The CFL’s newly minted media rights agreement is a genuine game changer, and it might be exactly what the Edmonton Elks need to supercharge the fanbase. Starting in 2027, the league kicks off a six-year partnership with Bell (TSN), DAZN, and YouTube, marking the biggest media deal in CFL history. By blending traditional TV with major streaming and digital platforms, the league is finally meeting modern fans wherever they happen to be watching. This should be helpful in attracting the next generation of Elks fans.
For the Elks, this means a massive boost in exposure, both at home and abroad. While TSN remains the reliable home for live games, select matchups will now reach broader audiences on CTV and Crave. On the digital front, DAZN will stream games to hundreds of countries, while YouTube handles the heavy lifting for younger audiences with expanded highlights, behind the scenes access, and pre-season action. The inclusion of DAZN will lead to broader international exposure that may attract more people to our brand of football and the Elks.
Beyond the screen, the financial injection should give every club, Edmonton included, some welcome stability and likely larger revenue for all CFL teams. Naturally, there has been some fan pushback about the potential need for multiple subscriptions. Many sports fans are fatigued by the ever increasing need for multiple subscriptions for many different leagues in North America. Overall, however, it is a necessary and ambitious step toward modernizing the league and attracting the next generation of football fans.
For the Elks, this deal is really about getting more eyeballs on the team. The CFL has struggled at times to reach younger fans, and this agreement gives the league a much better chance of connecting with people where they already spend their time. Whether it is watching highlights on YouTube, catching a game on TSN or DAZN, fans will have more opportunities to come across the Elks and stay engaged. If Edmonton can put a competitive team on the field, this increased exposure could help turn casual viewers into regular fans and bring more people through the gates at Commonwealth Stadium.
Perhaps this will be the boost the Elks need to reopen the Upper Bowl!