Recently the new CFL commissioner Mark Cohon announced that he plans to market the CFL through the marketing of the leagues superstars. As much as I think that the CFL is going in the right direction with their emphasis on marketing to grow the league, I don't think that putting all the emphasis on the superstar players will solve all of the league's problems.
I think that the league is missing a step in its marketing planning, and it really does depend who they are targetting because if they are targetting those who already follow the game or even the casual fan, they will have no problem with appeal. But if they are looking at getting to fringe fans, before the league can start marketing their superstars to their communities, they need to build up products in each city that are worthy of having their superstars bragged about. They can't have franchises with internal conflicts and players getting arrested and they can't have franchises going out of business.
The CFL needs to clean up the league on all front, start marketing the game to its communities through history and excitement of the game and then once they have buy in, they can start to market their superstars. Without a solid team foundation, there are no superstars.