The league, which has been around for 27 years, has evolved quite a bit. On Saturday, Aug. 23, the Cleveland Gladiators and the Arizona Rattlers meet in ArenaBowl XXVII.
CLEVELAND, Ohio – How Arena Football was created is a story told with the proverbial image of a light bulb atop someone's head.
Except in this case, the light bulb came in the form of an envelope.
Jim Foster, an innovative young marketing agent from Iowa, found himself at an indoor soccer game in 1981. His idea struck, quick and fast, and he reached for the first scrap of paper he found – an envelope – and began furiously jotting his idea: If we could have soccer played indoors, why not football?
The idea began to form. Goal posts could be vertical. Hanging nets could keep the ball in play. Pads along the side would cushion the blow for players, banged around like human pinballs. And the pace would yield high scores. Really high scores.
The sketch has held up over the years.
"There's always a little tinkering," Foster told The Plain Dealer, "but the basic envelope is pretty close to reality."
As the Cleveland Gladiators get set to host the Arizona Rattlers Saturday night in ArenaBowl XXVII – yes, the league's 27th title game – the history of the sport is a rich tale.
Black Keys: Expect to hear their tunes - loudly - at Cleveland Gladiators games. Evan Agostini, Associated Press
From sketch to reality
Foster's epiphany struck on Feb. 11, 1981, when he and a colleague from the NFL Properties and Marketing division decided on a whim to go to a soccer game at Madison Square Garden.
"We brought our briefcases to the game; we went straight from work," he said. "I turned to him and said, 'If you can play soccer indoors I bet you can play football'. He said 'How would you do it?' I reached in my briefcase and found an envelope; my mom had sent me (clippings) on the Iowa basketball team. I drew out what looked like a hockey rink. I started making notes."
After keeping the envelope in a briefcase for years, Foster has the original in a vault; the Pro Football Hall of Fame in Canton has a special facsimile, he said: "They duplicated the exact printing, even a tear on the original."
The league's evolution has moved from an initial, simple four-team structure – that first year, almost half the players on the Chicago Bruisers were under 6 feet tall – to two conferences totaling 14 teams with postseason play that culminates in the ArenaBowl. Many of the players are former college standouts, some go on to the NFL. Kurt Warner is seen as one of the league's biggest success stories.
It wasn't the first time football had been played inside. Games had been staged indoor on occasion for a variety of reasons. In 1902, a promoter arranged a tournament in Madison Square Garden. In 1932, a playoff game scheduled for Wrigley Field between Chicago and Portsmouth had to be moved to Chicago Stadium because of a blizzard. Chicago won, 9-0.
That game – and score – does not reflect what Arenaball is today.
Teams routinely will top 80 points collectively. Music blares, almost non-stop. Receivers line up on one side of the ball, one gains a running start behind the quarterback, and burst into the defense like rockets.
"I knew it would be higher (scores)," Foster said. "I knew scoring was going to satisfy the palates (of fans) more than a 6-3 scrubbing.
"I knew it was going to sell the game."
Foster didn't go from envelope doodles to organizing games right away. He did his research, knowing trial and error would work out the kinks, and staged test games.
"I wrote the original rules, we did some testing, we videotaped (players)," he said. He even had test-game players sign non-disclosure letters barring them from revealing anything about Arena Football.
"When we played the first test game (in Rockford, Illinois), we played on a soccer field, and there was only a half inch of padding. Fortunately, no one got hurt badly."
(Even today, the padding is amazingly thin, totaling less than an inch of cushion atop concrete flooring.)
The 1986 test game pitted the Chicago Politicians against the Rockford Metros. A subsequent test game was held in Chicago.
"We were only going to play one half," Foster said. "A guy returns the kick, and the fans go crazy, they went nuts. We get to halftime and the guys from Chicago said 'We want to play the second half, we could beat these guys.' So I go to the Rockford players and say 'these guys say they could kick your butts.' So we played another half."
That intensity has remained in the game. Another constant is music – incessant, loud, bursts of everything from rap to rock, at a volume resembling a concert. The idea of music came about indirectly, and dates to one of the test games.
An arena worker asked Foster for a recording of the National Anthem. Foster said it was in his car, and the worker found it, along with other cassettes.
"Hey, you have some pretty good tunes in here," he told Foster. So they decided to have two cassettes in play – one would be queued and ready as soon as the other was done.
Back then, Foster said, it was "old-time rock 'n' roll – something that gets you up and jumping - Mitch Ryder, Jerry Lee Lewis, Chuck Berry."
