The AFL - then and now

by Fran Stuchbury
Published on January 4, 2003 under Arena Football League (1987-2008) (AFL I)

During the summer of 1998 I started doing a radio show on Arena football called 'ArenaZone' for my college radio station WSIA FM in Staten Island, NY. This station had real audio so fans were able to listen to the show anywhere in the world. It was the first national radio show ever aired on Arena football and I was proud to be doing it.

On August 16th, 1998, I interviewed AFL founder Jim Foster. The question and answer session was only suppose to last 10 minutes, but a lot of people listening sent me questions and Foster was enjoying it so much it ended up lasting 45 minutes. Here are some of the questions the fans and I asked Jim Foster, his responses and then a look at how things have progressed for the AFL four years later.

Question: Why doesn't ESPN SportsCenter give Arena football the respect they deserve?

Foster's answer: "There's a battle there", Foster said, and he termed it "a real sore spot". Again he mentioned the "cavalier" attitude, "that they don't have time to deal with Arena Football, even though their own network has been a part of building it for the last decade." Foster expressed hope that the league would in time be "a strong enough product to be able to overcome that. I think we're getting to that point, but we're not there yet."

Four years later: ESPN has shown very few highlights AFL games, despite showing contests on ESPN and ESPN2. They never did a story on Arena football unless most of it was NFL-related, such as the success of Kurt Warner. ESPN is no longer a television partner with the league. NBC will begin showing games starting this February.

Question: How did the AFL originate?

Foster's answer: "Arena Football was started with four teams in 1987, (with) a short season, just to test it, on ESPN. It did rather well -- we doubled the rating on the National Hockey League, which was about the only other real major product that ESPN had at that time...

"We worked our way up. We've had our problems at times with ownership, we've had our problems with finances, although we've never failed to pay a bill, or play a game, or make a payroll. We have grown this to the point that it's pretty stable...

"You look at the Major Soccer League [sic], or you look at the WNBA, which would be two relatively recent leagues...They've come in with tremendous amounts of money behind them, tremendous amounts of leverage... we never had any of that. So, it's frustrating for us at times. But we have survived 12 years, we're going into our 13th season next year...We didn't have any 'rich uncle' banging on the desk at any of the net- works saying, 'You're GOING to do this'. We've earned every step of the way, and at times it's been slow. But we've earned it because the fans out there like Arena Football, and they've helped grow it from something very small..."

Four years later: The Oklahoma Wranglers, Florida Bobcats, Milwaukee Mustangs, Houston ThunderBears and Toronto Phantoms have folded, but the league has added some quality and extremely dedicated owners that include Jerry Jones of the Dallas Desperados, Mark Hammister with the Buffalo Destroyers, Casey Wasserman with the Los Angeles Avengers and John Elway with the league's newest expansion team the Colorado Crush. All the current 16 teams in the league are committed to making their franchises succeed.

Question: Will a rule book be made available for fans?

Foster's answer: "The league has never actually publish- ed it [the rule book] for resale, and I think they should. In fact, I'll be in ArenaBowl owners' meetings this week down in Tampa, and that's something I'm going to bring up. I think that's a very viable suggestion.

"Because there's a lot of fans that want to know the intricacies of our rule changes from the outdoor game, and the only way you're going to know is if you really get a good, comprehensive rule book to read."

Later on in the show, Foster said, "I don't know that there's any reason that the league couldn't publish the rule book and sell it through the league office in Chicago. And, if they do that, obviously they can put that on the Internet, they can put that on their website that it's available for sale. So, if you're interested in that type of thing, keep your eyes open. Because I think that it's certainly a possibility that there could be a digest of the rules published."

Four years later: The rule book is still hard for fans to get their hands on, but it has recently been made available on the Internet for members of the media at aflmedia.com

Question: Will Jacksonville ever land an AFL team?

Foster's answer: "No, not right now, and it is not [in the running] because there is not a good arena there. I think Jacksonville would be a tremendous market for Arena Football because you don't have Major League Baseball there in the summertime. It's a good football market, and, despite the presence of the Jaguars there now, I think there's room for Arena Football. But, until they get a new facility committed and built... "

"The existing building is not big enough. We played a pre-season game there about five years ago. I always thought personally that it would be a place I'd be interested in putting my franchise. Of course, I ended up going home to Iowa, and we've had some success there. But, an alternate market for me that was attractive was Jacksonville. But, they never did anything about a good arena."

Four years later: The af2 was formed in the spring of 2000 so that teams that had smaller arenas were able to play the game. Players were getting paid $200 per contest with a $50 win bonus. The af2 was a developmental league where players and coaches get much needed experience and eventually move up to the AFL if they were talented enough.

The Jacksonville Tomcats were one of the af2's original teams, compiling a 26-22 record in three years, but during the off-season they folded. Ticket sales declined from 8,222 fans it's first year to 6,047 fans this past year. According to newspaper reports the team lost money.

