Before we discuss the content of the NFL’s new guidelines relating to domestic violence, let’s be clear: the NFL has about as much of a commitment to do something about violence against women as British Petroleum—or is it Beyond Petroleum—has to cleaning up the environment.
Both are multibillion-dollar corporations with one job and one job only, and that is to maximize their bottom line. Sometimes that project demands acknowledging public relations nightmares, especially when consumers recoil in horror.
Just as British Petroleum invested millions in green technologies and environmental cleanups after the seething outrage that followed the Deepwater Horizon oil spill, the NFL found itself embroiled in a public relations disaster after suspending Baltimore Ravens running back Ray Rice for only two games following release of a video that showed him dragging his unconscious then-fiancée Janay Palmer by her hair out of a hotel elevator.
This week, there was a near-universal outcry that the NFL’s moral compass was disturbingly out of whack and the organization was behaving like a proudly belligerent totem of misogyny, as Brandon Meriweather was suspended for two games for an on-field hit, and Josh Gordon received a year’s suspension for allegedly smoking weed.
The din coupled with the PR hit was too much for NFL Commissioner Roger Goodell to stomach, and he admitted as much in his statement outlining the league’s new policies, saying, “My disciplinary decision [regarding Ray Rice] led the public to question our sincerity, our commitment, and whether we understood the toll that domestic violence inflicts on so many families. I take responsibility both for the decision and for ensuring that our actions in the future properly reflect our values. I didn’t get it right.”
There was no such statement after Kasandra Perkins was killed by Kansas City Chiefs player Jovan Belcher, who then took his life in front of his coach. Instead, the game went on as planned. The outcry from the media after that in-season tragedy was mild. The only person among the NFL’s sports media partners to even speak about it politically was Bob Costas, who turned the focus to gun access and not violence against women. That was brave, as the backlash against him demonstrated. It was also a wasted opportunity.
Now, because there is an uproar about Ray Rice in the dog days of summer, without the distraction of actual games, the league realized it was paying a price, and Goodell is attempting to use his unparalleled public relations machine to reclaim something the Ray Rice decision cost him: a moral high ground as the Great White Father committed to disciplining his unruly charges and armed with ownership over every aspect of their personal lives.