NOW PLAYING AT AN ARENA NEAR YOU

Anyone able to remember the uphill battle fought to bring bottled water into the American mainstream can appreciate the evolution of arena football. Successfully bypassing the graveyard where comparable leagues now rest, arena football has risen from a novelty act to national prominence in less than 20 years. “It comes from the credibility of ownership, the caliber of players, the caliber of the game and the depth of the roster,” said Colorado Crush Head Coach, Mike Dailey.

Credibility is what’s caused America’s appetite for the game to rise from a sample tasting to stocking up at Costco. For years, arena football was branded as secondary employment for wash-ups who couldn’t cut it elsewhere. However, those close to the sport are quick to note the important skill sets differentiating quality arena players from those in the NFL.

“It’s much like how the talent of NBA players isn’t utilized the same way in Olympic basketball,” said Chris McCloskey, Senior Vice President of Communications for the Arena Football League (AFL). “These are world class athletes playing iron man football.”

Some skeptics may still roll their eyes after hearing that, but one huge difference in the arena game is that nearly everyone plays both ways. Size wise, AFL lineman are a tad smaller than their NFL counterparts, but not by much, though what enables them to flourish in the arena game is better agility and quickness as opposed to brute force. Because of this, they have to be lighter. “Many NFL players just aren’t conditioned to play our style,” Coach Dailey said.

One interesting case study focusing the different attributes between NFL and AFL quarterbacks is Danny Kanell. Drafted into the NFL in 1996, Kanell played for the New York Giants and Atlanta Falcons before signing with the AFL’s New York Dragons in 2002. A long ball passer by nature, Kanell ranks second in all time passing from his days at Florida State. Though once he arrived in the Arena League, he struggled; posting a mediocre passing rating of 75.3 because he couldn’t adapt to the tighter receiving lanes and condensed field dimensions. In 2003 Kanell returned to the NFL as a back-up for the Denver Broncos. “He had no choice,” says McCloskey. “He couldn’t get another job in the Arena League.” While being “forced’ back into the NFL isn’t considered a career ending move, Kanell’s unceremonious stint in the AFL has reinforced that indeed, some players are just better tailored for the arena game than others; and that the AFL is hardly a sideshow comprised of NFL rejects.

In terms of preparation, arena football is as sophisticated and high tech as other big-time sports. “Eighty percent of the preparation is the same as the NFL or major college,” Dailey said. “It’s identical, but unique to the arena game.” Like the NFL, the Arena League provides an elaborate film exchange where computer generated game scenarios are later inputted. “We scout for formation tendencies, hits-by-hash, special teams, hurry-up offenses…everything. There are lots of ways to prepare,” Dailey added.

Offensively though, the game does have it’s limitations, with rules mandating identical formations consisting of three wide receivers and one set back. At times this style of play can seem redundant; resembling sandlot ball where plays are drawn on the palm of the quarterback’s hand. “You don’t get hit with schemes of two tight ends on one play and five wides on the next,” said Dailey.

The real firepower that’s transformed Arena Football from a mall-browsing alternative to big market behemoth comes from the wave of new ownership, its money, and the clout it buys. The single most significant day in Arena Football history occurred on May 22nd 1998, where an amendment to the NFL’s bylaws allowed NFL owners to invest in other football leagues provided they remained in the same market. Until then, NFL owners were forbidden from doing so because of conflicts of interest. “Once the high-profile owners came in, the AFL had instant credibility,” McCloskey said. Among the heavyweight owners to quickly jump in included, Tom Benson of the New Orleans Saints, Jerry Jones of the Dallas Cowboys, Arthur Blank of the Atlanta Falcons, Bud Adams of the Tennessee Titans, and perhaps the most celebrated triumvirate of owners, John Elway, Pat Bowlen and Stanley Kroenke who own the Colorado Crush. “When you have two billionaires and a multimillionaire who’s also a sports icon, you have credibility,” Dailey said. “They’re extremely committed.”

Not all owners are just football guys either. Eighties rocker Jon Bon Jovi co-owns the Philadelphia Soul, and country singer Tim McGraw is a partial owner of the Nashville Kats; bringing a cross blend of fan bases into a full suite of entertainment.

Such newfound credibility brings an even bigger prize; a national television contract with NBC. Several years prior, NBC opted not to renew its contract with the NFL, citing the exorbitant rights fees made for an unprofitable endeavor. Instead, NBC entered a four-year deal with the Arena League in 2002, where they have sole decision power, or “perpetuity”, to renew or terminate the contract. Thus far it’s proved to be winning arrangement.

“NBC pays no rights fee and splits the ad revenue 50-50 with the league,” McCloskey said, “but what’s really interesting is how NBC has a huge incentive to grow the league by receiving a percentage of the upside.” What this means is when the deal was inked in 2002, each franchise was then valued at $10 million, now, just three years later, franchise values have ballooned upwards of $16 million, so should a franchise get sold for that amount, NBC receives an undisclosed percentage of the $6 million net gain. In essence, NBC gets their programming for free, boosts franchise values via national exposure, and then ultimately receives a cut. Few are complaining. “Considering that these teams were valued at only $400,000 in 1996 it’s hard to find a better return on investment,” McCloskey added.

Since then, another deal packed with similar back-ended incentives was made with the video game maker, EA Sports, who already has long-standing partnerships with most major sports. Already a major AFL sponsor of on-field signage, EA Sports is due to release their first arena football video game in 2006. “You can’t find a better medium than that,” McCloskey said. “I mean, that’s as good as television.”

It sure is. After all it’s kids who play video games, and it’s kids who enjoy the affordable family oriented entertainment arena football provides.

In what could pass for a scout meeting for all of Long Island, packs of youngsters accompany a father or two into Nassau Coliseum. It’s a good crowd, perhaps 15,000 or more. “Make some noise,” shouts the DJ. Most happily oblige. Music from your standard dance compilation pumps up the fans, but not too loud where those in attendance must read lips. Neil Diamond’s “Sweet Caroline” comes on; presumably for the parent’s sake…at least a verse anyway. The action erupts from the initial kick-off; where last possession’s scoring drive quickly becomes old news. Touchdown, ensuing kick-off, the receiving team returns it back for another touchdown. Already 27 total points scored in the first half of the first quarter. Sunset orange end zones sporting the New York Dragons logo add warmth to the game’s primal element. The “Fire Dancers” do their thing. A sea of inflatable “thundersticks” clip-clap louder as the game goes on. Fourteen seconds remain in the game and not a soul has left the arena. The Dragons eke out a 53-51 win over the Georgia Force as the opening riff to “Crazytrain” bellows out the loudspeakers. All is well.

Afterwards young enthusiasts line-up by the hundreds for autographs and to meet the players. “We strive to make arena football exiting, affordable, fan-friendly, and most importantly, interactive,” says McCloskey.

So far, so good.