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July 24, 2017

Randy Ambrosie | From Grid Iron To Boardroom

Photo Credit: CFL.ca

It may have been his first visit to the renovated BC Place as CFL Commissioner, but Randy Ambrosie was no stranger to the old, air-supported domed shrine. In fact, one of the more memorable moments of his nine-year playing career originated in the same end zone he was conducting this interview on Friday, just a couple hours before the Lions outlasted Winnipeg in one of the more thrilling games you will see this season.

“I played the 1987 Grey Cup here as a member of the Argonauts. We lost the game to Edmonton when Jerry Kauric kicked the winning field goal with about 45 seconds left. I was absolutely sure throughout that game I was going to get my first ring, but it goes to show you just how the winds of fate can blow against you,” recalled Ambrosie.

“One of the things I remember was we tried a field goal into this end zone and Henry “Gizmo” Williams was their returner. He ran by Dan Ferrone and I so fast that we actually carried on and were sitting on the bench by the time he was in the end zone. To chase him would have been a nice idea, but there was just literally no chance of it,” chuckled Ambrosie.

CFL Commissioner Randy Ambrosie with Lions Vice Chairman and Governor Dennis Skulsky Photo: Jeff Vinnick.

Indeed the image of two offensive linemen chasing the league’s all-time best return man would probably not be a pretty site. Ambrosie learned early in his career- just like many BC Lions from the early 90’s- just how fiery head coach Bob O’Billovich could be with his players and staff.

“He’s a great football mind,” stated Ambrosie. “In my first year playing for Coach O’Billovich, we were in Ottawa and I got five holding penalties. It was literally the worst game of my career. The big trick was to not get separated from the guys the next day and not stray away. I’m in the meeting room and have to go to the washroom.

“Coming back, I look both ways and the coast was clear. I’m just about back in the offensive line meeting room and I hear Bob’s voice. It’s a very distinct one, as you know. We had a father/son type of moment and he talked about the need to improve that area of my game. I recently saw Coach Obie and reminded him he yelled at me that day and he said ‘well, you deserved it!’ We had a good laugh about it.”

Ambrosie would find his way to Edmonton and win that elusive first ring in his final season of 1993. His appointment as 14th CFL Commissioner on June 29th officially completed his transition from the Grid Iron to the Boardroom. Although he was away from the game for over two decades, the new Commissioner started working toward his post-playing goals while he was still strapping on the pads.

“I was working in financial services while I was playing and I had my sites set on conquering big mountains in that field. This is just serendipity,” explained Ambrosie.

He most recently served as President and CEO of MacDougall, MacDougall and MacTier, Canada’s oldest investment company, before it was sold to Raymond James.

“We completed the transaction and I was thinking about what to do next when the phone rang, “ said the two-time Canada West All-Star.

“I had the initial conversation with (CFL Chairman) Jim Lawson and it was just like ‘wow, I can take everything I’ve learned as an executive and a leader, and bring it back to this?’ I couldn’t imagine a more perfect scenario. If you look at my LinkedIn page it says ‘dreams do come true.’ This is almost beyond a dream to take those skills and bring them back to my first love.”

Given how close he has been to this game his whole life, Ambrosie knows the beginning of his tenure won’t be free of challenges.

Attending each CFL city on a weekly basis has given him a better sense of where every franchise is at. He was in Ottawa to start the week and also attended our previous road games in Hamilton and Montreal.

“I want to meet the teams and make sure I get that initial connection and ask a lot of questions, do a lot of listening, “ explained Ambrosie.

“I want the players, fans and teams to know I am going to take a very client-centric approach to this role. Getting out to them and meeting them on their turf is a good way to start. For me, it’s all about listening. I think what will happen over a period of time is some really good ideas will emerge, and that will help us refine our strategies.”

Ambrosie held his introductory press conference at Twitter Canada headquarters. That tells you all you need to know about how much value he puts in teams pumping out good digital and social content.

“The social media world is an important part of the generation we’re trying to capture and get excited about our game,” said Ambrosie.

“We don’t know where the future of the media is going to go. You have to be right in it. I think when you’re in it, it will give you a better chance of catching the wave of where it’s going to take us.”

Ambrosie (far right) played for the Argonauts, Stampeders and Eskimos in his nine-year career. Photo: Tony Brock/Getty Images.

Our market is no stranger to some of these recent trends and challenges. Ambrosie has studied the changing demographics of the lower mainland and has his own views on how you continue to attract these new fans and find ways to keep them connected to a league that is so important to our sporting culture. He cited his Ottawa visit as a good model to follow.

“So much of it is going to be game day experience and having them come and have fun here. There’s room for everyone in the CFL tent. We just have to find ways to provide that kind of entertainment value that people will say ‘that’s good for me, good for my friends and I am going to bring five more people out.’ I think we’ll slowly, even those that aren’t there for the game, lure them into how amazing this football is.”

You get the sense no task for him is too big. Not even trying to chase down Gizmo Williams on a kick return. O’Billovich and his former head coaches are no doubt smiling at his appointment as Commissioner.

“I think that the CFL is Canada,” added Ambrosie.

“We were inclusive before inclusive was cool. This is the league that gave players a chance that couldn’t get one elsewhere. It’s exactly what we do with the people who immigrate into Canada. We welcome them in with open arms and give them a chance to build their dreams.”

Matt Baker: mbaker@bclions.com