch has been quite well received. I really like what they’ve done (though the helmets haven’t yet grown on me) and think it lends well to the next phase of the organization. It’s not easy work but I commend them for the level of thought and detail that’s gone into what they’ve revealed so far. Next…when’s kickoff?

All in a Name

Imagine getting hired to walk into someone’s delivery room and name their new baby. You’d get a lot of “oohh, that’s awful” or “I’d never name my kid that”. That’s essentially the job of any marketing firm that takes on the task of renaming an organization. Earlier this week the EE Football Team unveiled their new name and visual identity as the Edmonton Elks. Response was generally quite positive for the reveal but there were still many who felt they hadn’t done their research or had missed the boat on the renaming opportunity. Inevitably half will really like it, half won’t, and the other half will despise it.

To me, naming projects are the hardest thing in marketing for many reasons and this work done by the now Elks got me thinking about those challenges and lessons.

It’s emotional – even if clients suggest they’re ready for the change, it’s still an emotional experience. Much like my hospital room example, whether they’ve founded the organization or not, they have a connection to the existing name they may not even recognize or understand, and it’ll surface at some point.

It’s not all about the name – One time I was brought into a packed boardroom in front of 30 staff to talk through their name change. Many expressed worry that we were changing their identity as staff and were taking away what they’d accomplished as an organization. The lesson was the depth to which people felt that change and how much I needed to soothe them that their brand, individual contributions, and their value were only being enhanced, and not eliminated, by a clearer name.

Hidden fear – No matter the type of organization, the ones driving the name change will be scared but will hide it. It’s the fear of the unknown of how people will respond to it or whether it will provide value. The challenge for marketers is this anxiety will be hidden. The fear will show itself in other ways like asking for more and more options, or pushback on other projects that are normally easy. Address this early and help them through the fear. If you show you’re on their side and empathize with that fear, the process will go much smoother.

One piece of marketing puzzle – If someone came to me tomorrow and said I could no longer be called Doug and had to be William (a fine name by the way), it would feel really weird. Over time, however, I’d realize it didn’t change who I am, my personality, or my values. I’m not saying names aren’t important in business or as part of a brand, they are, but they’re not the most important thing. Remind yourself of that as you debate round 10 of moniker options.

I’m not a parent but I know many who have had a gut wrenching time deciding what to name a new arrival. I can understand that stress but no matter what is chosen, four months into that baby’s life, those same parents couldn’t imagine any other name for their child. Naming is difficult work but must be taken into context, especially if you’re ever hired to step into that hospital room.

Appreciating the Rites of Spring

Tonight, the playoffs start for the Oilers. It happens to be on the 37^th anniversary of their first Stanley Cup win in 1984, so that’s a bonus. It’s gotten me thinking, though, about what it’s meant to me over the years.

Growing up in Edmonton in the 80s, you could tell time by the Oilers playoff runs. Starting the second week of April, I always knew, or hoped, that by the time they were finished there would only be a month left of school. Not that I didn’t like school! Consistency and dominance defined them to the point that in my school years 8 times in 12 years they got to at least the Campbell Conference Final, in 6 the Stanley Cup Final, and of course they won it 5 times. The playoff clock was pretty spot on.

For a sports fan, you couldn’t have asked for a better place to be raised in my formative years. By the time I turned 15, my favourite hockey team had won 5 Stanley Cups and my beloved Edmonton Eskimos had won 7 Grey Cups. The Oilers were the spring tradition and come fall, you could plan in September on watching the Green and Gold in the Grey Cup. I was really fortunate and even realized that as a kid. Watching them win, seeing players like #99 in person multiple times over only enhanced my fanaticism.

This post, however, isn’t to wax poetic of Oilers post-seasons past, though trust me I could bore you all with random facts and trivia in my head (heck, I just finished listening to a playlist of old playoff theme songs). I’m writing this about appreciation. Appreciating things that matter to us and how they make us feel.

Thinking about Oilers playoff runs, I’m transported back to being a kid. To times of me organizing Oilers rallies at school, to being 5 feet from Wayne Gretzky at the ’84 Stanley Cup parade, but more to that indescribable feeling of caring about something that mattered so much to me. I wanted to be Andy Moog and these larger than life players had me care so deeply for something I had no control over.

