The Jordan Burroughs problem

Quick. Name the best wrestler on the Olympic and international scene the United States has ever produced. The name most people would name -- if, that is, they could name even one name -- would be Dan Gable, who won Olympic gold in Munich in 1972 while not giving up even a single point. The Gable legend was, over the years, further enhanced by his incredible coaching career at the University of Iowa.

There are, of course, others. Just to name a few, and the proud history of American wrestling means a list like this runs the risk of omitting many others: Lee Kemp, Dave Schultz, Steve Fraser, Bruce Baumgartner, John Smith, Cael Sanderson, Rulon Gardner, Henry Cejudo.

A few days ago, 25-year-old Jordan Burroughs won the 74-kilo/163-pound freestyle class at wrestling's world championships in Budapest, Hungary. The victory ran Burroughs' unbeaten streak to 65. The man has not lost at the senior level since he started competing internationally.

The sport of wrestling, as is widely known, got itself back into the Summer Games in 2020 and 2024 via a vote earlier this month by the International Olympic Committee's full membership in Buenos Aires. That's a big win. But, to be blunt, there's still has a long way to go. Wrestling, to sum up, has a Jordan Burroughs problem.

It's not that Jordan Burroughs himself is a problem.

Far from it.

The problem is the other way around. Who knows about Jordan Burroughs?

Now that wrestling is back in, the same energy, enthusiasm and passion that got it there has to go toward building the brand. Right now, wrestling has a window of opportunity. Burroughs is without doubt its biggest current star, particularly in the United States.

So why isn't he on SportsCenter? Leno? Letterman? Conan? The Daily Show? The Colbert Report? Making the rounds of the early-morning TV shows as well? Being offered up for bit roles in movies? For that matter, why aren't people scrambling to make documentaries about him -- or making him the centerpiece of films such as The Great Wrestling Comeback of 2013?

Wrestling is huge in Russia. Wouldn't it score political points to bring Burroughs to Sochi to have him mingle with the IOC bigwigs and maybe even Russian President Vladimir Putin himself this coming February?

Attention, Billy Baldwin. You were front and center in the months up to the IOC vote. By all accounts, you played a significant role in rallying Hollywood and even Wall Street in fund-raising drives that helped lift wrestling's profile.

Now comes Phase Two.

"The Miami Heat," Burroughs said in a phone interview, "had a 27-game winning streak. It was all on SportsCenter. It got huge press. Here I am at 65 and no one even knows.

"This is important to help the sport," he emphasized. "It is not important to me personally. It is something I wish we could do more of. It is not, let me repeat, something to me to be a self-fulfilling guy."

Burroughs is the 2012 Olympic gold medalist; the 2011 world champ; and, now, the 2013 world champion, too. He is a two-time NCAA champion, in 2009 at 157 pounds and in 2011 at 165. In 2011, he won the Hodge Trophy, wrestling's equivalent of football's Heisman.

In the final in Budapest, Burroughs defeated Iran's Ezzatollah Akbarizarinkolaei, 4-0. The victory made him the first U.S. men's freestyle wrestler to win back-to-back world titles since Smith, in 1990 and 1991. Burroughs also became only the second U.S. men's freestyle wrestler to win three straight world or Olympic titles; Smith won six straight world or Olympic titles from 1987-92.

The victory in Budapest is all the more remarkable because, as Burroughs disclosed afterward, he suffered a broken ankle training Aug. 22 in Colorado Springs, Colo.; he had surgery the next day and at the worlds still had five screws in his left ankle for stability. He guessed he was perhaps at 75 to 80 percent when he arrived in Hungary.

Burroughs is thoughtful, well-spoken, an incredible role model. He is just about to get married. He is everything USA Wrestling -- indeed, the U.S. Olympic Committee -- would want.

Even so, Jordan Burroughs could walk down most streets in the United States of America and no one would know who he is.

On most blocks they know who LeBron James is. And Peyton Manning. Switching to Olympic sports -- Michael Phelps and Apolo Ohno, too.

But not Burroughs.

That is a big problem for a sport that is -- and make no mistake about it -- still going to be fighting for its Olympic life.

As Serbia's Nenad Lalovic, the new president of FILA, the sport's international governing body, said in an interview in Buenos Aires, a couple days after the IOC vote, "This job is not finished. We are just starting."

