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Soon after Robert Kraft purchased the Patriots in January 1994, he planned two trips. The first was to meet with Cowboys owner Jerry Jones, the second was to talk with 49ers officials. Dallas and San Francisco were two of the NFL's model franchises, and Kraft wanted to learn more about how they conducted business. What he didn't expect was that less than 10 days after the transaction became official, he would be sitting in Jones's luxury box at the Georgia Dome as the Cowboys faced the Bills in Super Bowl XXVIII. Kraft remembers how Jones made him remain in the same spot because of his superstitions, something Kraft later did to his own visitors at Foxboro Stadium. When Kraft thinks back to his first days as an owner, Jones stands out for his welcoming approach. Kraft wanted to adopt some of the ideas "from a brilliant marketer and salesman" but to put his own stamp on them.
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Excerpt from:
http://www.fannation.com/truth_and_rumors/view/24150
-- Edit: My thoughts below here, article and link above here --
When Bob Kraft met with Jerry Jones, Jones opened up to Robert Kraft and explained his theories on building an organization. Jones explained that in his mind, you NEED a player to build your franchise around. You need a player that fans will want to come and fill the stadium to see. You need a player to market, to sell jerseys, bumper stickers, and lunchboxes. Is it any wonder that Emmitt, Troy, and Micheal became household names in the '90s? Is it any wonder they were called "America's Team"? Jerry Jones made sure his players were stars, and made sure his team made headlines.
Fast forward to Robert Kraft in the mid 1990s. Robert Kraft was starting from scratch. He began by signing Bledsoe to a large contract. Drew Bledsoe was the Patriots player to market and to hype. Regardless of Drew's abilities and shortcomings as a starting quarterback in the NFL, he is part of what made this franchise what it is today. Drew generated excitement about the Patriots. He was the "next Dan Marino". You want to see history in person, right? And I mean, you've GOT to have his rookie jersey. Do you know how much that would be worth? Excitement and marketablity lay the foundation for a good franchise because they affect a very important aspect of any sports organization: the bottom line.
Even if you aren't winning tons of games every season, an exciting team will fill the stands. People went to see Barry Bonds break the home run record. It didn't matter if the Giants were relevant in terms of wins. Barry Bonds generated revenue for that franchise the same way Bledsoe did for the Patriots and Romo is doing for the Cowboys.
Think about it this way: all those games you went to, all that Pats stuff you bought 10 years ago, that is funding the signing bonuses for the likes of Brady, Wilfork, Thomeas, etc today. That doesn't happen by accident. It happens by design. That gives the Patriots a financial edge. Turning it into championships is another beast entirely, but having that financial capability puts you in a position to win championships even if you don't take advantage of it.
Being a large market team helps, but like the Red Sox of ~1920-~2000 proved, if you don't have the brainpower, your potential financial edge will remain untapped.
That is why Jerry Jones signed Romo to that contract. That's why Drew Bledsoe got his contract. They were marketable. That marketability is part football skill, part personality. Are you sick of hearing how much Romo "loves to play the game"? I bet Jerry Jones isn't. I bet he hears "return on investment" every time somebody says that. Will Tony Romo lead the Cowboys to another super bowl victory? Maybe. Maybe not. Will he generate revenue for the Cowboys and put them in a position to achieve future success, with or without him? Absolutely.
A good example of putting the financial edge to work is Adalius Thomas' contract. He got a monster signing bonus and has an average base salary. Many Patriots player's salaries are structured this way because it is more cap friendly. In order to pay out giant signing bonuses, you need a lot of cash on hand (liquid assets). The ability to pay out a 30m signing bonus is not trivial. It makes your salaries more cap friendly, and players are more likely to take it because they see the money now. At the very least it gives you flexibility. That's good business. That's putting your financial edge to work.
That, my friends, is the anatomy of a winning franchise.
Jones and Kraft, Romo and Bledsoe: Anatomy of a franchise
to me. Makes financial sense and accurately shows Kraft's motivation in his close relationship with Bledsoe. Think back to 2001 with BB having come off a disappointing 5-12 year with Bledsoe at the helm. BB knew in training camp that Brady has TOTALLY outplayed The Franchise, but what could he really do about it? His rep was damaged by 5-12, the owner had signed Drew to a huge contract and was fond of Bledsoe. Fortunately, fate intervened in the form of Moe Lewis and BB saw the opportunity and drove it home. Kraft deserves credit for leting subsequent facts change his mind and over ride his emotions.
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