ESPN NFL

The protocol becomes the same for nearly every freshly minted NFL draft choice, from first-round quarterbacks to seventh-round punters.

Not long after their selections, their new employers will connect them to local NFL reporters via conference call.

A surprise awaited the Arizona Cardinals after the team made Notre Dame receiver Michael Floyd the 13th overall choice in the 2012 draft.

Floyd's college coach, Brian Kelly, made an unsolicited call to the Cardinals, availing himself to media questions regarding his former player.

Kelly has vouched for other players, including Minnesota Vikings first-round pick Harrison Smith. A college head coach certainly has a recruiting interest in getting his name out there in association with prominent draft choices.

But in publicly testifying for Floyd, whose draft file includes three three alcohol-related incidents and a resulting team suspension, Kelly extended himself to an extent that wasn't necessary. It was a notable early marker for the Cardinals, who have never drafted a player with such significant baggage since Ken Whisenhunt arrived as head coach in 2007.

Floyd could not have scripted Kelly's testimonial more favorably:

• On Floyd in general: "Well, a kid who got his degree in three-and-a-half years from Notre Dame. Probably in my 23 years now as a head coach, the best practice player that I've ever had. He just has a passion and a love for the football."
• On Floyd as a teammate: "Whether he is getting the football or not, he is a guy who has never complained. He certainly always wants the ball in critical situations. He has never been a diva, if you will, in terms of not getting his catches. If we're successful and we're making plays, he's on the other end making blocks. That's why it was such a pleasure to coach the kid."
• On what changed in Floyd following a suspension: "To have an opportunity to come back and play at Notre Dame and get a degree and be successful in the NFL, he had to make some choices. And he made some great choices. Now, you've got a young man who had been through some adversity, has handled it, has been humbled because of it and the best is in front of him now."

Authorities cited Floyd for underage drinking in 2009 and 2010. A DUI conviction last year made for three alcohol-related incidents in three years, raising obvious questions about judgment and the potential for a more serious problem.

College programs can become enablers for troubled star athletes. Handing millions to those troubled athletes usually doesn't help.

Those are generalities. Floyd's situation stands on its own. Whether he has a problem or carries a heightened risk cannot be known for certain.

The Cardinals' decision to draft Floyd was an organizational one, with team owner Michael Bidwill, a former federal prosecutor, participating directly in the vetting process.

Coach Ken Whisenhunt said the team asked tough questions, thought Floyd provided honest answers and felt Floyd made a positive statement by returning to Notre Dame for his senior season amid quarterback uncertainty that could have hurt Floyd's status.

"I just basically told them it was a bad decision," Floyd told reporters following his selection. "I learned from it and I moved on. I know I can't be like every other college student, just doing what a college student does, because the spotlight is on me. They wanted to see if I had improvements since that time, and I have."

There is less uncertainty over the Cardinals' on-field plans for Floyd. They anticipate him becoming their flanker opposite split end Larry Fitzgerald, who had been the most recent first-round wideout chosen by Arizona. With Floyd projecting as a starter, Andre Roberts becomes a candidate for additional playing time from the slot, where Early Doucet was already a factor for the team.

Fitzgerald and Floyd present matchup problems with their size alone. Both are nearly 6-foot-3. Floyd weighed 220 pounds at the scouting combine. Fitzgerald weighed 225 upon entering the league in 2004. He has preferred playing at a lighter weight recently.

Size matters for receivers in the NFC West, a division featuring punishing safeties and Pro Bowl credentials in the secondary. Kam Chancellor, Earl Thomas, Brandon Browner, Richard Sherman, Adrian Wilson, Patrick Peterson, Carlos Rogers, Dashon Goldson, Donte Whitner, Cortland Finnegan and Quintin Mikell come to mind immediately.

"You could consider Mike to be still a raw receiver in that he can get better in all the technical elements in route running and things of that nature," Kelly said of Floyd. "He is certainly a guy that attacks the football and attacks defenders and blocking -- he is an outstanding blocker."

Any rookie open to input from veteran players stands to benefit from joining a team with strong leadership at the player's position. Fitzgerald sets an impeccable standard for the Cardinals' receivers and the team in general. From that standpoint, Floyd couldn't have found a better working environment.

The Seattle Seahawks owned the NFC West for years because their owner, Paul Allen, was so clearly superior to his peers in the division.

It was Allen who pushed through a stadium referendum precipitating his purchase of the team in the late 1990s. It was Allen's ownership that enabled the team to hire Mike Holmgren in 1999, another watershed moment for the franchise.

Those two owner-driven events set up the team for seven division titles during a 12-year period, including five in a row beginning in 2003.

Visions of Allen's Seahawks squirming while Peyton Manning visited the Arizona Cardinals over the weekend might not mean much if Manning signs outside the NFC West or agrees to visit Seattle after all. But with Arizona holding a clear edge over the Seahawks at this point in the process, the shrinking ownership gap in the division is worth our attention.

Allen hasn't necessarily slipped even though his fortune, once estimated to exceed $30 billion, has reportedly shrunk to less than half that amount. He remains the wealthiest NFL owner by a wide margin. He helped finance a state-of-the-art waterfront facility that opened in 2008. He gives football decision makers wide latitude and ample resources.

But with the Cardinals' Michael Bidwill and the San Francisco 49ers' Jed York securing new stadiums and winning division titles recently, the Seahawks' competitors have gained ground. Stan Kroenke's ascent in St. Louis has brightened the Rams' outlook as well.

