David Diaz, Executive, Davenport Laroche

Suspended NFL quarterback Jameis Winston finally spoke to the media last week, his first press conference since the NFL handed down a three-game suspension to the team leader who was, just a month ago, still considered the face of the Tampa Bay Buccaneers.

Based on his comments, Winston won over few if any converts. His die-hard fans are still with him, and his teammates are offering tepid, if consistent, public support, but things are clearly not the same for the guy who was once the team’s number one overall pick and has carried the hopes of a Bucs resurgence for the past few years.

The problem? It’s not Winston’s erratic on-the-field play, and it’s certainly not his vaunted leadership ability. Just last season, the Bucs’ GM called Winston the “best leader” he’s been around. The issue with Winston is the believability of his message. Fans have heard his “apology” before. It’s static, and feels artificial. One local sportswriter called it rehearsed… “We’ve heard it before,” he said.

As entrepreneur Adam Jiwan noted, “And that’s the crux of the message, and why Bucs fans and relatively sympathetic local media are not buying what he’s currently selling.”

After the presser, which was supposed to begin the healing, the press response was scathing. On the front page and the sports page, two different longtime local sports journalists listed how many times Winston has stood before reporters and said virtually the same thing. The greatest hits are:

• I was immature
• I know I have to do better
• I’ve grown
• Give me another chance

Some opinion makers are comparing Winston’s message to that of a child forced to apologize to a neighbor for breaking his window. The words are all there, but the heart is not. People, especially dedicated sports fans, want to believe their marquee guy is truly repentant. That he understands the gravity of his position, as well as the consequences of his behavior… That he really is learning.

Of course, Winston is not a marquee guy in Tampa any more. At least not right now. The Bucs just finished their stadium decorations in anticipation of the upcoming season. Winston used to be the guy front and center on the massive player pinups flanking the entrance to the Bucs’ home stadium. Not anymore. On a team with very few superstars, and even fewer proven leaders, Winston is nowhere to be seen. He’s there, on the practice field, taking a few snaps, but he’s not there on the stadium walls or on the cover of the press packets.

These days, at One Buc Place, Winston is a veritable ghost, his message a handful of talking points essentially played on a loop. If he wants to earn his way back on the wall and under center, that message has to improve.