Back in 1984 I was in my fourth year of what eventually became a twenty-five-year career as a Lincoln Mercury dealer in Seattle, Washington.
The Seahawks were an expansion franchise owned by the Nordstrom’s and, despite a respectable won-loss record with Jim Zorn at quarterback and Steve Largent pulling down his passes, they were having trouble filling the old Kingdome. Ten thousand or more tickets went unsold at each home game.
I had signed on as a radio and TV advertiser for Seahawks games from the moment I bought my dealership in 1980. KIRO had the contract to broadcast all things Seahawk and my sales manager’s brother was the GM at KIRO. I was a fan and an easy sell and willing buyer. My dealership and KIRO both had a vested interest in the Seahawk’s success. KIRO and Seahawk management worked hand-in-glove on promotions to boost fan interest in the team.
One Monday morning my KIRO advertising rep and I met to discuss media buys for the upcoming season. During our meeting he solicited my advice on what promotions might win over more Seattleites, get them more involved in supporting the team. He said there was going to be a big meeting with Seahawk management the next week to decide what promotions to adopt and he was trying to get ideas from advertisers. Asking for advice is the sort of thing a good sales representative does to keep a client involved. Nevertheless, I took him seriously.
In 1984 Seattle was definitely a different place than many cities in America. Some say it still is. Seattleites viewed themselves as civilized. To a fault they drove, acted and spoke courteously, but many looked down their noses at professional sports. Support for the University of Washington Huskies was rabid but playing sports professionally was viewed as a bit crass.
As my rep and I discussed the issue, I told him the Seahawks needed a more collegiate connection with the fans, more rah-rah like the Huskies had. My thoughts went back to Army football. I told him how the entire Corps of Cadets attended every game and stood in support throughout; how we were the 12th man, the rocket*, the roar that might just spur the Army Team on to victory. I told him how, in the Navy game of 1968 on a signal from the rabble rousers (West Point cheerleaders), we all stripped off our dress grey tunics to expose 12th man sweatshirts we wore underneath; how at the Penn State game of that same year the 300 of us who attended carried two air horns each and on a signal from the rabble rousers blasted them in unison completely silencing 50,000 Penn State fans. I encouraged him to find some way to instill a kind of collegiate connection between the Seahawks and fans that the Corps had as the 12th man.
My KIRO rep left my office that day pumped up on the idea of a promotion centered around the concept of fans as the 12th man on the field. Two weeks later he came back and said the team’s management had decided to adopt the 12th Man concept and they were trying to decide just how to implement it. Later that year the Seahawks retired the number 12 and made the 12th Man a centerpiece of their marketing. The rest is history.
In a Seattle Times story, the Seahawks credited a woman named Karen Ford with calling and suggesting the 12th Man jersey for the fans. In fact, there may have been many people who suggested the same or similar ideas. But I will always believe my sales rep got the ball rolling with the enthusiasm he got from my stories about Army football and the BOTL.
Imagine my frustration years later when Texas A&M sued the Seahawks for using “the 12th Man” promotion. It was supposedly THEIR long-standing tradition, one which they had registered as a trademark. The Seahawks caved and since 2006 have paid Texas A&M to use the expression “the 12s” to describe their fans, renegotiating usage rights every five years.
The Seahawks have gone on to appear in two Super Bowls and win one. Their new stadium, Century Link Field, is filled to capacity at every home game and the 12s are the noisiest, most disciplined fans in the NFL. So, I guess the Seahawks can afford it, but it still irks me.
A little web research revealed that idea of the fan as the 12th man on the field did not begin at West Point and Texas A&M’s claim that it began there in 1922 is questionable at best. Through the years the expression “12th man” used to describe fans (or even a referee) appeared in countless newspaper stories about many different college teams of many different sports. However, the 12th Man traditions at Texas A&M and West Point are so similar, I believe they migrated from West Point to Texas A&M, brought there by tactical staff who were West Point grads. Texas A&M did not register their trademark until 1990.
Here is a link to a video summary of that Penn State game in 1968. It is amazing what you can find on the web: November 2, 1968 – Penn State 28, Army 24 (10 Minutes or Less) https://www.youtube.com/watch?v=cHPHXR29T_c
*A traditional West Point football cheer led by the cadets that goes like this:
BOOM! – Ahhh
U – S – M – A, Rah! Rah!
U – S – M – A, Rah! Rah!
Team! Team! Team!
** Editor’s Note: This photo shows the Corps of Cadets at the Army-Navy game, November 30, 1968. The Army football team, energized by the unexpected show of support, went on to beat Navy 21-14!
