The Detroit Lions locker room voiced strong criticism after NFL Films released and subsequently deleted a social media video that singled out suspended safety Brian Branch for negative commentary, sparking player backlash and raising questions about the league’s support. The video, part of the “Turning Point” series narrated by ESPN analyst Louis Riddick, compiled lowlights from Branch’s performance in the Lions’ recent loss to the Kansas City Chiefs, leading players to decry it as overly critical and hypocritical.
Posted on the NFL Films X account on Thursday, the one-minute clip featured Riddick’s analysis of several plays where Branch was bested by Chiefs players, including coverage mishaps against Travis Kelce and instances where Patrick Mahomes taunted him. The narration emphasized moments perceived to have contributed to the altercation between Branch and Chiefs receiver JuJu Smith-Schuster, which occurred at the end of the game. Within hours, the video was removed from social media, but not before it garnered attention and backlash from Lions players and fans alike, highlighting the swift reaction from the league.
Lions All-Pro receiver Amon-Ra St. Brown expressed shock at the video’s content, describing it as “crazy” and questioning the motivation behind its release. He emphasized Branch’s character as a quiet and kind teammate who had already apologized for his actions during the game. St. Brown’s comments reflected a broader sentiment within the team that the video was unnecessary and disrespectful, given that Branch was already facing discipline, and it felt like an attempt to mock or further punish him.
Defensive lineman DJ Reader was particularly vocal, calling the video “wild” and “classless,” and expressing dismay that the league would produce such content. He pointed out the irony of the NFL claiming to protect players while seemingly targeting one with critical footage. Reader’s remarks highlighted a growing distrust, as he stated he could no longer trust the “shield” – referring to the NFL – to have players’ backs in matters of safety and well-being, suggesting a breach in the relationship between athletes and the league.
The incident stemmed from Branch’s one-game suspension, handed down by the NFL for unsportsmanlike conduct after he shoved Smith-Schuster to the ground following the Lions-Chiefs game. Branch’s suspension was upheld on appeal, adding to the tension surrounding the team. The video’s focus on his mistakes was seen by players as piling on, especially since the altercation had already been widely discussed and penalized, making the league’s actions appear inconsistent with its messaging on moving forward.
In response to the backlash, both the NFL and Louis Riddick issued statements on Friday. The NFL explained that the video felt overly critical as a standalone excerpt on social media, unlike in the full nine-minute game breakdown, and thus it was taken down. Riddick acknowledged that the clip didn’t come across as intended and apologized, vowing to ensure future content wouldn’t be misinterpreted. These statements aimed to mitigate the damage but did little to soothe player frustrations, as many felt the explanation was insufficient.
The deletion of the video and the subsequent apologies underscore the delicate balance the NFL must maintain in its media operations. Players like Reader and offensive lineman Dan Skipper, who called it a “pretty weak move,” are now questioning the league’s integrity and support. This episode may lead to increased scrutiny of how the NFL handles player portrayals in its owned media, potentially affecting future collaborations and trust within the sport, as athletes demand more respect and consistency.
As the Lions move forward, the team’s unity in defending Branch signals a strong locker room culture, but the incident has exposed rifts in player-league relations. The NFL’s quick removal of the video suggests awareness of the misstep, but rebuilding trust will require more consistent actions that align with its stated values of player protection and respect, ensuring such controversies do not undermine the sport’s integrity.