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CBJ THE CANADIAN FOOTBALL LEAGUE Jeffrey Orridge Discusses Year Two In the Commissioner’s Office By Angus Gillespie

The 104th Grey Cup presented by Shaw is coming to Toronto and will be played on Sunday November 27, 2016 at BMO Field. Pictured is CFL Commissioner Jeffrey Orridge and Toronto Mayor John Tory. THE CANADIAN FOOTBALL LEAGUE Jeffrey Orridge Discusses Year Two In the Commissioner’s Office

The arrival of summer brings with it another action-packed season of the Canadian Football League, a national sport steeped in rich tradition from coast to coast. It’s the league made famous through decades of exciting, fire-brand of offensive play-calling as well as numerous notorious Grey Cup championships including the 1962 Fog Bowl at Toronto’s Exhibition Stadium and the 1977 Ice Bowl in Montreal’s Olympic Stadium, where the hometown Alouettes slid to victory over the Edmonton Eskimos in field conditions more conducive for hockey than football. Fast forward to last year and we had the Eskimos’ big victory over the newest kid on the block, the Ottawa REDBLACKS in Winnipeg. Jeffrey Orridge, CFL Commissioner

OTHER THAN THE climate-controlled domed sports league in the nation, behind only the stadiums of Toronto and Vancouver, (and in the National Hockey League. past Montreal), the CFL has played its games in As the 2016 regular season recently kicked conditions ranging from intensely hot to freezing off at BMO Field in Toronto it brought about the cold and everything in between, which in many start of the sophomore year of the CFL’s 13th ways is a mirror reflection of Canada itself. It’s a Commissioner Jeffrey Orridge, who has big plans resilient league that has always persevered, even to take the league to the next level during his ten- during the ups and downs of some financially ure at the helm. The New York City native comes difficult rollercoaster years. But one constant is from a strong career background in sports and that the league has always retained a loyal throng business management. Prior to joining the CFL he of fans. In fact, a nationwide survey conducted was Executive Director at CBC Sports, previous to by the University of Lethbridge in 2006 deter- which he was at Right to Play International, Mattel, mined the CFL was the second most popular Warner Bros., Reebok and USA Basketball. 5 JULY 2016 « The Canadian Business Journal 6 COVER FEATURE » Canadian Football League

Player safety and reducing injuries on the field remains front and centre for the CFL.

“I believe that those experiences have really major sports league is every bit as good – if not positioned me well to take on the challenges better. He subscribes to the theory that in order here,” Orridge says, who began his career as a to be successful you must listen, learn, prepare, corporate lawyer right out of Harvard Law School. plan and execute. “I’ve been involved in sport but most importantly During the exclusive interview with CBJ, I’ve been involved in the business of sport.” Orridge says he really liked what he saw in his Orridge and his wife have lived in Toronto for first year with the CFL, which he’s been a fan of almost a decade now and have two young sons. for many years. He had himself hoped to have been a profes- “From a competitive standpoint, the games sional athlete, but being the commissioner of a were close, scoring was up and there was level of 7 JULY 2016 « The Canadian Business Journal 8 COVER FEATURE » Canadian Football League

Until this year, BMO Field in Toronto had been used exclusively for soccer. Photo: Abazz/Wikimedia Commons

“I inherited a drug policy, recalls. In terms of excitement, enthusiasm and which by a lot of standards unpredictability and all the things that you look was sub-par, so we went about to sport for, last season had it all.” enhancing that and making it It is readily apparent Orridge is a results- more transparent by having driven individual who recognizes that, to expand more meaningful sanctions and and improve upon a brand, it’s essential to developing a more robust drug directly address areas that are cause for concern. policy.” He believes that in order to remove an obstacle, you need to address it head on. If Orridge fol- – Jeffrey Orridge, CFL Commissioner lows through on his pledge to be proactive in solving problems, it can only make the league unpredictability in the outcome, which may have that much stronger. been unprecedented where there were so many “One disappointing aspect was the num- games that were decided by six points or less, ber of quarterback injuries,” the commissioner often in the last three minutes of the game,” he candidly states. “We certainly want to see our Check out the full Kubota lineup at kubota.ca