Now, music played depends on the market. Iowa Barnstormers fans hear an eclectic range of music, Foster said, while Orlando Predator fans hear a lot of "head-banging" tunes. In Cleveland, fans can hear everything from the Black Keys to Black Sabbath.
"I was scared every day because I knew you had to keep it going, you had to keep going, you can't rely on what worked for you yesterday," Foster said. "We had to constantly think of new things."
By the time the first game in Chicago rolled around, things were in place. Everything went smoothly until the end of regulation. The teams were tied.
"Lee Corso was doing the color and going nuts," Foster said. "I'm running up the steps to the elevator (to get to the announcers). 'What's the rule, what's the rule!' he's screaming. I said 'Lee, we have overtime rules, relax. They put a microphone on me to explain."
The Donald: Trump once owned the USFL's New Jersey Generals. Manuel Balce Ceneta, Associated Press
Media attention and a rival league
In sports, television deals are a financial holy grail. And the initial offer for Foster's invention looked promising.
"NBC Sports offered a contract before ESPN," he said. "We were going to get $50,000. That went away when the USFL started."
Foster is referring to the alternative, outdoor football league that predated Arena Football and lasted for three seasons in the 1980s.
"The reason Arena Football happened was because of Donald Trump. He ruined the USFL, and when the USFL shut down and didn't play. ... I had an idea they weren't going to get it together. So I told my wife 'now is the time to do Arena Football.'
By then, NBC didn't want it.
"NBC was gun-shy to enter into another league. But ESPN knew if things had been done differently, it could have worked," Foster said. "They were positioned to be a spring-summer league, which is what I wanted to do."
Said Foster: "If we didn't get that contract with ESPN we wouldn't be talking right now."
The timing of a second football league was critical. Foster envisioned Arena Football as a spring game, believing America's appetite for football could be satiated year-round. He thinks that was a key mistake for Trump, who wanted to go head to head with the NFL.
"My whole concept from the beginning is that Arena Football is a niche sport. We're not going to compete with the NFL for stadiums, media time."
Arenaball, he said, "has been pretty consistent. It was really more the marketing side, keeping things relevant. I was blessed that I had a marketing background."
The ignition that the league needed came in the form of media exposure. Sports Illustrated writer Paul Zimmerman – "Dr. Z" – called, Foster said, "and says 'I'd like to come up and see your game'. I thought 'Great, but if we screw up we're dead.' (Former NFL Commissioner) Pete Rozelle understood it. 'Take care of the media and put a good product on the field and you'll be OK.'
So Zimmerman visits and Foster -- wary of some of the old guard in journalism who didn't take to new-fangled ideas -- says: "Well, I tell you. It's like horse racing. There's a difference between quarter horses and thoroughbreds. They do two different things. That's the story. You created a great game when you separated it from the NFL.' "
After that, the phone rang off the hook, and Arenaball was here to stay.
Not everything went smoothly. Foster and company endured some "speed bumps" along the way. The AFL was set up to have league-owned teams. But early on, some "investor-owners wanted to own the teams," Foster said.
"We got into a battle," he said. "It was cat-and-mouse and pretty tough for me as a young guy trying to cut through all that crap."
Foster, and the league, endured, but he looks back - and forward - with a realistic eye.
"I think the league could be doing better, and that's no fault of any one individual," he said. "Early on, I was talked out of signing a deal with Fox that would give them ownership. I should have done the Fox deal."
The game, Foster said, has survived "because it's a good product. The real challenge for people running it today is trying to figure out a way to market it at a higher level. The secret is generating more sponsorship money and more ticket sales. (Gladiators owner Dan) Gilbert is a marketing-oriented guy and has done a pretty good job. Sometimes you get guys who don't understand the marketing side and you don't know what you're going to get.
"It's a good game, and it's survived."
Indoor football: In the early days of Arena Football, players went both ways, playing offense and defense. That's changed, but scoring in the game remains high. Joshua Gunter, The Plain Dealer
The single-platoon identity
Early on, Arena Football's distinctive identity came in one specific throwback notion: Single-platoon football. That is, players went both ways. Offensive linemen turned around and played defense.
"You could get hit, but four plays later get your chance to smack him around a little bit," Foster said. "It defined the game."
Besides, he added, "You don't want to get the sleeping giant upset. I was very adamant about playing single-platoon football. I wanted to differentiate us from the NFL."
In what amounts to one of the few changes it has enacted, the AFL eventually phased out single-platoon football. Foster explained why:
"Some of the coaches began to notice we got guys who were playing in the NFL," he said. "But we saw that very few linemen were making it. It was forcing you to be smaller, lighter. You couldn't get the prototype of the NFL lineman. There was a difference in body mass, different skill sets."
