Patriots owner opens up his playbook

The incident only cemented feelings in certain circles — including the media and some other NFL franchises — that the Patriots were an arrogant organization, willing to do anything to win.

CNBC: People were calling you cheaters. And integrity is one of the biggest principles that you carry.

KRAFT: It's very important to us. And I think we dealt with it at that time and I think people know where I stand on the issue. 

CNBC: Did it hurt?

KRAFT: Absolutely.

CNBC: Does it still?

KRAFT: We've moved on.

Kraft’s oldest son, Jonathan, the Patriots team president, says the episode hurt his father more than he lets on.

“What probably hurt my Dad the most was that the public perception of what went on, and how it affected this franchise, did something to affect an image that we were very proud of,” Kraft’s son told CNBC. “The Patriots image was tarnished because of some of the actions. And because he views the Patriots, I think, as one of his children, it certainly — of all of our businesses, the one he loves the most. Truly, truly loves the most. I think he was proud of what we had achieved, and anytime it takes a shot, you get hurt.”

CNBC: In your statement afterwards, you said one of your biggest concerns was that people were going to look at your team in a different way.

KRAFT: Well you can just look what happened on the field this year and decide whether they’ve earned the recognition.

Kraft believes they have, and if he was unhappy with Coach Belichick, he certainly didn’t share it — not with the public and not with CNBC.

CNBC: Was there ever a time after that where you thought about firing the people who were involved?

KRAFT: Well, I'm not going to go into this because I covered it.  I don't think people have all the facts. But this is in the past and I'm just going to move on from it, and we can just continue to perform the way we've been doing on the field and do a good job. I think people who know us, and know the facts, know what we're about.

Click for related content Touchdown! Patriots and the business of winning Vote: Who's going to win Super Bowl XLII? Team Pages: Patriots | Giants

Not only did Kraft not fire a single person over the incident, he reportedly gave Belichick a new contract worth millions — though talks were said to have wrapped up before hand. For his part, Belichick says he was grateful for Kraft’s support.

BELICHICK:  It was great: it certainly starts at the top and that’s important — the support from ownership, the team, the fans, everything. It was great; I appreciated it.

CNBC: Some owners may have taken a different approach; they may have remained silent on the issue. But (Kraft) made it a point — and he did it with us, we asked him about it — and he backed you absolutely.

BELICHICK: I absolutely appreciated it. And I told him that and thanked him for it, and it was huge.

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