For Arizona, getting Manning to visit was nice. Getting him to sign with the team would more emphatically validate the the Cardinals' progress as an organization.

Bidwill, like York, has a familial reputation to live down.

"(Bidwill) is hugely aware of our fan base and how his dad is viewed," a team source told ESPN's Chris Mortensen and Adam Schefter over the weekend. "He came to work with this team to get the stadium built. It took him a long time to get that done, but he did. He is a driven young owner that wants to totally change this franchise's image."

Winning back-to-back division titles while making a Super Bowl appearance affirmed Bidwill's long-held stance that stadium revenue would change how the team could operate. But the Cardinals' 13-19 record over the past two seasons has lent credence to the idea that the team basically lucked into Kurt Warner's career revival.

Beating out John Elway and others for Manning would be another game-changer, comparable to the day Seattle landed Holmgren and, to an extent, when the 49ers secured Jim Harbaugh. Holmgren and Harbaugh were the hottest coaching candidates at the time. Manning, though coming off neck surgeries that might still threaten his career, outranks both in NFL history.

The Cardinals need him. They bet big on Kevin Kolb last offseason, and are running a fat deficit on the investment, with few promising signs. John Clayton's recent report about the team losing confidence in Kolb sounded ominous. Coach Ken Whisenhunt might still need to win the bet on Kolb, but the cost of losing it would disappear if Manning signed with the team.

Finding a quarterback requires taking chances. Manning would be the safest bet in NFL history without the neck surgeries. He still appears to be a safer gamble than putting down another $7 million to continue the relationship with Kolb, a payment that comes due at week's end. Paying Kolb in the absence of Manning would not necessarily prevent John Skelton from winning the starting job.

A year ago, the Kolb experiment gave the Cardinals an opportunity to find out whether Whisenhunt could identify and develop quarterbacks. To what degree had he shaped Ben Roethlisberger in Pittsburgh and, later, Warner in Arizona? That question becomes far less relevant if the Cardinals can close a deal with Manning.

Bidwill's father made a run at Joe Montana in 1993. This time, the Cardinals appear to have a legitimate chance. Times have changed, but by how much? Manning's decision will provide one measure.

With the offseason in full swing, let’s take a look at one major question facing each NFC West team upon beginning preparations for the 2012 season:

ARIZONA CARDINALS

Why so much hedging over the quarterbacks?

Team president Michael Bidwill and general manager Rod Graves are both on record as hedging their bets about Kevin Kolb returning for a second season with the team. Coach Ken Whisenhunt has recently made it clear the team would not make Kolb its outright starter for 2012, instead forcing him to compete with John Skelton.

The money Kolb would earn if he did return will guarantee him riches, but not a starting job.

The approach is vintage Whisenhunt. Now entering his sixth season with the team, Whisenhunt has remained consistently averse to anointing starters. The approach reflects his own NFL playing career. Whisenhunt stuck with Atlanta as a 12th-round draft choice in 1985, starting 43 of the 74 games he played over seven seasons. Nothing was handed to him and nothing will be handed to his players now.

The Cardinals' relatively noncommittal approach with Kolb has left the impression Arizona could go after Peyton Manning. That could be a difficult decision to make strategically, however, because Manning might need time to get healthy. Letting Kolb hit the market without knowing whether Manning could hold up would leave the Cardinals with Skelton as their fallback option.

ST. LOUIS RAMS

How can the Rams help themselves in free agency?

This is a tough one. Very few of the Rams' own free agents qualify as players the team must re-sign.

Receiver Brandon Lloyd is arguably the only clear starting-caliber player on the list. He is 30 years old and, by all accounts, hoping to catch on with Josh McDaniels in New England.

Teams with new coaching staffs often sign players with connections to various assistants. The Rams could follow that path.

Defensive coordinator Gregg Williams was in New Orleans, where cornerback Tracy Porter might be the most impressive defensive player scheduled to hit free agency.

Coach Jeff Fisher was with Tennessee when another potential free-agent corner, Cortland Finnegan, was building his reputation as one of the NFL's most hard-nosed defensive backs.

Offensive coordinator Brian Schottenheimer was with the New York Jets, but their list of offensive free agents features older players such as Mark Brunell, LaDainian Tomlinson and Plaxico Burress.

New general manager Les Snead has ties to the Atlanta Falcons' free agents, including 35-year-old center Todd McClure and 35-year-old outside linebacker Mike Peterson. Linebacker Curtis Lofton is only 25 and a productive player, but he has played the one linebacker position where the Rams are set, in the middle. Cornerback Brent Grimes is 28 and has a Pro Bowl on his résumé, giving the Rams a connection to another established corner.

SAN FRANCISCO 49ERS

How much better can Alex Smith become?

The 49ers plan to re-sign Smith after the veteran quarterback finished the 2011 season with 17 touchdown passes, five interceptions, a career-best 90.7 NFL passer rating and a signature playoff victory over New Orleans.

It's easy to forget that rules governing free agents prevented Smith from participating in formal 49ers practices until Aug. 4, only five weeks before the regular-season opener. Smith nonetheless appeared in tune with new coach Jim Harbaugh and new coordinator Greg Roman. He did take too many sacks and, until the team's divisional playoff victory over New Orleans, became best known for avoiding turnovers.

