J.R.'s Family Bar-B-Q

Two of sport's most well known icons changed their surroundings within the past few days. Both men are widely considered by most "experts" to have had careers meritorious of being ranked at or near the very top of their respective fields. Both men seemingly are looking at the brand building aspect of their professional lives by using their new surroundings.

Ric Flair and the WWE mutually agreed to part ways recently. From what I understand it was amicable. There is no doubt that after the many months of TV exposure that Flair received in late 2007 thru WM24 in the spring of 2008 that Ric's amazing body of work was enhanced by the build to his Hall of Fame Induction Ceremony, the retirement match at WM24 vs. HBK, and the final farewell on Monday Night Raw the night after the big event in the Citrus Bowl. No athlete in wrestling has ever had the send off that Ric Flair received upon him retiring from active competition after a 30+ year, magical career. Ric's name identity is likely as prolific today thanks to the amazing 2008 send off as it has ever been since "Naitch's" heyday on TBS including Ric's days as a Horseman and battling the likes of Dusty Rhodes, Harley Race and others.

Ric's responsibilities to the WWE were extensive and valued as a good will ambassador and as a representative for the WWE at a variety of corporate functions, conventions, corporate meet and greets, etc. The WWE was using many of Ric's great strengths, his personality, charm and sense of humor, to entertain the corporate types. Ric, in case one did not know, is extraordinary in a social setting. No one I know is more out going or more gregarious than is "The Naitch". Yes, Ric loves the social scene in any form and loves being "The Nature Boy" as much as any wrestler I have ever known has loved living their perceived, TV persona. I have never been sure where the Nature Boy persona ends and Richard Fliehr begins and I've known Ric for 25 years and have enjoyed every moment of it even though some all nighters with "The Naitch" might have taken a year or two off my life or at least my liver. Let's hope not.

However, Ric seems to have a mindset these days and a business plan to do brand building, utilizing himself as his own brand. In order to do this Ric had to be an independent business man not tied to any company or that company's existing business arrangements or schedule. Ric sees that there is an immediate opportunity to brand himself to not only the wrestling community in a variety of ways but perhaps also to the corporate world as a spokesman. The opportunities are apparently abundant, at least for the time being, for Ric to use his reinvigorated name identity to his advantage and accumulate, potentially, a significant amount of money by essentially using the "striking while the iron is hot" theory.

For example, what would the right Japanese promoter be able to do with Ric Flair on a well promoted "Farewell Tour" that would include not one Flair match? Big money is the answer.

So Ric will essentially become his own cottage industry. He won't be involved in a finance company, owning a car dealership, or even getting involved in a restaurant concept (sound familiar?) but will instead use his presence and fame to press the flesh, sign his name, interact with his fan base and hopefully make the right business contacts to parlay being the "Nature Boy" on TV for 30+ years into $$$ leading into the next phase of his life. None of us are getting any younger.

Ric needs and hopefully has smart management, long term planning, attainable corporate goals, and to make sure that he is not over exposed in any given area especially in the Carolina's. It would seem to be easy to get Ric multiple endorsement deals in the Carolina's as a spokesperson for a variety of businesses but at some point it becomes the "crying wolf" syndrome and consumers start tuning out when a spokesperson, no matter who it may be, is over exposed. The other area that Ric needs to avoid is simply the controversey that can finds its way onto the front page of newspapers and becomes the lead story on other media outlets. Advertisers avoid negative publicity like the plague as best they can which includes their spokespersons in particular. For example, my old friend Ric needs to avoid any "road rage-type incidents" going forward :). That's an attempt at humor but there is still truth in the statement. Controversy does not create cash when one is now functioning in the new world of Ric Flair.

Plus, and I have said this before, Ric Flair never needs to wrestle again. Period. End of story. That also means not even as a tag team partner to his son Reid who apparently has aspirations on becoming a pro wrestler. BTW I would rather see the young Reid get an education before embarking on a challenging career in the wrestling business but that's just my story and will continue to stick with it.

Brett Favre on the other hand leaves his long time association with the Green Bay Packers after they made it pretty clear they did not want him around any longer. At least the WWE did not give Ric Flair the Brett Favre treatment. Favre, one of my favorite all time athletes and a guy I got to know in 1991 in Atlanta when he was a rookie, back-up QB for the Falcons, is going to start for the New York Jets as a result of a huge trade this week. As you read this, one would assume that Brett is already in Jets' training camp. #4 will hopefully stick around the Jets long enough to start for them in their new stadium which I think opens in 2010. That will likely be a photo finish, the fact that Favre plays 3 more years in the NFL.

Did Brett Favre go to the Jets to realistically win a Super Bowl? Perhaps, in theory. What else could a proud athlete like Brett Favre say if asked that question? Hell, yes Favre wants to win the Super Bowl one more time but realistically can the Jets get to the Promised Land in the next couple of years or so and overcome AFC rivals like New England, Indianapolis, Pittsburgh, etc? "Highly unlikely" as the late Gorilla Monsoon used to say. But the Jets can find their way onto the back pages of the NYC tabloids more often in a positive light with Favre than without him and Lord knows the Big Apple loves its stars. Nonetheless, Brett Favre can make huge strides in the brand building of Brett Favre by playing football in the media epicenter of the universe, New York City. The future earnings that the Mississippi country boy can earn long after his football playing days have concluded are potentially staggering. Brett represents Americana on so many fronts, comparable to what my boyhood idol and fellow Oklahoman Mickey Mantle did back in the 50's and 60's in the same market that Brett Favre now resides.

So, for two of America's best known athletes, who both mastered their crafts at different sports and entertainment endeavors, it seems to be largely about brand building for each of them. Ric Flair is parlaying a wonderful pro wrestling career that was culminated by a huge sendoff by the WWE into his own business of which he is the product. The Packers weren't so kind to Favre in my view but Brett was able to build his legacy at Lambeau Field and that legacy will never nor should it ever be forgotten. Brett "has a few more matches left in him", unlike Flair in my humble opinion, and Brett can use those final, fleeting moments on the football field to set things up even better than they already are for his family for generations to come. Plus, the Mississippi gunslinger loves to compete and if nothing else Brett Favre will bring an energy and a mental frame of mind to the Jets that they have not had in years and years.

Two of my all time favorite athletes and two of the most engaging and likable men I have ever met have changed addresses in the same 7 day period of time. Times indeed are a-changing and I wish both men nothing but success. No, Ric Flair will never headline another Wrestlemania and it is doubtful that Brett Favre will ever lead another NFL team to a victory in the Super Bowl but both these stories can have happy endings and I, for one, certainly hope that they do.

Boomer Sooner!
J.R.