New team, new plan mark indoor league's return to the city

By Patrick Gutierrez

Sun Reporter

March 2, 2008
Arena football is coming back to Baltimore, this time armed with a new
team, a slew of new owners and, if all goes according to plan, a renewed
sense of business acumen.

With the Baltimore Mariners joining 15 other franchises, the American
Indoor Football Association is looking to put on a show full of
fast-paced excitement on the field and void of financial difficulties
off it.

The league will begin its 2008 season Saturday, when the Mariners visit
the Reading Express.

"We have businessmen now that have the ability to own and run a
business," AIFA co-owner John Morris said at a news conference yesterday
to announce the 2008 season, alluding to the league's 13 new ownership
groups. "We made serious changes this year."

The emphasis on the business aspect of ownership represents a welcome
change from years past, when, according to Morris, some owners appeared
in over their heads.

"Just because you like football doesn't mean you should own a team,"
said Morris, who is also co-owner of the new Baltimore club.

The AIFA's original Baltimore franchise, the Blackbirds, left the league
after the 2007 season.

The infusion of new ownership is one reason Morris, a Baltimore native
who made his living in advertising, is optimistic about the coming
season, the league's second since it was founded in 2006.

"We've got a strong team [of owners] in place with great sponsors," the
owner said. "I couldn't be happier with them."

Another reason is the improved financial shape each team is in heading
into 2008, courtesy of some savvy marketing by the league. Unlike last
year, teams are going into this season with built-in revenue streams
stemming largely from the league's $2.5 million deal with Simply Me TV
for its exclusive media and publishing rights over the next three years.

Several major sponsors either are already on board or have deals in the
works with the league, which has limited revenue sharing. The
expectation, Morris said, is for that money to cover player payrolls so
the league can avoid repeat occurrences from previous years when some
players weren't getting paid.

"It gives owners an opportunity to be successful," Morris said. "They
get excited about being a part of something that, as soon as they join,
there is help from the league."

The AIFA has four divisions, spread across 11 states. In addition to the
Express, the Mariners are joined by the Canton Legends and the Erie
RiverRats in the Eastern Conference's North Division and will play each
team twice (Reading three times) as part of their 14-game regular-season
schedule. Their first home game at 1st Mariner Arena will be March 28
against the Columbus Lions.

As was the case in 2007, players will receive $250 per game, with a $50
win bonus. One team member can be designated a "franchise player" and be
paid $500 per game.

Despite the increase in upfront revenues, Morris said he was aware of
the need to control costs at all levels if the league is to be
successful. He said he has told the new owners not to expect to get rich
but added they have every right to expect to make a profit while having
fun as they try to expand their business into a substantial player in
the world of minor league sports.

"We're not trying to be the AFL," Morris said. "But our long-term vision
is to be talked about like they are."