Uniformity 101: How to turn a pro sports franchise around

So the Charlotte Hornets unveiled their rebranded identity on Thursday, going back to the purple and teal that made such a splash when the franchise originally began doing business in 1989.

And you know what that means.

Run, don't walk, and bet the house on the Hornets winning the NBA title in the next three years (that's "for entertainment purposes," of course).

New uniforms and logos stir up fan bases and, of course, generate millions of bucks in revenue in new merchandise. But new, spiffy unis have an uncanny way of translating to success in the standings, too.

In the NHL, the Dallas Stars won a Stanley Cup in 1999, two years after rebranding. The L.A.Kings became a player after ditching their purple and gold for silver and black in 1988, although the arrival of a guy named Gretzky had something to do with that too.

And in the NBA, the Brooklyn Nets made some noise in the playoffs in their new digs and new black and white duds.

But nowhere is the trend more consistent than in the NFL:

* The Atlanta Falcons went to the NFC championship in 2004, one year after updating their helmet logo and number fonts.

* The Arizona Cardinals went to the Super Bowl in 2008, three years after a similar treatment.

* The Cincinnati Bengals went to the Super Bowl in 1981, the first year with their "Bengal Stripe" helmets and jerseys.

* The Denver Broncos won the Super Bowl in 1997 after a complete revamp, ditching the "Orange Crush" jerseys for a more menacing navy blue and streamlined logo.

* The New England Patriots, after the second incarnation of "Flying Elvis" in 2000, won Super Bowls three times in a four-year span (there are plenty of folks up there who wish the beloved "Pat Patriot" would return, even though the Pats generally had horrible teams in that look).

* The New York Giants switched back to their iconic "ny" logo in 2000, and went to the Super Bowl (where they got throttled by the Ravens 34-7. You can tell I've gotten over that, but the two SB wins over the Patriots made up for it).

* The New York Jets, in 1998, switched back to a look modeled after the Namath era and promptly went to the AFC championship game.

* And the latest example: The Seattle Seahawks, the year after their futuristic rebrand, won the Super Bowl last season.

There's more on tap soon. The Tampa Bay Buccaneers will wear new uniforms this season with an updated (and much larger) helmet logo, and the Cleveland Browns are planning a rebrand for 2015.

So get those bets down on the Bucs and Browns, too. Don't say I didn't tell you so.

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Rex Ryan has us all fooled ... right?

Rex Ryan is either the smartest, most cunning, most innovative coach in the history of the NFL, or ... he's not.

What to think? Which way to go? There's no middle ground here. It's sort of like cats -- you either love 'em (which I do) or you don't. You're either in or your out, to paraphrase Pat Riley, who actually was pretty smart, cunning and innovative. You either have confidence the plan will work when it counts, or you don't.

The Jets have been pretty terrible throughout the first three games of the preseason: This is not news. The defense doesn't look bad, but the offense is a mess. The line has holes, especially at tackle (Winston Hill is not walking through that door), their receivers are banged-up and old, their top running back is pretty pedestrian and though they profess confidence and trust in their starting quarterback, Mark Sanchez, he's going to have to play with whiplash every week, what with that Tim Tebow guy breathing down his neck.

And through it all, Ryan has remained the steady, stoic captain of this ship that everyone else can see is taking on a lot of water. And instead of grabbing the buckets and bailing, he's calmly forging ahead, telling us not to worry. Trust me, he assures us. I got this.

"I see some encouraging signs that we're headed in the right direction," Ryan told my New York Post colleague, Brian Costello. "It might not be obvious to everybody in the public. Again, I'm confident in our offense. I'm confident in our coaching staff. I'm confident in our players. I believe that we're going to have a very productive offense when it's all said and done."

Uh, OK. Maybe we're wrong. Maybe in all of their shrouded-in-secrecy practices Ryan and new offensive coordinator Tony Sparano have cooked up the most amazing, intricate mind-blowing offensive attack, the likes of which we've never seen before. Maybe Tebow will line up as quarterback, running back, H-back and wideout ... on the same play (Hey, Bugs Bunny did it on the baseball field, so there is precedent). Maybe Antonio Cromartie will catch passes ... from Nick Mangold.

Or maybe not. Maybe behind closed doors and security-encased fields far away from the prying eyes of the media and Bill Belichick's camcorder, they're as frustrated and frantic as their fan base is. Maybe they're just trying to buy as much time as possible to figure something -- anything -- out before the regular season starts, when all the world will finally see whether the Jets are fantastic ... or frauds.

Ryan and the Jets either have all of this under control ... or they don't.

Which is it? We'll soon find out.