In these times we’re in, I’ve come to realize periodically I’ve lost that ability to appreciate and celebrate. Everything feels so serious and dire, and I’ve let everything get that way. Life doesn’t have to be like that and steal from the joy of being a fan, or whatever excites or inspires you. That isn’t to ignore the serious and dire things in our world, but instead to better leverage those memories or moments of things we cherish to allow us to navigate tough situations.

I love being an Oilers fan, and despite a few down years, that’s been the case in my entire life. I get choked up watching an old highlight or a smile on my face when I look at the overboard number of jerseys I own. Those feelings may not relate to global issues, but are pretty core to who I am. And it’s long overdue that I appreciate them more. This spring seems like a good time to do just that.

 

Oh and…Go Oilers!

Leadership of the Moment

Leadership can be simple, complex, convoluted, and straightforward all at the same time. Often, it’s about that innate ability to sense what a moment needs. It’s about steering a certain direction, or saying key words even when your instincts guide you differently. Blinded by those instincts, two Alberta politicians in the last ten days have highlighted how leaders lose sight of what those they lead need.

The first example comes from Alberta NDP and opposition leader Rachel Notley. After weeks of asking for increased public health restrictions, she responded to ones being put in place with this reaction:

"Albertans, you're frustrated, you're confused, you're angry and you're scared and this announcement should have helped, but I'm afraid it has mostly just created more questions," she said. ¹

 

She also added “The Premier is continuing his pattern of over-promising, and under-delivering, by making false promises and creating false hope – setting up further challenges and disappointments in the weeks to come.” ²

In these challenging times, people aren’t seeking more conflict. They seek calm and a sense that leaders have our backs and are coming together to look ahead. In this moment, what stopped Notley from saying “We support the decisions made by the Premier to help limit the spread of COVID-19 and move Albertans closer to getting through this pandemic.”? This doesn’t rain undue praise on the government. Instead, it strikes an unexpected course of unity the moment demands. It would have demonstrated leadership in understanding what people desire, and superseding her party and self serving political attacks. People won’t have read her comments feeling they're about them, but rather about her.

In response to a constituent on Facebook, Alberta Justice Minister Kaycee Madu took a similar path:

“I agree that the majority of people who contracts (sic) the virus would make full recovery. But in my humble opinion, that is not a reason to not do everything we can to avoid the loss of lives of fellow Albertans if we can. Second – it is also not a reason to wait until we overwhelm our health care system, then create public panic, and see Albertans in field and make-shift hospitals gasping for breath because we have fun out of ventilators, manpower etc. My point is that I don’t think it will be responsible to simply wait until we have a disaster on our hands. That’s what the NDP, the media and the federal Liberals were looking for and want. We simply couldn’t allow that to happen.”

(Note - There is more to this response but I tried to provide enough to show the overall context. Also, Madu offered an apology for these comments on Twitter on May 11th)

The hyperbole of the political portion of the statement can be debated, but the lack of awareness of what Albertans need is striking. I can assure you it’s not shots at other parties and the media. A leader recognizes the need for reassurance through compassionate language that shows empathy for the person who wrote him, which, in fairness, was elsewhere in his post. Had he stuck to that rather than his self-serving comments, audiences would’ve felt much more that he was genuinely on their side and there to lead for the collective good. People aren’t on their way to the polls – they’re frustrated, saddened, or disappointed in the need for further restrictions but that’s it. Leadership recognizes this and simply addresses what’s needed, ignoring those campaigning instincts.

Good leaders know what the critical message is. They share it and put all other thoughts and issues aside. This can be hard to do in sport, business, or especially in politics where taking shots at opposition is as everyday as a McDavid point. However, this is where respect for a leader is developed. It’s driven by what is needed in the moment, above all else, to guide people through to the other side.

¹ https://www.cbc.ca/news/canada/edmonton/alberta-covid-restrictions-1.6013160

² https://www.theglobeandmail.com/canada/alberta/article-alberta-government-announces-new-restrictions-to-curb-spread-of-covid/

 

First and Ten for the CFL/XFL Relationship

Everyone knows The Rock from his wrestling persona and movies but is he about to become the salvation for the Canadian Football League? That debate was raging Wednesday as news came out about the talks between the CFL and the latest incarnation of the XFL. Partnership? Collaboration? Full-fledged merger? CFL supporters, many of whom were thought extinct, popped out to express concerns on all those options based on nothing more than the fact conversations are happening between the two leagues. Though a merger was not officially alluded to by either league, speculation is that’s where this is headed. But would a merger truly benefit both leagues or is that option largely beneficial to the CFL because of the known challenges of this league?

