Not only is our country facing financial challenges, but so too are many of our most treasured cultural institutions—and one of them is the Canadian Football League.

As many people know, I have a personal connection to the CFL. As a restructuring specialist and President of the league in the mid-1990s, I helped lead a small team that pulled it back from the brink of collapse and repositioned it for future growth. But when I look at the state of the league today, I’m struck by how little has truly changed.

The CFL is still burdened by financial instability. Several franchises continue to operate at a loss year after year. The league is still struggling to capture the attention of younger generations, whose entertainment habits have shifted dramatically in the digital age. Expansion continues to elude the league. And perhaps most damaging of all, the CFL continues to suffer by comparison to the glitz, power, and global reach of the NFL—leading many younger Canadians to view their own league as a second-tier product.

Until profitability returns and younger fans are brought into the fold, the future of the CFL will remain in question.

Back in the ’90s, part of the turnaround came from the launch of the Radically Canadian marketing initiative. The goal was to give the league a bold, defiant, and distinctly Canadian identity—one that didn’t try to be the NFL, but instead proudly celebrated what made our game different. We launched an unapologetically edgy campaign, including the infamous slogan: “Our Balls Are Bigger.” It was controversial. It got attention. And it worked. That campaign drove attendance and television ratings, helped rebuild pride in the league, and gave the CFL a cultural presence it had been missing.

Today, we find ourselves in another critical moment—and this time, the opportunity is even bigger.

With the rise of nationalist sentiment, growing frustration with American policies, and renewed interest in buying Canadian, the CFL has a golden opportunity to lean into its identity as a proudly Canadian institution. But instead of seizing that moment, the league has doubled down on its current branding campaign - “Keep It Unreal”—a tagline that in my opinion is vague, uninspiring, and disconnected from the spirit of the moment.

In my view, the CFL is missing a major opportunity. Now is the time to bring back the Radically Canadian spirit.

It’s time to be bold again. Defiant. Unapologetically Canadian.

It’s time to celebrate the uniqueness and intensity of our game, our athletes, our stadiums, and our fans—loudly, proudly, and maybe even a little un-Canadian in our swagger. That’s what the “Our Balls Are Bigger” campaign did—it made people pay attention. It made them talk. It gave the CFL attitude.

But marketing alone won’t save the league. It’s only one piece of the puzzle.

To secure the CFL’s future, the league must also:

• Invest in grassroots football by elevating their partnerships with Canadian universities, junior leagues, and youth programs to develop homegrown talent and future fan bases.

• Upgrade the fan experience through modern tech—whether in-stadium or on broadcast—with interactive features, real-time stats, and behind-the-scenes access.

• Double down on digital—reaching younger fans where they live: on their phones, on social media, and through personalized content and streaming.

This isn’t just about saving a sports league—it’s about protecting a key piece of Canadian culture. The CFL is more than a game. It’s ours. And if we’re serious about supporting Canada in this era of economic and cultural pressure, then we need to rally behind our institutions—not with polite applause, but with pride and passion.

It’s time for the CFL to wake up and take its place as a bold symbol of what it means to be Canadian.