Touchdown Moment

sports style

THE TERM TEAM PLAYER APPLIES ALL THE WAY AROUND, NOT JUST TO THE PLAYERS IN THE LOCKER ROOM, BUT TO EVERYONE IN THE ORGANIZATION.

TOUCHDOWN MOMENT

Pittsburgh Steelers’ Arthur J. Rooney II carries the ball for the family that changed football history. By Cally Jamis Vennare

It all began in 1933 with $2,500 and a vision.

Both the money and the magic were provided by Arthur J. Rooney, Sr., one of the great pioneers of the sports world. When “The Chief,” as he was fondly called, founded the Pittsburgh Steelers franchise on July 8, 1933, there were only four other NFL teams in existence. It was a touchdown moment in history that, 76 years later, would result in the NFL franchise to first capture

six Super Bowl titles.

From his South Side office in Pittsburgh, The Chief’s grandson and namesake, Arthur J. Rooney II, retells the now legendary story with absolute pride and just a hint of an Irish smile.

“It all started from fairly humble beginnings,” says Rooney, President of the Pittsburgh Steelers since 2003. “According to my grandfather, he never made any money his first decade in the business. When he

2 FORUM

THE ROONEY LEGACY While his grandfather was a largerthan-life, cigar-smoking Irishman, much beloved and revered by Pittsburghers even after his death in 1988, his grandson exudes a more quiet, subdued presence. He is a man committed not only to his role as president of the Pittsburgh Steelers, but also to ensuring that the legacy and standards set by his grandfather and continued by his

GETTY 1 / DONALD MIRALLE

Arthur J. Rooney II, left, with his father Dan Rooney and Pittsburgh Steelers head coach Mike Tomlin after their 2009 Super Bowl win

started the team, it was one of several sports ventures he was involved in. At the time, one of the most profitable ones was professional boxing and he was a fight promoter. It was a much bigger business than pro football in the ’30s. It’s fair to say that [boxing] probably funded the team… that was the pocket he had the money in.”

Fast forward almost eight decades and the $2,500 investment is now a multi-million dollar football enterprise. The Steelers’ third generation owner is now responsible for building the impenetrable team of coaches and players that can return him to Super Bowl glory in 2010.

father Dan (now the U.S. Ambassador to Ireland and Chairman Emeritus of the Pittsburgh Steelers) are proudly carried forth.

Yet Rooney’s original game plan varied significantly from that of his predecessors. While they both spent their careers in business, he practiced law for over 20 years. But in the late ’90s the future of Three Rivers Stadium (at that time the shared home of the Pittsburgh Pirates and the Pittsburgh Steelers) was in question. “At that point, my father had enough on his plate that he delegated the stadium issue to me. From there my involvement in the team continued to grow.”

In the end, each sports team built its own distinct stadium. Rooney was intimately involved in the creation of the Steelers’ current home, Heinz Field, which opened in 2001.

Seven years later, Heinz Field was the site of one of his most memorable career moments: the Steelers’ 2008 AFC Championship win. “For me it was a special moment because it was the first time we’d won a championship game at Heinz Field.

We couldn’t get over that hump. So when we finally did, the feeling in the stadium that night was awfully special. It was a night I will never forget because of the amount of time and energy I had put into making that building happen.”

Being exposed to mentors like Chuck Noll, Jim Bost and Joe Gordon—long-time Steelers coaches and pros—also made a significant impact. Teamwork and good character remain essential to the Steelers president at every level of his enterprise. “My grandfather and my father always believed in surrounding yourself with good people in business. [The term] team player

THE NFL, THE PITTSBURGH STEELERS AND UNITED WAY Giving back to the community has always been a Rooney family priority and a hallmark of both the NFL and Pittsburgh Steelers enterprises. One of the most visible national examples of community collaboration is the NFL and United Way Partnership. For over 35 years, the partnership has exemplified the tangible good that can come when the NFL joins forces with the world’s largest nonprofit to create real change in communities across the country.

“There is a history of connection to the United Way going back to my grandfather, and a strong corporate commitment over the years,” notes Rooney II. As Chair of United Way of Allegheny County, he has helped reshape and refocus its efforts to ensure that all dollars raised are directed to the community’s most critical needs.

“We receive so much support from the community [so] we try to be involved and be leaders in the community. We’ve been fortunate that many of our players understand the value of giving back. Charlie Batch is our best example. It’s remarkable to see and a great example not only for our players, but for our city.”

To learn more about United Way, visit www.liveunited.org.

applies all the way around, not just to the players in the locker room, but to everyone in the organization.”

THE FUTURE OF FOOTBALL There is no denying that, even after all these years, the Steelers president is still energized and excited by the game. His gestures broaden and his soft eyes get fiery when he talks about our country’s number one spectator sport.

Each successive Rooney generation has upheld its stance on the importance of the National Football

3 FORUM

League in the overall organizational strategy of the team. They staunchly believe that the Steelers, as part of the NFL, must be respectful of that partnership. “While each team handles its own business, we operate in a way where what’s good for the League has to be the priority. ” Yet he is both complimentary and cautionary. “Our main job is to ensure that the business of football does not screw up the game of football, because it has become a big business. But at its core, what makes it so very appealing is that we have a great game…and people love it and are passionate about it. And the players are passionate about it.”

What’s good for the NFL and for business must not come at the expense of that passion, emphasizes Rooney, “because that’s what is truly driving the train.”

THE LAST WORD ON STYLE Both on and off the field, Rooney exudes a subtle sophistication. His style is, by his own admission, “conservative.” Favored designers include Zegna, Hickey Freeman and Burberry. His clothier of choice?

“Larrimor’s is certainly my favorite store. I’ve shopped there for many years.”

And after 25 years of marriage, his wife Greta is still attempting to add color to his traditional palette.

“She’s not thrilled with all the blue and gray suits I have in my closet.

So once in a while she’ll go out and buy me a bright yellow blazer.” Her playful attempt to blend a conservative blazer with the more vibrant of his team’s black and gold colors does not escape him. “Well, there’s only one or two times a year I’ll wear that,” he laughs in response.

“Maybe on Easter, but who knows when else...” Keep trying Greta.