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Brett Favre and the Green Bay Packers

Brett Favre and the Green Bay Packers. Eric Choi Colin Conley Helen Kim Mark Lopez. Table of Contents. History The Brewing of the Storm Initial Meeting Power Plays Training Camp Resolution Analysis & Key Take-Aways. The Green Bay Packers Unique Structure, Fiercely Loyal Fan Base.

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Brett Favre and the Green Bay Packers

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  1. Brett Favre and the Green Bay Packers Eric Choi Colin Conley Helen Kim Mark Lopez

  2. Table of Contents • History • The Brewing of the Storm • Initial Meeting • Power Plays • Training Camp • Resolution • Analysis & Key Take-Aways

  3. The Green Bay PackersUnique Structure, Fiercely Loyal Fan Base Only publicly owned pro sports team Plays in major sport’s smallest TV market Green Bay population ~100,000 112,015 stockholders from all 50 states Season ticket holders in all 50 states Non-profit corporation Team and players are actively involved in community outreach, i.e. donations, appearances, fund raisers 12 NFL Championships since 1919

  4. The Green Bay PackersBuilding Reputation and Trust with Fans, Media, and NFL “Best run sports franchise” 2003 Street & Smith’s Sports Business Journal “NFL’s classiest organization” 2004 Sports Illustrated player’s opinion poll “Number 1 Game Day Experience” 2007 Sports Illustrated poll “For all the glitz and money the NFL exudes nowadays, football’s heart is still on that frozen tundra … “ Sports Illustrated

  5. Brett Favre (during Packer tenure)Earned Fan and Player Loyalty over 16 Year Career Records: 275 consecutive starts 160 victories 442 touchdown passes 61,655 passing yards (35 miles) Three-time NFL most valuable player Favre holds nearly all major NFL quarterbacking records!

  6. The 2007 SeasonA Career Season for Favre Led the Packers to the NFC Championship game But lost at Lambeau Field in January 2008 Afterward, Favre admitted fatigue, contemplated retiring from football For the third year in a row Announced in March that he was retiring The Packers did not try to talk him down Some doubted whether he could stay away from the game

  7. Power PositionsHow do you retire a living legend? Packers Management Go from 4-12 to 13-3 in 3 years Earn fan trust and loyalty Packer board of director support Contract leverage, 2 years rights to Favre remaining Confidence in QB Aaron Rodgers Draft two QBs in 2008 NFL draft Solid QB coaching staff on board Brett Favre Superb 2007 season Best Packer in history Media darling National voice via. ESPN and Fox Sports Fan favorite everywhere Bring back Brett rally, July 2008

  8. The Brewing of the Storm 2008 Jan-Feb Mar-May June July Timeline • Text messages occur between Favre and management. • Favre conducts interview with Greta Van Sustren admiits he’s “guilty of retiring early’” • Team President meets with Brett at his home and offers him a personal services contract. • Coach emphatically tells media “Brett is still welcome to camp.” • Conference call between Favre, his agent, and management is calledto discuss options or unconditional release. Favre indicates he’s 100% committed to football. • Packers lose NFC championship. Packer take the wait and see approach regarding Favre’s decision to play similar to previous years. • A month later management “hears” Favre is upset. Favre denies claim. Management assures Favre, “…You’re still our guy.” • The following week management calls Favre to follow up. Favre feels pressured and responds “Hey, if I needed to make a decision today, I would retire.” Management • Favre calls management and cannot commit 100%. Management negotiates to let Favre do less in practice. No agreement reached. • Favre announces retirement at a press conference. • Within three weeks word comes to management from Coach Campen’s family, who are close to Favre, that he is having second thoughts. • 4 subsequent conversations take place with management explaining to Favre that he will be placed on the reserved/ retired list. • GM visits Favre as a friend. They do not discuss football. GM senses indecisiveness. • Coach Campen tells management he’s worried about Favre. • NFL Draft – Packers draft 2 quarterbacks. • Favre and management play phone tag. Eventually Favre tells management he’s still not 100%. • Favre, his agent, and Campen talk regularly. Campen is used as an intermediary to management and Favre. Key Activities

  9. Initial Meeting - August 4, 2008 • A planned two hour meeting ran over five hours as a result a news conference to discuss the meeting was cancelled. • An additional meeting was scheduled the following day, which would last 2 hours and was “brutally honest”. • “My whole intent (with the meeting) was, ‘If you’re coming into the locker room to play for the Green Bay Packers, where is your mind?’ We could never get (past) that question,” said McCarthy. • In the end it was concluded that Brett had too many misgivings with the team for him to continue his career as a Green Bay Packer. • “I don’t think he’s in that place,” McCarthy said. Adding, “I didn’t get the answers that I was looking for to open that competition,” said McCarthy. “So why would I do that? It would be poor leadership, It’s not a popularity contest. I wasn’t gonna do it.”

  10. Power PlaysGM Ted Thompson wants to move on Brett just wants to play! Packers Management Only spoke highly of Favre, insisting it was “Favre’s choice” to retire $20 million “marketing” contract Pursued long-term strategy, never buckled under intense media pressure Privately frustrated with Favre’s agent and tactics, not about to give in One-on-one with head coach Mike McCarthy Brett Favre Openly frustrated, critical of Packer management Calls to Vikings coaches Favre, family, and agent leak stories to national sports media Passionate about playing, files for and receives reinstatement Arrives at training camp to force Thompson’s hand

  11. Training Camp 7/30: GB offers $20 Million to Favre to stay retired and work in marketing 8/4: Favre Reinstated by Commissioner Options in GB: Compete with Rodgers for starting job Stay retired and get 10 years, $20 million Speaks with McCarthy night before camp, both decide best to move on BATNA: play football again as a starting QB

  12. Resolution Closure: shows up to GB training camp, realizes he’s no longer part of the team Traded to NY Jets on 8/7 Conditional 4th round pick: One year contract 50% of snaps: 3rd-round pick 70% of snaps + playoffs: 2nd-round pick 80% of snaps + Super Bowl: 1st-round pick Poison pill: three 1st-round picks “I’m having a blast… I know I made the right decision.”

  13. Update on Brett Jets Current Record: 8-4 First, AFC East Favre: 20 TD, 13 INT 94.1 Passer Rating; Career: 86.0 Packers Current Record: 5-7 Third, NFC North Rodgers: 20 TD, 10 INT September: Favre & (Ex-)Lions’ GM Matt Millen have one-hour conversation “about hunting” “Fire Millen” in Detroit  “Keep Millen” in GB

  14. Analysis & Key Take-Aways • Good Strategies • Lessons Learned • Mistakes Made

  15. Media NEGOTIATION TABLE Favre Family Coach Mike McCarthy Brett Favre Aaron Rodgers GM Ted Thompson Favre’s Agent GB Fans

  16. 8 – 4 – 0 1st AFC East Analysis & Key Take-Aways

  17. What Madden Curse?Questions?

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