1. Balancing Brand Image with Sensitivity to Race and Freedom of Speech: Examining the NFL Response to Colin Kaepernick’s National Anthem Protest
Presented by Edward (Ted) M. Kian
Oklahoma State University
at the International Crisis & Risk Communication Conference,
March 13-March 15, 2017, Orlando, FL

2. Overt Patriotism in American Sports
U.S. sports have long been intertwined with overt patriotism displays and rituals.
These are present at all levels of spectator sport, but are especially mass marketed by professional sport leagues and the U.S. military (e.g., NFL pregame)

3. Popularity of NFL (America’s Game)
Never in history of U.S. popular sports has any league been as popular as the NFL was entering 2016 across all demographics.
NFL has seemingly been immune to cord-cutting effects. Through Feb. 2017, the 24 most-watched telecasts in U.S. history were Super Bowls, with the most recent highest. The 18 most-watched TV programs in 2014 were regular-season NFL games (Smith, 2015).
NFL’s current TV contracts average more than $7 billion annually. Led by Dallas Cowboys, NFL franchise values range from $ B

4. Crisis Communication in NFL
Despites its overwhelming popularity and standing as ‘America’s Game,’ the NFL’s brand and long-term sustainability have recently been challenged through…
Increased media attention on long-term physical damages of playing football, particularly concussions (e.g., youth participation).
Questionable leadership practices of autocratic Commissioner Roger Goodell, and growing distrust\between (white) owners- and (mostly African American) players.
NFL’s domestic violence problem (Ray Rice).

5. Crisis Communication in NFL
A situation or occurrence with the potential to significantly damage a sport organization’s financial stability or credibility with constituents
(Stoldt, Dittmore, & Branvold, 2012).

6. Methodology
This case study uses existing scholarship on sport communication in conjunction with an analysis of the events related to Colin Kaepernick’s national-anthem protest and how NFL responded.
Particular focus is placed on PR tactics used by Goodell, league officials, and team executives, who had to balance their marketing interests vs. player individual freedom of speech (race being a key factor here; Big Ben).

7. Brief Kaepernick Timeline
August 14, 2016: Kaepernick quietly starts kneeling for anthem during preseason games.
August 26, 2016: Photo of Kaepernick kneeling during anthem is picked up nationally.
August 28, 2016: Kaepernick publicly explains reasons for his protest, focusing on institutional oppression of people of color, but made clear this was not a protest of the troops or military. .

8. Brief Kaepernick Timeline
August 30, 2016: After Kaepernick was quoted as saying then-GOP nominee Donald Trump was “openly racist” (Wilder, 2016), Trump heavily criticized Kaepernick’s protest and said that the quarterback “should find a country that works better for him.”
Democratic nominee Hillary Clinton said she did not agree with Kaepernick’s decision to not stand for the anthem, but tried to (A) avoid the discussion and (B) take more balanced positions. Kaepernick later criticized Clinton and made headlines by saying he was not voting in the Presidential election.

9. Brief Kaepernick Timeline
September 1-, 2016: Other players from multiple NFL teams joined protest. Other athletes from other sports at all levels begin protesting, often in different ways.
This becomes a national trend, occurring at high school football games, by band members at college and prep games, and seemingly everyone in America knows about this and has a strong opinion on the suject.

10. Brief Kaepernick Timeline
September 7, 2016: Goodell makes first public comments on issue, attempting to provide the balance that NFL did through entire season: “I support our players when they want to see change in society… On the other hand, we believe very strongly in patriotism in the NFL… it is important to have respect for our flag, for the people who make our country better” (USA TODAY).
October 3, 2016: A kneeling/protesting Kaepernick appears on the cover of Time magazine.

11. Wrap-Up and Conclusions
Whereas he continued his national anthem protest before every game and had become the 49ers’ starting quarterback, the Kaepernick controversy was given less media attention following the election.
No employee from the NFL league office ever directly criticized Kaepernick or tried to impugn his freedom of speech, even though they could legally have done so.
However, either through the NFL’s attempts and/or increased media coverage, overt displays of patriotism were even more common at NFL games throughout the 2016 season.