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XFL Gives New Meaning to 'Extreme'
A young man working for a professional wrestling organization once described
the experience, “It’s like traveling with the circus.” More similarities of
showmanship exist between the two performances than the average wrestling fan
may realize. P.T. Barnum knew better than anyone that in order to boost revenue
streams he would require an act that defied reality yet captivated his audiences.
The coupling of these components, often tricky to emulate, enabled Barnum to
deliver a newfound demonstration of extremism, at least in the entertainment
arena.
Over a century later, this radical byproduct has shifted into the wrestling world.
Since superstars like The Rock, ‘Stone Cold’ Steve Austin, and The Undertaker arrived
on center stage, millions of viewers worldwide have embraced such neo-extremism
and collectively transformed wrestling into one of the largest forms of sports
entertainment – World Wrestling Federation sales totaled $250 million in 1999. The
growth of pro wrestling is indicative of a runaway train, only this juggernaut is on
route for a deliberate next stop – professional football.
WWE tycoon and ringleader Vince McMahon, arguably the most enterprising
owner in sports entertainment last decade, has extended his financial interests
with the creation of the Extreme Football League (XFL). This new assemblage of
eight clubs is designed to prolong the euphoria of Super Bowl Fever with a 10-game
regular season (and a four-team playoff) throughout the winter and spring.
“This will be real American football on a 100-yard field, but with a lot more fun
and a lot more attitude,” McMahon said. WWE Attitude has become a credo of
sorts, and its followers range from fans to WWE executives. This prevalent
reverence explains why officials at Titan Sports (parent company) believe in the XFL’
s viability.
However, McMahon’s quest for an “extremely fun” football conference may
result in a sobering experience. In order to achieve the necessary synergies, XFL
executives will create a co-branding image with the WWF. (Perhaps, McMahon will
even approve a trade involving a former collegiate quarterback for grappler ‘The
Lethal Weapon’ Steve Blackman). The connection between ventures is driven
entirely on wrestling’s consumer market.
McMahon is trying to reproduce the pervasive craving for mayhem by bestowing
WWE-type features to his XFL – no drug testing, no sissy tackles, no fear, and no
mercy. The league will boast a unique “behind-the-scenes” portrayal with helmet
cameras and locker room chats. These endeavors, McMahon hopes, will appeal to
young male viewers (active WWE supporters) and football fans seeking more bone-
crunching sound bytes.
The timing for the XFL, which McMahon intends to make profitable in under
three years, is impeccable. While in February the NBA and NHL have resumed
competition, sports analysts have noted a substantial period of uncontested sports
entertainment. Competition, and consumption patterns for that matter, in
basketball and hockey do not peak until springtime (when MLB is just beginning).
This economic condition may allow the XFL to climax in a shortened season before
fans loose their aftertastes for football.
Since McMahon values plain and confrontational rhetoric, here comes the bad
news for the XFL … “It’s the product, stupid.” Trying to change the conventional
wisdom about football is hardly academic. XFL executives lack the proper resources
to revolutionize the game or even the business. Many young WWE viewers
disregard any entertainment value in football, and the others would not substitute
NFL loyalty.
NFL fans believe that football is real, contrary to their notion of wrestling. But,
the major impediment for XFL officials is the NFL’s staggering brand equity as a
result of steady attendance figures and TV ratings. Before McMahon modernized
wrestling into sports entertainment, consumers had little interest in the sport
itself. Amateur wrestling never boasted sold out crowds averaging 70,000 per
stadium on Sunday afternoons, nor did it attract the attention of millions of
television viewers weekly. The NFL is an unassailable giant, on and off the field. It
will be much tougher to exploit a mainstream sport like football because it is highly
venerated by middle America. Conceivably, the same innovative marketing
techniques that instilled mutiny among WWE fans may backfire when regurgitated
to potential XFL consumers. McMahon’s tactics may offend a majority of NFL
supporters who value the tradition and texture of the game.
McMahon has already created a vituperative persona among traditionalists
who criticize his hardnosed demeanor. However, this image will have little bearing
on the XFL’s financial fruition. More problematic is the WWE owner’s personal
application of extremism. Unlike meek investors, McMahon is a heavy risk taker –
tracking a business trend (often via consumption patterns and purchasing power),
plowing huge sums of venture capital, and inevitably diving overboard to fulfill a
vision. In part, it’s admirable. But, passion for an idea may not offset a potentially
saturated consumer market.
XFL officials have designated New York to host one of its teams. The state is
swamped with every imaginable sporting event. There is space available for an XFL
franchise, but not much. New Yorkers are already spreading their sports
entertainment dollars thinly. Spending habits, although a peripheral business
consideration, will gradually decelerate. The XFL is no sure thing even in the
largest television market. Although TV deals are imminent, expect the XFL to
announce short-term contracts – a function of its limited bargaining power and
leverage.
McMahon is justifiably convinced that, regardless of potential flaws in the
product, the XFL’s success will depend heavily on its promotional prowess.
Certainly, the medium of communication can make all the difference in the world.
However, unless the XFL can course its own form of “attitude” to an untapped
market, look for McMahon’s version of “The Greatest Show On Earth” to be nothing
more than a figment of his extreme imagination.
Michael Wissot is a leading market research and communication strategist in
Southern California. He serves as a focus group moderator to many Fortune 500
companies and top public officials. He can be reached at SymAction.com.