Any merger needs to meet this test: 1+1=3. Simply put, if the total is not greater than the sum of its parts in the short or long term, why invest the time, resources, and take the risk? For the CFL, a merger could meet this equation and make sense for one obvious reason - an infusion of cash. Cash that could allow for franchise stability, larger salaries, talent retention, and greater visibility. More valuable broadcast contracts (TV, streaming) and access to the marketing engine built around Dwayne Johnson’s international brand are other financial reasons a merger, despite the XFL’s sketchy football past, could be attractive for Commissioner Randy Ambrosie and the CFL. The CFL, however, needs something to offer in return.

With the CFL brand built around legacy, history, tradition, different rules, and Canadiana, undoubtedly there is value in it, but largely only in Canada and to Canadians. Americans have little perspective on the CFL beyond knowing it’s where the likes of Warren Moon, Doug Flutie, and Cameron Wake exiled before triumphant returns to the United States. So, would a merger make sense from the XFL perspective? I say no and here’s why:

Limited benefit to the XFL in the CFL’s history and legacy.

If the Belgian First Division soccer league (founded in 1895) decided to merge with the Canadian Premier Soccer League, it too would bring lots of history and passionate rivalries, but would Canadians care and rush out to buy soccer tickets? Doubtful with no understanding of the Belgian league and how its history and rivalries come to life. Same goes for the XFL and its current state. Stories of horses in hotel lobbies, Fog Bowls and 20 yard endzones do little to strengthen how the XFL would be viewed in the US as Americans don’t care. No connection to history means no value.

Games between known quantities

If you’re the XFL trying to own spring/summer, non-NFL football in the US, you want more games between the Dallas Renegades and the Los Angeles Wildcats, and fewer featuring the Hamilton Tiger Cats. Little credibility is added from games featuring teams and cities/provinces most Americans know nothing about. It comes from rivalries and known quantities such as teams hailing from Washington, New York, and Houston, not Edmonton, Calgary, and Saskatchewan.

Americans already like football as they know it

Without changing its rules to match those in Canada, the NFL has seen some CFL influences (mobile quarterbacks, 5 receiver sets) further strengthen its position as top sport in the US. Americans like their football as it is and aren’t begging for unique, or what could be perceived as gimmicky, rules. 3 downs, giant endzones that don’t fit in US stadiums, and the rouge aren’t the key to unlock interest in the XFL. What will be is competitive, good quality football in the NFL offseason, that’s brought to fans by a respected owner. Though not easy, the XFL can do this with what it has and doesn’t need the CFL to enhance that.

A full merger heavily favours the CFL so what then could collaboration between the two leagues look like. Both parties know they can’t compete with the NFL but with massive interest in football, there is a market for games played outside of September to early February.

• I can easily see the Johnson/Dany Garcia group wanting to own that non-NFL window by creating a stable of football entities, including independently operated CFL and XFL seasons, that can leverage their own unique strengths.

• Through a Johnson/Garcia marketing investment in the CFL, they would have access to 38 million people through football with history, tradition, and rules that are at least understood, if not always appreciated, by football fans in Canada. Ownership stakes in the league or teams, or involvement in broadcast are but two ways this could prove profitable for Johnson and team.

• It’s then not a stretch to see the CFL as a vehicle to promote Johnson films, or other entertainment offerings in Garcia’s portfolio.

• Football is growing outside of North America. The CFL has made small inroads with its global program and my good friend AJ Jakubec made a good suggestion that there could be XFL/CFL partnership ideas on growing the game globally. The NFL is king but the power of the Dwayne Johnson brand behind growing the game through grass roots development could strengthen the visibility of the XFL and CFL in new markets.

While I don’t feel a merger lines up, as a lifelong CFL fan I admit my concern over what could become for my beloved league. I’ve seen countless games at Commonwealth Stadium and would love to see more against teams named the Calgary Stampeders and not the Tampa Bay Vipers. I’m not naïve to the challenges of the CFL, only exacerbated by the pandemic. Young fans staying away, ownership struggles, and a low salary cap are only a few that plague the league. So, the fact they’re talking to The Rock and the XFL isn’t surprising but what those conversations could produce is what’s making CFL fans wonder if the last rouge will be scored in 2021.