But they perked up for the real stars of the show: the husband and wife team of Mike and Christine Golic. In Chicago, he assumed the role of celebrity jokester, feigning shock when the nutritionist suggested Doritos were not a good snack. Christine Golic, who goes by Chris, is known mostly for being the embodiment of the football mom fantasy.
She has a wealthy and famous husband who played the game and two sons who earned football scholarships to Notre Dame. She stood in front of the group wearing jeans and a sweatshirt, her brown hair tucked under a white NFL Draft hat. Everyone loved her. She spoke about what she knew. They want to play with their friends.
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In Chicago, it created a contrast between her and the other speakers. The trainer, the doctor, the nutritionist—they were professionals offering an opinion. She was a mom, sharing her experiences and feelings. Near the end of the panel discussion, one mother asked what she should say to people who refuse to let their kids play football. Chris Golic answered first.
Many of the parents in the stands cheered when they heard that. Roger Goodell, who was also in attendance, nodded along. With one sentence she had reframed the choice facing parents. It was no longer: Is football safe for kids?
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It was: Are you going to stand in the way of your child achieving his dreams? After the panel ended, some moms greeted Chris Golic with a hug. This tactic, most prevalent in politics, aims to reduce a choice down to a gut-level decision. The concept of emotional branding goes way back.
Some commercials feature current or former players talking about their childhood and parents. One video centers on Felicia Correa-Garcia , a no-nonsense mother of two from Virginia. It shows her teaching the sport to her children and horsing around with them in the backyard before building to the big reveal that she has multiple sclerosis.
One of those leagues, St. Raphael Football, based in the Chicago suburb of Naperville, has operated tackle football programs for elementary and middle school kids since Naperville is the kind of football stronghold that the NFL cannot lose if it wants to survive. In , St. Raphael had 2, kids. In , it was 1, After reading about the Moms Clinics, officials at St. Raphael organized their own event at the local VFW Hall last year.
They served food and wine and handed out hats. Chris Golic surely understands. She now believes that this is her calling in life. Osborne says that companies facing scientific proof that a product is dangerous regularly use people like Chris Golic to shift the message. But she will speak—at length and with passion—about her family and her choice to let her kids play.
We talked all about how harmful football can be. She knows the risks. Chris Golic made her choice and, coincidentally, she made it based on emotion. How does she know that? As Chevron, the American Coal Foundation and many others found, few tools inspired lifelong product loyalty quite so effectively. With school budgets thin and classrooms overcrowded, SEMs give teachers readymade and vaguely educational lesson plans that just so happen to reinforce how thick Prego spaghetti sauce is or suggest that global warming may be a sham.
YMI claims to reach 8 million preschoolers and 28 million elementary school kids each year. Each student was given 28 trading cards, and teachers were sent a list of activities that incorporated them. Others seemed more at home in a casino sports book. The most recent lesson of School Smarts gave kids some tips for safely browsing the web, such as not giving out their home addresses on unfamiliar websites. You know the rules for having fun on the Internet. Faith Boninger, a research associate at the University of Colorado who co-authors an annual report on schoolhouse commercialization trends for the National Education Policy Center, told me that lesson plans like this essentially turn teachers into salespeople.
They have to explain football and its rules to every student—not just the ones who like the sport. Educators have long debated the value of using sports to teach complex subjects. A few years ago, Josh Golin, the executive director of the Campaign for a Commercial Free Childhood, was sitting in his office near South Station in Boston when he got a call from a friend of his, a public health attorney. They were using mobile, a TV property, live events, online, getting into schools. It was a degree marketing approach to children. The show revolved around a heroic young boy and his friends as they try to guard the NFL from various aliens and robots bent on its destruction.
They were talking about C. Spiller, a perpetual disappointment for fantasy football owners who has already played for three different teams this year. The aliens can have him. Kids television is littered with shows that are camouflaged commercials for a product. It was pretty NFL in your face.
Several years back, he sat down with his son, Dean, who is now 7, to watch the show. The TV show spawned a trading card game, a comic book series, toys, T-shirts and hats.
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The site houses more than 80 mini-games, almost all of them football-related, along with polls and trivia challenges. In , the RushZone had 1. In it was 2 million, and by the NFL had signed up 3 million kids. Golin is afraid of all the power that this new information gives the league as it figures out its next moves. And then there is this: After several years of decline, the number of American children playing tackle football rose 2 percent in , according to an analysis by USA Football.
In all my research of all the tactics the league has used to secure a long, prosperous future for itself, I found only one that was easy to get behind. It also gives local leagues replica NFL jerseys at a heavy discount and provides them with a football for every five children they register, a boon for the underfunded. Thanks in part to those moves, the number of kids playing flag jumped to 1. Where do you think those kids are going to be at 33? They are going to be in the Dawg Pound cheering on the [Cleveland] Browns.
On the face of it, another tactic the NFL relies upon also seems noble.
For the past few years, Goodell, Mike Golic and others have railed against the dangers of specialization, the practice of kids playing a single sport year-round. They talk about how it can lead to overuse injuries and psychological stress. Goodell has mentioned it in speeches and pivoted to it under questioning about concussions and CTE.