XFL Gives New Meaning to 'Extreme'
A young man working for a professional wrestling organization once described
the experience, “It’s like traveling with the circus.” More similarities of
showmanship exist between the two performances than the average wrestling fan
may realize. P.T. Barnum knew better than anyone that in order to boost revenue
streams he would require an act that defied reality yet captivated his audiences.
The coupling of these components, often tricky to emulate, enabled Barnum to
deliver a newfound demonstration of extremism, at least in the entertainment
arena.
Over a century later, this radical byproduct has shifted into the wrestling world.
Since superstars like The Rock, ‘Stone Cold’ Steve Austin, and The Undertaker arrived
on center stage, millions of viewers worldwide have embraced such neo-extremism
and collectively transformed wrestling into one of the largest forms of sports
entertainment – World Wrestling Federation sales totaled $250 million in 1999. The
growth of pro wrestling is indicative of a runaway train, only this juggernaut is on
route for a deliberate next stop – professional football.
WWE tycoon and ringleader Vince McMahon, arguably the most enterprising
owner in sports entertainment last decade, has extended his financial interests
with the creation of the Extreme Football League (XFL). This new assemblage of
eight clubs is designed to prolong the euphoria of Super Bowl Fever with a 10-game
regular season (and a four-team playoff) throughout the winter and spring.
“This will be real American football on a 100-yard field, but with a lot more fun
and a lot more attitude,” McMahon said. WWE Attitude has become a credo of
sorts, and its followers range from fans to WWE executives. This prevalent
reverence explains why officials at Titan Sports (parent company) believe in the XFL’
s viability.
However, McMahon’s quest for an “extremely fun” football conference may
result in a sobering experience. In order to achieve the necessary synergies, XFL
executives will create a co-branding image with the WWF. (Perhaps, McMahon will
even approve a trade involving a former collegiate quarterback for grappler ‘The
Lethal Weapon’ Steve Blackman). The connection between ventures is driven
entirely on wrestling’s consumer market.
McMahon is trying to reproduce the pervasive craving for mayhem by bestowing
WWE-type features to his XFL – no drug testing, no sissy tackles, no fear, and no
mercy. The league will boast a unique “behind-the-scenes” portrayal with helmet
cameras and locker room chats. These endeavors, McMahon hopes, will appeal to
young male viewers (active WWE supporters) and football fans seeking more bone-
crunching sound bytes.
The timing for the XFL, which McMahon intends to make profitable in under
three years, is impeccable. While in February the NBA and NHL have resumed
competition, sports analysts have noted a substantial period of uncontested sports
entertainment. Competition, and consumption patterns for that matter, in
basketball and hockey do not peak until springtime (when MLB is just beginning).
This economic condition may allow the XFL to climax in a shortened season before
fans loose their aftertastes for football.
Since McMahon values plain and confrontational rhetoric, here comes the bad
news for the XFL … “It’s the product, stupid.” Trying to change the conventional
wisdom about football is hardly academic. XFL executives lack the proper resources
to revolutionize the game or even the business. Many young WWE viewers
disregard any entertainment value in football, and the others would not substitute
NFL loyalty.
NFL fans believe that football is real, contrary to their notion of wrestling. But,
the major impediment for XFL officials is the NFL’s staggering brand equity as a
result of steady attendance figures and TV ratings. Before McMahon modernized
wrestling into sports entertainment, consumers had little interest in the sport
itself. Amateur wrestling never boasted sold out crowds averaging 70,000 per
stadium on Sunday afternoons, nor did it attract the attention of millions of
television viewers weekly. The NFL is an unassailable giant, on and off the field. It
will be much tougher to exploit a mainstream sport like football because it is highly
venerated by middle America. Conceivably, the same innovative marketing
techniques that instilled mutiny among WWE fans may backfire when regurgitated
to potential XFL consumers. McMahon’s tactics may offend a majority of NFL
supporters who value the tradition and texture of the game.
McMahon has already created a vituperative persona among traditionalists
who criticize his hardnosed demeanor. However, this image will have little bearing
on the XFL’s financial fruition. More problematic is the WWE owner’s personal
application of extremism. Unlike meek investors, McMahon is a heavy risk taker –
tracking a business trend (often via consumption patterns and purchasing power),
plowing huge sums of venture capital, and inevitably diving overboard to fulfill a
vision. In part, it’s admirable. But, passion for an idea may not offset a potentially
saturated consumer market.
XFL officials have designated New York to host one of its teams. The state is
swamped with every imaginable sporting event. There is space available for an XFL
franchise, but not much. New Yorkers are already spreading their sports
entertainment dollars thinly. Spending habits, although a peripheral business
consideration, will gradually decelerate. The XFL is no sure thing even in the
largest television market. Although TV deals are imminent, expect the XFL to
announce short-term contracts – a function of its limited bargaining power and
leverage.
McMahon is justifiably convinced that, regardless of potential flaws in the
product, the XFL’s success will depend heavily on its promotional prowess.
Certainly, the medium of communication can make all the difference in the world.
However, unless the XFL can course its own form of “attitude” to an untapped
market, look for McMahon’s version of “The Greatest Show On Earth” to be nothing
more than a figment of his extreme imagination.
Michael Wissot is a leading market research and communication strategist in
Southern California. He serves as a focus group moderator to many Fortune 500
companies and top public officials. He can be reached at SymAction.com.