"I endorse values"

Sports | Tony Dungy, coach of the NFL's Indianapolis Colts, doesn't do commercials—but he does use his role-model status to promote fatherhood and all-pro character development | Russ Pulliam

With the National Football League season beginning next week, reporters will once again distinguish players who display character from those who merely are characters, and sometimes reprehensible ones. Indianapolis Colts Coach Tony Dungy has known each kind, and learned how critical the presence of a father is.

Mr. Dungy grew up in Jackson, Mich., within a stable, two-parent family. His father and grandfather (a Baptist preacher) took him fishing and taught him the Bible. They were role models but not football players, and it took years in coaching before he fully realized how unusual they were. "I took it for granted for a long time," he said. "We had that security and consistency."

Fired by the Tampa Bay Buccaneers in January, Mr. Dungy quickly signed on to coach the Colts. At Tampa Bay he yanked the team out of a string of losing seasons and brought it an NFC Central title (first in 18 years) and soaring attendance. His players thanked Mr. Dungy for teaching them to be better people, not just better players: "He sticks to his beliefs and convictions," said John Lynch, the Tampa Bay all-pro safety. But pro coaches are expected to win the Super Bowl ASAP, and only one team can win each year.