NFL preseason = stealing money from fans

As I was sitting at my desk at the New York Post Sunday night, monitoring the Jets-Panthers preseason game to prepare our coverage and headlines, I couldn't help but notice the quality of what I was watching, well, stunk.

Much is being made in New York this morning that the Jets are the only team in the NFL that has not scored a touchdown through three preseason games, and, according to NBC, are the first team to accomplish that forgettable feat since the 1977 Falcons.

But this isn't about trashing the Jets (given what we've seen from them so far, there'll be plenty of opportunities for that later). It's about a system that's clearly broken, and the fact the most powerful, richest and most successful sports league seems to want to do nothing about it.

The NFL preseason has become a foxhole. With the artillery barrage of a four-game schedule (and imagine -- it used to be six), all teams want to do is get through it without anyone getting killed. So they trot out their starters for a series or two, or maybe a half, or not at all. In many instances, stars don't even suit up. Then there's the factor of teams keeping it vanilla, for fear of showing a play, formation or personnel that could come back to haunt them down the road. All of which leads to a bland, boring, tedious exercise.

All of that is fine, given teams have to evaluate draft picks and free agents, and make personnel decisions. And for the players on the bubble, it's perhaps the best chance they have to impress coaches and land a coveted roster spot.

I get all that. The problem is, the NFL charges its fans regular-season admission and parking for the privilege of watching a third-string quarterback you'll never see again try to complete passes behind a fourth-string offensive tackle to a fifth-string receiver.

For a league that talks the talk about integrity and protecting the shield (and while we're at it, bring the real refs back; a subject Believe the Type has already addressed), it's time Roger Goodell's corporation takes a much-needed and necessary step:

Cut the four-game preseason down to two games -- or better yet, ditch the preseason entirely.

A good friend of mine is a Jets season ticket-holder. He has four seats, each worth approximately $125, which he, of course, has to buy in order to purchase his eight regular-season games. That's an extra $1,000 out of his pocket for a third-rate product -- not even including parking (he has a parking pass for which he pays $15 per game as part of the season-ticket package) the time spent driving to and from the stadium, the price of gas and concessions.

For the poor guy who just shows up at MetLife Stadium for a one-shot deal just to watch a game, it's nearly as prohibitive; say he buys two of the cheapest seats way upstairs (about $50) and $50 to park -- to park! -- he's out $150 before he even goes through the turnstiles.

Sure, you can go through a secondary ticket provider like StubHub, but that's not the point. My friend suggests teams could either make preseason tickets free and spread out the price for them throughout the regular season. That would at least show appreciation for the fans showing up, or, in his words, "acknowledgement that you're getting screwed."

Taking it a step further, he suggests teams could take that $1,000 and return it to their season ticket-holders in the form of gift certificates for concessions and souvenirs that could only be used at the stadium -- a pretty good idea, if you ask me.

On the field, the preseason has long outlived its usefulness. The NFL could replace preseason games (at least two of them) with two live scrimmages against opposing teams, held during training camp. Charge fans a nominal fee (say $25) and charge for concessions. Teams will still make money, and fans won't feel as if they're getting fleeced.

Goodell has never been shy about engaging NFL fans when it comes to labor negotiations, player safety or other initiatives. After last season's Super Bowl, he thanked the fans for their unwavering support and said, "Our commitment to improve everything we do is ongoing."

Now it's time to not just say it, but show it.

NFL must end officials lockout -- now

Picture this: A company at the unquestioned top of its field, at the apex of success with its profits only forecast to go higher and higher with no ceiling in sight, decides to endanger everything it has built by waging labor war with a small but crucial department of its operation -- which just happens to be the gatekeeper of the integrity of the entire corporation.

Why would that company even think about messing with such a good thing just to save a couple of bucks? 

Excellent question. And it's one that Mike Arnold, the lead counsel of the NFL Referees Association wants an answer to, with the NFL officials lockout now expected to last into the regular season, which begins Sept. 5 when the Giants host the Cowboys.

"This is one of the perplexing things about why the NFL would lock us out," Arnold told USA Today. "Why would an organization with $9.3 billion in (annual) revenues expected to rise to $12 billion or $14 billlion in the forseeable future jeopardize the health and safety of its players and the integrity of the game by hiring scab officials?"

The amount of money the league and its officials are haggling over -- a $16.5 million gap in negotiations, according to Arnold -- seems like nickels and dimes ... if not pennies in perspective to the entire picture. But there's more:

The NFL wants its officials to become full-time positions -- a break from the current and past, as many officials have had long and successful careers in other fields. The league also wants to hire three additional officiating crews to allow the existing ones to take a week off here and there, with the possibility of rotating new officials into the current crews should the performance of individual referees decline. Not surprisingly, the officials' union is against all of that.

