On March 11 the NFL and The NFL Player’s Association’s collective bargaining agreement expired. As a new agreement could not be reached, Owners have staged a lockout.
For some players, such as Indianapolis Colts QB Peyton Manning, who are paid $15.8m (£9.8m) a year and bring in outside endorsements, a year off won’t have major financial consequences. However, other players may be more likely to notice the absence of their wages. The average salary for an NFL player is $800,000. In comparison, Wayne Rooney makes £8m ($12.8m) a year.
As it can be argued that football, rather than baseball, is now considered the American pastime, this lockout could have a serious effect on the country. Not only would Sunday afternoons and Monday nights have to be replaced with other activity, but the greater impact would be felt by the sponsors.
The sponsorship industry is solidly founded on the principle of trust. With this unexpected (and unnecessary) possibility of a shortened or absent season, what will be the adverse effects to the sponsors? They’ve essentially thrown money down the drain and, connected their reputation to a now blemished NFL brand. With negative PR stemming from the lockout, relationships are certain to be damaged.
Players are the key figures that can turn this around for sponsors, as they will soon be looking to non-league sponsors. This may be a positive connection for brands looking for new activity, although trust is still an issue with uncertainty of a season and essentially uncertainty of a career. With the spotlight on the draft coming up in April, it is necessary for the players to present a good image and restore reputations for many brands.
Personally, I am saddened by the entire situation. The negative effect of this lockout on fans, players, coaches and sponsors will be substantial, and many are expressing their concerns. Jerry Jones, owner of the Dallas Cowboys franchise that is worth $1.65bn and ranks second only to Manchester United in Forbes Magazine’s annual list of the world’s most valuable sports teams, asserts “I just spent a billion dollars on a stadium, and I didn’t plan on not playing football in it.”
MC