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Adrian Peterson and How Content Gives Context

Evidently, this is the week when professional athletes intend to deal themselves mortal image wounds by speaking without thinking.

Adrian Peterson

Adrian Peterson gave the sports media and fans days worth of discussion fodder by comparing the NFL labor situation to modern day slavery. In the context of the Yahoo Sports article in which the comment appeared, it was a passing moment in an otherwise lengthy interview. Given the inflammatory nature of the comment, however, the line is the only thing that people are paying attention to.

Here’s the original excerpt from Yahoo’s Shutdown Corner:

SC: We’re talking about 15 minutes after the NFLPA sent in the paperwork to decertify, so the lockout’s on everybody’s minds. I’ve talked to a lot of players about this recently, and I always ask the same question — what is the message you want to get out to the people who love the game and are tired of hearing all the labor talk?

AP: We’re business-minded, also. It’s not just fun and games. A lot of football players, whether it’s Sunday or Monday night — we’re out there on the field, competing, hitting each other. But people don’t see everything else behind it. It’s a job for us, too — every day of the week. We’re in different states, sometimes thousands of miles away from our families and kids, and a lot of people don’t look at it like that. All some people see is, ‘Oh, we’re not going to be around football.’ But how the players look at it … the players are getting robbed. They are. The owners are making so much money off of us to begin with. I don’t know that I want to quote myself on that…

SC: It’s nothing that I haven’t heard from other players, believe me.

AP: It’s modern-day slavery, you know? People kind of laugh at that, but there are people working at regular jobs who get treated the same way, too. With all the money … the owners are trying to get a different percentage, and bring in more money. I understand that; these are business-minded people. Of course this is what they are going to want to do. I understand that; it’s how they got to where they are now. But as players, we have to stand our ground and say, ‘Hey — without us, there’s no football.’ There are so many different perspectives from different players, and obviously we’re not all on the same page — I don’t know. I don’t really see this going to where we’ll be without football for a long time; there’s too much money lost for the owners. Eventually, I feel that we’ll get something done.

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What Tiger Woods Should Really Do

Tomorrow, the process of image rehabilitation will begin for Tiger Woods, and from that point forward, he’ll be putting the scandal of the last few months behind him.

Many, many people — sportswriters, public relations specialists, etc. — have weighed in with their thoughts of what he should have done, or be doing in the days ahead. I’ve put together a few representative samples here to a) take a look at some of these suggestions and b) debunk some of the assumptions that have been/continue to be made about Tiger’s situation, primarily because Tiger Woods and the reaction to him provide some noteworthy examples of the world professional athletes inhabit, and ultimately, what they should be prepared to deal with.

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Tiger Woods, and a Strike Against MLB.com

In the course of going to Tiger Woods’ web site earlier this week to read his statements about the current controversy involving him, I was surprised to see that the site was now being operated by MLB.com.

I’m not sure what the thinking was behind that. The site itself — the current maelstrom aside — does little to brand him in any meaningful way; in fact, it really is just straightforwardly generic. Moreover, it’s not as if Tiger Woods needs MLB for increased distribution of his content or to make it easier for people to find him online.

But if there’s a compelling reason for having a company dedicated only to managing the branding of pro athletes handling your online activities instead of a corporate entity like MLB.com, it’s that MLB.com is not paying attention the way that they should be. To make this point, I need go no further than the statement Tiger posted today about his personal transgressions. It’s not the statement that concerns me — it’s the fact that the site has allowed upwards of 4,000 comments to be posted (with more happening every second) without any apparent vetting whatsoever.

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Cris Carter Gets Angry, Tries Yiddish

I couldn’t let this go without posting about it.

In an interview today on ESPN, Cris Carter, formerly of the Minnesota Vikings, passionately discusses the signing of Brett Favre. He’s great in the interview, but as it’s wrapping up, he’s asked whether Minnesota has a chance to make the Super Bowl this year.

I could hear my late grandmother laughing at his response.

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The Branding of Ty Lawson

The notion of an athlete being a brand isn’t something that is new — it’s universally recognized, at this point, that Michael Jordan was the first pro athlete to take branding himself to the proverbial next level. These days, however, since all athletes are told that they are (potentially) brands, what athletes and the people they work with are doing to try and brand themselves has become a bit more involved.

An article yesterday in the Washington Post about Ty Lawson and his pre-draft branding effort has gotten some decent play in the past 24 hours, and without knowing precisely what is being done to market him, it’s difficult to assess that effort.

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Bill Simmons, Don’t Hate the Players, Hate the Game

In the latest issue of ESPN the Magazine, Bill Simmons writes an insightful column about the changing relationships between athletes and the media. The gist of the piece: the sports media has been effectively “boxed out” by athletes, that athletes now essentially insulate themselves from the media and only allow access when it suits their own needs.

“We learn nothing from today’s superstars beyond the spin,” Simmons writes, skewering Kobe Bryant for what he sees as a plastic performance in the documentary Kobe Doin’ Work, produced by Spike Lee.

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