That's it. I can't take it anymore. When the Colorado Crush came to town 8 years ago and wisely showcased the team OWNER, John Elway, in every advertisement, I understood.

In fact, I thought it was clever. Everybody in Colorado loves Elway. The team is named after Elway's old Broncos "Orange Crush" and nobody knows any of the players in the Arena Football League, so why not?

John cooperated, did thousands of interviews and helped promote the team.

Now, it's a complete joke. Nearly a decade later, they're STILL using Elway's name and picture to promote every game.

I received an email today from the Crush to promote the team's upcoming game with the Cleveland Gladiators which began like this:

"This will be the second meeting of the season between John Elway's Colorado Crush and Bernie Kosar's Cleveland Gladiators.
The long-time NFL quarterbacks have brought their storied history to the Arena Football League."

PLEEEEEEASE! ENOUGH ALREADY! Arena football is struggling. Teams are collapsing, fan bases dwindling.

But the Crush seem to believe one thing will keep fans in the seats at Pepsi Center is John Elway.

Now don't get me wrong, I love everything John Elway stood for on the field. I am just tired of Elway the marketing tool.

When the Crush play Philadelphia, it is Elway vs. Bon Jovi. When Chicago comes to town, how about Elway vs. Ditka.

And now it's Elway vs. Kosar. If your team's best selling point to its fans is the man sitting in a big office signing the checks, your team is struggling.

The Crush are indeed in trouble.

HE SITS IN A LUXURY BOX! At least he used to. John rarely even shows up for the games anymore.

The much anticipated Elway vs. Kosar game in Cleveland this year featured neither John nor Bernie.

For years the Crush featured Damien Harrell, the best wide receiver in all of Arena Football.

It would be like the Broncos having Terrell Owens.

A huge selling point.

And instead of us hearing about Harrell's accomplishments, the Crush told everyone about Elway.

His picture is even the first thing you see on the team website. I want to keep my memories of John: helicopter spins and pigeon toed runs, 80 yard bombs and 10 yard bullets, the smile, and the hopes of Denver sports fans for an entire generation.

But what I am starting to remember most about Elway is what his newest team is leaving me with? John is a marketing tool for a struggling organization in a struggling league.

We deserve better. And John Elway deserves better.