The NBA and NHL playoffs are nearing their final rounds. The MLB All-Star break is within view. Yet even though team training camps won’t open for another couple of months, the National Football League is grabbing headlines. And one of the league’s fiercest rivalries promises to make the upcoming season anything but predictable… for corporate America.
Redskins/Cowboys? Raiders/Chiefs? Packers/Bears? Nope. Fiercer than those legendary matchups. We’re talking owners vs. players.
This week, NFL owners unanimously approved a new policy that requires players and team personnel to stand for the national anthem if they’re on the field while it’s being played. Players will have the right to remain in the locker room. Significant fines can be levied against teams for noncompliance.
Within nanoseconds of that announcement, the NFL Players Association took a contrary stand, promising to fight the ruling – on which they maintain they weren’t consulted – “to the end.”
And moments after that, NY Jets owner Chris Johnson issued a statement saying that he would pay for any fines incurred by his team's players... a thumb in the eye of NFL Commissioner Roger Goodell (and of a certain inhabitant of 1600 Pennsylvania Avenue).
So the stage – perhaps “trap” is a better word – is set for mega-controversy. Two obvious questions loom:
- Will companies with NFL players under endorsement contracts face collateral brand damage if those players opt to defy league rules and take a knee?
- Given the copious racial overtones as this issue has played out very publicly over the past two years, will companies who count “diversity” and “inclusiveness” among their deeply held values still feel comfortable with their NFL sponsorships the first time a player or team is penalized?
Those are among the sort of questions and potentially incendiary issues that are increasingly forcing big businesses to assess their sponsorship, partnership and other corporate relationships. How thin is the line some companies will need to tread this NFL season? Think about your favorite running back tip-toeing the sideline to stay inbounds.