Smith did seem to progress as the season went along. It'll be tough for him to match or improve upon his TD-to-INT ratio. Opponents will be better equipped to counter scheme advantages the 49ers enjoyed with a new staff fresh from the college ranks. Durability will be another concern if Smith takes another 44 sacks.

But logic also suggests Smith can continue to grow within the 49ers' offense. He proved skeptics wrong last season and appears positioned to do so again.

SEATTLE SEAHAWKS

What is the holdup with Marshawn Lynch's new contract?

Yes, the Seahawks want to bring back Lynch. His physical running style gives them an edge Seattle cannot realistically get from another back in 2012.

There have been no hard reasons to get a deal done quickly, however. Seattle can name Lynch its franchise player, an appealing alternative for teams wary of how long running backs will hold up physically. Lynch has until March 13 before becoming a free agent for the first time in his career. His next long-term deal could be his final one. He'll want to get more than what Seattle would pay him in guaranteed money as a franchise player over the next couple seasons.

Lynch is 25 years old and has 1,280 career touches. Steven Jackson (2,507), Frank Gore (1,940) and Maurice Jones-Drew (1,762) are among the prominent backs with considerably more touches. Seattle should be able to get three more productive seasons from Lynch, enough to justify doing a multiyear deal with him.

But the franchise tag provides a tantalizing fallback.

Connecting the dots became much easier Wednesday when the Arizona Cardinals announced Frank Reich's hiring to coach their wide receivers.

Reich coached quarterbacks and later wide receivers for the Indianapolis Colts in recent seasons, giving the Cardinals a direct link to Peyton Manning should Manning hit the market this offseason, as expected. Multiple reports have listed the Cardinals among teams likely to pursue the Colts' longtime quarterback.

The Cardinals had an opening for a quarterbacks coach, but they moved receivers coach John McNulty into that role, replacing Chris Miller, who was fired. Reich replaces McNulty.

Reich, a former NFL quarterback best known for leading Buffalo's historic playoff comeback against the Houston Oilers, made his NFL coaching debut as a Colts offensive assistant in 2008. He became their quarterbacks coach in 2009, then moved to coach receivers this past season.

The Cardinals previously prevented McNulty from interviewing to become offensive coordinator with Tampa Bay. Moving him to quarterbacks coach allowed them to address McNulty's contract, which likely resulted in a pay raise. Team president Michael Bidwill discussed that expected move during Super Bowl week. Bidwill also affirmed the team's intention to pay a $7 million bonus to incumbent quarterback Kevin Kolb, but his wording left open the possibility things could change. Bidwill cited rules against tampering in discussing Manning specifically.

On Kolb and the bonus, he said this: "You sort of cross bridges as you get there, you know, but I wouldn't say we are going to deviate from the plan at this stage."

Hiring Reich only strengthens perceptions the Cardinals will pursue Manning if given the chance. Lots of other teams will likely have interest as well. Whatever edge Reich might offer will belong to the Cardinals.

INDIANAPOLIS -- Arizona Cardinals president Michael Bidwill, speaking at the Super Bowl's Radio Row, pointed to improved quarterback play as the team's No. 1 priority for 2012.

Bidwill would not comment on reports suggesting Arizona would have interest in Peyton Manning, citing tampering rules against discussing players under contract to other teams. Bidwill also took care when discussing incumbent Cardinals quarterback Kevin Kolb, inserting qualifiers when saying the team plans to pay a $7 million bonus March 17.

"You sort of cross bridges as you get there, you know, but I wouldn't say we are going to deviate from the plan at this stage," Bidwill said.

Kolb would become a free agent if the Cardinals did not pay the bonus. The Colts have until March 8 to pay a $28 million bonus to Manning. Many other issues remain unresolved, including the most basic ones: whether Manning will be available at all, whether he'll be healthy enough to play, whether he would want to sign with Arizona, whether the Cardinals would pursue him and whether they would meet his demands.

Whatever the Cardinals do at quarterback, assistant coach John McNulty appears likely to play a more prominent role in overseeing the position. The team recently blocked the Tampa Bay Buccaneers from pursuing McNulty for their job as offensive coordinator. That could result in additional responsibilities -- and pay -- for McNulty in Arizona. That could diffuse hard feelings.

"We're in discussions to move him over to quarterbacks coach and that will give us an opportunity to address some things with him," Bidwill said. "I don't want to speak for John, but I think we'll be OK."

If McNulty becomes quarterbacks coach, the team will have a vacancy for a receivers coach.

"It was universal that we were going to be a better team with John McNulty with us rather than not with us," Bidwill said in explaining why he prevented the Bucs from pursuing McNulty, "and we needed to make the best decision for the team."

» NFC Stock Watch: East | West | North | South » AFC: East | West | North | South

FALLING

1. Mike Sims-Walker, ex-Rams WR: That did not take long. Sims-Walker went from key free-agent addition to dropping three passes against Washington to being named inactive to being released in a short period of time. Perhaps now we know why the Jacksonville Jaguars decided against bringing back Sims-Walker even though they lacked proven players at the position. Sims-Walker was the logical Rams receiver to go once the team acquired Brandon Lloyd from Denver. The team expects to welcome back veteran Mark Clayton from the physically unable to perform list at some point, too.

