Robert Kraft’s candidacy for the Pro Football Hall of Fame has become a yearly discussion point in New England, reminiscent of traditions like Opening Day at Fenway Park and Marathon Monday. Recently, Don Van Natta Jr.’s extensively researched article for ESPN has encouraged the entire football community to reflect on the inexplicable absence of Kraft’s name from the Hall of Fame.
Does Kraft belong in the Hall of Fame?
Absolutely. It’s essential to state this clearly: Kraft should have been inducted long ago. As previously noted, Kraft’s credentials for Canton are irrefutable, even without the six Super Bowl championships adorning his legacy. His remarkable business acumen, coupled with deep Boston ties and his history as a devoted Patriots season ticket holder, uniquely positioned him to save the team from a potential move to St. Louis, orchestrated by the previous owner, the late James Busch Orthwein. It’s worth remembering that the groundbreaking ceremony for what would become the privately funded Gillette Stadium occurred in the spring of 2000, well before Bill Belichick helmed the coaching staff and Tom Brady threw his inaugural NFL pass.
However, rather than revisiting these established facts, a more pressing question emerges: why are we even discussing this topic? The straightforward answer lies in Van Natta Jr.’s article, which highlights the behind-the-scenes politics, petty rivalries, and a hierarchy of owners already enshrined in the Hall. Yet, the conversation also reflects the NFL’s strategic agenda, which I like to call the Owner Glorification Project.
The NFL’s marketing division operates as a powerhouse within itself, often outshining the on-field achievements of the Patriots, Cowboys, and Steelers combined. Every aspect of the league, from the scouting combine to the annual schedule release, has been expertly transformed into must-see television. The NFL draft, once a quiet affair among executives in a hotel room, has evolved into a glamorous prime-time event, often beginning with a celebrity performance of the national anthem.
While the NFL did not explicitly design the current narrative to spark debates over why Cowboys owner Jerry Jones is honored in the Hall of Fame while Robert Kraft is not, here we find ourselves.
The NFL thrives on promoting football, but like any successful retail enterprise, it diversifies its offerings. It markets its players and coaches while equally showcasing its owners. Telecasts frequently feature cutaway shots of the owner’s box, often accompanied by enthusiastic commentary from play-by-play announcers. It’s almost a given that whenever a touchdown occurs, viewers are treated to another glimpse of the owner celebrating. As the game clock winds down and victory is imminent, yet another cutaway shot appears.
- This phenomenon is largely absent in other sports. Although there are notable exceptions, such as Mark Cuban in the NBA—who is typically visible due to his courtside seats—and the late George Steinbrenner of the Yankees, who became a media sensation through his dramatic management style.
- Steinbrenner’s relentless pursuit of headlines made him a well-known figure, often appearing in commercials, hosting “Saturday Night Live,” and being humorously referenced in “Seinfeld.” He was undeniably entertaining.
The NFL’s Owner Glorification Project has been a long-standing initiative. One instance that underscored this to me was on December 3, 2007, during a “Monday Night Football” matchup where the undefeated Patriots faced the struggling Baltimore Ravens. As the game unfolded, it appeared the Ravens might hand the Patriots their first loss of the season.
Trailing late in the game, the Patriots orchestrated a comeback, showcasing the brilliance of Brady and Belichick. Yet, ESPN also suggested that Kraft played a pivotal role that evening. Let’s break down the sequence of events.
At 2:22 remaining in the fourth quarter, Brady made a crucial 2-yard gain for a first down at the Ravens’ 39-yard line, followed by a cutaway shot of Kraft, impeccably dressed in a dark suit, yellow tie, and his signature powder blue shirt with a white collar.
After an incomplete pass to tight end Ben Watson and another hurried throw by Brady, we were treated to another glimpse of Kraft, with commentary from Mike Tirico highlighting Kraft’s integral role in the team’s success. The narrative painted Kraft as a behind-the-scenes mastermind, championing the Patriots’ cause.
On fourth-and-1 at the Baltimore 30, Brady was initially stopped short of the first down, but a Ravens timeout gave the Patriots a second chance. After a false start penalty pushed them back, Brady’s determination shone through as he executed a critical 12-yard run. Another cutaway to Kraft followed!
As the game progressed, the Patriots found themselves in the red zone, with Brady making strategic throws that led to a touchdown pass to Jabar Gaffney. This moment was punctuated by yet another cutaway to Kraft, who was visibly engaged in the unfolding drama.
In total, Kraft was featured in at least six cutaway shots during these crucial moments. This overemphasis on ownership was striking, reinforcing the NFL’s focus on promoting its owners as integral to the game.
While it’s commendable that the NFL aims to highlight the contributions of its owners, the elevation of their status to that of players and coaches raises questions about the integrity of the Hall of Fame selection process. It makes one wonder if the owners themselves believe they deserve a spot in Canton.
(Photo: Maddie Meyer / Getty Images)