The Jacksonville Jaguars have been awarded an AFL team and are waiting for the new arena to be built which should be finished within the next year, but right now there is no timetable on when the game will return to Jacksonville, though it could be in the year 2005.

Question: What are the prospects for an Arena football team in Birmingham, Alabama.

Foster's answer: "I happen to think that could be one of the best markets for Arena football in the country. The sad thing about Birmingham is that it's been burned a number of times. They've had every league in the world go through there at one point or another. The original World Football League, the more recent World Football League [WLAF], the USFL, the old American Association, which was a remnant of the old original World Football League.

"There's just been one league after another. And I think a lot of the fans in Birmingham, while it's a good football town, are a little skeptical right now. I think Arena football could work there because obviously it's not one of the outdoor leagues that's come and gone. But, at the same time, I think it's going to take very smart grassroots marketing, and really believable marketing by good local people to make it work there. And it could work."

Four years later: The Birmingham Steeldogs were one of the original af2 teams in 2000. They struggled their first season at 7-9 but have finished 12-4 and 11-5 the last two seasons. They are coached by former NFL running back Bobby Humphrey, and the team's current owners are Buddy King and Scott Myers. Unlike other football leagues that have failed in Birmingham, the af2 may be there to stay.

Question: What's the status of the New Orleans expansion team?

Foster's answer: "The New Orleans team would most likely begin in 2000, when the new arena is built, as opposed to playing in 1999 in the Superdome."

Four years later: This team has delayed taking the field for years. Tom Benson, who owns the NFL's Saints, is in charge of this franchise which finally unveiled a nickname last year - the Voodoo. He expressed an interest in playing in 2003 but once the Charlotte Hornets moved to New Orleans, he seemed to get cold feet yet again. A 2004 entrance is possible, but I'm not sure that will happen. Part of it will depend on how well Arena football does on NBC. The New Orleans group will have to make a commitment sometime.

Question and comment by former Albany Firebirds OL/DL Pete Porcelli:

Pete said tell Dave Whinham I want a coaching job in Buffalo.

Foster's answer: Foster said a hearty hello to Pete, and then said that he thought that Pete would make a good coach.

Four years later: Maybe the Buffalo Destroyers made a mistake in not hiring Porcelli. In just over a season for the Destroyers, Dave Whinham went a dismal 1-17. Pete would probably have won many more games than that.

Porcelli was the OL/DL coach for the Albany Conquest of the af2 last season. He is also the wrestling coach for Albany High and the head football coach for Lansingburgh.

I've interviewed Porcelli a couple of times, and NBC should hire him as a color commentator. As an ex-player, he would give the viewers great insight into what is going on during the game.

Question: Is it a problem for two teams, the New York CityHawks and the New Jersey Red Dogs, to be competing for fans from the same market?

Foster's answer: "I don't think they're competing for the same market. In fact, I don't think they're competing real well right now for anything. Their marketing needs to be a lot stronger in both New York and New Jersey. I don't think they've reached out to get the market that's there, much less bang (into) each other. If anything, they should be complementing what each other is doing.

"It's a tough sell there. There's a lot of competition, a lot of people leave the mar- ket on the weekends in the summertime...I think the biggest problem with the New York CityHawks franchise right now is they just haven't won very many football games. I think New Yorkers expect a winner. New Jersey won a lot of football games, but their marketing hasn't been that effective."

Four years later: Despite saying they were going to let the CityHawks play in Madison Square Garden for a third year (they already played Two seasons there), they moved to Hartford and became the New England Sea Wolves. They Sea Wolves lasted just two seasons, averaging around 6,600 fans per game, and were purchased by Rob Godfrey, who moved them to Canada where they became the Toronto Phantoms. After two seasons they folded due to the lack of financial commitment from investors.

The Red Dogs continued to struggle with attendance, averaging around 5,000 fans per game. In 2000 They were purchased by Jim Ferraro who changed the franchise's nickname to the Gladiators. After playing another two seasons, Ferraro decided to move the team to Las Vegas around the middle of December this past year.

If the Gladiators were planning to make a move, it should have happened much earlier in the year. Las Vegas will still be playing in the East Division this season.

The Iowa Barnstormers moved to Long Island in 2001, after Foster sold them to New York Islanders (NHL) owner Charles Wang, and became the New York Dragons. In two seasons they have averaged around 9,300 fans per game, a marked improvement on the CityHawks' numbers.

Question: What is the status of the NFL getting involved with the Arena Football League?

Foster's answer: "That's ongoing...I'm aware that there's going to be ownership and key management from several NFL teams at the ArenaBowl festivities this week, and we'll be talking with them, and meeting with them, and entertaining them. I've been on the phone myself with several teams who've called me to get some input, both financial and just in terms of general operations and marketing.

"So, they are definitely out there on two fronts. One looking at buying franchises like New Orleans did, and the second area is the overall involvement of the league with the league. There is definitely some conversation taking place regarding how the NFL might get involved with Arena Football on an equity basis, or some sort of a partnership basis.

