01/02/2013

Case Analysis
JUST
A

DING

BY BHARAT DALVI(05) PGDM - EXEC

Letter of transmittal

01 Feb 2013 Mr. Roger Goodwell Commissioner, NFL US

Subject: Analysis and recommendations to address the concussion problem

Dear Mr. Roger Goodwell, It is my pleasure to submit this report to guide you in seeking ways to address the problems arrived because of the late focus on the concussions because of the head strikes, collisions in the football game. This report analyzes situation and the two possible solutions in detail, evaluates other options available, recommends and suggests action plans on short term and long-term basis. I hope you will find the report satisfactory and the recommendations will suffice the very purpose of this report.

Regards; Bharat Dalvi

Table of Contents
Table of Contents........................................................................................................... 4 1.Executive Summary.................................................................................................... 5 2.Situational Analysis..................................................................................................... 7 3.Problem Statement .................................................................................................... 8 4.Evaluation of Options.................................................................................................. 9 5.Recommendations.................................................................................................... 10 6.Action Plan................................................................................................................ 10 6.1.Short Term.......................................................................................................... 10 6.2.Long Term.......................................................................................................... 10 7.Contingency Plan:..................................................................................................... 11

1.Executive Summary
The National Football League (NFL) is the highest level of professional American football in the United States, and is considered the top professional American football league in the world. It was formed by eleven teams in 1920 as the American Professional Football Association, with the league changing its name to the National Football League in 1922. Its merger with the American Football League, agreed to in 1966 and completed in 1970, created the Super Bowl, the NFL's championship game since the merger, which has become one of the most watched sporting events in the world. The current issue of Chronic Traumatic Encephalopathy(CTE) come to light after the demise of formal NFL member Andre Waters. The autopsy performed by Dr. Bennet Omalu revealed the evidence of a degenerative brain disease called Chronic Traumatic Encelopathy, also referred to as CLT. After 3 such cases were identified, former WWE star and Harvard NFL player Chris Nowinski also involved himself with the issue. He helmed the campaign to support research on concussions, education and prevention programs. The NFL players got alarmed and started seeking answers from NFL. The MBTI team was formed to respond to their queries.

When the media started taking interest in the issue, NFL released a statement denying any connection between football and concussion. According to their statement, more research was needed. The crisis arising as a result was quelled in 2007. However in 2008, Nowinskis supported Sports Legacy Institute identified early stages of CTE developing in a deceased 18 year old player. It was realized at this point that the disease was more wide spread and involved even amateur players. This discovery flared the issue again as media started giving attention to it. The MBTI team of NFL downplayed the issue but when Comissioner Roger Goodell was reprimanded for the same by the House Judiciary Committee, NFL changed its stance and accepted the link between CTE and football. It initiated many changes in norms to prevent concussion related ailments. MBTI was dissolved and replaced by Head, Neck and Spine Medical Committee. After these changes were initiated, instances of concussion diagnosis among players increased as (possibly) instances of reporting injuries increased. The issue remained highlighted throughout the football season of 2010 as speculations arose about how early the disease sets in. NFL stepped up its efforts to ensure safety of players but players themselves became skeptical about the game itself.

2.Situational Analysis

In 2002, the discovery of CTE in former NFL quarterback Andre Waters sparked speculations about the disease being related to contact sports like football. 3 such discoveries brought this issue to limelight. Former WWE wrestler and Harvard football player Chris Nowinski wrote a book in which he highlighted dangers of concussions in sports. Then he got involved in CTE discoveries. Nowinski also helped sports journalist Alan Schwarz to write an article related to concussion related diseases in New York Times in 2006. Concern among the players rose. The NFL denied any connection of CTE with football. Its Mild Traumatic Brain Injury team also declared that there was no proof about the link between the two. In 2008. Nowinskis involvement helped setup Center for Study for Chronic Encephalopathy(CSTE) which were to research on and understand CTE better. The discovery of CTE in an eighteen year old player highlighted the safety issues of the sport. Due to mounting pressure from media and public, NFL released a study which indicated that rate of dementia in professional players after retirement was much more than that of the general population. In 2009, media and public became more vigilant about the diseases in the game.

