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A young man working for a professional wrestling organization once described the experience, "It's like traveling with the circus." More similarities of showmanship exist between the two performances than the average wrestling fan may realize. P.T. Barnum knew better than anyone that in order to boost revenue streams he would require an act that defied reality yet captivated his audiences. The coupling of these components, often tricky to emulate, enabled Barnum to deliver a newfound demonstration of extremism, at least in the entertainment arena.

Over a century later, this radical byproduct has shifted into the wrestling world. Since superstars like The Rock, 'Stone Cold' Steve Austin, and The Undertaker arrived on center stage, millions of viewers worldwide have embraced such neo-extremism and collectively transformed wrestling into one of the largest forms of sports entertainment - World Wrestling Federation sales totaled $250 million in 1999. The growth of pro wrestling is indicative of a runaway train, only this juggernaut is on route for a deliberate next stop - professional football.

WWF tycoon and ringleader Vince McMahon, arguably the most enterprising owner in sports entertainment last decade, has extended his financial interests with the creation of the Extreme Football League (XFL). This new assemblage of eight clubs is designed to prolong the euphoria of Super Bowl Fever with a 10-game regular season (and a four-team playoff) throughout the winter and spring.

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"This will be real American football on a 100-yard field, but with a lot more fun and a lot more attitude," McMahon said. WWF Attitude has become a credo of sorts, and its followers range from fans to WWF executives. This prevalent reverence explains why officials at Titan Sports (parent company) believe in the XFL's viability.

However, McMahon's quest for an "extremely fun" football conference may result in a sobering experience. In order to achieve the necessary synergies, XFL executives will create a co-branding image with the WWF. (Perhaps, McMahon will even approve a trade involving a former collegiate quarterback for grappler 'The Lethal Weapon' Steve Blackman). The connection between ventures is driven entirely on wrestling's consumer market.

McMahon is trying to reproduce the pervasive craving for mayhem by bestowing WWF-type features to his XFL - no drug testing, no sissy tackles, no fear, and no mercy. The league will boast a unique "behind-the-scenes" portrayal with helmet cameras and locker room chats. These endeavors, McMahon hopes, will appeal to young male viewers (active WWF supporters) and football fans seeking more bone-crunching sound bytes.

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The timing for the XFL, which McMahon intends to make profitable in under three years, is impeccable. While in February the NBA and NHL have resumed competition, sports analysts have noted a substantial period of uncontested sports entertainment. Competition, and consumption patterns for that matter, in basketball and hockey do not peak until springtime (when MLB is just beginning). This economic condition may allow the XFL to climax in a shortened season before fans loose their aftertastes for football.

Since McMahon values plain and confrontational rhetoric, here comes the bad news for the XFL ... "It's the product, stupid." Trying to change the conventional wisdom about football is hardly academic. XFL executives lack the proper resources to revolutionize the game or even the business. Many young WWF viewers disregard any entertainment value in football, and the others would not substitute NFL loyalty.

NFL fans believe that football is real, contrary to their notion of wrestling. But, the major impediment for XFL officials is the NFL's staggering brand equity as a result of steady attendance figures and TV ratings. Before McMahon modernized wrestling into sports entertainment, consumers had little interest in the sport itself. Amateur wrestling never boasted sold out crowds averaging 70,000 per stadium on Sunday afternoons, nor did it attract the attention of millions of television viewers weekly. The NFL is a discernable giant, on and off the field. It will be much tougher to exploit a mainstream sport like football because it is highly venerated by middle America. Conceivably, the same innovative marketing techniques that instilled mutiny among WWF fans may backfire when regurgitated to potential XFL consumers. McMahon's tactics may offend a majority of NFL supporters who value the tradition and texture of the game.

McMahon has already created a vituperative persona among traditionalists who criticize his hardnosed demeanor. However, this image will have little bearing on the XFL's financial fruition. More problematic is the WWF owner's personal application of extremism. Unlike meek investors, McMahon is a heavy risk taker - tracking a business trend (often via consumption patterns and purchasing power), plowing huge sums of venture capital, and inevitably diving overboard to fulfill a vision. In part, it's admirable. But, passion for an idea may not offset a potentially saturated consumer market.

XFL officials have designated New York to host one of its teams. The state is swamped with every imaginable sporting event. There is space available for an XFL franchise, but not much. New Yorkers are already spreading their sports entertainment dollars thinly. Spending habits, although a peripheral business consideration, will gradually decelerate. The XFL is no sure thing even in the largest television market. Although TV deals are imminent, expect the XFL to announce short-term contracts - a function of its limited bargaining power and leverage.

McMahon is justifiably convinced that, regardless of potential flaws in the product, the XFL's success will depend heavily on its promotional prowess. Certainly, the medium of communication can make all the difference in the world. However, unless the XFL can course its own form of "attitude" to an untapped market, look for McMahon's version of "The Greatest Show On Earth" to be nothing more than a figment of his extreme imagination.

:%$copy; 2007 , ,