It’s no real surprise that Randy Lerner is on the precipice
of selling controlling interest in the Cleveland Browns. He may be a lifelong fan still clingy to his
Browns jammies, but he’s been a reluctant owner since Day 1. The only surprise, really, is that he held on
this long. He has a pattern.
When the sale is finalized, Lerner’s deconstruction of most
of what his father built will have been completed. When Lerner inherited MBNA bank and all its
billions from his father Al, he didn’t wait nearly this long to sell it so he
could pursue other hobbies. With the
sale of the Browns, Lerner is now nearly completely free of money-making
enterprises. That sound you hear is the
huge cry of indifference as to what he does next.
The news has been kicking around inside the NFL for months
that Lerner was in negotiations to sell controlling interest of the team. Jimmy Haslam III, he of the Flying J rest
stops that seem to dominate the highways from Cleveland to all points south,
owns a minority interest in the Pittsburgh Steelers but he came to the
inevitable conclusion that he was never going to wrest majority control of that
franchise from the Rooney family. (Recall, though, that there was actually talk
at the time Haslem bought his interest that the Rooneys may have been
interested in selling outright.)
Liking the view from the owner’s box, Haslam let it be known
that his desires were bigger. Because
the key to life is timing, those desires found a willing partner in one whose
own were waning. It could be about the
money as the reported sale price for controlling interest is in the $1 billion
range, but it seems more about Lerner finally trying to find his own identity
while also finding a way to remove his square peg self from the round hole of
NFL ownership.
All the instant reassurance that the Browns would not be
relocated as the result of the sale was meant to quell a skittish fan base but
in truth there was never any chance that the NFL would ever allow the Browns to
be relocated again anyway. The real
question to mull is exactly what kind of owner Haslam will be?
We know that Lerner was a lousy owner by any measuring stick
you want to pull out but he did understand at least that his ownership interest
was never really his in the first place.
He held it in trust for the fans even if he was clueless as to how to engage
with them. That contrasts wildly with
owners like Jerry Jones in Dallas and Dan Snyder in Washington, D.C., two megalomaniacs
locked in their own separate battle over who really represents the center of
the solar system. Fan engagement to them
is simply another branding opportunity.
There has never been anything about owning the Browns that
appealed to Lerner so it won’t be sad to see him go. His detachment was legendary. When the team needed him most he set off for
England in a quest to own a Premier League team. He granted interviews sparingly and
reluctantly. He made decisions
impetuously as if the intent was to sweep the problem off the desk as quickly
as possible. It’s no accident that the
Browns have foundered under his ownership.
Lerner foundered as an owner and the team and its results matched his
psyche.
As for Haslam, maybe the team never gets appreciably better
under him but it certainly can’t get worse.
The other thing is that it almost doesn’t matter to the fans how bad the
team is anyway. They mostly still
support it with an unwavering enthusiasm irrespective of the abuse that usually
results. That said, what Browns fans
should understand is that once Haslam takes control it won’t be too long until
there’s regime change and the inevitable several year waiting period for it to
take hold.
Haslam strikes no one as Lerner Revisited so it’s safe to
assume that he has no intention of paying nearly a $1 billion bounty to own a
set of crown jewels and then let someone else caretake it for him. That means that unless Mike Holmgren can
finagle his way into the new ownership group his days as a long distance
architect are probably numbered. Once he’s
gone it doesn’t take long for the rest of the dominoes to fall. Perhaps that’s why head coach Pat Shurmur was
so prickly at his press conference on Friday.
He understands how this all works. In the speed of a one day news cycle, Shurmur’s
second year as head coach took on a certain air of “what’s the point?”.
So whatever excitement you might muster for Brandon Weeden
as the quarterback of the future, you shouldn’t get too comfortable. Whatever regime Haslam installs will
undoubtedly have a different view of the football world then Holmgren, Heckert,
and Shurmur. It will manifest itself in
the defensive schemes they play, the type of offense they run and the type of
players they want. In short, the current
system, for whatever merit it might have, will get flushed, sooner or later but
definitely.
Do the fans have it in them to endure another regime
change? Of course. They understand the cycle as well as
anyone. Besides there is a certain
allure of new blood. It brings with it a
renewed sense of hope even if it eventually collapses under its own weight of
incompetence.
On the surface, there is much to like about Haslam,
particularly as compared to Lerner.
Perhaps Lerner’s biggest shortcoming as an owner stemmed from his almost
complete lack of business acumen. Lerner
inherited his wealth that was borne of a successful business his father
started. Lerner took the same
indifferent approach to that business, MBNA, which he took to the Browns. He sold it at the first opportunity. He sunk a pile of dough into the Aston Villa
franchise in England but it hasn’t helped much.
Indeed it has been bleeding money under his ownership. In other words, he has no record of
accomplishment.
Haslam on the other hand actually took the family business
and with his brothers worked long and hard to learn it and then grew it into a
far more profitable venture. His fortune
isn’t just inherited it’s also earned and that’s a significant difference. Running a series of truck stops may be
nothing like running a NFL franchise but the same business principles apply to
each. Customer loyalty is critical to
any business and surely Haslam could not have built a successful business
without understanding that. That gives
him a huge head start.
When you take care of your customers and give them a reason
to want to do business with you again, good results tend to follow.
Yet there seems to be a little concern that Haslam is a
self-proclaimed Steelers fan, as if somehow that would retard his ability as an
owner of the Browns.
Frankly, I wouldn’t
care if Haslam was a Michigan grad who interned for the Yankees and held
lifetime season tickets to the Steelers so long as he takes a more proactive
approach to owning the Browns. Dan
Gilbert was viewed as a carpetbagger from Detroit and yet has invested
significantly in the Cavaliers and the community. You may question his direction but never his
passion for the Cavs and its place within the city of Cleveland.
Haslam and Gilbert are of a similar ilk and so it’s far more
likely that Haslam will follow the Gilbert model and not the path set out by
Lerner. I would expect Haslam to
embrace the special relationship between this team and its fans. I would expect him to seek first to rebuild
the trust with the fans that Lerner never seemed interested in capturing. Ultimately, I expect Haslam to be successful
because that’s his track record.
New ownership for the Browns may not have been the preferred
way of kicking off a new season but it’s not a huge negative, either. The team will once again struggle on the
field as the thinness of its roster reveals itself when the inevitable injuries
mount. But as Haslam’s ownership works
its way first through the approval process and then the transition it will
serve as a decent distraction. Whether
it becomes an actual distraction, however, remains to be seen and something
Haslam, ultimately, has the power to control.