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2006/12/07
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29893
I like the NFL team is the Chicago Bears, favorite player is Julius Peppers, which players which team you like?
Although many dismiss the notion of an overseas NFL franchise, I certainly do not. Commissioner Roger Goodell is intent on growing the game beyond our domestic borders, starting in London. More importantly, NFL owners—in case you haven’t been paying attention—care deeply about creating and capitalizing upon every possible revenue stream. Playing a game or two abroad is not maximization of that income. Owners start to see dollar signs from entry into the European market and beyond.
Yes, there will be logistical, operational and competitive challenges with a London team, but we are talking about a league approaching $10 billion in gross revenue. Simply, these issues can be worked out. My perspective is one of experience: I served as the first general manager of the Barcelona Dragons in the NFL-backed World League. In my opinion, solving the logistics of a potential NFL team in London would be a cakewalk compared to the NFL’s maiden voyage in Europe more than 20 years ago.
‘Do you speak Barcelonan?’
In 1991, I was a few years into a career as an agent when I was presented an interesting opportunity. I was negotiating a contract for client Chris Doleman with Vikings general manager/part-owner, Mike Lynn.
When we finished negotiating Doleman’s contract, Lynn lit up a cigarette (one of a dozen he smoked in our two-hour meeting), eyed me closely and asked: “Do you speak Barcelonan?”
I thought this was an interesting question. “Does that mean Spanish?”
“Yeah, Spanish.” (It turned out he was wrong; Catalan is spoken in Barcelona.)
“Yes, I speak Spanish.” I took it in high school; I could fake my way through.
“How would you like to be the general manager of the Barcelona Dragons?”
“The what?”
“We’re starting a league overseas. We’re going to spread football around the globe. It’s going be bigger than the NFL!”
I enjoyed the agent business (I would later return to it) but could not pass up the opportunity at a very young age to run a professional football team, albeit one in a minor league in another country. Three months before opening day on ABC television and with no coaches or players, I became general manager of the Barcelona Dragons.
Goalposts in the corners
After being turned down by some top NFL assistant coaches, such as Tony Dungy, who was intrigued but not by moving to Spain, I hired former Boston College coach Jack Bicknell. Within a week, we drafted 80 players, had training camp in Florida, cut 40 players (some with Spanish heritage) and boarded a plane to Spain. Instant football team!
When we arrived in Spain, our marketing director proudly announced: “Andrew, for our opening game we have sold 173 tickets!”
“How many does the stadium hold?”
“40,000.”
“That’s not good.”
“Don’t worry. In Spain, everyone walks up.”
Thankfully, the night before our game, we were allowed to have the team run around at halftime of an FC Barcelona game with the public address announcer promoting our game the next night (or at least I think that’s what he said). Those five minutes in front of 100,000 people, combined with our handing out tickets to whomever we met, resulted in 18,000 fans for our opening game, clearing the 15,000 number we had targeted. On to the game.
Our first touchdown was a seam pattern to the tight end, who broke three tackles en route to an exciting 70-yard touchdown. I jumped for joy, but the stadium only had a murmur of muted golf applause. Hmmm. Then our kicker came on and kicked the extra point and … the crowd went nuts!
American football, for the fans that came, was a diversion, a curiosity far different than their passion for soccer. They cheered at all the wrong times, did “the wave” and sang “Ole” throughout the game. They just wanted to have some fun. So we made it a party.
We changed our entire marketing approach from selling American football to selling an American event. We sold hot dogs and hamburgers; we brought over marching bands and Frisbee dogs; we blasted American rap music at every stoppage of play. I hired two NFL cheerleaders to teach the women of Barcelona to dance as they did, creating “Las Chicas Del Dragons.” They became more popular than the team and were booked throughout Spain.
Logistically, there were some obstacles. When the goalposts were first installed at the stadium, they were mounted in the corners of the end zones. The laundry service ruined our uniforms countless times. Getting equipment out of customs always required some negotiating and a greased palm or two.
Perhaps the biggest obstacles were food and lodging. We could never get enough food. The hotel staff constantly complained, They eat so much; they are too big! We put night tables with a pillow on top at the end of each bed so players’ legs wouldn’t flop over. And dealing with the wives and girlfriends visiting players while navigating the new Spanish girlfriends (and one wife) was a full-time job in itself.
To borrow a U.S. Navy tagline, the Barcelona Dragons experience was not just a job, it was an adventure. However, Barcelona was then and London is now.
London and the logistics
Even back in the World League 22 years ago, the sophistication of American football fans at Wembley Stadium was vastly greater than what we experienced in Barcelona. When we played in the inaugural World Bowl in London (against the London Monarchs), it was very similar to playing in front of an American audience, just with some English flair.
Yes, s