Deflated: the Strategic Impact of the “Deflategate” Scandal on the NFL and Its Golden Boy
Volume 6 2017 www.csscjournal.org ISSN 2167-1974 Deflated: The Strategic Impact of the “Deflategate” Scandal on the NFL and its Golden Boy Michael G. Strawser Stacie Shain Alexandria Thompson Katie Vulich Crystal Simons Bellarmine University Abstract In January 2015, the Indianapolis Colts informed the National Football League of suspicion of ball deflation by the New England Patriots in a playoff game. What followed was a multi-year battle between the NFL, a “model” franchise, and one of the league’s most polarizing players, Tom Brady. This case study details what would affectionately become Deflategate through the lens of agenda setting and primarily image restoration theories and contains an analysis of the public relations process. Keywords: NFL; Deflategate; Tom Brady; New England Patriots; image restoration; agenda setting Introduction Not. Another. Scandal. Football fans across the country could almost hear those words coming from National Football League Commissioner Roger Goodell’s mouth moments after the “Deflategate” scandal broke in January 2015. Goodell and the NFL had barely recovered from the 2014 Rice video and its aftermath—which included strengthening the league’s domestic To cite this article Strawser, M. G., Shain, S., Thompson, A., Vulich, K., & Simons, C. (2017). Deflated: The strategic impact of the “Deflategate” scandal on the NFL and its golden boy. Case Studies in Strategic Communication, 6, 62-88. Available online: http://cssc.uscannenberg.org/wp-content/uploads/2018/01/v6art3.pdf Strawser et al. Deflated violence policy, promising to better educate its players about domestic violence, suspending Rice (who was released by the Baltimore Ravens Sept.
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