The Business of Pro Football: How the NFL Brand Hits Hard

With the recent wrap-up of the 2007 NFL draft-the first rite of Spring during each pro football season-it will only be a matter of a few months before the action is underway. And for the enthusiasts and those with a real financial stake in the gridiron game, this is not a moment too soon.

But for the general public, pundits, and critics of every stripe, certain questions persist:does the NFL still hold sway over the American hunger for the sport in view of its image challenges and somewhat embarrassing controversies? And how well has it preserved its primacy as the premier broadcast phenomena given the onslaught of programming competition it must face every year throughout its lengthy season?

Player Conduct

Since last year, the NFL brand put a very firm stamp on player discipline. Roger Goodell, the recently minted NFL commissioner, has made it abundantly clear that the NFL will not tolerate criminal and/or other irresponsible conduct by its players. "We hold ourselves to higher standard of responsible conduct because of what it means to be apart of the National Football League," he said. "Persons who fail to live up to those standards of conduct are guilty of conduct detrimental and subject to discipline, even if the conduct itself does not result in the conviction of a crime."

This "get tough" policy is a breath of fresh air in a league wracked with numerous incidents of player misconduct and criminal behavior. Indeed Goodell, the successor to Paul Tagliabue, has shown a commitment to protect the brand-"the shield"-at all costs.

In the past year, nine Cincinnati Bengals-arrested on a variety of charges-were the objects of his concern. Odell Thurman was suspended all of the 2006-07season and Chris Henry was recently suspended for eight games of this current season. Adam "Pacman" Jones of the Tennessee Titans has been suspended for the entire 2007 season due to a major infraction.

Naturally, the commissioner's proactive policies have caught the attention of the NFL Players Association(NFLPA). Gene Upshaw, the executive director, has approved Goodell's actions. In effect, he's blessed the opportunity to solidify the NFL brand and the marketability of his players by packing verbal beef into the zero tolerance policy.

Playing the Game

During the 2006 season, the NFL Network initiated the broadcast of eight of its games. The inaugural project unveiled a fresh marketing program to distribute its own content through a variety of ventures, channels, and programs. For years, the league recognized its own shortcomings in capitalizing on new media opportunities. With IBM as its partner, the NFL has designed and developed efficient digital management and distribution capability to expedite its product. The goal, of course, is to leverage and enhance the value via its own programming arm.

The NFL has soared to dizzying heights in popularity, consumer satisfaction, attendance and profit, and is on a steady upswing. Certainly, the visual content is engaging and exceptional, but it's the mystique-the football aura-that pulses into the soul of the typical football fan. The visual content of the games garner the most lucrative asset potential.

NFL game football is recognized as the best sports action film in the industry. In its modular, high-tech facility in Mt. Laurel, New Jersey, the league produces high-action shows such as: "Playbook" and "State Farm NFL Roundup." And the demand for this content accelerates every year. With IBM's assistance, the NFL has identified a multitude of strategies to diversify its visual product with a step-by step analysis. Using digital processes and logistical support, each game is spiced-up into a visually enhanced masterpiece.

The NFL Universe

Through its exclusive arrangement to broadcast several NFL games via the NFL Network affiliate and employ wireless devices to download premium multimedia content, the NFL can dispatch its state-of-the-art product anywhere on the globe. The brand is utilizing technology to thicken its bottom line-and it's working.

Are you ready for some football!