We saw “bits & pieces” of Roger Goodell’s 3 PM press conference on Fri and we were disgusted. We wonder whether the NFL, its Owners, its Board of Directors, its Coaches, its Critics, its Supporters, its Sponsors, its Players & its Fans were as upset as we were. While we understand that there are details to be developed by Mr G and his colleagues regarding the league’s Domestic Violence policies and procedures nonetheless we were embarrassed by almost everything that Goodell said. How can you start a news conference of that magnitude about the world’s wealthiest sports league brand, 15 min late? Having asked that, that “15 missing minutes” may have been the best part of the commissioner’s conference. We understand why he had been silent since Wed! The implausibility and the unbelievability of some of his answers reminded us of that old TV show “The Outer Limits(1963). Mr G you Sir may NOT have it both ways! Either your stories / responses to questions are pure poppycock or you sir are the most incompetent/naïve CEO in the history of CEOing. Can you imagine Wm Clay Ford / Mark Fields, Sergio Marchionne or Mary Barra sounding so inept, so out touch, so out of control? While we greatly appreciated the very recent re-invigorating of NFL leadership with strong competent women, we ask is that enough to restore the NFL shield? Sir the brand is cracked; it’s tarnished!! The fact that Mr. Goodell now is speaking about Super Bowl time as his Domestic Violence Solution Bowl is almost laughable. It is obvious that the Ravens, the NFL and perhaps other owners have been engaged in less than an honest enterprize and have “obstructed” transparency and clear headed sound judgement. Mr. Goodell himself told Saints’ Coach Sean Payton 2yrs ago (Mar 2012) that whether he knew of Bounty-gate or not was of NO consequence since “IGNORANCE IS NO EXCUSE”. In other words Mr Commish “ignorance is NOT bliss”. Sean Payton was suspended 1yr! Mr G?

Mr G did a wonderful job in his 3:15 PM press conference of accepting responsibility for getting it wrong and he committed to NOW to get it right! For our money, he should be called Roger W (for Waffle) Goodell. (He has managed to flip-flop his responses & reasons depending on his audience). Talking about driving on both sides of the road, 3 of last yr’s biggest NFL advertisers are autos. #2 was GM, #4 was Fiat and #5 was Ford. While we would think that the autos would & SHOULD be a vocal leader in objecting to Goodell & the NFL’s stance, NOT SO MUCH! With GMC being THE NFL’s “official vehicle” and the macho competitive truck brands of the F-150, Silverado and RAM being 3 of the 5 best-selling vehicle brands in the US, delay, dalliance and a drum roll to “let the sales continue” may be the song of the day. How about a verse of “Don’t Rock the Boat” or perhaps “Don’t Rock the Road”? With 2014 being such a stellar year, we imagine the idea of standing on principle statements are quickly replaced by standing on principal and interest payments.

There were 2 articles published on 9/19 (The Street & CBS News). Both headlined the idea that sponsors were starting to distance themselves from the NFL. NONSENSE! An Busch, P&G & Radisson are old stories, so what else? You tell us PLEASE how much distance, “edging away” or being “upset” do these comments give.

  • GM – Supports….. decision for a “comprehensive, independent investigation” PLEASE!

  • Verizon – We’ve more effective by remaining as a partner PLEASE!!

  • McD – We’re a “family brand”, have shared our concerns and “expect it….” PLEASE!!!

  • PepsiCo – We’re “confident that (Mr G) will do the right thing” PLEASE!!!!

  • Bose, FedEx & Marriott in essence say we’re watching closely! PLEASE!!!!!!!


About bernacmd

For over 24 years, University of Detroit Mercy Marketing Professor Michael Bernacchi, Ph.D., J.D, has produced "uNDER tHE mIKE-rOSCOPE", a newsletter discussing current "marketing and advertising¹s bends, trends & ends." A well-know fixture in Detroit and national media, UDM's marketing guru has made several appearances on CNN's "Talk Back Live," the Voice of America worldwide radio network (VOA), ABC, CBS, NBC, MSNBC and on the pages of Sports Illustrated, Time, TV Guide, the New York Times, USA Today, the Wall Street Journal and the Washington Post, to name a few. At University of Detroit Mercy, he has taught courses in Marketing Management, Consumer Behavior, Marketing Communications, Research and Corporate Social Responsibility and Sports and Entertainment Marketing. Michael Bernacchi can be reached at 313-993-1116 or Please appropriately attribute the following for their work on uNDER tHE mIKE-rOSCOPE: Yen Ju Lee Robert Rouse Vidhyasagar Natarajan Eric Baumgardner & Ian Young
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