Burroughs is a bigger star in Iran than he is in either New Jersey, where he grew up, or even Nebraska, where he went to college. This fall, Taylor Martinez, the Cornhuskers' starting quarterback, is a way bigger deal in Lincoln.

In Teheran? This past February, the U.S. team took part in a World Cup there. The just-released book "Saving Wrestling," by James V. Moffatt and Craig Sesker, is filled with inside nuggets on wrestling's path back to 2020. As the book recounts, in Teheran, after he won, Burroughs had to be pushed through the crowd by U.S. assistant coach Bill Zadick to get to the team bus.

Mind you, this was a crowd of bearded Iranian men seeking photos or an autograph from an American wrestler. The two countries' political leaders -- until President Obama's telephone call last week to Iranian President Hassan Rouhani -- have had no high-level contact since 1979.

Burroughs says in the book, "I received more attention there than I receive on my home soil. It was kind of like being Justin Bieber with all the attention that I was getting. It was nuts."

The competition in Iran took place just days after the IOC's policy-making executive board move to boot wrestling out of the Games.

As the saying goes, sometimes a crisis presents unexpected opportunity.

In wrestling's sake, the sport effected in seven months the sorts of changes -- political, governance, rules -- that would otherwise have taken 15 or 20 years. Or maybe longer.

"This is the best thing that ever happened to wrestling," said Jim Scherr, the former USOC chief executive who played a key role in presenting FILA's winning case to the IOC.

Among the changes were the development of women's and athletes' commissions. FILA didn't have such boards. So simple. One of the members of the new athletes' commission is American Jake Herbert, a 2012 Olympian. He called it a "step in the right direction," adding, "They are getting there."

This is the thing, though -- they are not there yet.

The sport essentially faces two big-picture challenges, all of which is clear from reading the IOC materials that led to the executive board action in the first instance:

One, it needs to do a much better job of promoting itself at the high end, meaning the creation and promotion of a brand and image for the sport and its athletes.

Two, at the grass-roots and club levels it needs to attract way more kids and young people -- boys and, in particular, girls -- and make the sport more friendly to them and their parents.

Bill Scherr is Jim's twin brother. Bill is chairman of what was called the Committee for the Preservation of Olympic Wrestling, and said, "All sports federations have their problems and issues. 2024 is 11 years away." Referring to FILA, he added immediately, "We face elimination again. I would think they would be motivated to make the changes necessary."

This all leads back to Jordan Burroughs.

It's not complicated. All sports thrive on stars.

When he gets back from his honeymoon, you'd like to think there would be some really smart people waiting to talk to him. With real money for a PR campaign, or two, for the sport, built around this All-American guy.

"What wrestling has done," Burroughs said, "is put itself back in the spotlight." In Rio de Janeiro, at the 2016 Games, "We are going to be one of the 'it' sports -- people are going to be watching, asking, 'Let's see why this sport deserves to be in the Olympic Games.' People are going to be paying attention.

"I think," he said, "we have all the tools."

IOC throws wrestling to the mat

In Sydney in 2000, who can forget Rulon Gardner beating the Russian man-mountain, Alexander Karelin, for gold? Or in Beijing in 2008, the brilliance of Henry Cejudo, who came from the humblest of beginnings to claim gold?

Or last summer in London, the awesome ferocity of Jordan Burroughs? He had said beforehand that nothing was going to get in his way of his gold medal, and nothing did.

Wrestling has offered up so many compelling gold-medal memories  at the Olympics, in particular for the U.S. team.

And that's very likely what they'll be going forward: memories.

The International Olympic Committee's policy-making executive board, in what some viewed as a surprise, moved Tuesday to cut wrestling from the 2020 Summer Games as part of a wide-ranging review of all the sports on the program.

It's a surprise only to those who don't understand the way the IOC works.

"This is a process of renewing and renovating the program for the Olympics," the IOC spokesman, Mark Adams, said at a news conference. "In the view of the executive board, this was the best program for the Olympic Games in 2020. It's not a case of what's wrong with wrestling. It's what's right with the 25 core sports."

Adams, as ever, is being diplomatic.

In fact, it's totally what's wrong with wrestling, and in particular its international governing body, which goes by the acronym FILA. Otherwise, the sport wouldn't have been cut. That's just common sense.

The IOC move came as part of a mandate to cut one sport to get to a "core" program of 25 sports. One sport of the 26 from London last summer had to go. Those were the rules.