2. Lockout grace periods: It's tough for the San Francisco 49ers' division rivals -- and other teams -- to complain too loudly about the lockout setting them back. The 49ers have gotten to 5-1 despite changing over just about all of their coaching staff and installing new schemes. As Arizona Cardinals president Michael Bidwill said following his team's 1-4 start, "A lot of guys are making mistakes. Can you say, 'Well, gee, that is lack of offseason?' We're now into October. We now should be able to clean up those things. These are professional athletes and they have to rise to the occasion. And none of the other 31 teams had an offseason, either. We shouldn't be at that much of a disadvantage where we've only won one game."

3. Shawntae Spencer, 49ers CB: Spencer was a starter last season and arguably the best cornerback on the team. He's not getting on the field at this point because Carlos Rogers, Tarell Brown and rookie Chris Culliver are ahead of him on the depth chart. The 49ers did a good job addressing the position in the offseason. Had they stood pat, Spencer would probably be starting. Injuries have also set back Spencer this season.

RISING

1. Aldon Smith, 49ers OLB: The player San Francisco drafted in the first round is quickly becoming a candidate for defensive rookie of the year, along with Ryan Kerrigan of the Washington Redskins. Smith has 5.5 sacks over the 49ers' last three games. He is playing well and benefiting from the talent around him. Opposing offenses must funnel additional resources toward defensive end Justin Smith in particular.

2. Vic Fangio, 49ers defensive coordinator. The 49ers' defensive performance on the road against the Detroit Lions was mostly dominant. The defense provided a safety and held the Lions to two third-down conversions in 15 opportunities. Fangio and the personnel department deserve much credit for putting together the right mix of players on defense. Drafting Smith seventh overall and Culliver in the third round helped the defense right away. Other moves that have worked out well: adding Rogers to replace Nate Clements, moving NaVorro Bowman into the lineup at the expense of Takeo Spikes, signing and moving into the lineup Ray McDonald and remaking the safety position without losing Dashon Goldson. The 49ers took some heat for not signing Nnamdi Asomugha, but no one is complaining now.

3. Delanie Walker, 49ers TE: Walker now has touchdown receptions in consecutive games. He has three for the season after catching none since 2008. Years ago, when Trent Dilfer was still playing for the 49ers, I remember him saying Walker was one of the most talented players on the team. Year after year, Walker seemed on the verge of becoming a bigger factor, but it would never happen to the extent anticipated. It's looking like the new coaching staff is finding ways to get more key plays from Walker. His game-winning touchdown reception in the final minutes Sunday stands as a career highlight, but perhaps not for long.

One day after Arizona Cardinals president Michael Bidwill gave his assessment of the team, former quarterback Kurt Warner weighed in Thursday with Arizona Sports 620 radio.

Warner's basic take: The Cardinals are lacking in the playmaking department. He's right. Injuries and personnel changes have hurt Arizona in an area where the team was once quite strong, the ability to score touchdowns from just about anywhere on the field.

A hand injury and new rules governing kickoffs have largely silenced LaRod Stephens-Howling. Kerry Rhodes, who scored twice on returns last season, wasn't making plays before suffering a foot injury that will sideline him at least a month. Adrian Wilson has let a couple chances at interceptions get past him. Linebacker Daryl Washington, who scored on a return last season, has battled a calf injury.

Two other big-play threats in the past, Dominique Rodgers-Cromartie and Steve Breaston, are gone. Others, such as Anquan Boldin and Antrel Rolle, are long gone. Andre Roberts, who flashed big-play ability last season, hasn't factored at all this season.

When new quarterback Kevin Kolb missed wide-open tight end Rob Housler for what should have been a touchdown at Minnesota in Week 5, the Cardinals had found a signature play for their dearth of playmaking during a 1-4 start.

"I've watched every play of every game and there are plays out there to be made that are not being made," Warner said. "Flat out, there are guys wide open. Last week, I know Kevin would love to have the one back down the middle of the field that he just overthrew. Just a little more touch on the football, that is a touchdown. It can change the complexion of the game."

Warner rode to coach Ken Whisenhunt's defense, blaming players for failing to capitalize on opportunities. His comment regarding the play Kolb missed wasn't part of a broader criticism of the quarterback. Warner did say he thought Kolb wasn't yet comfortable enough in the offense to trust his options and stay in the pocket longer. That will presumably change over time.

"What is going to define this team is, down the road, when they feel comfortable, are they going to make those plays then that they are not making now?" Warner said.

Asked about Kolb's comments regarding players' approach to their jobs, Warner said teams around the league experience the same issues. The winning culture Arizona established in its locker room a few years ago doesn't necessarily carry over given all the personnel changes.

This team must find its own way.

Eleven thoughts after Arizona Cardinals president Michael Bidwill and Pro Bowl receiver Larry Fitzgerald announced a new eight-year contract agreement for Fitzgerald:

