The NFL Can Help Fight Concussions -- For A Price. Will It?

The NFL is really serious about protecting players from concussions. So serious that it’s been willing to fine players tens of thousands of dollars to drive home the message that helmet-to-helmet hits are no longer acceptable. Now, the league has a chance to put its own money on the line, by dumping the “official helmet of the NFL” and the money that comes along with that deal.

The licensing and sponsorship agreement between the two has benefits for both sides, including the imprimatur of the league for Riddell’s hard hats. (Ever noticed that you never see another name on a players, helmets, even though players are free to buy another brand?) So what was the mild assessment of the deal offered by one of the nation’s foremost concussion experts at Wednesday’s meeting of the head, neck and spine medical committee?

“I think it’s atrocious, but it was enacted with a different commissioner, and I don’t know the financial implications, so I can’t comment on that,” said Dr. Robert Cantu, senior adviser to the committee. “We all don’t see the wisdom of that relationship other than severing it as soon as contractually you can.”

It’s not clear how much money the league makes from its deal with Riddell. But the NFL can prove its serious about concussions by agreeing to end a deal that its own medical committee says isn’t helping. Otherwise, it should be pretty easy to tell where the Shield’s true priorities lie.