Two sports were most at risk, as everyone inside IOC circles has known for weeks: modern pentathlon and wrestling.

All the sports on the program were subjected to a questionnaire from the IOC program commission purporting to analyze 39 different factors: TV ratings, ticket sales, a sport's anti-doping policies, gender issues, global participation and more.

The questionnaire did not include official rankings. It did not include recommendations.

Even so, it was abundantly clear that pentathlon was No. 1 on the hit list and wrestling No. 2.

Why?

Pentathlon has been at risk ever since the IOC's Mexico City session in 2002. The sport involves five different disciplines -- fencing, horseback riding, shooting, swimming and running -- and, obviously, there just aren't that many people in any country who do that. But it traces itself back to the founder of the modern Games, the French Baron Pierre de Coubertin, and has waged a clever political campaign, instituting just enough modern touches, like the use of laser pistols instead of real guns, for instance.

Wrestling brought women into its sport at the Athens Games in 2004. It also has reconfigured some weight classes. But aside from those developments, it was pretty much the same as it ever had been -- pretty much the same as it had been in the ancient Games in Greece way back when. Ticket sales in London lagged, when virtually every other sport was a sell-out, a clear sign something was amiss.

Thus, heading into Tuesday's board meeting, the decision would be -- as usual -- subject to politics, conflict of interest, emotion and sentiment.

This is the way the IOC works. It may or may not make sense to outsiders that, for instance, Juan Antonio Samaranch Jr., a first vice president of the modern pentathlon union, sits on the executive board while the fate of modern pentathlon is being decided.

But this is the way it is.

The IOC voted Tuesday by secret ballot. We will never know whether Samaranch Jr. voted. Frankly, it doesn't matter.

What matters is that he is matters. The proof of that is his eminently convincing win last summer at the IOC session in London when he was elected to the board.

As an aside, it's early in the race for the 2020 Summer Games -- the vote won't be until September -- but Tuesday might be an intriguing indicator.  Madrid is, of course, one of the three cities in the race, along with Tokyo and Istanbul, and Samaranch Jr. is a key player for Madrid.

And pentathlon. And pentathlon surely proved to have political influence within the IOC.

The pentathlon World Cup next week in Palm Springs, Calif. -- featuring five Olympic medalists from London, including both the men's and women's gold medalists, now promises to be a celebration -- not a dirge.

"We are very open but we know where we have to go together," Klaus Schormann, the president of the modern pentathlon federation, said in a telephone interview from Germany.

Taekwondo -- seemingly forever battling for its place on the program -- also showed political smarts. A few days ago, IOC president Jacques Rogge traveled to Korea, where taekwondo was developed. Though the sport's medals were spread among a number of nations at the London Games, it still carries enormous prestige in Seoul, and when IOC president Jacques Rogge held a personal meeting with South Korea president-elect Park Geun Hye, what was one of the things she told him: keep taekwondo in the Games, please.

What was FILA's political strategy? Nothing, apparently.

Who was advocating inside the IOC board for wrestling? No one, seemingly -- of all the biggest wrestling countries, none have seats on the IOC board.

A belated, after-the-vote statement on the FILA website declared that it was "greatly astonished" by the IOC action and would take "all necessary measures" to try to get back on the program.

"Greatly astonished"? Like gambling in the movie, "Casablanca." Shocking, just shocking.

At the top of the FILA website -- it's Feb. 13, mind you -- the page greets you with "Season's Greetings!" and best wishes for a "peaceful and successful New Year 2013!" This is an international federation that just isn't up to speed.

The way this works now is that wrestling will join seven other sports -- the likes of wushu, squash, baseball and softball -- in trying to get onto the program for 2020.

Bluntly, the IOC move Tuesday probably signals the end for baseball and softball, which are trying to get back on as one entity, not two.

If the IOC is going to let any one sport back on, it might -- stress, might -- be wrestling. "I would have to think the IOC made an uninformed decision," Jim Scherr, the former USOC chief executive officer and Olympic wrestler (fifth place at the 1988 Seoul Games), said Tuesday, urging reconsideration.

The current USOC chief executive, Scott Blackmun, said in a statement: "We knew that today would be a tough day for American athletes competing in whatever sport was identified by the IOC Executive Board.