[+] Enlarge
Mark J. Rebilas/US PresswireThe eight-year contract signed by Cardinals receiver Larry Fitzgerald was a commitment made most significantly at the ownership level.
• Watershed moment: Fitzgerald's signing was a referendum on how the Cardinals are doing business. Not how they have done business in the past, but how they are doing business right now. The team made a statement by spending big for quarterback Kevin Kolb and a long list of free agents this offseason. If anything, the Cardinals have erred on the side of overpaying this offseason. I doubt Fitzgerald would have re-signed at this stage in the absence of those moves.
• A Bidwill production: Bidwill's profile has risen in recent years as he has taken more day-to-day control of the organization from his father. It was appropriate for him to be the one sitting alongside Fitzgerald at the news conference. This news conference was more about business than football. Everyone knows what the Cardinals' football people think of Fitzgerald. But when an organization commits as much as $120 million toward one of the most beloved players in franchise history, the commitment is made most significantly at the ownership level.
• Eight years is a long time: The Cardinals surely paid a premium to re-sign Fitzgerald before his contract expired and before he reached the market in the absence of any team option to trade him or name him its franchise player. Fitzgerald gave up something, as well. Signing for eight years prevents him reaching the market as the NFL negotiates new, potentially more lucrative TV contracts over the next several seasons. Those contracts will affect revenues and, by extension, player salary allotments.
• Incentives could be a factor: The fine print on Fitzgerald's new deal remains difficult to verify until the deal is on file with the league and NFL Players Association, at which point details figure to filter out. Initial reports suggest roughly $50 million of the $120 million comes with some measure of guarantee. I wonder to what degree incentives might influence how much Fitzgerald receives later in the deal. Did the Cardinals secure protections in case Fitzgerald's production declines significantly?
• Lawrence mention: Fitzgerald credited various people inside and outside the organization for helping get this deal done. Paul Lawrence was one of the people Fitzgerald mentioned by name. Lawrence, one of his agents, died unexpectedly while playing basketball back in February. He was close to Fitzgerald and Cardinals teammate Adrian Wilson, among others. "I just feel like the work that was put in behind the scenes was tireless, and I am appreciative of that," Fitzgerald said.
• Good news was welcome: The Fitzgerald contract agreement gave the Cardinals a welcome bounce after the team lost rookie running back Ryan Williams to a season-ending knee injury during its preseason game against Green Bay.
• New WR pecking order: Carolina's Steve Smith had been the NFL's highest-paid wide receiver by average per year. The deal he signed in 2007 averaged $10.9 million per year. Fitzgerald's previous deal averaged $10 million while allowing him to hit free agency earlier. Calculating averages for extensions can be trickier than doing so for new contracts. It's also tough to know for sure how much any player will wind up receiving; backloaded deals produce misleading averages because teams can release players without paying future salaries. It's possible Fitzgerald's average will exceed $15 million by some measures.
• Heavy lifting finished: The Cardinals have no more high-profile contracts requiring immediate attention. Their quarterback and star receiver are under contract for years to come. Their head coach and general manager are signed through 2013. By my count, 38 of the 89 players under contract have deals expiring after the 2011 season. The team holds rights to quite a few of them beyond 2011. Jay Feely and Deuce Lutui head a modest list of players scheduled to become unrestricted free agents.
• Boldin retrospective: The Cardinals traded longtime receiver Anquan Boldin last offseason in part because Boldin wasn't happy with his contract situation relative to the market Fitzgerald had set with his previous deal. Imagine how Boldin would have felt if the Cardinals had done this $120 million deal with Fitzgerald before they traded him.
• Whether Arizona overpaid: The price for Fitzgerald was only going up as his contract neared its completion. Arizona paid a premium, as noted. In general, it's OK to overpay for quarterbacks. I'd create another category for "franchise icons who remain in their primes" because losing Fitzgerald would have set back the organization significantly. The Cardinals had to re-sign Fitzgerald. They knew it. Fitzgerald knew it. What's a few million dollars extra among friends? Letting this situation drag into the season would have complicated efforts to get a deal done.
• It's about the money, sort of: Fitzgerald had plenty of money before signing this contract. For players in Fitzgerald's situation, it's often less about the money than it is about what the money represents. Making Fitzgerald the highest-paid wide receiver by a wide margin told Fitzgerald all he needed to know about where he stood in the organization's mind. Think back to Kurt Warner's situation a couple of years ago. The Cardinals wound up paying him handsomely, but they weren't willing to overpay for him. Warner took a somewhat undignified trip to San Francisco, visiting with 49ers brass in an effort to leverage a better deal. He wound up re-signing with the team, but I wonder, in retrospect, if he might have hung around for the final year of his deal if the Cardinals had made a stronger statement to him with a deal even more lucrative. It's a debatable point, but one worth considering, at least.

That's all for now. I'm boarding a flight from St. Louis to Seattle in a few hours and will likely check in from 30,000 feet, wireless permitting.

FLAGSTAFF, Ariz. -- The fans chanting Larry Fitzgerald's name as he approached on a Segway following practice Wednesday are not alone in their love for the Arizona Cardinals' receiver.

Team management might as well join in the chanting. President Michael Bidwill and general manager Rod Graves are not quite begging the Pro Bowl receiver to extend his contract beyond the 2011 season, but they're openly hoping. The ground beneath their feet appears more solid after Arizona moved aggressively in free agency and the trade market.

"I'm excited with the signings," Fitzgerald said Wednesday. "That is a step in the right direction. It's more active than we've been in the free-agent market during the eight years I've been here. That is really exciting, especially as bad as our division is. Any help is going to pay off big for us."

I thought the Cardinals would have won the division last season with even average play at quarterback. Their inability to compete for an NFC West title despite an easy finishing schedule precipitated recent moves to add quarterback Kevin Kolb, tight end Todd Heap, linebacker Stewart Bradley, guard Daryn Colledge and others. The team made those moves knowing Fitzgerald was watching to see whether or not the organization would create a situation he could embrace for the long term.

