NFL Commissioner Roger Goodell tells sports to consider diversity in leadership at SportNXT conference as AFL CEO choice looms

NFL Commissioner Roger Goodell imparted plenty of wisdom at the SportNXT conference, and those choosing Gillon McLachlan’s successor might be wise to listen, writes SHANNON GILL.

NFL Commissioner Roger Goodell had advice for Australian sport at the SportNXT conference. Picture: Peter Casey/Getty Images

Australian sports administrators are known for worshipping at the altar of the National Football League, so when the high priest of America’s biggest sport speaks, you can hear a pin drop.

NFL Commissioner Roger Goodell may have been appearing virtually, but he is the headline act of this week’s SportNXT conference where more than 800 of Australia’s top sports administrators, broadcasters and sponsors are gathering.

Goodell’s most interesting observations on succession in sport would have been food for thought for AFL delegates, who 12 months on from Gillon McLachlan’s retirement speech still don’t know whether their new boss will come from within or outside.

“Any organisation would want to have succession from internal because you do get that experience and institutional knowledge, but you also can‘t turn away from the idea of bringing in ideas from outside of the organisation,” Goodell told interviewer and Chair of SportNXT Eddie McGuire.

“So you don’t want to be in a cocoon there, you really want to work hard to make sure that as an organisation you’re thinking about diversity, not just in the context of black and white, or gender.”

It’s been almost twelve months since Gillon McLachlan announced he was stepping down as AFL Chief Executive Officer. Picture: Michael Willson/AFL Photos via Getty Images

Diversity is a stated aim of all sporting organisations, but the notion of diversity in administrative thinking is less discussed. The past three AFL CEOs in the past 26 years have come from inside the AFL tent; either a sitting commissioner or the deputy sitting in the next office who has been waiting in the wings.

Given the process to replace McLachlan continues, the AFL Commission may be at least considering the same things Goodell is speaking about.

“You really want to think about it in the context of bringing new ideas, new experiences, new viewpoints and perspectives to make you better. That’s how we (the NFL) think of diversity and why we believe diversity makes us better.”

The irony here is that Goodell has been an NFL employee for 41 years and is one of only three commissioners in the past 63 years, all recruited from within. So it may be a case of ‘do what I say, not what I do’, but throughout Goodell’s chat his advice is to embrace the future by thinking differently.

“One of the big challenges when you are successful, whether it’s a business or a league, is avoiding complacency,” Goodell said.

“We showed all of our clubs a list of very well-known brands 15 years ago, some of which don’t exist today. The world changes quickly and the expectations of our fans change quickly.”

Goodell prepares for Super Bowl LVI between the Cincinnati Bengals and the Los Angeles Rams in 2022. Picture: Kevin C. Cox/Getty Images

Goodell’s future focus lies in appealing to a broader youth market, which is why the NFL is on a global campaign that includes opening an office in Australia.

This is common ground at SportNXT, most of those listening are also striving to get the next generation watching and playing their sport.

“The younger demographic in general have higher standards for interactivity and access,” Goodell said.

Goodell believes the NFL will still be bankrolled by traditional media and broadcast rights for the foreseeable future, but he realises the need for presence in non-traditional mediums to get that next generation hooked.

“We have a saying, ‘Fish where the fish are’,” Goodell said about working with YouTube, Google and other tech giants.

“We try to use all these platforms and technology to deliver a better experience and reach them where they are.”

The greatest example of this is last season’s selling of Thursday night football exclusively to a streaming platform (Amazon) for the first time. Some decried the move, but from the NFL’s perspective it was a strategic success.

“We reduced our average audience by eight to 10 years, so we‘re reaching a different demographic,” Goodell said.

“We think that’s really important for our future.”

Those in the room who have recently created value and interest out of streaming sporting events on Kayo Sports that free-to-air television wouldn’t touch nodded their heads.

Goodell believes sport streaming partners should not only be determined by the size of the rights fee. Picture: Cliff Hawkins/Getty Images

Unlike many sports in the room though, Goodell admits the NFL has the luxury to not always take the biggest broadcast cheque.

“Are people using those platforms to entertain themselves? Have they advanced where they have enough subscribers?” Goodell said, the fallout of the much maligned A-League deal with Paramount+ fresh in the minds of conference attendees.

“Reaching the broadest audience possible, that‘s our No. 1 goal,” said Goodell.

“Obviously we want to generate revenue, but we believe that if we can reach the people, we’ll be able to generate the revenue.”

Elsewhere, Goodell neatly deflected on concussion issues, and dealt with gambling and social issues with the political aplomb of the son of a US senator who has been part of one of America’s most scrutinised institutions for all of his adult life.

Philadelphia Eagle Jordan Mailata is Goodell’s example of the NFL chasing Australian athletes. Picture: John Jones/Icon Sportswire via Getty Images

Despite McGuire’s cajoling about an NFL game in Australia being able to fill the MCG many times over, he didn’t raise hopes of that happening any time soon.

But he does reiterate his interest in Australian athletes.

“There are a lot of talented athletes around the world who haven‘t had the opportunity to play (American football) and if we get them into a program where they have the opportunity to develop they can be great players in the NFL. Jordan Mailata has proven that,” Goodell said.

“We’re focusing a lot on Australia, because we think Australia has those athletes.”

The room of Australian administrators, already working in a crowded marketplace, shifted a little nervously at that one.

Originally published as NFL Commissioner Roger Goodell tells sports to consider diversity in leadership at SportNXT conference as AFL CEO choice looms