Eric Robyn says
Pete, thanks for a great story and reminder of an amazing game which we all know Army really should have won! Always appreciate your research and careful attention to facts and detail.
Doug Jeffrey says
Although bittersweet, thanks for the memories, Pete. One that I certainly will not forget. Ted Kwalick was the unanimous All American tight end who scored the stunner. He had a successful pro career. That Army team was special. Three guys in the Army football HOF.
Bob Baldwin says
Thanks, Pete! Great memory. Speaking of which, I for some reason remember the PSU guy who picked up that onside kick and ran it back for the winning TD: Ted Kwalick. Here’s the PSU side of the story on that infamous play:
Stewart Bornhoft says
Pete — To the growing throng of those expressing appreciation for your 1984 post about THE 12th Man saga, please add my name. It was a great story of what binds us together as BOTLers, embracing and perpetuating our noteworthy traditions.
Bob’s addition of the Penn State’s perspective reminds us that there is always more to the story. I also seem to recall that Ted Kwalick did not catch a single pass that infamous day, although the background in Bob’s link explains that was not as stellar an achievement as I’d always believed.
My son lives with his family in Spokane and has driven the 300+ miles west to take my two grandsons to several Seahawks games. He contends that the spirit and enthusiasm of the fans is as exuberant as ever. You made a lasting contribution to that prideful spirit.
Go Hawks! And later today, go Patrick … Tom already has enough rings.
Dick Jarman says
Great story. Thank you. As Inspector Clouseau would say “ Very suspicionous” that they picked someone named “Ford” as the make-believe provider of the idea.
Bruce Wheeler says
Thanks Pete for this and the reminder of the Penn State game.
The Cadet Protestant Chapel Choir was performing at the Washington National Cathedral. We sang the Sunday morning following that game. It was an Army service and Gen Westmoreland regaled the choir with some highlights of the game either just before or just after the service. Thanks Pete and Bob for the additional information on that game.
Jim Hillebrand says
Pete, wonderful story-telling as usual. I buy into YOUR version and that the genesis of the Seattle 12s came from you. BTW my 12th Man sweatshirt is in a box in my basement. Thanks for the great memories, roomie.
Michael McGovern says
Great story, Pete! Thanks for reminding me of some great times. I was so fortunate to be a rabble rouser and was able to be there for both the PSU and Navy games. Also, you should be proud of the turnaround of fan enthusiasm for the Sea Hawks!
Geoff Prosch says
Thanks for leading the small (300) but very effective and loud (600 air horns) Army 12th Man contingent at the 1968 PSU game. Congratulations for so effectively organizing the 12th Man fan base of the Seattle Sea Hawks.
I spoke with the late, great Charlie Jarvis, at his induction dinner into the Army Sports Hall of Fame. We discussed the 1968 Army-Navy game and the 12th Man sweatshirts. He said he was surprised and inspired. Charlie scored the go ahead winning touchdown in the 4th quarter.
Ed Murphy (ex 1969) and I developed the Army-Navy 1968 12th Man sweatshirt idea. We briefed the concept to the Brigade Staff and the Regimental Commanders. Deputy Commandant Colonel Alexander Haig approved the plan. My father (a textile company regional sales manager) coordinated with Haines Manufacturing Company to produce the 12th Man sweatshirts. The CEO of Haines (Army vet; VMI grad) provided the sweatshirts at cost. At ’69 events, we still see “gray hog” classmates wearing their original Army-Navy 1968 12th Man sweatshirts. Hooah. Army Strong.
Pete Drower says
Pete, Thanks for sharing.
Pete Grimm says
Thank you, Geoff, for that important piece of what became the most memorable game of our Cadet careers. Your dad’s connections and your inspiration and follow through made it happen!
Thanks, too, to the wonderful Day’s Forward Team for posting the great pic of us in your sweatshirts.
Jim Mesite says
Thanks for the great story, Pete!
In our 18 moves there were only three important things that were lost. One was my 12th man sweatshirt! 😡
The Penn State 24-28 fiasco was one of the few limited Corps trips for which I qualfied. ( top 85% – don’t knock it! 🤣)
Whenever anyone around me starts talking about great football games, I tell them the story of the Ted Kwalick lucky bounce TD that ruined what would have been a defeat of the #4 (or 5?) PSU team that day. As I recall, the scramble for the ball occurred right in front of our section in the stands, and Kwalick hadn’t even jumped into the pile!
I always refer to that game as the best game I ever saw.
– Jim Mesite
Go ARMY! Beat Navy (& Air Force)
P.S. My baby sister is a rabid PSU fan, as she graduated from there in the early 80s. In the late 70s, I finished MPA course work at the Penn State extension in Middletown, PA, across the river from 3-mile island.