Fitzgerald holds the leverage. His contract features clauses preventing the team from trading him or naming him its franchise player. Arizona could not stop Fitzgerald from testing free agency if the receiver chose to go that route. But team president Michael Bidwill said he thinks the sides can reach agreement before the regular season.

"I’m optimistic," team president Michael Bidwill told reporters Tuesday. "I think Larry wants to get it done. We want to get it done. We’ve got the cap space. We’re looking forward to working with him."

Getting a deal with Fitzgerald before the season is the hope.

"I think you can get contracts done very quickly when two people are motivated," Bidwill said. "I think we’ve got a lot of motivation. I know Larry wants to get it done, too."

The Arizona Cardinals and San Francisco 49ers are taking opposite approaches to free agency and the trading period this offseason.

Arizona keeps adding players, from quarterback Kevin Kolb to guard Daryn Colledge to tight end Todd Heap and others. San Francisco keeps subtracting them, from linebacker Takeo Spikes to nose tackle Aubrayo Franklin, center David Baas, outside linebacker Manny Lawson, cornerback Nate Clements and possibly free safety Dashon Goldson.

Both teams could be operating in the best interests of their organizations, but fans usually feel better when their teams are active in the market. Those wishing their favorite teams were as active as Arizona has been can pretend the following quote came from their teams' general managers, and not from Cardinals president Michael Bidwill.

"We knew we wanted to step in and be very aggressive, and we weren’t going to let the market settle or anything like that," Bidwill told reporters at Cardinals training camp. "We just wanted to go out there and put our best foot forward, really go out there and take a shot at some of the best players across the league."

Cardinals fans know what 49ers fans are going through. Last offseason, they watched their team wave goodbye to high-profile players such as Karlos Dansby, Antrel Rolle and Anquan Boldin. But after finishing 5-11 in 2010, the Cardinals felt as though they needed to act decisively.

"I think we really improved the team over the last several days," Bidwill said.

The Cardinals wanted to add a quarterback quickly, but several days passed before the trade for Kolb went through. Fans and analysts, including former Cardinals tight end Anthony Becht, questioned whether the organization was being sufficiently proactive in upgrading the one position Arizona had to address.

"We felt like there was a lot of aggressiveness that people would eventually see, in terms of seeing how we executed the plan," Bidwill said. "We had a lot of (salary-cap) space to work, we intended to use it, and to go out there and not only take care of the free agency market and executing a couple of trades, but also leave space so that we could extend some key veterans later this training camp."

The Cardinals went though last season with significant cap space. Their payroll plummeted. Some other teams also cut back as a potential lockout loomed. Holding back again this offseason would have carried additional risk for the Cardinals. Sitting back and suffering through another down season would have fed perceptions that gains made during coach Ken Whisenhunt's initial years would be fleeting.

This offseason, no one can fault the Cardinals for a lack of trying.

The Arizona Cardinals wanted quarterback Kurt Warner to return last season.

They tried to keep safety Antrel Rolle and linebacker Karlos Dansby. Ideally, they would have kept receiver Anquan Boldin as well.

With those players leaving the payroll, Arizona spent an NFC West-low $89.9 million on player compensation last season, down from $119.7 million in 2009, according to salary numbers ESPN's John Clayton maintains.

The year-over-year reduction did not stop the Cardinals from forcing one-week furloughs upon employees this week.

It's easy for those of us without a stake in these matters to criticize wealthy owners for protecting their financial interests.

On the other hand, a team forcing one-week furloughs upon 150 employees would save $288,461 even if those employees averaged $100,000 per year in salary (and many earn far less). To what degree would such savings secure long-term financial stability for NFL franchises?

"My guess is they are not looking at this long term," University of Chicago economist Allen Sanderson said by phone Friday. "One way is just sort of short term -- we need to make the payroll this month and don’t have money coming in. The other is either politically, psychologically or from a public-relations basis, it shows some suffering on the part of one side."

Owners clearly have an interest in demonstrating hardship.

"I suspect that is what is going on," Sanderson said.

The money saved through furloughs wouldn't be enough to significantly impact NFL teams, in his estimation.

"It's like saying you'll switch to Dunkin' Donuts instead of Starbucks for coffee in the office," he said. "You cannot save enough money from that kind of switch. Part of it is symbolic."

Arizona faces challenges selling season-ticket packages during a lockout and following a 5-11 season. Failing to secure as many deposits affects cash flow. Team owners might be worth hundreds of millions or more, but businesses operate within budgets that exist separately from their owners' personal finances.

Still, NFL teams have known for years a lockout was likely. Those that saw significant reductions in payroll last season would seemingly enjoy at least some flexibility in May, particularly if these moves are as symbolic as Sanderson suggested.

Miami Dolphins owner Stephen Ross defended owners Wednesday. His team spent $119.9 million on players in 2010, according to Clayton. That was slightly below the NFL average. The Dolphins have cut salaries and promised to pay back employees or give them extra days off if the season proceeds as normal.

"We all have our problems, and we're trying to minimize them as much as possible, and as fairly and equitably as we can," Ross told USA Today. "We recognize that people affected are working for us. They don't have all the upside, so they shouldn't have all the downside. We're just kind of delaying cash payments. We all know the position that we're in."

The next ESPN.com NFL Power Rankings go straight to the top.

Who are the best team owners in the league? We'll break out the results Tuesday. First, I'd like to count your votes on the best owners in the NFC West. The poll provides the mechanism. The comments section allows for elaboration.

