By most accounts, the Denver Broncos stand a good chance of winning the AFC and possibly being crowned as world champions. It is their year and the team seems healthy and focused and everyone is geared toward having an excellent training camp.
Why then, did the internet explode with anger at team management? It might have something to do with a lack of accountability on the part of two men who should know much better.
As reported in the Denver Post by writers Jeff Legwold and Ryan Parker (July 10, 2013), Matt Russell, the Broncos director of player personnel was arrested for allegedly driving under the influence of alcohol. He apparently hit two cars, one of which was a police car! When stopped, Mr. Russell reportedly told police that he had only consumed two drinks; that may be true, but police also found a half-empty bottle of Hiram Walker peppermint schnapps in the car. His blood alcohol level was through the roof.
The story is lousy enough, but making it doubly bad was that on June 11, 2013, Bronco executive Tom Heckert, the director of pro personnel was also arrested for drunk driving. Therefore, two executives, both charged with responsibilities to administer, manage and guide young players, were hauled into custody to face charges.
Outraged President
To his credit, team president Joe Ellis is outraged – and he should be. Let us make no mistake; a professional football team is no different than any other corporation. While some die-hard fans may view a team strictly in terms of wins and losses; team colors and cheerleaders, the management of a team understands it has a product and the orientation is toward propelling that product to excellence.
The Broncos are known for their pursuit of excellence. These kinds of missteps tarnish the image – and the product.
“Executives in our company are held to a higher standard,” said Mr. Ellis. “That’s a mandate handed down from the commissioner. One episode is one too many. Two is ridiculous. I understand the outrage in the community; I understand the outrage of the fans. It’s justified. We have an obligation to do the right thing. And we will.”
Notice two things about Mr. Ellis’ statement. He didn’t refer to the team, but to a “company.” He didn’t refer to the men as coaches, but as “executives.”
Mr. Ellis also understands that in today’s highly inter-connected world, Broncos fans are not limited to Denver or even to Colorado. There may be followers in South Carolina or from the south of Italy. Simply put, an ethical screw-up is bad for the product.
What then, is the right thing to do?
In a prior post, I mused that it was counter-productive to have young, ex-players who committed crimes talking to young current players trying to stay out of trouble. Perhaps, some of you might disagree, but I will stick to my position. Most young players don’t understand they are not just part of a team but multi-million or billion dollar franchises. They lack the distance and understanding to see the big picture.
However Mr. Heckert and Mr. Russell are grown men; 45 and 40 respectively. Who talks to them about ethical behavior? What messages hadn’t they heard in college and in the pro-ranks? In Mr. Russell’s case, suppose one of the cars he hit wasn’t empty? Suppose there were young children or a pedestrian involved, what then?
The Product
If so honored, I would speak to the Bronco executives about consequences and about how their actions can influence the performance of a company. Though they work for an organization that puts a team on a field, they are no different than a company that makes medical equipment or a Midwestern municipality. This is not a “good old boys” game, but a serious business with serious ramifications that trickle throughout the operation. Die-hard fans may not see this, but executives must.
Will the Broncos go all the way this year? I don’t know; no one does. But having two key executives facing fines, suspensions and ridicule does not help. If an injured knee or a key fumble can change a season, what about an ethical mistake – or two?
