The NFL is struggling to balance the P.R. and legal realities of diversity in key positions with a potential political assault from those who regard the three-letter “DEI’ acronym as a four-letter word. Through it all, the results speak for themselves.
Exhibit A? The 2026 photo of the NFL’s head coaches. Exhibit B? The 2026 photo of the NFL’s General Managers.
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Falcons G.M. Ian Cunningham, whose promotion from assistant G.M. in Chicago somehow didn’t result in the Bears receiving a pair of third-round compensatory picks, addressed the situation on Monday, in comments to David Brandt of the Associated Press.
“Just from my position, especially being a Black man, there’s still work to be done,” Cunningham told Brandt. “Now that I’m in this position and have this platform, I’m going to be intentional about what we do from a grassroots effort to a director level. . . . I do think it’s important to give people of all races and sexes a chance to be in a position to further their career.”
Cunningham’s comments come only days after Florida took aim at the Rooney Rule as discriminatory against white men, and in the aftermath of Steelers owner Art Rooney II acknowledging that “the environment has changed.“
The environment has changed, at the national level and in plenty of states. The law has not. And the NFL’s historical performance as it relates to the hiring of coaches and General Managers — coupled with the league’s decision more than 20 years ago to make interviews of minority candidates for the most coveted positions mandatory — shows that the longstanding legal standard has not been met.
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The problem is that there has been no real accountability. And the irony is that the first governmental effort to enforce the law comes from the perspective of the demographic that has benefited from the league’s traditional hiring practices.
The league undoubtedly hopes the Florida problem will go away. That the demand made by Florida attorney general James Uthmeier to abandon the Rooney Rule as to the Dolphins, Jaguars, and Buccaneers is more performative than substantive.
Whatever Uthmeier’s motivations and intentions, the NFL should do the right thing. Don’t run. Don’t hide. Stand up and say, in a clear, loud voice, “Bring it on.”
Would that be good for business? Probably not. But doing the right thing isn’t always good for business. The truest test of an organization’s true character is whether it will do the right thing when it could be bad for business.
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