I'm working on a ballot based on the following criteria:

• Resources. The best owners aren't pinching pennies at the expense of the product on the field. They do not waste money, either, but the people making the football decisions can make the right ones without restriction.
• Judgment. Hiring the right people is one key in this area.
• Overall stability. The first two items on this list are key to promoting stability. The most effective owners also secure new stadiums to remain competitive and keep their teams viable.
• Patience. The ups and downs of team ownership test fans' patience. Owners care, too, but they can't let their emotions unduly influence decisions. The best ones give coaches and executives enough time to succeed even when problems arise in the short term.
• Engagement. The strongest owners are influential at the league level while delegating football decisions to people more qualified than themselves. They do not meddle. They do not get too close to players.
• Savvy. A feel for public relations helps. What to say, when to say it, when to say nothing, etc.
• Consistency over time. The best owners have proved they can meet the important criteria over more than just a couple seasons.

What other criteria are important? I don't think any current NFC West owners meet all the standards I've mentioned.

The St. Louis Rams' Stan Kroenke took over as majority owner only recently. It's too early to evaluate him.

The San Francisco 49ers' Jed York is taking a more prominent role. His standing will rise if Jim Harbaugh succeeds and the team secures a new stadium.

The Arizona Cardinals' Michael Bidwill has taken the lead in recent years. The team secured a new stadium and has finally found stability on the coaching front, but more time is needed.

The Seattle Seahawks' Paul Allen has succeeded on some fronts, but he appears invisible at the league level despite his standing as the wealthiest owner in the NFL. The organization has experienced instability at the top in recent seasons as well.

» NFC Draft Watch: East | West | North | South » AFC: East | West | North | South

Each Thursday leading up to the NFL draft (April 28-30), the ESPN.com NFL blog network will take a division-by-division look at key aspects of the draft. Today's topic: decision-makers.

Arizona Cardinals

The Cardinals' leadership team remains basically unchanged for a fifth consecutive offseason.

Coach Ken Whisenhunt is the face of the organization, even during the draft, in part because general manager Rod Graves keeps a low profile. Both earned contract extensions last offseason. Whisenhunt was coming off back-to-back division titles and had been to a Super Bowl at that point, so his profile within the organization was growing. One losing season hasn't changed that.

Whisenhunt, Graves, team president Michael Bidwill and player personnel director Steve Keim are the primary decision-makers. Whisenhunt appears most prominent among them.

San Francisco 49ers

The 49ers pulled a surprise of sorts when they named Trent Baalke general manager and made him the No. 1 personnel decision-maker in the building.

The feeling previously had been that the 49ers might have to hand over personnel power to their next head coach if they were serious about landing Jim Harbaugh or another top candidate. That did not happen. Baalke, whose profile became more prominent following Scot McCloughan's departure from the organization one year ago, will make the call during the draft.

The rapport between Baalke and Harbaugh appears much stronger, by all accounts, than the relationship between Baalke and former coach Mike Singletary. That is natural because Baalke played a leading role in hiring Harbaugh; he wasn't part of the process when the team promoted Singletary.

Seattle Seahawks

Coach Pete Carroll has the final say on personnel matters. It's in his contract, but not something he flaunts. Carroll played a role in hiring John Schneider as general manager last offseason. Their personalities mesh and the two worked together well in making multiple draft-day moves in 2010.

This is the Seahawks' most comfortable front-office arrangement in recent memory, largely because Carroll and Schneider were brought in together. Each is invested in the other to a degree that did not exist when Mike Holmgren was working with Bob Whitsitt, Bob Ferguson and Tim Ruskell over the years.

The Seahawks' decision-making process has more clarity heading into this draft now that Alex Gibbs has retired as offensive line coach. Gibbs' strong preference for a very specific type of offensive lineman affected how the team approached personnel decisions, especially at guard. His retirement has freed the team to more comfortably pursue the bigger guards its personnel department preferred.

St. Louis Rams

The Rams have new ownership with Stan Kroenke purchasing a majority stake, but the day-to-day decision-makers remain in place for a third consecutive offseason.

General manager Billy Devaney takes the lead in personnel matters with input from coach Steve Spagnuolo and executive vice president/chief operating officer Kevin Demoff.

Kroenke hasn't said whether the team will eventually hire a president. It doesn't matter heading into this draft.

The organization is coming off a transforming 2010 draft in which it landed quarterback Sam Bradford and left tackle Rodger Saffold with its first two choices. Two other recent high picks, Chris Long and James Laurinaitis, are also working out well.

That has to work in Devaney's favor as Kroenke assesses where the organization stands.

» NFC decision-makers: East | West | North | South » AFC: East | West | North | South

» Draft Watch: Biggest needs (2/17) | Busts/gems (2/24) | Schemes, themes (3/3) | Recent history (3/10) | Needs revisited (3/17) | Under-the-radar needs (3/26) | History in that spot (3/31) | Draft approach (4/7) | Decision-makers (4/14) | Dream scenario/Plan B (4/21)

Each Wednesday leading up to the NFL draft (April 22-24), the ESPN.com blog network will take a division-by-division look at key aspects of the draft. Today’s topic: The decision-makers.

Arizona Cardinals

President Michael Bidwill and general manager Rod Graves are the highest-ranking personnel people, but the draft is clearly a collaborative effort in Arizona.

