From The Big Apple to The Second City, Hard Knocks continues to grow

By Brett Walker

This summer, NFL fans were treated to a bumper helping of Hard Knocks, with the inaugural series of Hard Knocks: Off-Season premiering at the start of July ahead of the usual August serving of the OG show Hard Knocks: Training Camp.

Hard Knocks: Off-Season Review

The new Off-Season format was interesting. The thing I have always liked about Hard Knocks in its various formats is the level of access and insight it gives the viewer not just to the players, but also to the coaching staff and, to a certain extent, the front office. Off-Season was a format where the New York Giants’ front office, in this case particularly Joe Schoen, were put front and centre. And this is a good thing, as it let the viewers know more about a group of people who play a huge role in creating the composition of the roster that fans then see out on the field, as well as the direction of the team and the organisation as a whole. On this, I, for one, couldn’t help wanting to know more. For example, why exactly did the Giants select Malik Nabers when Roman Odunze was still on the Draft board? Was it purely because Giants head coach Brian Daboll thought “he has that dawg in him’, or were there other factors that made the Giants go for Nabers over Odunze and others?

It would be foolish not to address that, while there was an element of the league requiring them to participate in the show, the Giants may also regret allowing the cameras in giving the blowback they’ve since received about how they handled Shaquon Barkley’s free agency situation.

Finally, Off-Season certainly did have a different vibe to it too given that it wasn’t being broadcast as it was being filmed, and so, players and staff acknowledging audience feedback on previous episodes that has bene a part of Hard Knocks for many years now wasn’t a part of this format.

Hard Knocks: Training Camp Review

From the opening titles onwards, it was clear that the city of Chicago would be a character in the show, from the opening titles onwards. As it should be too – Chicago is a wonderful city. It was a shame then that more wasn’t done actually within the city then given the many sides it has to it and the eclectic range of neighbourhoods the city has. What the show very much did lean into though was the history of the Bears franchise with repeated references to George Halas, the 1985 Super Bowl-winning team and the like. Again, this is as it should be given the Bears have a rich and storied history.

One of the ways Hard Knocks has come into its own over the years, and this was very much true this year, is by shining a light on those players who wouldn’t normally get any attention – the undrafted rookies and late-round picks. This year, it was guys like Velus Jones Jr and Ian Wheeler.

The cool thing about Jones Jr being focused on too is that it’s an opportunity for the audience to get into the mind of a guy who is at the sharp end of what is an increasing trend in the NFL in recent years; converting wide receivers into running backs and vice versa, and analyse why that is. Don’t get me wrong, it has always happened, yes, but it seems like the league has finally got wise to the threat of someone who the opposition don’t know what position he’s lining up in – guys like Julian Edelman, or more recently and prominently, Deebo Samuel and, to a lesser extent, the Swiss Army Knife that is Taysom Hill. Teams are now trying to extract even more value from those guys who, in the case of running backs in particular, can have very short careers. Not that someone like Velus Jones Jr is complaining given it is what has caused him to make the Bears’ 53-man roster.

What a terrible shame it is that Theo Benedect and Ian Wheeler both didn’t make the roster because of injuries. Benedect has made the practice squad though, while, from what the show implied, the Bears are going to keep Wheeler in the organisation so he can rehab his injury fully. Again, this is 100% as it should be given that Wheeler tore his ACL, this destroying any chance he had of making another team’s roster this season, while playing for the Bears in pre-season.

Also, and this is probably more of a comment on wider society and its priorities than anything else, but there was too much focus on style over substance for me. In the first episode, for example, yes, Bears head coach Matt Eberflus does look good with a beard, but, ultimately, the Bears fans aren’t going to care about that. They’re going to care about whether Eberflus can make the Bears better. Can he help Caleb Williams develop into the generational quarterback the Bears have been looking to recruit for, well, a generation? Can he get the best out of what is arguably one of, if not, the best receiving corps in the league? These are the questions that matter, and which will determine whether Eberflus continues to be a head coach.

Finally, one thing that this particular series of Training Camp did very well was show the hope that now exists within the Bears organisation again. Drafting Caleb Williams seems to have lifted the mood of the entire franchise, and it will now be very interesting to see if that mood and that increased sense of hope translates into better performances on the field, much in the same way that the Detroit Lions’s Training Camp series was a pre-cursor to the better performances and increased success that franchise has experienced since being featured in 2022.

Look Ahead To In-Season & The Hard Knocks Brand As A Whole

Once we’re into the 2024 NFL season, the latest series of Hard Knocks: In Season will then premiere. This season, the show will be following all four teams of the AFC North. This makes sense too as the division should be one of the best and most competitive this season. The opportunity to simultaneously chart Myles Garrett and T.J. Watt both aiming to become Defensive Player of the Year while also charting the battle between franchise quarterbacks in Joe Burrow and Lamar Jackson is also too good to pass up and should make fantastic viewing for the audiences at home.

Ultimately, the expansion of the Hard Knocks brand in recent years to now also include In-Season and Off-Season is solely aimed at doing one thing; pulling more fans into the product and retaining their interest for a larger portion of the year. It is now no longer enough to have fan’s eyeballs on the product from the first weekend of September until the Super Bowl. The NFL wants to occupy more of the viewers’ time. By doing this, they can demonstrate the value of and interest in the NFL, and so, can justify charging the networks more and more when the TV rights deals come up again. Furthermore, now adding a third strand to the Hard Knocks brand also helps to enhance and solidify the NFL’s relationship with HBO too.

Moreover, it increases the level of access and insights that NFL fans can get as well. As I mentioned at the start of this article, that is what I like about Hard Knocks; the ability to find out more about the why and how of the game from those who make their living in the game. I’m the sort of fan who wants more of Bill Belichick talking about the history of the long snapper position and the need to carry a specialist long snapper on the 53-man roster.

On this, I personally want to see more of the play break-down and analysis of the games akin to Inside The NFL during British coverage of the NFL. Failing that, the fan-focused segments and chats with former players Cori Yarckin conducts on Channel 5’s NFL End Zone is what makes that the best NFL show on UK screens in my opinion.

Instead, the NFL has allowed its flagship coverage in this country –  the show that is on one of the main terrestrial free-to-air broadcasters, ITV’s The NFL Show , or as it probably should now be called, ‘The Osi and Jason TV Show’ – to be overtaken by the egos of its two ex-player analysts who are only trying to amuse themselves at this point rather than continuing to do the thing that brought them to the attention of NFL fans in the UK – actually providing genuinely good analysis of the week’s slate of games, meaning viewers ended the episode better-informed and more knowledgeable about the game as a whole. It frankly speaks volumes that, when ITV are showing a game live, they put Jason Bell in the commentary booth because, yes, he is actually a very good analyst and adds to Darren Fletcher’s play-by-play for the benefit of the viewers at home.

Conclusion

In terms of the level of player and staff access and insight, Hard Knocks in all its formats continues to be the best and most prominent. If it can continue to focus on this and not allow itself to succumb to the curse of ‘banter’ that is increasingly infecting more and more sports coverage, it should continue to build on its history, much like the Chicago Bears. 

Brett Walker

NFL Analyst

Having discovered the NFL in the late 90s, Brett was a Patriots fan before he’d even heard of Belichick and Brady. Based in Greater Manchester, he also writes about MLB and the NBA. Follow Brett on Twitter @BrettChatsSports.

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