If anything is emblematic of the times it was the story this week that the NFL is fining Marshawn Lynch for putting an image of skittles on his game cletes. This seemed like such a silly story, on Lynch’s part for publicizing his affinity for a candy during a football game and on the NFL’s part for bothering to notice and then fining Lynch $ 5,000.00.

Self-promotion has become the very essence of the NFL and nowhere is this more evident than in the highly-choreographed end-zone celebration. End-zone celebrations have become so contrived and some of them so elaborate that one often wonders if the players are spending more time practicing a touchdown dance than studying the playbook. The NFL has sought to curtail this behavior by fining players for excessive celebration but players have found that even negative publicity is good for their brand while the fine itself is a drop in the bucket. After all what is $ 5,000.00 when you have a six year contract for 18.4 million dollars ( Lynch’s contract).

Touchdown dances were not popular in the NFL until only in the last decade or so. Even in Billie “white shoes” Johnson’s day most players were content to drop the ball on the ground or “spike” the football as they crossed the goal line. Nowadays, however, not a week goes by when we don’t have to read about a celebration that has irked someone and a subsequent fine. This week it was NY Giants receiver Victor Cruz and his “salsa dance.” Players are even wont to hype their celebrations prior to game day which ensures that more people will tune in to watch their antics. It stands to reason that the NFL’s marketing people are far too savvy not to be aware that the more forbidden something is the more people will want to see it. And you wonder if the fines are in place so as to create more interest ? Such is professional football nowadays.

Let’s just say I preferred the NFL when Billy “white shoes” was playing.