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HAMILTON — In lots of methods it was obscure and devoid of element. But CFL commissioner Randy Ambrosie unveiled a grand new plan Friday for the league to arise from the coronavirus pandemic as a brand new small business.

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“If you seem via the lens of what had to materialize, Winston Churchill famously as soon as explained ‘Never waste a crisis’ and I’m delighted to say we did not,” explained Ambrosie.

“For the 1st time in just about 40 years we now have a income sharing design that is likely to enable groups get again on their toes,” Ambrosie declared at the once-a-year state of the league media session.

He then announced what he termed a “historic” partnership with an global sports advertising and marketing firm, Genius Sporting activities, attracted by Canada’s new single-sport betting legalization, to build a platform for the league that it has in no way experienced in advance of.

It is a league perceived by many to have positioned itself on the endangered species checklist yet all over again, this time by lacking an entire year in 2020 mainly because of COVID-19and enjoying a reduced timetable this year involving largely shabby football prior to the 4 extremely entertaining playoff games leading to Sunday’s 108th Grey Cup between the Winnipeg Blue Bombers and Hamilton Tiger-Cats.

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Ambrosie referred to the 2021 period becoming “a triumph” since of developing a new business enterprise product, the revenue sharing initiative and the partnership with Genius.

“I’m not heading to explain to you we’re going to be able to take care of every thing. I’m not…