The HBO series Hard Knocks has long been a double-edged sword for NFL teams. The show offers an inside look at training camp dynamics, for the AFC North, a division that seeks no comfort, is defined by rivalries and physical football.
Last season the AFC North became the first division ever to have all four teams finish with a winning record, making it the perfect place to launch Hard Knocks. The Bengals, Browns, Ravens and Steelers were to showcase some of their greatest rivalries and the intensity of a playoff chase from the view of a competitive division. But wait a minute— Why would any team want to do this? None of the teams featured on this show have won a Super Bowl. The impact has seemingly been a “Super Bowl killer.” The Lombardi trophy is the ultimate goal of every team in the NFL.
This division thrives on secrecy and toughness; Hard Knocks threatens that. The extra media,TV cameras, increased public attention, players and coaches who are doing things for the show (aka looking for the spotlight) cues Mr. Distraction and the added pressure for players and coaches. Here is something else to think about: If an AFC North team is featured, opposing teams could gain valuable insights into playbook nuances, roster weaknesses, or locker room chemistry—all crucial elements in a division and league where every edge matters. Baltimore debuted in the first-ever Hard Knocks series, followed by Cincinnati in 2009, and Cleveland in 2018. Disadvantage goes to PITTSBURGH, as they have never been on the show.
Hard Knocks does bring opportunities. It can energize players who are under the spotlight. For example Joe Burrow when he came back from his injury, or Baltimore's attempt to defend the AFC North title, and even DeShaun Watson’s behavior off of the field. Hard Knocks was able to highlight Pittsburgh picking up Russell Wilson and Justin Fields in the offseason. We like reality shows and the drama it provides— so it makes it “must see” TV. For an AFC North team, this spotlight could boost fan engagement, and possibly attract free agents.
With all that said, the division’s hard-nosed style demands focus. The emotional toll of having cameras on and off the field could be the difference between a dub and a loss. Ultimately, while the show provides an insight into the NFL behind the scenes, its presence in the AFC North may tilt the scales. What we have is motivating force vs unwanted distraction. So who wins Hard Knocks or AFC North? Or should I say the NFL.
Written by Kevin Watson