After a Congressional hearing which questioned NFLs stance, Commissioner Roger Goodell instituted policy changes after accepting the fact that there was indeed a link between CTE and football. In 2010, Head, Neck and Spine medical committee was formed. However this did not help ebb the controversy surrounding the CTE as more discoveries were made. Question on how early the disease occurred raised doubts among the existing players about the game itself.

3.Problem Statement
The following concerns were faced by NFL: 1. The initial concern is the change of perception about the health hazards in contact sports among public and players. Both are concerned about the dangers of CTE. 2. The occurrence of CTE in young amateur players has also brought focus on NFL as an endorser of the contact sport. 3. The major concern facing NFL was the sanctity of the game itself. 4. Despite all the efforts put in by NFL to enhance safety of players during the game, the number of cases was on the rise. 5. The game was being scrutinized by media as well as public and the players started wondering whether the game was safe enough.

4.Evaluation of Options
1. NFL could sponsor comprehensive research on CTE and other concussion related diseases. The image of the organization would be enhanced as caring. Better research might help find ways to reduce instances of CTE in football players. Further cases might bring bad light to the game. Research might not reveal results soon. 2. NFL could work with Chris Nowinski to help improve the game and identify better ways of treating concussion related injuries. Chris Nowinskis image and research has brought the issue to highlight. NFL working with him/making him their spokesperson would enhance the depth of ongoing research 3. NFL could offer a disclaimer to all players citing the hazards of the unsafe game. Players would be educated and will understand the hazards of the unsafe game. Players might quit and NFL would get bad publicity. 4. NFL could proactively educate players about the instances of concussions and how they can be reduced. Players would play safely. 5. NFL could introduce stringent norms for tackling and contact. It should make them mandatory for all football leagues. The instances of concussions would decrease and players safety would become paramount. Practice of players might get hampered. 6. Players defying rules meant for safety should be penalized
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 The sport would become safer. The old school players might become dissatisfied. 7. NFL could propagate safe norms of playing the game among the masses and fans along with the hazards. The media and public would focus on players breaking norms and playing dangerously. NFL would not be blamed.

5.Recommendations
1. NFL could carry on funding independent research to ensure that a better understanding of CTE could help make the game safer. 2. Collaboration with Chris Nowinski whose mission would match NFLs in that case. Chris Nowinskis public image would benefit NFL too. 3. NFL could introduce strict rules to avoid injuries, particularly to the head. It could make it compulsory for all football leagues to follow. 4. Encourage safe game play throughout sports community. 5. Creating awareness in players as well as the masses about how the game should be played. 6. It could educate the Team managements,players & coaches comprehensively about the hazards of not playing right. 7. Research for better technology in helmets and other security gears.

6.Action Plan
6.1. Short Term
1. Stricter rules ensuring safe game. 2. It could continue its public awareness campaigns like the Concussion Poster to educate the masses about following safety norms while playing football and recognize symptoms of concussion for timely treatment. 3. NFL could immediately start working with Chris Nowinski and help create a better image of itself and the game. 4. Train players and coaches to identify symptoms. 5. Free or low cost treatment to players, and future arrangements for better reporting of disease. 6. Special award to safe players and their team, coaches to encourage safe game.

6.2.

Long Term

1. Create public awareness about the symptoms and safety norms in football. 2. Educate the players and coaches better to train players for a safer game. 3. Train game players and coaches to understand symptoms quickly and regularly.
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Unequal pupil size is a sign of a brain injury more serious than concussion

4. Research to understand concussions & CTE better. 5. Use of technology in form of better helmets and security gears.

6. Make coaches & team management responsible for players health. 7. Transparency about Concussion issue good PR.

7.Contingency Plan:
Considering popularity of game exit strategy wont be a step to consider. Rather accepting issues related to game, working on it, transforming real information to public will help NFL to regain reputation and prosper further. With game rule changes, mind-set changes, technology & better public relations NFL can successfully overcome this concern.
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