So there it was Thursday night in prime time on ESPN. Spring football; full stands, established brands, some recognizable stars, a distinct game presentation, lots of tradition.
It’s called the Canadian Football League.
Right now by some count there are at least seven versions of spring or summer “football” out there in some form or close to start up…or not…none of which have proven there is an actual financial marketplace for the product despite a great demand for the content and an availability of talent on all levels.
We have all seen the disaster of the Alliance, Flag Football scaled back their 2019 business from where it was and greatly reduced their payout and teams; Your Call Football went from robust to beta without an official launch date; the AFL is constantly readjusting its model now under Randy Boe; there are at least two other indoor leagues as well. The Pacific Pro league, which was slated for this summer, has not had any new news on its website since April, which is not a good sign, and there are one or two others also talking about depth of talent, content, gambling, players voice and on and on.
There is also The Spring League, which has been successful in maintaining a very short run, one venue made for TV approach that has actually worked OK for its two years.
And we have the XFL. If anyone has a chance because of building consensus in business, learning and listening from all not just in football but in all aspects of media and fan engagement, and because of the capital needed to launch that is committed, the XFL still has that window. It’s realistic in concept and in budgeting and like any startup has a mountain of challenges, but the future beyond just the hype and buzz of a launch gives it some great storytelling, and sales opportunities. Even there, all is hopeful but nothing is certain when the ball goes in the air next spring.
There is the CFL.
It is not quite the notch of the NFL, but it is professional football for sure. The teams have unique brand activation platforms, they are not afraid to test limits on programs like on-field advertising, new technology or even the viability of jersey sponsors. They have a series of stronger Canadian markets, some with newer or to be built stadia and they have many recognizable names, as well as talented players with interesting stories still to be told to an American audience. The rules are different, but this is not cricket or rugby, and it comes at a time of year when football fans have an interest in seeing live games, especially before two-a-days start in the dog days of summer. The relationship between the NFL and the CFL is ever improving, so isn’t the answer for spring football in many ways already here, just not south of the border?
Now CFL football actually in the US has been tried with various degrees of success. The Baltimore Stallions filled a nice void when the Colts left that city and before the Ravens arrived, and the Sacramento franchise, a city which always seems to do well with football but never gets its fair share, also did OK before the plans were scrapped.
The league does have its challenges, but the current leadership appears to have the league on the right track, and with that right track comes a void to fill south of the Canadian border. We need great timing and good stories in sport, and for spring football, maybe the right answer is sitting out there already, just up north, and with a few rules quirks, but with quality, tradition and a viable business model already in place.
As mentioned the XFL is certainly the consensus builder in the market as the ghost of spring football continues to be chased. Partnerships with the Spring League, the watchful eye of the NFL, solid buzz and coverage of their series of open tryouts, not to mention the leadership of the well-respected Oliver Luck continues to give them a fighting chance, and we will see if the marketplace responds with brands and butts in seats, something which no one short of the NFL has ever been able to solve in the lower 48.
However for now, the CFL remains the viable quality live content play it has been for some time. It has filled a business and marketing void for some time, and now as the Canadian market becomes move robust it too may have an even greater renaissance. Spring football has worked, just not where we have thought.