Arnold said the league also wants to blow up the officials' pension program and replace it with "annual contributions" the league would pay to retired officials instead.

But on top of all of that, and most important to fans, is how the games are affected on the field. And while there's only a very small sample size -- one week of the preseason -- it's more than enough to prove the point this nonsense needs to end. Now.

Mistakes and gaffes have been so numerous in just one week, it would be impossible to list them all here. Instances of penalties called on wrong players, not moving down markers and misinterpretation of rules have become tragically comical in short order.

At the conclusion of the Giants-Jaguars game last Friday, the Giants had the ball with time running out, trying to get into field-goal range for a potential game-winning kick. The Giants were called for a penalty, and under that scenario, a 10-second runoff should have been assessed and the game should have been over.

I -- and everyone else on the sports desk at the New York Post that night -- knew the rule. The commentators broadcasting the game knew the rule. But the officials, who huddled for several long minutes, didn't, and gave the Giants one more play. They didn't score, but imagine if they had ... and it had been a regular-season game against, say, the Cowboys ... on national TV.

"I actually heard one of the refs (say) he'd only reffed glorifies high school games, which I don't even know what that means," the Giants' Victor Cruz told my New York Post colleague, Paul Schwartz. "I just want to make sure (the officials) have the best interest of the players at heart and they know what they're doing out there, because there were a few instances where there were some iffy calls made and there were some things that were ... out there.

"Sometimes you could see them being a little flustered at times ... like they called a holding call on the returner when he was returning a punt. That was probably the most mind-boggling one to me. We just want to make sure we get the refs back out there and out there making the right calls."

Don't we all.

Then there is the issue of player safety, obviously a major concern of the league's rank and file.

"Everybody says the preseason is at one speed and once you get up to regular season the speed picks up and it goes to the next level," Bears punter and player rep Adam Podlesh told ESPN. "That is one thing that basically all these refs that are officiating our games haven't experienced ... That's the concern for the players: Are they going to be able to keep up with the speed of the game and are they going to make the right calls that are going to make the players feel safe?"

The regular NFL officials have, and would -- all the reason the league needs to end the insanity ... as soon as possible. 

Flipping out over overtime

This should have been easy. This shouldn't have taken hours of meetings, blocking the schedules of NFL owners and staffs for a month and reporters chasing down those same harumphing owners down hallways of hotels to get sound bites.

The new NFL rule changes regarding overtime were finally voted on by the owners between harumphs Tuesday, and passed 28-4. So what does it all mean in Week 4 of the 2010 season, when, say, the Giants and Cowboys finish regulation all tied up?

Not a thing.

For years, we heard about how the team who wins the coin flip for overtime usually wins in the NFL -- and over the past 10 seasons, that's happened about 60 percent of the time. The most common scenario is a team receiving the kickoff to start OT, drive about 40 yards or so and kick a winning field goal.

So with a chance to level the playing field, so to speak, and make OT a fairer proposition, the NFL decided to change its overtime rules, allowing the above scenario to not end games from now on. Instead, the team scored upon will then get a possession to try to tie the game with a field goal or win with a touchdown (if the team with the first possession scores a TD, the game is still over).

But that will only happen in the POSTSEASON. The regular season will still be same-old, same-old, nothing to see here.

One reason given by some owners for the status quo was that they didn't want to see the chances of injury raised by adding more time to regular-season games, but that skirts the real issue.

The NFL had a great opportunity here, and quite frankly, they booted it wide right. The obvious way to go was a direction that I've seen little written about around the internet, except just mentioned in passing on a couple of random blogs I saw.

As Lee Corso says in my favorite video game of all time, NCAA 06, "I love overtime in college football." The only argument you'll get from me here is that the NFL should have adopted the same rules used to break overtime in the NCAA since 1996 -- give each team a set of untimed downs from the opposing 25-yard-line, with ensuing possessions until the tie is broken. Starting with the third set of possessions, teams must attempt a two-point conversion rather than kicking the extra point.

Overtime in the NCAA is exponentially more exciting than the NFL variety, and remains so even after all the time and energy spent by the NFL to simply tweak their current rules. The significance of the NCAA coin toss is that the winner will most often choose to play defense first in order to get "last licks" and know exactly what they have to do in order to win on the opening possession. In succeeding possessions, the order is swapped.

I tried to research it, but couldn't find any tangible reasons why the NFL didn't simply adopt the far superior settlement of OT games used by their collegiate counterparts. Could it simply be that doing so would have made the NFL admit the college way was better all along? I really hope there's more to it than that.

The fear of injury? Over adding one or two more series a game? Come on.

There was no reason the NFL couldn't easily split the uprights on this one. But somehow, they shanked it.