I read a column on Friday in the Washington Post that left me scratching my head. New NFL Players Association executive director Lloyd Howell told Mark Maske he wants to restrict media access to the locker room. Howell said he doesn’t want to prevent reporters from doing their jobs but believes changes are necessary.
No changes are expected for the 2024 season, but conversations with the league have begun. Whether or not the league supports the NFLPA’s demands in the future remains to be seen.
Howell’s key point was that players don’t want to interviewed while they’re naked. Reporters don’t enjoy that either. Both sides should be in agreement on that. However, once it’s up to the players to find other ways to make time for interviews, it becomes a problem. What follows next is less access, less transparency, and less real-time reactions to the news of the day. Access and timeliness are vital for professionals to tell stories. That becomes compromised when players control the situation and handcuffs are placed on the media.
I’m bothered by this issue for two reasons. First, coverage of leagues, teams, and individuals are vital for fans. They deserve transparency from those they support and pay money to see. Secondly, leagues expect larger increases for their programming during each contract cycle. Yet the job of covering them continues to get harder. This policy has been in place for decades. Do you really think it’s a critical issue? Or is it more of a case of teams and players wanting more control?
Given how much fans and media outlets pay to watch, read, listen, and air the content, you’d think pro sports leagues would offer more access for greater dollars. ESPN, NBC Sports, Fox Sports, CBS Sports, and Amazon should be unified in their request for full access. So too should be all newspaper and radio outlets. The league relies on the media to promote its game and players, and pay for doing so. All involved in the game of football have benefitted from that business relationship. Making it harder for media members to do their work likely increases negative coverage of the NFL because human beings don’t react well to being restricted.
This issue is mostly about professionals inside the locker room, but it extends beyond that too. Radio outlets deal with teams constantly offering little beyond gameday content and access. There are exceptions like the Patriots and 49ers who have been excellent to radio partners, but most seek controlling the narrative, wanting the majority of inventory, and limiting access.Yet they expect broadcasters to cut big checks for airing their games.
Limiting commercial inventory, and offering limited access to the head coach, general manager, and top players makes these deals less attractive. Players can’t be forced to appear and promote the organization, but coaches and executives can. I know radio executives who fight frequently with team executives for interviews, and their social media departments for promoting the upcoming game or a player appearance on the team’s radio station. However, if a host takes a coach or player to task on the air, PR is quick to call, and preach the importance of partnerships.
Having been a part of play-by-play deals, I believe stations don’t get enough back. If you’re in a deal and generating big revenues, I get it. You’re going to be hesitant to ask for more. That doesn’t mean though that you shouldn’t. The team won’t think twice to offer you less and ask for an increased rights fee.
Are you getting seats on the team plane? A suite or healthy number of tickets? Training camp, NFL Draft, and gameday exclusivity? Merchandise? A weekly call with the head coach and/or GM? Access to those same folks for an off-season promotion or appearance? Social media support to promote your brand, games, and scheduled appearances? I’m sure there’s more we could add to this list, but if all you’re gaining is the right to air a game, use trademarks, and sell spots, you’re not getting enough back.
The league could limit media access in the future. If they honor the NFLPA’s request, additional requests will follow. Some groups are never satisfied. What follows next? Local media outlets and reporters working with even more restrictions? Less access, and more limitations will force outlets to look closer at how much value they get in return for their investments.
It’s ballsy for the NFLPA to seek limiting the press, the same group that elevates their players, coaches, and executives, helping them earn record salaries. The NFL is king, and probably will be for decades. Media professionals are well aware of this. They know, because they’ve played a role in growing interest in the league. You’d like to think the NFL and its players association understand the importance of what that relationship provides. Sometimes though you have to remind them. Here’s hoping it doesn’t come to that.
Jason Barrett is the Founder and CEO of Barrett Media. The company launched in September 2015 and has provided consulting services to America’s top audio and video brands, while simultaneously covering the media industry at BarrettMedia.com, becoming a daily destination for media professionals. Prior to Barrett Media, Jason built and programmed 95.7 The Game in San Francisco, and 101 ESPN in St. Louis. He was also the first sports programmer for SportsTalk 950 in Philadelphia, which later became 97.5 The Fanatic. Barrett also led 590 The Fan KFNS in St. Louis, and ESPN 1340/1390 in Poughkeepsie, NY, and worked on-air and behind the scenes at 101.5 WPDH, WTBQ 1110AM, and WPYX 106.5. He also spent two years at ESPN Radio in Bristol, CT producing ‘The Dan Patrick Show’ and ‘GameNight’. JB can be reached on Twitter @SportsRadioPD or by email at Jason@BarrettMedia.com.