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marquee quarterbacks out there more often, but “Player health and safety has at the same time it gave some emerging talent always been paramount for the the opportunity to be showcased.” league for so many reasons. In the major leagues, off-seasons are every The players are our greatest bit as important – and busy – as the playing asset, not only on the field but season itself. It’s a year round mission to remain in the community as well.” on top of everything from a business standpoint. This past offseason was no different, with the – Jeffrey Orridge commissioner and his executive team aiming to make immediate strides towards enhancing the brand beyond its current scope. side,” Orridge says. “We’ve expanded other “Off the field there are many things that we rules and reduced the number of padded prac- accomplished in short order,” Orridge says. “I tices in working with the union on that. We’ve inherited a drug policy, which by a lot of stan- got an injury spotter in the booth now that can dards was sub-par, so we went about enhancing recognize if anybody is in distress for better that and making it more transparent by having assessment in executing concussion protocol.” more meaningful sanctions and developing a Orridge exudes a high level of energy and more robust drug policy. We instituted new anti- enthusiasm and his excitement for what’s ahead tampering rules related to coaches, as well as a is evident in his voice. It’s clear that he is proud of new branding and marketing strategy.” what the league has been able to accomplish during a very short period of time. He has identified several key targeted areas, and plans to do every- Player Health & Safety thing possible to make continued improvements. Player health and safety is always top of mind, “Player health and safety has always been but in a sport like football where violent collisions paramount for the league for so many reasons,” are part of the game, it’s even more crucial to do Orridge says. “The players are our greatest asset, everything possible to protect the welfare of the not only on the field but in the community as players, who are the primary assets. Part of such a well. Helping to ensure their high level of per- safety plan includes having officials who are well formance and longevity not only makes human in tune with the latest rules and regulations. sense but it also makes business sense.” “We launched officiating development Orridge believes that the fundamental including our exchange program with the NFL training he has accrued in terms of his legal along with an expanded use of replay. We’ve got background has certainly helped his cause. The a video official on the player health and safety role of the commissioner has evolved over time, 11 JULY 2016 « The Canadian Business Journal

Mosaic Stadium in Regina is scheduled to open in July, 2017 and will be the new home of the Saskatchewan Roughriders.

“My role really is to continue to for new revenue streams and attracting a new help evolve this league and to generation of fans. All of that requires a strong meet and exceed the current business person, in addition to a lover of sport. fans’ expectations as well as to “My role really is to continue to help evolve attract the attention of that next this league and to meet and exceed the current generation of fans.” fans’ expectations as well as to attract the attention of that next generation of fans,” Orridge adds. – Jeffrey Orridge having become far more comprehensive and Stadium Upgrades complex than it was in the past. We are now Although some regions of the country will bristle living in a society that is much more litigious at the notion, Toronto must be one of lynchpins and there are many more transactional com- to the league’s future success. That will be made ponents to sport. There are also the marketing infinitely more likely now that the Argonauts and licencing aspects and constantly searching have moved out of the cavernous Rogers Centre, B:8.5” T:8” S:7” 12 COVER FEATURE » Canadian Football League

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B.C. Place Stadium in Vancouver. Photo: Yvrphoto/Wikimedia Commons

which at times felt more like a mausoleum than a 23 and it will culminate with the Grey Cup,” he football stadium. The far more fan-friendly BMO says. “The Argonauts’ move to BMO Field is very Field offers numerous improvements, including exciting because it’s a new beginning and cer- better sightlines and an intimate setting and where tainly it’s going to enhance the profile of the city loud, raucous fans can be seen and heard. In addi- of Toronto. It’s a social and intimate environment tion to the new playing field for the Argonauts, and conducive to incredible energy.” there is also a buzz in Toronto this year thanks to This CFL job appears to offer Orridge a great a new ownership group, led by Larry Tanenbaum amount deal-making opportunities and a chance and Bell, who combined represent a sizable por- to really put his own stamp on the league. In tion of Maple Leaf Sports & Entertainment, sans addition to that, teams are coming up with new Rogers Communications. Orridge is ecstatic about ideas to make the game-day experience that INTRODUCING A NEW CLASS OF TRUCK. the team’s new owners and home, which has a much more enjoyable for the fans. The Cummins Powered 2 016 Nissan TITAN. The first of a family of all-new trucks with heavy-duty attitude. TITAN of Trucks. Official Vehicle of the CFL seating capacity of 26,500. “There’s also an innovation where they are

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The Cummins Powered 2 016 Nissan TITAN. The first of a family of all-new trucks with heavy-duty attitude. TITAN of Trucks. Official Vehicle of the CFL

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33 Bloor Street East, 14th Floor Toronto, Ontario, Canada M4W 3H1 Main: 416.413.7301 Fax: 416.972.5431 14 COVER FEATURE » Canadian Football League

