Since the financial crisis, there’s been an influx of TV shows that function as ruling-class PR, stuff like Undercover Boss, Secret Millionaire, and Shark Tank. Are these shots part of that trend? Possibly, but they certainly predate the crash, as does a tradition of power-worshipping entertainment that gave us junk like The Apprentice and Meet the Press. As Matt Taibbi has written, our country has a strange love affair with arrogant executives, a tendency to believe that the richest person is the best person, that any problem can be solved by a benevolent autocrat.
These aren’t just rich guys, we’re told. They’re great guys. Earlier this year, when Dallas was playing against Washington, NBC’s Al Michaels and Cris Collinsworth sang Jerry Jones’ praises for not cutting back costs on his (partially publicly funded) stadium after the financial crisis. In the same game, they lauded him for not riding Tony Romo for the pick he threw at the end of that Broncos game. “Jerry can take the heat off as well as anybody I’ve ever seen,” Michaels said, describing a guy who has complained to the media about players for things like being injured.
CBS announcer Jim Nantz, ever grooming himself to become the NFL’s Minister of Information, took a moment during that Broncos-Cowboys game to praise Jones for being the first ever inductee into the National Football Foundation Leadership Hall of Fame. This happened at a “spectacular fundraiser” event, Nantz explained. Now, charity is charity, so you have to give Jones his due for raising money for an important cause like ... “Football Matters to Me”? Yes. Its mission is “to identify the men who played college football and subsequently went on to amazing accomplishments with football as a key catalyst to their achievements. The goal of the campaign is to generate a strong understanding of how the values learned through football translate to success later in life.” NBC’s Michaels was there, along with some retired football players, GE’s Jeff Immelt, and oilman T. Boone Pickens. Football matters to them. More importantly, they matter to football, and to the rest of us. But we don’t need this organization to tell us that great businessmen give us great football and vice versa; we’re given that message during every football game on every network.
Though you won’t hear it discussed on Sundays, NFL owners aren’t necessarily superior beings. They played a role in the league-wide concussion cover-up, and there are plenty of alleged individual misdeeds to discuss as well. Browns owner Jimmy Haslam is under investigation for allegedly defrauding customers at his chain of truck stops. Vikings owner Zygi Wilf was recently found guilty of racketeering. Neither story came up during this year’s Browns-Vikings game. Good-guy owners like Kraft, too, benefit from these sins of omission, as when Fox’s Kevin Burkhardt claimed earlier this season that the New England owner saved the franchise from moving (true) while failing to mention that he very nearly moved the team out of Massachusetts himself.
I’m not saying we all have to hate NFL owners. I’m just asking not to have to see them. It’s especially annoying that the incidence of owner shots increases as the game gets most exciting. Hence NBC gave us three images of Jones in the final 90 seconds of a Week 1 game. There’s a clear narrative here: Is the boss happy? The shots multiply in the postseason, making the game ever more about ROI. Indeed, postseason success, not virtue, is what separates those the camera loves from those it just sneaks a peek at now and then.
As much commercialism as there is in sports, it is still possible in the moment to watch an interception and delight in the way the defenders instantly turn to find a man to block and begin a frantic rush to the end zone, and see only that, and not think of the depressing array of dynamically synergistic cash flows involved in bringing that play to your living room. Shifting from this intricate dance to an owner’s dull reaction makes for bad, simplistic TV. The players in a sporting event are confined by the dual limitations of the rules and their bodies, against which they struggle using their wits and their wills. When such an event culminates in a money shot, it reduces a beautifully coordinated spectacle of strength, grace, and chemistry to a crass display of power. It cheapens the whole endeavor.
Leave the bosses to their business. Let the game express itself.