A Dark Day for American Football

“The difference between a successful person and others is not a lack of strength, not a lack of knowledge, but rather in a lack of will.” — Vince Lombardi (1913-1970)

The controversy and drama that is being played out in recent days regarding Brett Favre is a monumental disappointment, and American football will never be the same. The Packers have now reportedly offered Brett Favre $20 million not to play football ever again. Favre wants to play again, and has petitioned the NFL office for reinstatement to the game after retiring recently. He seems to be happy playing for Green Bay, if he is able to start again, or to play for another team in the same conference.

It may not appear at first blush to be directly connected to marketing or brand identity concerns that I enjoy researching and writing about on this Blog, but it actually is a perfect representation of how to earn a poor public image.

When it comes right down to it, the cat and mouse game between Brett Farve, the NFL, and the Green Bay Packers organization is an intricately developed, compelling series of events that has left a storied football franchise viewed in unsavory light. The league itself, led by Commissioner Roger Goodell, has seemingly taken a laissez-faire approach to the whole debate, which is a position that could leave some fans praising the hands-off decision, and others still wishing that the Commissioner took a stronger stand on one side or the other. In any crisis, it can be disconcerting to witness the only governing body (NFL office) of a group of companies standing idly on the sideline, waiting to take a point of view once the dust has settled. That’s not leadership, nor it is strength or wisdom.

As for Favre, his brand seems “untarnishable.” He is one of the greatest players to ever grace the field and play the game. He owns every major passing record in the NFL and is adored by fans all over the world. His fans’ level of commitment seem to transcend conference and team affiliation. Why is this? How has he earned such success? Because the brand called Brett Favre is based on a competitive spirit and a passion — deep love of the game, actually. He has built and cultivated an image across a broad base of fans’ minds of someone who is a tenacious winner and competitor, a player who has tremendous spirit and heart, but who is also vulnerable and humble. He is genuine and true and his own internal values are well aligned with his core beliefs. He has a simple message. There could be no stronger or enduring perception for any brand.

On the other side of the fence, the Green Bay Packers have unwisely made an offer of a large financial payoff (never the image that any brand should aim to affiliate) to have Favre ride gracefully off into the twilight of his playing career. In one move, the organization has transmitted: We have money. We are powerful. We don’t want to see you play competitively in a fair, free market economy, so we will bribe you to stay home, or perhaps show up and earn that $20 million by serving the Packers as a sort of celebrity spokesperson.

It’s as anti-American as anything I have seen in professional sports in my lifetime. Every sport should work to build a true spirit of competitiveness and fairness, as well as good sportsmanship, all as a part of the internal brand of the sport. Now, for the first time in and American public forum, our leaders are paying us not to compete. Competition, with some natural and instinctive boundaries, is a good thing. The conventional thinking goes: The more that one can successfully build the "internal brand" on a solid foundation — good, decent values, the better off the whole brand will be as those principles of common sense, common decency, and common good tend to radiate outwardly through the daily actions of constituents associated with the brand.

What message does the Packers actions send about the Green Bay Football brand? Well, it’s counter to the culture that made the Packers one of the most historic, beloved teams in the NFL. The saga will play itself out in the coming days and ultimately be reconciled. If it felt devastating that Green Bay made the offer initially, it would be equally disheartening for Brett Favre to accept it. That action would begin to erode his own brand among deeply committed fans, and would be terrible for the NFL. It would project a message that “Yes, I can be bought. Yes, money truly is more important to me than my love of football.” And the fans, and the sport, would lose.

This is all ironic for a franchise team that became known for its discipline, toughness, and consequently for its inherent success. Green Bay had talented players when it dominated professional football in the 1960’s, but the team was not known for its stars, per se. The Green Bay Packers brand was associated with work ethic, with heart and toughness, which is why Brett Favre was always a perfect fit for that team. It was also known as an NFL team that was the ultimate American tenet of democracy: It is the only team in the NFL owned collectively by the fans.

Now, the sport of American football will never be the same, nor will the Green Bay Packers image. Vince Lombardi must be turning over in his grave.