McMahon Stadium in Calgary, home of the Stampeders. Photo: jewhyte/DepositPhotos

create a broader fan experience for families,” renovations between 2009 and 2011, includ- Orridge mentions. “We continue to put fans first. ing a brand new roof. It has a seating capacity of It’s got all the elements of just a great day, and 54,500 for the Lions along with 50 private suites. great new season and era for the Argos and I Commonwealth Stadium has been home to the think it also represents a new era for the CFL.” Eskimos since being built for the Commonwealth All nine teams are either now playing in new Games in 1978. It most recently had major reno- facilities or ones that have had considerable vations and has a seating capacity of 56,300. upgrades. The new Mosaic Stadium in Regina is McMahon Stadium in Calgary is somewhat older, still being constructed but should be ready for but has had recent renovations and has a seating the Saskatchewan Roughriders to inhabit by July capacity of 35,400 for Stampeders’ fans. of next year. It will house 33,000 fans and come In the east, Hamilton is now playing out of with 38 corporate executive suites. Investors Tim Horton’s Field, which was originally built Group Field in Winnipeg opened three years ago for the 2015 Pan Am Games and has a capac- and has a seating capacity of 33,500 and 33 cor- ity of 24,000 for the rowdy ‘Oskee Wee Wee’ porate executive suites for Blue Bombers’ games. Tiger-Cats’ fans. The fortunes of the Montreal B.C Place Stadium in Vancouver underwent major Alouettes did a complete 180-degree turn for 15 JULY 2016 « The Canadian Business Journal

“It’s an accessible league and you can really enjoy that sense of community. The new stadiums are much more socially oriented and fan focused.”

– Jeffrey Orridge

Action between the B.C. Lions and the Edmonton Eskimos. Photo: craigscottwalke/DepositPhotos

the better when they moved out of the cavern- the field they are very interested in consuming ous and dilapidated Olympic Stadium in favour the experience and that’s a unique aspect of the of McGill Stadium, where a full-house of 24,000 CFL. It’s an accessible league and you can really fans makes the excitement an amazing expe- enjoy that sense of community. The new stadi- rience. Finally, TD Place Stadium in Ottawa, ums are much more socially oriented and fan (originally Lansdowne Park and formerly Frank focused. It’s a brand new feeling in hospitality,” Clair Stadium) is a 24,000-seat venue where the Orridge says. REDBLACKS play their home games. Substantial Throughout the years the CFL has always upgrades were made back in 2010. maintained strong television numbers with TSN Improved facilities are a big part of the over- being the current national rights holder. There has all enjoyment of the game-day experience for also been international coverage in the U.S. via fans, whose interest is what ultimately drives the ESPN as well as into the United Kingdom on BT. success of the league. The commissioner wants “Our goal is to continue to export this to ensure that all fans feel as if they are truly part incredible Canadian product and expand our of their team’s extended family. reach and be part of the global conversation “As much as people consume the product on when it comes to sport,” Orridge continues. 16 COVER FEATURE » Canadian Football League

Orridge is flanked by players at a CFL promotional event.

“With our relationship with ESPN and augment- Expansion: Go East, ing that in a four-year relationship with BT Young Man? (British television) and having games broadcast Now that all nine franchises are on stable finan- in the UK and Ireland it’s all part and parcel to cial footing, the inevitable question of expansion the same thing.” is never far off. Given that there are five teams In addition to expanding television cover- in the West division and just four in the East, the age worldwide, the CFL did a deal with Google ideal situation from a scheduling point of view at the end of the year where the Grey Cup was would be to have one more team in the east. brought to people in more than 150 countries. The CFL has held exhibition games in places 17 JULY 2016 « The Canadian Business Journal

“The three things we words, it’s safe to say there won’t be any more always need to have with reincarnations of the Shreveport Pirates, et al. expansion: strong ownership, a great stadium and excellent corporate support.” Visions for the Future The ability to engage more of that next genera- – Jeffrey Orridge tion of fans and to be able to reach out to a more diverse marketplace is high on the wish list for Orridge. He wants to captivate that younger fan base in order to build on the many generations such as Quebec City, Halifax and Moncton, and of CFL fans who have come before. all were a resounding success. But Orridge is “I’d like a broader reach not only in Canada mindful that expanding just for the sake of doing but outside our borders, including the U.S. where so serves no purpose at all if there is not a viable almost half of our players are from. It makes business plan in place that will ensure long-term sense to have more of a presence in terms of success in terms of fan interest and financial sta- consumption of the CFL south of the border as bility. Orridge has his plate full with other primary well as global,” he says. “As I mentioned before, issues, but is expansion even on the outer perim- player health and safety is paramount for us. eter of the league’s radar screen? Anything and everything we can do to enhance “Expansion is always something that we that will be our focus.” would consider as long as it makes sense,” As far as Orridge is concerned it is full steam Orridge responds. “It’s got to make business ahead. “I’m extremely excited about the new sea- sense along with the emotional impetus for it son – a new brand – and a new era.” CBJ to happen. The three things we always need to have with expansion: strong ownership, a great stadium and excellent corporate support. As long as you have those three elements we have no doubt that wherever the next team might be placed we would have a community that would be passionately devoted to supporting it.” The CFL is pleased with Ottawa’s expansion just a couple of years ago, but it’s apparent they are going to tread lightly to ensure there are no missteps with future potential teams. In other GEORGE MEDIA NETWORK

AS SEEN IN THE JULY 2016 ISSUE OF THE CANADIAN BUSINESS JOURNAL