The League

David Carter
Sports Business Expert

David Carter

Executive Director, USC Sports Business Institute

Cinderella Must Deliver

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Successful mid-market teams are appreciated, provided the are routinely competitive and well run while reinforcing the positive brand and reach of the NFL. Underdogs are welcomed but perennially under-performing teams are not; they neither deliver a passionate base nor assist the league with marketing initiatives designed to grow the NFL's fan base.

If the Cardinals can use this Super Bowl appearance to reposition the team's perception - and they are well on their way to doing just that -- they may find themselves poised to remain a popular and increasingly a stable, well-regarded franchise. Such stability is good for the NFL and its business partners over time.

By David Carter  |  January 23, 2009; 5:31 PM ET  | Category:  Arizona Cardinals Save & Share:  Send E-mail   Facebook   Twitter   Digg   Yahoo Buzz   Del.icio.us   StumbleUpon   Technorati  
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"Successful mid-market teams are appreciated, provided the are routinely competitive and well run while reinforcing the positive brand and reach of the NFL"

Mr. Carter,

Would the last three games the Cards played be considered "routinely competitive", or are you refering to the complete season? From a "NFL market" prospective, admittedly, the Cardinals are not the preferred team to be in the SB. Selecting preferred markets seems to be working well for the NBA, (Sterns and their officials), but as long as sportwriters and the public turn a blind eye, it hasn't seemed to hurt them financially.

Would the Vikings and the Bills fit into your catagory of "perennially under-performing teams" based on their perfomances in Superbowls, or is this outside the relm of "mid-market" teams you're describing? I'm not sure how the Cards can reposition their team's perception, when they've been a struggling franchise for two generations, but even the Cubs "history" elevated after appearence's in play-offs and the Sosa era. I believe that when the Cardinals defeat this good Steelers team, much of this conversation will become moot.

Posted by: Rovin2b | January 24, 2009 10:47 AM

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