After watching the NFL draft last week, a few things popped into my head. Of course there was joy for the Oregon players that were drafted. Then after watching the interviews of the top picks, I got to wondering what is the media training these guys recieve? It’s no secret that there is an extensive background process into every aspect of future player’s background (ex: Dolphin’s GM Jeff Ireland’s now infamous question to draft-pick Dez Bryant, “Is your mom a prostitute?” ). Teams treat future players as business investments, and assessing their background in attempts to figure out how they will handle themselves in the future is very important to them. Considering this and the emphasis on positive imaging, there must be some extensive media training to make sure these future NFL players look like future role models and poster boys for the league.
After a little research, I discovered Don Yaeger, media guru and former Sports Illustrated editor who is also the mastermind behind media training boot camp for NFL players. This years players included top picks Sam Bradford and Gerald McCoy, along with 26 other players.
His main message to they guys? “You are a brand.” He compares the branding of players to any other brands, such as Starbucks or Mercedes (Terrell Owens= Toyota?). Speaking to the press is a business opportunity, he tells the guys, because through the media is how one primarily builds their “brand.” This is beneficial to the player because a positive “brand,” or image, creates higher stock value…a.k.a more teams want this type of guy and more corporations want his face to represent their own brand, all which equals money in the bank.
One of the things Yaeger teaches is how to use words that players want associated with their “brand.” After learning all this, I went back and watched Sam Bradford’s post-draft interviews to see the Sam Bradford “brand.”
The brand elements I get from this interview: Humble, family-oriented, a kid with dreams coming true. Seems like his media training worked, and someone a team might want to invest in aside for reasons other than his talent.
I think it is crucial for this intensive media training at the beginning of a players career because it’s hard to redeem yourself with the media and fix a tarnished image. Oh and million-dollar endorsements don’t seem too bad either.
What do you think of the idea of “branding” young NFL players?
The PReseason 
4 comments
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May 7, 2010 at 6:01 am
jliebman
Everyone, including us, represents a “brand.” For instance, look at John Wall, the potential number one pick in the NBA draft. Any team will draft him to increase ticket sales, publicity, etc.
Interesting post.
Sam Bradford is headed to a city that needs a “branded” figure. After Marshall Faulk and Kurt Warner, St. Louis has needed a player that brings this type of hype to the town (sadly Steven Jackson can’t carry the team on his back). Plus, with Orlando Pace’s injuries (and now retirement) their team is in the drain and has ruined their O-line.
Basically Bradford is the team’s (and city’s) hope. He carries a lot of responsibility through his contract and expectations. Interesting to see how his “brand” develops!
May 11, 2010 at 8:07 pm
joanijones44
Thanks for the feedback Jeremy. Yes it will be interesting to see how Bradford’s brand develops, but it also brings up another issue, and that is him being the face of an organization that also needs his athletic ability and talent. Yet that brings up a different issue…
May 12, 2010 at 7:35 am
Chris
Interesting post! Professional athletes are constantly in the spotlight and in an era of Twitter/Facebook/YouTube it is important that they present themselves in a positive manner. In the NFL draft, players fell because there were character, or “brand”, concerns. Players can also benefit if they are seen as hard working, model citizens, etc. which are attributes organizations are looking for.
As Jeremy said above, the lesson shouldn’t only apply to professional athletes though as everyone is a “brand”. As students we represent our “brand” in front of classmates, professors, and friends while in the business world in front of bosses, co-workers, clients, friends, etc.
Think of a company. Think of an athlete. Think of a classmate/friend. What comes to mind? That is essentially their “brand”.
May 12, 2010 at 8:04 am
Van Shumake
you’d think that teams are interested in the positive “brand”, but then you look at the talent that slipped in the draft. On the other hand, look at the skeptical or questionable athletes with loads of talent, but aren’t as “brandable” and you see that they were littered in the first few rounds, as well as in the league. “Talent” still trumps “brand” as long as the bigger “brand” (team) can spin or hide the individualized flaws. Just my opinion. Nice story though.