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.
