Sports Byline USA Insight

Caring Owner, A Dying Breed

Over the many years I’ve covered sports, it has been reiterated and re-enforced many times that sports are very much big business. Always at stake are billions of dollars, divided by players, agents, owners, leagues, broadcast networks, sponsors, sporting goods companies, etc. The recent NFL agreement between the owners and the NFL Players Association, which puts an additional 900 million dollars in the players pocket over the term of the agreement, indicates again that almost 100% of the time the owner-player relationship is strictly a employer-employee, money affair. The owner usually looks at the player as “what have you done for me lately,” and the player looks at the owner as “how much are you going to pay me.” There’s nothing really wrong with that, it’s the reality of professional sports.

However, there’s always an exception. The only exception I’ve ever seen in sports is Ed DeBartolo, Jr., former owner of the San Francisco 49ers. He revolutionized the NFL by paying his players, starters as well as backups, exceedingly well, and treating everyone in his organization in a loving and caring manner. I’m sure there have been other NFL owners who have cared for their favorite or star players, but DeBartolo cared about all his players. And, he cared about their families, their health and general welfare. The stories are numerous about Mr. D., as his players called him, helping families out, sending flowers when love ones were sick or in the hospital, and sending gifts and hand written notes on special occasions. And, his consideration and concern went beyond the playing field to all team employees and their families, no matter how small their role was in the 49er family. His “from the heart gifts,” for no particular reason, are too numerous to mention. It usually went unpublicized and was done because that was who Mr. D was and how he was raised. His dad, Ed DeBartolo, Sr. once said to me, “The greatest asset a company has is the people who work for it.” It’s a philosophy his son learned well and practices every day.

The relationship an owner has with his players is usually difficult and challenging. In pro sports, players are generally a commodity. They usually have a short shelf life of usefulness and they either produce consistently, or someone else is found to provide that usefulness. It’s a cold and hardcore business that rarely allows for a personal, caring connection. To get too close to a player can lead to a mistake in judgment when it comes to evaluating a players’ usefulness to the team. DeBartolo understood that, but still never forgot that for whatever period of time a player laid his heart, soul and body on the field for the team, he was still a human being and also an extended DeBartolo family member. And, as a family member, would be appreciated and cared for as any family member. Just one of many examples over his twenty years of 49ers ownership is how he took care of defensive back Jeff Fuller. Fuller was a hard hitting player, who was seriously hurt making a tackle. In the span of one play and less then ten seconds, Fuller went from being an important, useful, productive player, to never playing football again. He was cut down in the full bloom of his career. DeBartolo could have been cold hearted, business like and settled the team’s financial responsibilities to Fuller at the NFL minimum requirements, but instead he showed his appreciation for Fuller’s commitment and sacrifice by setting up an annuity that pays Fuller a nice 6 figure income for the rest of his life. That’s what families do for each other. They take care of each other, especially during the hard times.

No team in NFL history has won as many Championships as the 49ers’ five titles in 12 years. It was done under DeBartolo’s stewardship. Many times I’ve referred to those teams, the players and that period of time as being like “Camelot.” Recently, Camelot was relived as Mr. D. brought together his entire football family for a 25th Anniversary Celebration of all five Super Bowl winning teams. It was a celebration of players, office personnel, and others who played a large and small role in that special time in sports history. For DeBartolo, it was another chance to say “thank you” to so many who played a part in bringing him joy and success. The stars were there, like Joe Montana, Ronnie Lott, Steve Young, Jerry Rice and others. But, so were those who played bit parts in the team’s success, like Rick Gervais, Milt McColl, Bill Ring, Jamie Williams and Carlton Williamson. Under Bill Walsh, who won three of the team’s five Championships, the 49ers became the birthing field for assistant coaches who have gone on to success and greatness. George Seiffert, who won the other two Super Bowl titles, Sam Wyche, who created the no huddle offense, and Mike Shanahan, who won two NFL Championships with Denver, were there. Also there in spirit was Seattle Seahawk’s coach Mike Holmgren, Arizona head coach Dennis Green, Baltimore’s Brian Billick, and the list goes on. All at one time or another was a part of the DeBartolo-49ers football family. It truly was a special family get together.

As impressive as the names who gathered for the celebration was DeBartolo also remembering those who played a quiet part in those successful years. An elderly Chinese gentleman had been invited to the celebration. He questioned why since his only contribution was his loyal service of food and drink to DeBartolo and his guests in the owner’s box. DeBartolo never forgot that small contribution to his friends and family. In recent years one of the team doctors and several assistant coaches have passed away. DeBartolo made sure their memory and contributions were remembered with their widows invited to share in the celebration.

Over the four days of celebration cocktail parties, dinners, golf and reminiscing, there were several constant themes. The most prevalent one was that only Mr. D. could have done this and how classy the celebration was. But other themes also emerged. How special the time, the players, the family had been. And most of all, how lucky they all had been to have played for an owner who cared for them more then just being football players. Some expressed that they hadn’t fully realized or fully appreciated how fortunate they had been to play for the 49ers during Mr. D’s ownership until they had either gone to another team or now looked back on the time. It was a celebration I’ve never witnessed anywhere, anytime in sports. It was truly unique and special.

I’ve known Ed DeBartolo for nearly 30 years. He’s a man with a generous heart and a bottomless well of compassion for others. A family member told me, “It’s hard for him to accept that so many people care and love him. He’d rather be giving to them, then accepting from them.” It’s hard for others to give to him, but, I hope he knows how unique he was as an owner. How much his players and those in his 49er family care and appreciate him. And, finally, how much everyone in his life respects him. Those are gifts he can take to his heart and soul forever.

I’m Ron Barr.

Ron Barr is an Emmy award winning writer and the host of the nationally and internationally syndicated sports talk show, Sports Byline USA.

Read Ron's Archived Commentaries | Sports Byline USA HomePage | Listen Live