"Given the history and tradition of wrestling, and its popularity and universality, we were surprised when the decision was announced. It is important to remember that today's action is a recommendation, and we hope that there will be a meaningful opportunity to discuss the important role that wrestling plays in the sports landscape both in the United States and around the world. In the meantime, we will fully support USA Wrestling and its athletes."

To get back on the program now, though, the fact is wrestling faces considerable odds. This, too, is the way the IOC works.

Jake Herbert: confidence guy

Northwestern plays Nebraska Saturday in college football, the Wildcats' first foray to Lincoln since the Cornhuskers were admitted to the Big Ten. The oddsmakers in Vegas have made Northwestern a decided underdog. "Northwestern by 50. Feeling confident," said Jake Herbert, who graduated from Northwestern two years ago after winning two NCAA wrestling championships and the 2009 Hodge Trophy, given to the nation's outstanding collegiate wrestler. In the NFL, the Baltimore Ravens travel Sunday to Pittsburgh to play the Steelers. Herbert grew up in North Allegheny, Pa. "You ask me how bad the Steelers are going to beat the Ravens? By 110."

"I ooze confidence," Herbert said, and this a couple days after winning gold in the 84 kilogram, or 185-pound, freestyle weight class at the Pan American Games.

All athletes have to be confident. Jake has to be super-confident. He is, without being ugly about it.

"Anything less than Olympic gold in my mind is failure," he said. "I'm not training for bronze. I'm not training just to be in the Olympics. I'm not training for anything less.

"If there's a little bit of doubt in your mind, that can be exploited. I'm there 100 percent to be getting the gold medal. I'm there to take it."

Here's why Jake has to have unshakeable belief in himself and what he's doing:

Among others, Cael Sanderson is in his weight class.

Sanderson is the 2004 Olympic gold medalist. He is now coach at Penn State. He is the only undefeated four-time NCAA champion, compiling a record of 159-0 at Iowa State, so good he made the cover of a Wheaties box. He won the Hodge Trophy not just once but three times.

There are all kinds of hints that Sanderson is making a 2012 comeback.

It can't be certain that Sanderson is, in fact, coming back.

But Herbert, like everyone, has to gear up as it if that's the case. "I'm preparing like he's going to be there," Jake said.

American Olympic wrestling history is marked by a succession of dramatic episodes in which challengers have had to beat the best to be the best.

Going all the way back to the 1984 U.S. Trials, Dave Schultz had to beat three-time world champion Lee Kemp just to make the American team. He did, and went on to win Olympic gold.

In 1988, the tables were turned: Kenny Monday had to beat Schultz to make the U.S. team. Monday won, and then won Olympic gold in Seoul.

Also in 1988, John Smith had to beat 1984 Olympic champ Randy Lewis to make the team. Smith did, and won Olympic gold.

More recently, at the 2008 Trials, Henry Cejudo had to defeat Stephen Abas, the 2004 silver medalist, to make the team. Cejudo did, and won Olympic gold.

Jake knows all these stories, rattling them off in a phone call. "Why should it be any different for me?" he asked rhetorically, adding, "If I can beat Sanderson, I can beat anybody in the world, and I can win the Olympics."

Since graduating from Northwestern, Jake has bulked up to about 200 pounds. He makes weight pretty easily -- wrestlers drop a lot of water weight in a remarkably quick amount of time without losing strength -- and said, "I'm a 200-pound man wrestling 185. That strength showed off in the Pan Ams. It's great to feel stronger, tougher, better than your opponents."

Perhaps just as important, "Mentally, I'm right there."

Jake has recent wins over, among others, Sharif Sharifov of Azerbaijan and Mihail Ganev of Bulgaria.

Sharifov won the 2011 world gold medal. At those 2011 worlds, Sharifov defeated Sanderson.

Ganev is the 2010 world champ.

With his coach, Sean Bormet, Jake is now training in Ann Arbor. "This is the real stuff," he said. "It's physical chess. Position is always going to beat strength."

There's only one downside, for a Northwestern guy, to being in Ann Arbor: "It's not just the college kids. It's 60-year-old men and 3-year-old kids. They're all wearing maize-and-blue."

There's only one antidote, he said: "I wear my Wildcat gear."

Jake added, "My job now is -- I have to put together the two best tournaments of my life. The Trials -- go out there and make the team. Then -- go out there and make the Olympics."