CFL signs record media deal with Bell, DAZN & YouTube

The Canadian Football League has signed new media agreements with Bell Media, DAZN and YouTube in what it described as the largest media rights deal in its history.

The six-year agreements begin in 2027 and will reshape how CFL games are distributed in Canada and abroad. Bell Media remains the main domestic broadcaster, DAZN becomes a new Canadian rights holder and takes international streaming rights outside Canada and the US, and YouTube will serve as a platform partner for live and on-demand digital content.

Domestic rights

Under the Bell Media deal, TSN will air 60 regular-season games, six playoff games and the Grey Cup. CTV and Crave will simulcast the Grey Cup and selected games. RDS will remain the French-language broadcaster, carrying all Montreal Alouettes games, 25 regular-season matchups, all playoff games and the Grey Cup.

Bell Media's relationship with the league stretches back decades, with games airing on TSN since 1986 and on RDS since 1989. The renewal keeps Friday Night Football and Thursday Night Football on Bell Media's schedule, giving it most of the league's domestic television package.

DAZN's Canadian rights are centred on a weekly Saturday Night Football slot at 7 p.m. ET during the regular season. It will also carry a Saturday night playoff game in each of the first two post-season rounds on an exclusive basis.

Outside Canada and the United States, DAZN will stream every regular-season game, all eight playoff games and the Grey Cup in more than 200 countries, giving the service a broad international role in distributing the league to overseas viewers.

The new post-season structure is reflected in the rights split. TSN will carry six of the eight playoff games, while DAZN has exclusive rights to Saturday fixtures in the opening two rounds.

Digital strategy

YouTube's role differs from that of the traditional rights holders but is still significant to the league's distribution strategy. The platform will carry expanded live and on-demand content, including pre-season games not shown by Bell Media or DAZN, broader combine coverage, a new unscripted series, and a larger archive of highlights, interviews and behind-the-scenes footage.

The agreement also creates more room for creator-led projects and gives the CFL's media partners scope to publish more live and on-demand content through their own YouTube channels. For the league, that adds another route to viewers beyond conventional television and subscription streaming.

The CFL has been trying to broaden its audience while maintaining a strong free-to-air and cable presence around major events such as the Grey Cup. The new arrangements suggest a strategy that combines established broadcast reach in Canada with streaming distribution abroad and more direct digital publishing at home.

For Bell Media, the renewal protects one of the most established sports properties in Canadian broadcasting. For DAZN, the deal adds another football competition to its lineup and gives it a defined domestic window as well as the league's international inventory outside the US market.

League outlook

Commissioner Stewart Johnston said the package marked a shift in the league's commercial and audience strategy.

"These record-setting agreements mark a transformative moment for the CFL. They reflect the deep passion of our powerful fanbase and the accelerating momentum of our league. We are thrilled to be aligning ourselves with Bell Media, Canada's leading media entertainment company, DAZN, the world's leading sports entertainment platform, and YouTube, the world's largest video platform. Together, they will unlock new CFL audiences, deliver world-class entertainment and put the CFL in prime position for its next era of growth," said Stewart Johnston, commissioner, Canadian Football League.

Shawn Redmond outlined Bell Media's position in the new cycle.

"This is an exciting moment for the CFL, and this agreement reinforces Bell Media's position as the league's majority broadcast and streaming partner, ensuring fans across Canada have unmatched access to the game on TSN, RDS, CTV and Crave. By combining expanded rights with the full reach of Bell Media, we're bringing the CFL closer to fans than ever before, serving our viewers and subscribers with more access, more choice and more ways to connect with the game across every platform, while continuing our proud legacy as the home of the Grey Cup. Building on more than 40 years of partnership, we're carrying that momentum forward by creating new ways for fans to experience the CFL in an evolving media landscape," said Shawn Redmond, Vice President, Bell Media Sports.

Partner perspectives

DAZN Canada Head Deidra Dionne said the service sees an opportunity to present the competition to domestic viewers in a distinct slot.

"Having grown up as an Albertan with Saskatchewan roots, I've witnessed firsthand the proud history and passionate fanbases the Canadian Football League has across the country. The CFL has built on that legacy through recent innovation and modernization and has solidified its place among Canada's elite properties. Our partnership enables DAZN to showcase the CFL in new ways, with accessible coverage and authentic storytelling, while keeping it uniquely Canadian," said Deidra Dionne, Head of DAZN Canada, DAZN.

At group level, Chief Executive Officer Shay Segev pointed to the appeal of the league's overseas rights.

"The Canadian Football League combines heritage, loyalty and growing international appeal. Adding the world's second-largest professional football league is a no-brainer. The CFL is a strong addition to our robust football portfolio and reinforces our commitment to offering top-tier sports to fans globally," said Shay Segev, Chief Executive Officer, DAZN Group.

YouTube Canada Head Nicole Bell said: "YouTube is the perfect place for fans, creators, the league and players to come together. Building on the success of our broader football strategy, we are thrilled to support the CFL in expanding its reach and audience, making sure that games, player stories and so much more reach Canadians from coast to coast. This partnership will redefine the fan experience and transform how fans create, consume and interact with CFL content." said Nicole Bell, Head of YouTube Canada.