"I can tell you I don't see them buying us out, I don't think that's in the cards. I don't see them merging with us per se. But, I see some sort of affiliation which is marketing-driven, which allows them to affiliate with us, and to help grow our product, and utilize out product where it make some sense for them.

"I think one of their interest levels is international, and I think the other level of interest is in going into companion situations in the United States like we've seen already with New Orleans."

Four years later: NFL owners have purchased several arena football teams including the Detroit Fury, Dallas Desperados, Colorado Crush, and several NFL owners have rights to future AFL teams that include Washington, New Orleans, Jacksonville and San Francisco.

Last year the NFL declined to pick up an option to purchase 49.9% of the AFL, but, at the insistence of NFL commissioner Paul Tagliabue, NFL owners may consider picking up some part of the AFL in the future.

Question: Why has the media not given the AFL the respect it deserves?

Foster's answer: "There is snobbery because we're new and we're different. I've dealt with it since day one. In fact, it's probably got worse as time's gone along because, I think in the very beginning, there were some national media people that kind of looked at it and said, 'Hey, this is wild.'...They kind of thought it was kind of amusing, and they watched some of it and said, 'Hey, that's actually kind of fun.'

"But, I don't think they really ever took it seriously. And in some cases, now that the league's actually been around for a while, I think there's some sports media out there who look at it and go, 'Hey, this thing hasn't died and rolled over and shriveled away'. And in some cases I think that actually has almost bothered them, because they just thought it was going to be a passing fancy.

"I think there are certain people in the sports media that like to think they drive the bus, and I think it bothers them sometimes when a league like ours comes along, where the fans actually have enough input to help grow something, and not the media.

"This has been a fan-driven league from the beginning. I mean, we would not have survived if there weren't enough fans out there on a grassroots basis to keep this thing growing...There was never any big, big money driving this thing, and forcing TV networks [to cover the league]."

Four years later: The media coverage has gotten better, and all the AFL teams get coverage by their local newspapers, though there still isn't enough national respect,

Sports Illustrated hasn't written that many articles, and ESPN rarely shows highlights of games. There are several websites that do a fine job covering the AFL. ArenaFan, OurSports Central, Sports Network and DickButkus.com supply fans with a lot of news on Arena football.

Question: How many teams do you eventually see in the AFL?

Foster's answer: "It is conceivable for there to be 25-30 teams at some point. There could be quick growth to over 20 teams if the NFL owners come in." He added, "We want marketing-driven ownership that understands what business they're in. We're going to be a lot more selective than we've been in the past, because we're in a position to finally start to do that."

Four years later: Going into the 2003 season, 16 teams will be playing. The league did a good job getting rid of bad owners, such as Bruce Frye (Florida Bobcats) Burke Ross (New Jersey Red Dogs) and Leslie Alexander(Houston ThunderBears) none of whom commited to running a good business with his respective team.

There could be as many 20 teams in the 2004 season that could include the New Orleans Voodoo and Nashville Kats as well as franchises in Philadelphia and Columbus, Ohio.

Question: How much does an Arena football cost?

Foster's answer: The AFL football costs around $65, and that they go through an average of 15-20 balls a game. Foster said that the league cut a deal with Wilson which provides for a large number of free footballs. Foster described how he designed the AFL ball to have a distinct look by giving it alternating panels of NFL-style (reddish) and USFL-style (beige) leather.

Four years later: Arena footballs continue to be a great souvenir. Fans love when balls go into the stands.

At the end of the interview Foster gave me a nice compliment, saying, "You're a pioneer out there, and I appreciate what you're doing."

Four years later: A week after I completed this interview I went to Tampa Bay to watch ArenaBowl XII, seeing Tampa Bay get blown out by Orlando 62-21.

While I was down in the Tampa Bay area, I met the CEO of dickbutkus.com, Bob Smith. He was impressed with my knowledge of the game and asked me to be a contributor to his site. A couple of months after writing for dickbutkus.com, I landed a job with the website Sports Network in Pennsylvania and have been working there for the past 3 ½ years.

There is nothing better than having a job you like, and I'm very happy to be working in sports and covering Arena football when nobody else was giving it the respect it deserved. Covering the AFL helped me achieve that goal.

For the past couple of years I've mostly been writing about Arena football, and dickbutkus.com sent me up to Albany to cover ArenaBowl XIII. I even got my first taste of seeing a CFL game after going to the Grey Cup in Montreal in November 2001.

This past year I co-hosted a real audio radio show "ArenaFan Radio" with Tim Capper. This year I will return to doing my own show called "ArenaZone" on fancast.com. After a four-year hiatus, I'm back to doing a show I originated. It will debut at the end of January.

Arena Football League (1987-2008) Stories from January 4, 2003

• The AFL - then and now - OSC Original by Fran Stuchbury

The opinions expressed in this article are those of the writer(s), and do not necessarily reflect the thoughts or opinions of OurSports Central or its staff.