I’m a fan of the disruptive underdog, so my hope is that every spring football league coming and already here finds its financial foothold and its audience. I’m less concerned about the field talent, although the stories are vast, I’m more interested in those making the sausage for Fan Controlled Football, the USFL, the future XFL, Flag football, Ultimate Disk, N7FL and all the others who are chasing the still to be proven theory that fans crave the sport in various forms year-round. (By the way there is a vibrant spring to summer league with deep traditions and a fan base, the CFL, and it is returning in full form shortly as well).
However, the premise that “spring football” can be a vibrant business south of the Canadian border is still a bit of a business myth. Maybe this is the time…between tech innovation, cost control, a single site, one entity, less players, less equipment, no equipment, gambling, gaming, VR AR and everything else in between…that we finally say hey or nay to spring football.
With that in mind, let’s not forget something. There is spring football…loaded with buzz, intrigue, personality, tech innovation and disruption. It’s called the NFL “offseason,” and the shield has done quite the amazing job in creating more and more tentpole events, fan programs, digital innovation and the like into making all things pro football revolve around them 24/7.
Case in point is the NFL Draft, and the week-long takeover of Las Vegas for picking what is always seen as the future of the league. Stretched over three days, the Draft has become a coveted event that has emerged from a New York hotel ballroom into a music, tech and entertainment extravaganza like no other. This year it will also reflect the league’s global appeal, with picks being delivered from cities around the globe as the league extends its team marketing and event arm even further away from the U.S., while not sacrificing its core fans across the country in any way.
Then you have the schedule release, another made for buzz “event” that in most places, is done via email. Some leagues, like MLB, are releasing the schedule for the next season almost years in advance now. The NFL? Schedule release day has become a buzzworthy one up effort by the teams to again remind fans in the offseason of the hip and cool destinations and opponents that await in the fall.
And while football is still about the players, let’s not forget the interest generated on NFL Combine week, various and sundry pro days now streamed and carried live and finally off season workouts and rookie camps which will follow. Is there a lull in late spring as staffs get a chance to take a breath/ sure, but that won’t stop free agent signings, uniform unveils, stadium food events and any other series of moments to remind fans of the value and depth of content the NFL has to offer.
Now some may say that unquenchable thirst is the reason why other spring leagues can exist, but the cost of operation, when not married to massive ticket sales, merch and frankly a myriad of household names buoyed by marketing dollars and decades of successful fandom, is very daunting. One can maybe look to other sports…the UFC is maybe the best case in point…where many other promotions have chased the idea of the MMA fan, when in reality it’s the rabid UFC fan that really supports the business, and those other fans of the sport are much less of a viable subset. Viable for some, but not always at the robust level for ROI in many cases.
So welcome spring football to the stage in las Vegas this weekend. It will be packed with glitz and national drama which will then translate into buzz and local excitement in every market in the States and more around the globe, all without a snap actually taking place.
For others watching live games this spring, keep watching and engaging maybe prove the whispers wrong…that live events tied to that oblong ball have a viable business place, even while the casual fan is still watching every aspect of football, they know…the NFL.
