C. K. HARRISON, S. BUKSTEIN
Copyright © 2013 SciRes. 267
The public discourse in terms of fans and outside observers
of the NFL’s diversity and inclusion issues and policies such as
the Rooney Rule remains limited, ill-informed and in need of
some factual information on how diversity is defined, catego-
rized and analyzed. As is often the case, numerous fans per-
ceive that contemporary society is “post-racial” and that there is
no need to address racial, gender and other social issues that
impact sport in society. The high representation of non-White
football players in particular distorts the public perception that
equality has been realized. Access to leadership and top man-
agement roles in professional and college sport is not the same
as access to physical participation at the competitive levels on
the field of play. In the future, a strong push to strategically and
systematically educate fans of the NFL could help contribute to
a national and global culture that understands the true evidence
relating to equality and the t rue meaning of equali ty.
The Rooney Rule has unquestionably helped to shape a cul-
ture of opportunity in terms of those individuals that make it to
the final interview process from a wider candidate pool. How-
ever, while the Rooney Rule “combats unconscious bias and
increases the chances of selecting the best person for the job”
(Proxmire, 2008: p. 9), there remains a need to improve both
the policy and the process. The Rooney Rule has provided
many non-White head coach candidates with access to a mean-
ingful interview. The next step is to provide non-Whites with
access to information about the culture of the NFL and with
access to the powerful formal and informal networks (that is,
social capital) that impact whether an individual might have a
second or third opportunity in the NFL. The Rooney Rule may
enable a non-White individual to have an opportunity to secure
that initial head coach position, but intangible factors such as
trust and perceived competence may have even more of an
impact on future occupational mobility (second and third coach-
ing opportunities). Therefore, in addition to working to increase
the number of non-Whites who make hiring decisions (team
owners and general managers), it is imperative to work on im-
proving “the perception of competence” of non-White sport
business professionals by both Whites and non-Whites (Shrop-
shire, 1996: pp. 129-30). Stated differently, even if there is an
increase in non-White general managers and team o wners, neg a-
tive race consciousness associated with the coaching capabili-
ties of non-Whites may still exist and persist (see Shropshire,
1996). Strategic diversity management is a business imperative
(see Thomas, 2010), as a more diverse and inclusive (and in-
formed) workforce will make the NFL an even stronger or-
ganization and brand.
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