Super Bowl Week has kicked off, and we already know two things: It’s cold in Minneapolis and becomes colder with every media member who bitches about it, and Tom Brady’s five-year-old daughter is not suitable fare for swinish radio commentary, especially when delivered by someone at the station that pays Brady money to do a show for them.
The football stuff comes way later.
By now, Super Bowl Week has become a predictable hash of early narrative setting (expect a lot of Brady v. Belichick), staged and unfunny silliness (Media Night, which used to be Media Day before the NFL embarked on its wildly successful Programming ‘Til You Puke strategy), old stories retold for minimum effect (Radio Row at any given moment) and staggering pomposity based on over-rehearsed misdirection (the Commissioner’s Friday speech). And it ends with two days of game recap and armies of media saying the NFL will never come back to a place so cold, because this event should always end with media bitching.
It’s all part of the always-leave-them-wanting-less concept that makes you double down on the football-is-dying concept that has helped hasten football’s eventual death – which will come sometime all of us have reached the same frontier.
But the Brady Child narrative is the first real unscheduled moment, because beyond being thoroughly mean-spirited and gratuitous, it brings us to the Super Bowl’s great and rarely examined issue – how much too much is too much too much?
Put simply, the Super Bowl is the worst possible place to extol the virtues of excess, including (now) the character and behavior of preschoolers. It is all about entertainment gluttony no matter what taste level and both ends of the supply line, and the idea of fair comment rarely enters into the heads of anyone on the firing line. The beast must be fed, and if it means describing a five-year-old as “an annoying little pissant” as shown on the Brady family television series, well, that’s the danger of winning the conference championship, I guess.
This story will die, of course, and the perpetrator, WEEI’s Alex Reimer, will likely be underemployed for awhile, but it is one more reminder that the best way to approach Super Bowl Week, as a player, a coach, a fan and yes, even a media member, is to try and keep it as close to arm’s length away as possible. Nothing good ever comes of getting attention, or for that matter, seeing – and yet it is the Bitcoin of Super Bowl Week.
That, and it being cold. Which I thought we already knew.