Quebec City could be very much on the CFL’s expansion radar but Dr. Reginald Bibby feels the league should again incorporate American-based franchises.
Last month, veteran journalist Sylvain Bouchard divulged talks have been ongoing for greater than a yr between the CFL and business leaders regarding an expansion franchise and recent stadium in Quebec City. An acceptable venue has been the most important obstacle to a tenth team being based in Halifax.
Nonetheless, the Quebec City talks reportedly involve a proposed $350-million, 25,000-seat facility.
Bibby, a retired University of Lethbridge sociology professor and writer, acknowledges the importance of a tenth Canadian franchise. But within the appendix of his book The Canadian Transformation: 1975-2025 — a compilation of Bibby’s national surveys on trends in Canada that’s available on Amazon — Bibby states CFL expansion into 4 American states that border existing Canadian franchises would increase the league’s U.S. television revenue and boost interest in each countries.
“Quebec City, I feel that’s where it’s going to begin and it will be an obvious plus in Canada,” Bibby said in a telephone interview. “But it should do little to excite Americans.
“The truth is success within the North American sports marketplace requires getting in on the vast U.S. media resources and that requires having American cities involved, otherwise U.S. interest might be minimal. That’s the most important reason the CFL has been unable to land a financially meaningful contract with any American network or streaming service despite being a beneficial property.”
Bibby’s plan would see the CFL keeping its current East-West format and the American clubs being in their very own division. Those franchises could have a set variety of players from the house state or adjoining areas on their roster to stimulate regional interest.
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“The purpose is this might be expansion to proximate regions with well-established ties to Canada,” Bibby said.
American cities Bibby suggests are: Spokane or a Seattle suburb; Milwaukee or St. Paul, Minn.; Detroit or a suburb; and Syracuse or a suburb.
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“The most important issue in Canada has all the time been a stadium but the great thing about that is the stadiums (in U.S. markets) are already there,” he said. “The large thing is investment so in the event that they have a team of investors together with the CFL that just like the regional concept and think it may work, I don’t think you’d need to take too long to get it in place.
“In case you could put two teams in a single yr and inside a yr or two later put the opposite two in but have the general public aware you’ve got this plan … I feel it will spark a variety of interest in Canada and what’s happening with the CFL. I feel it could occur fairly quickly.”
CFL commissioner Stewart Johnston said the league’s priority stays the Canadian market.
“The CFL is on a growth trajectory,” he said in an announcement. “On the subject of expansion, we’re squarely focused on Canada.
“We’re encouraged by the interest from prospective ownership groups in various Canadian markets. Until there’s more to report, the league stays focused on its nine current teams and the 2026 season.”
Bibby appreciates regional proximity. He received a PhD from Washington State University before embarking on a five-decade tenure at Lethbridge. In 2006, Bibby was appointed an Officer of the Order of Canada.
In 1997, Bibby presented his survey findings to CFL officials at a two-day gathering in Edmonton. On the opening evening, he proposed to a TSN official the broadcaster should consider branding its Friday night telecasts.
“I suggested the network should give an evening name to its games,” Bibby said. “When he (TSN representative) said with irritation, ‘We have already got games almost every Friday night,’ I said, ‘So why not call it, ‘Friday Night Football?’
“That fall, TSN launched this system. I had too many ideas then and still have too many now.”
The CFL had American franchises from 1993-’95 based in Sacramento, Las Vegas, San Antonio, Shreveport, Birmingham, Memphis and Baltimore. It returned to its all-Canadian format in 1996.
However the expansion fees generated — reportedly between US$15 and US$18 million — were crucial for the cash-strapped league. In 1996, the CFL didn’t find the money for to pay Edmonton and Toronto players within the Grey Cup game but fortunately, Tim Hortons provided much-needed funds that ensured the players’ cheques would clear.
Bibby feels his plan would help net the CFL a more lucrative American TV deal. Its current broadcast contract with CBS Sports Network — which reportedly pays $1 million annually — expires at season’s end.
Bibby said the CFL adding 4 American territories wouldn’t threaten the NFL because those markets would never be considered for NFL expansion squads.
“This isn’t about selling out, it’s about getting a beneficial product into the North American marketplace,” Bibby said. “If I were within the coffee business and Starbucks is already in Canada, I’d wish to think I’d try creeping over the border and see if I could sell some stuff there given the market size and the way lucrative it might be.
“I hope the league will think hard about this — and perhaps eventually move to place the final plan or something prefer it in place. At minimum, its exploration would generate loads of attention however the CFL just might find the border region technique to be transformative.”
This report by The Canadian Press was first published June 17, 2026
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