The Bigger Picture

The National Football League has gone through so much grief and obstacles in the last year and a half. From the NFL lockout to the new collective bargaining agreement, the NFL has had to recommit its brand and image to fit the morals and social responsibilities it once had promised its fans, followers, and sponsors. This is not only a business commitment, but a financial one as well because of the affect of negative imagery through the eyes of those who spend their hard earned money. As if last’s offseason was not enough, this offseason has brought forth an even worse taste to those who follow and play the game of football.

St. Louis Rams newly acquired Defensive Coordinator Greg Williams, who was recently the Defensive Coordinator of the New Orleans Saints, has caused quite a stir within the league and its image due to his role in a “bounty” program within his years in the National Football League. The bounty program was a way for Greg Williams to motivate his defensive players to cause havoc on the football field by offering illegal financial rewards for big hits, interceptions, fumble recoveries, sacks, and the worse of these was causing injuries to the opposing teams players. This in itself is unethical and illegal by any league standards.

Greg Williams has single handily cause a huge black cloud to sit over the NFL shield, which is exactly what Commissioner Rodger Goodell aims to protect. This bounty program has cost Greg Williams his job, and even a potential ban from the NFL. Those who participated and/or knew of this program have also been punished. Head Coach Sean Payton, Assistant Head Coach Joe Vitt, and General Manager Randy Mueller have all been independently suspended and fined.  The NFL clearly stated that any form of a bounty program are illegal and will not be tolerated by any means. And because of these rule violations, the NFL will suffer more than the names of those who were punished because it is the NFL who has to speak for the decisions its employees and executives make.

From a financial and branding standpoint, this has to hurt the NFL’s progress in rebuilding a trustworthy brand after last season’s lockout. Will the NFL lose money or fans? That is up for debate. But the game of football will be hurt because of the negative imagery that programs like this gives parents and young athletes who already had fears for their health.