You just can't make this stuff up.

We are still more than a week away from kickoff in Super Bowl XLIV and the NFL, the institution that is the marketing envy of not just the sports business world but the business world in general has a PR nightmare on its hands.

The two week layoff between Championship Sunday and the Super Bowl is intended to have the hype of the biggest game on the biggest stage with the largest viewing audience slowly build to a crescendo and culminating with the drama of the actual game itself.

This year, instead of talking about Peyton Manning and Drew Brees, Reggie Wayne, Dallas Clark, Marquis Colston, Reggie Bush, defense, anyone or anything about defense; we find the focus of Super Bowl XLIV on anything but football.

America's Game has America's problems

The NFL who's labeled itself America's Game has now taken on America's problems. This week's media focus has been on Mr. Saint" himself, Archie Manning and the moral issue of who he should root for, Tim Tebow and his ‘right to life' TV commercial, the Pro Bowl and the joke that it has become, and now arguably (along with the ‘right to life' topic) the most controversial issue of all; the resurfacing of news that the leader of the half-time show, Peter Townshend of 'THE WHO', was on the registered sex offender list in the UK for five years.

Inflaming the sensitivity are now rumors that Townshend is furious about the resurfacing of the news and may try to take a ‘dig' those badgering him by playing ‘See Me, Feel Me'.

The band has however publicly released its set list. Reportedly they will be playing a medley of 'Baba O'Riley', 'Pinball Wizard', 'Tommy', 'Who Are You' and 'Won't Get Fooled Again.'

Florida-based "Protect Our Children" wants the NFL to reconsider letting 'THE WHO' perform, and even sent 1,500 "sex offender advisory" postcards to homes and schools, warning residents to watch out for Townshend.

Townshend was a registered sex offender in the UK for five years after his arrest for using a Web site advertising child pornography. He said he was merely doing research for an upcoming book.

He was cleared by police, but was still placed on the sex offender registry as a caution because he accessed images of child abuse.

Evin Daly, CEO of Child AbuseWatch.net, said even though he "grew up with ‘THE WHO'," he objects to Townshend's scheduled Super Bowl appearance. "The issue is that he's a former registered sex offender"... "inviting Townsend to play is a blatant disregard to the values of American families and a slap in the face to victims of child sexual abuse," said Daly.

In a Dec. 17 letter to Daly, the NFL said the league was aware of Townshend's arrest, but also noted his charity work. NFL spokesman Brian McCarthy told The Associated Press there is no question Townshend and "The Who" will perform in the halftime show at Miami‘s Sun Life Stadium.

It will be interesting to see how both the NFL and CBS choose to handle all the controversy on game day. Will the NFL attempt to stifle the public's rights of speech and not let any banners or posters into the game regarding this? Will CBS not pan the crowd at all during the game? What will the fallout be if there is a chorus of tens of thousands of ‘boos' when 'THE WHO' takes the stage?

The NFL had better hope that this is a spectacular game to give the media something besides these social issues to talk about. - Keith A. Baker

Keith is a sports agent in Stamford, Connecticut. His goal is to offer a unique insight to the world of sports. Comments in his columns are for entertainment purposes only and do not reflect the views and opinions of his firm or his client.

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