And knowing "the quarterback is so critical to the success ... we created a rule that said in the beginning you didn't have to play the quarterback on defense."
Then an interesting thing happened. Two players from the NFL entered the league.
"Reggie Smith (a receiver who spent two years on the Atlanta Falcons' roster) comes on board with us. He became a phenom. He was incredible off the nets (in Arenaball, ricochets off nets are live balls). Reggie had three or four kickoff returns of 50 yards. To be able to watch that close ... really electrified the fans. The whole place would chant 'Reg-gie, Reg-gie!'
"But," Foster continued about Smith, the league's shortest player, "he couldn't play defense. That was his Achilles heel."
"Then Cliff Branch calls. 'I played for the Oakland Raiders, I want to play Arena Football.' I thought 'yeah, right.' Branch was a well-known player with a long career in the NFL, but he had to convince the commissioner of the fledgling league it was really him on the phone.
"He called back and said 'Call my agent. I want to play. I don't care that you have a set salary structure.' He was a great guy. But he couldn't play defense either!
"So I made an executive decision. I put in the Branch-Smith rule, that you have one offensive specialist and he could have a replacement on defense."
The rule initially "worked great," Foster said, but "the idea has really drifted into the background, and I really miss it."
Getting his kicks: Joe Kleinsmith went from St. Edward's High School to kicking for Indiana University and eventually to Arena Football's front office. Marvin Fong, The Plain Dealer
Foster and football
The single-platoon idea was one of many proposals Foster initiated during his direct involvement with the league as commissioner or team owner, ending in 2009. He still lives in his home state, and if you think Iowa is slow-paced you'd be wrong listening to Foster, who rarely takes a breath when talking about his creation.
Foster, who ran track at his hometown University of Iowa, still goes to games and watches on television, and he will be in Cleveland for ArenaBowl. He works in consulting, has had teaching stints at the university, and emphasizes mentoring students. But inside him is still a marketing agent.
Foster knew Arena Football had to be promoted from the outset, but he also knew the game itself was important.
"I thought I really needed a football name," he said, talking about the early front-office structuring. "I was real close to hiring Sam Rutigliano."
Instead, he wound up with a guy named Mouse.
That would be Darrel "Mouse" Davis. Now retired, Davis had stints at every level of coaching. In 1987, he served as executive director of football operations for the AFL. That title is a footnote in a long coaching career, but his influence remains on many levels.
Davis didn't invent the run-and-shoot offense, but he championed it. The idea of a motion-based offense with a mobile quarterback and receivers who constantly shifted routes and adjusted to defenses fit Arenaball comfortably, like pickup games with some order to them.
"There was something about him," Foster said. "He was going to give the game an edge. He did a great job overall.
"At one game I remember Mouse turning to me behind the end zone, and he says 'Jimmy, we might break the century mark tonight, we might go over 100!' "
Ironically, the person in Davis' role today as senior director of football operations is Joe Kleinsmith, a St. Ed's graduate who was born less than a year before Arena Football teams started playing. It didn't take long for him to see what the AFL does right.
"It's a variety of things," said Kleinsmith, who started in 2010 after the league's one-year financial hiatus. "The product is No. 1. We need to make sure we're putting on a good product. ... Then obviously we have solid owners, ones who care about the players but also about the product."
Kleinsmith manages and oversees all the league's teams, which includes players, coaches and officials. He is the liaison between them and the league office.
A busy job, but he's used to handling a variety of tasks. In high school, he was a receiver, kicker, punter, defensive back – "anything the coaches needed, I did." He signed as a kicker at Indiana but shifted to the defensive side of the ball.
"When you're in high school and you're playing for a program like St. Ed's, your ultimate goal is to play professional football. In my mind I thought I would be tied to pro football. ... I did a reality check and realized my playing career was done, but I wanted to stay in pro football; it's been in my life for two decades."
But Arenaball was not like the football he experienced on the gridirons in Lakewood or Bloomington, Indiana.
"At first, when I got out of college, it was a reality check," he said. "I played Arena 2 (development league) for a season. It's a whole new ball game. You have to get used to walls. As a defensive player you have to get used to knowing it's not if you are going to get beat, it's when you are going to get beat."
One thing he's confident about is that his colleagues will be amazed by what he sees as "the buzz around Cleveland sports teams."
While Clevelanders will be cheering the Gladiators, who are making their first ArenaBowl appearance, Foster looks back on a career, satisfied.
"I was blessed," he said. "Have I made millions of dollars? No. Do I have my statue in the Hall of Fame? No, and I don't expect any of that. But to think you sketched something out, and to be able to take your ideas forward... Every day was an adventure."