As the NFL enters its 99th season, the game is under siege from multiple corners and dragged down by frequently discussed problems. That’s what I heard from talking to more than 20 people around the league to get a sense of where the NFL is and where it needs to go. You can read that on page 30, as well as learn about some of the most notable people around the league this year who could impart the change needed to get it in a better place. The NFL is still the envy of other sports when it comes to revenue, viewership, column inches and attention. It’s still the league people follow for its size, scope and yes, intrigue and political machinations. But unfortunately, the current NFL doesn’t inspire the confidence and faith that it should from those closest to the game, and that’s discouraging. There are real concerns about the leadership, the quality of play and the future viability of the sport, all of which is outlined from my conversations with sources.
A couple of highlights: It struck me how much they are concerned about the quality of the game: too many penalties, inconsistent rule interpretations and over-officiating. There’s an overwhelming consensus that the game is far less appealing and interesting to fans. Both the NBA and the NHL went through quality-of-play issues in recent years and came out better for it. Can the NFL? There is a great deal of pressure on the Competition Committee to be strong visionaries of the game. What else? It strikes some as boring, so the fan experience needs to be revolutionized. Stakeholders in the business want the NFL, its teams and its partners to innovate and acknowledge that the fan experience is under pressure. Everyone understands there is not one solution, but there need to be more groundbreaking efforts like the Falcons’ move to fan-friendly pricing around concessions.
The good news is that, despite its problems, every year the NFL manages to surprise us and capture our attention like no other sports league in America. And there are plenty of great storylines that should serve as a true litmus test on the state of the league. First, the New England Patriots. Love them or hate them, everyone watches them, talks about them and wonders how long their dominance can continue. There is the rookie class that has generated tons of attention, especially in the nation’s biggest media market, where Jets quarterback Sam Darnold and Giants running back Saquon Barkley are vying for headlines — and may soon do the same for endorsements — in New York. There are other bright new quarterbacks in Josh Allen, Baker Mayfield and Josh Rosen, who are bringing hope to the Bills, Browns and Cardinals, respectively. In the second-biggest media market, the Rams are going all in for a Super Bowl run by adding star defensive players like end Ndamukong Suh and cornerback Aqib Talib. Up the California coast the 49ers have a compelling story in the future of quarterback Jimmy Garoppolo while the Raiders can tout the return of head coach Jon Gruden. There are also a wealth of stars coming back from injury. Last year, six of the top-10 players based on jersey sales missed time due to injuries or suspensions. Having big names like Giants wide receiver Odell Beckham Jr. — newly minted as the highest-paid receiver in the NFL — Packers quarterback Aaron Rodgers and Texans quarterback DeShaun Watson and defensive end J.J. Watt back on the field gives fans more reasons to watch. That’s a fascinating list of storylines.
I wrote after Super Bowl LII that I’m not selling the NFL. I believe in the brand and the game. No league can build a following or a business like this league. So I’m eager to see what this season brings.
I’ll end with this: Can the NFL change the narrative around the game of football? We all have seen the painful and sad stories about the long-term physical damage from the sport. But there are many of today’s leaders who talk about the values they learned from football. How can the NFL shift the negative narrative around the game and celebrate the fact that it has shaped young men to be leaders, and that it teaches work ethic, achievement, excellence, teamwork and toughness? It’s a challenge, but it’s a story worth telling and one that everybody I talked to about the league would welcome.
Abraham Madkour can be reached at amadkour@sportsbusinessjournal.com.
