Can Favre turn around Jets' business fortunes?

No doubt ratings for Jets' games will soar this season because of intrigue over the new quarterback. CBS — which broadcasts AFC contests — has already made plans to distribute some battles to a bigger part of the U.S. than originally proposed.  But in the NFL, TV revenues from the league's contracts are equally distributed, meaning the Jets won't see any sort of
special payoff down the line.

Keith Lambrecht, director of Sport Management Programs at Loyola University Chicago, believes Favre’s play and personality will continue to move merchandise, such as No. 4 jerseys.

”Favre is a legend and a likeable player because he plays the game like a kid,” he said. “He is a good role model for kids along with his wife, Deanna, who are both seen as everyday individuals. Parents will be willing to purchase a Favre jersey for their son or daughter.”

Much of what happens will depend on Favre’s performance on the field. Even at 38, he still shines. Favre's 2007 quarterback rating of 95.7 was among his best ever. His 4,155 yards passing were the most in a decade. His 66.5 percent completion rate was a career high.

Yet those were posted with a 13-3 team last season. Now he joins a 4-12 squad. True, with pickups such as veteran offensive guard Alan Faneca and defensive tackle Kris Jenkins, the Jets should be improved. Yet learning a new playbook, getting to know the speed of receivers, feeling the pressure to make plays for a team lacking firepower — how long can the honeymoon last, especially when the tabloids are already thinking up headlines for games when he flops?

The real long-term winner in the move should be Favre. If he chooses, he could cash in on New York endorsement opportunities. Playing another year rather than retiring to Mississippi will earn him a reported $12 million in salary. At the same time, once he retires, the Packers are still likely to hand him a lucrative package to promote the team.

But for the Jets, despite the blaze of publicity, good feelings and injection of quick cash, they shouldn’t expect Favre to be a revenue superhero going forward. While a Michael Jordan boosted the value of the Chicago Bulls’ franchise by tens of millions of dollars during his career and ensured season-ticket sales long after his departure, Favre’s impact on the Jets’ income will be more like a 5-yard completion: helpful, but not memorable.

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