Coach Ken Whisenhunt has earned additional input after helping Arizona produce back-to-back division titles and a Super Bowl appearance. A stronger say in personnel was reportedly part of the understanding when Whisenhunt recently agreed to a contract extension through the 2013 season.

Director of player personnel Steve Keim plays a leading role in identifying talent at the college level. Keim and Graves have been together in Arizona since the late 1990s.

This appears to be a stable situation.

San Francisco 49ers

The situation in San Francisco appears far less stable than the one in Arizona.

Scot McCloughan's abrupt departure as general manager five weeks before the draft raised legitimate questions about how the power structure would shake out -- both in the long and short term.

Player personnel director Trent Baalke has taken over for McCloughan. It's clear the 49ers want Baalke to serve as a stabilizing force through the draft and probably longer.

It's still fair to wonder how draft day might go.

Coach Mike Singletary has stepped up his role in scouting. Team president Jed York and executive vice president Paraag Marathe remain influential. Their profiles are higher than they were a couple years ago.

What will it all mean when the 49ers are on the clock and various draft scenarios are playing out at full speed? That's a little tough to say at this point, though the 49ers appear determined to prove they'll proceed as usual.

Seattle Seahawks

Coach Pete Carroll is the highest-ranking football decision-maker in the organization and that's fine by GM John Schneider, whose role should be significant nonetheless.

Most head coaches with strong personnel power lean heavily on their GMs and scouting departments. Carroll's recent experience at the college level makes him more personally familiar with the talent in this draft, adding an important dynamic to the Seattle front office, particularly in this first draft under Carroll.

The Seahawks did maintain significant continuity in their personnel department. Will Lewis, Ruston Webster, Scott Fitterer and Mike Yowarsky remain in prominent roles. Each has been with the team for several years or longer.

St. Louis Rams

General manager Billy Devaney, executive vice president Kevin Demoff and coach Steve Spagnuolo are the primary decision-makers for a second consecutive draft.

One question in St. Louis is to what degree the pending ownership change might affect the team's thought process. There are no indications so far that the Rams will do anything other than proceed as they normally would.

Devaney, Demoff and Spagnuolo appear unified. They've been together for a couple of seasons and seem to have a good working relationship.

INDIANAPOLIS -- Arizona's Ken Whisenhunt is now one of the NFL's highest-paid head coaches.

"There's no question he is in the upper portion of the league," team president Michael Bidwill said Saturday from the NFL combine.

Whisenhunt's extension through 2013 marked the first time the Cardinals extended a head coach's contract since the team moved to Arizona in 1988. It's a significant step because Whisenhunt, an ascending coach with a 4-2 postseason record, wouldn't have agreed to a new deal without knowing the organization would arm him with sufficient resources.

"The ability of an organization to have a plan, stick to that plan and have success certainly makes (the job) attractive," Whisenhunt said. "There were a lot of questions about Arizona that have been answered about certainly with a new stadium, could they win if they had a plan? And I think we've shown that to a degree."

Although labor uncertainty will affect plans across the league in the short term, I would expect the Cardinals to eventually grow their 16-man coaching staff (the other NFC West teams have at least 20). Whisenhunt will have more control over hiring his coaches and more control over the roster, another perk successful coaches tend to enjoy. Building an indoor practice facility should be another expectation.

These are the long-term investments a team can make to weather a down season or two. The Cardinals have gone 8-8, 9-7 and 10-6 under Whisenhunt, a trajectory they'll have a hard time maintaining in 2010.

With quarterback Kurt Warner and pass-rusher Bertrand Berry retiring, free safety Antrel Rolle likely hitting the market and linebacker Karlos Dansby all but gone, the Cardinals will rely heavily on their college scouting department to find players and Whisenhunt's staff to coach them up.

"We are a football team that I think is positioned correctly to withstand transition, whether we are losing Karlos Dansby or whether we lose Kurt Warner," general manager Rod Graves said. "I just feel like Ken has done a tremendous job of instilling the right qualities and setting the proper standards for our football team. If we lose players from time to time, I feel like we can keep going."

The Cardinals have gone into quite a few offseasons with relatively few players under contact, and that is the case as free agency approaches on March 5. Some of that reflects questionable planning (see Rolle's rookie deal) and some reflects the team's confidence -- so far rewarded -- in the personnel department's ability to find replacement parts. Whisenhunt's unsolicited reference to college scouting director Steve Keim during his media session Saturday was appropriate.

Much like Whisenhunt's former organization, the Steelers, Arizona has succeeded in using the draft to replace key veterans lost in free agency. Cornerback Dominique Rodgers-Cromartie, running back Beanie Wells, defensive end Calais Campbell, running back Tim Hightower and running back LaRod Stephens-Howling made significant contributions beginning as rookies.

Outside linebacker Will Davis, outside linebacker Cody Brown, cornerback Greg Toler and offensive lineman Herman Johnson could emerge this season.

Most of them will be needed.

"What we've been trying to do is build the depth on our team and we feel like we have done that to a great degree," Whisenhunt said.

Matt Leinart is the only quarterback signed for 2010, but his price tag beyond this season becomes untenable unless Leinart enjoys a breakout season. I would expect the Cardinals to pursue Chad Pennington or another veteran to compete with Leinart and probably back him up.

Warner made that depth look a lot better.

Whisenhunt has already pulled off the near-impossible by turning the Cardinals into a playoff contender with front-office stability and a long-term plan.

They'll need his best coaching job yet in 2010.