Winning is hard. In the NFL, it’s brutal. But does that mean you should hang a sign in your rafters for coming in third place?
The Indianapolis Colts thought so. For nearly a decade, a specific piece of fabric hanging in Lucas Oil Stadium served as the punchline for every "participation trophy" joke in professional sports. I’m talking about the colts afc finalist banner.
It wasn't just a sign; it was a vibe. A weird, slightly embarrassing vibe that suggested being "almost" good enough was worth a permanent spot next to a Super Bowl XLI championship flag. If you’ve spent any time on NFL Twitter (or X, whatever we're calling it today), you’ve seen the photos. You've seen the memes.
But there is a lot of history—and a surprising recent update—behind that blue and white eyesore.
What Actually Happened in 2014?
To understand why the banner existed, you have to remember the 2014 season. Andrew Luck was at the absolute peak of his powers. He was throwing for nearly 5,000 yards and dragging a somewhat mediocre roster into deep January football.
They beat the Bengals in the Wild Card round. Then, they went into Denver and took down Peyton Manning. It felt like a changing of the guard. The Colts were one step away from the Super Bowl.
Then they ran into the New England Patriots.
It wasn't a game; it was a slaughter. The final score was 45-7. This was the infamous "Deflategate" game, where the talk about air pressure in footballs completely overshadowed the fact that Indy got absolutely bullied physically.
Most teams would want to burn the film and never speak of that night again. Instead, the Colts organization went to the printer. They came back with a banner that read: 2014 AFC Finalist.
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It Wasn’t Even the First One
Here is the thing most people get wrong. Everyone acts like the 2014 banner was a one-off moment of insanity from owner Jim Irsay or then-GM Ryan Grigson.
Honestly? It’s a tradition. A weird one, but a tradition nonetheless.
The Colts have been hanging "Finalist" banners since the 90s. They had one for 1995 (the "Captain Comeback" Jim Harbaugh year) and another for 2003. In the team's eyes, making it to the final four teams in the league is a massive logistical and athletic achievement.
COO Pete Ward once defended the move by saying the team has hung playoff banners for thirty years. He seemed genuinely confused why everyone started caring in 2015.
The answer was social media.
In 1995, you couldn't get a high-res photo of a banner and turn it into a viral meme within ten seconds. By 2014, the internet was a different beast. To a Patriots fan or a rival in the AFC South, that banner didn't represent "pride"—it represented a 38-point blowout.
The Secret Life of the Banner (and Its Final Destination)
For years, fans wondered if the Colts would ever realize how much they were getting cooked for it. Every time a broadcast showed the rafters, the jokes started anew.
"Do they have a banner for showing up on time?"
"Where’s the 'Best Pre-Game Meal 2018' sign?"
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It became a symbol of the "participation trophy" era of sports. Even some Colts die-hards grew to hate it. It felt beneath a franchise that had Johnny Unitas and Peyton Manning. You don't play for "Finalist" status in Indy. You play for rings.
Then, in August 2024, something amazing happened.
The banner disappeared.
It wasn't just moved to a different corner of the stadium. Jim Irsay, leaning into his reputation as one of the most eccentric owners in sports, decided to give the people what they wanted. He took the original colts afc finalist banner and mailed it to the guys at Barstool Sports’ Pardon My Take podcast.
He sent a letter with it that basically said, "Hang the banner."
It was a rare moment of a billionaire owner being "in on the joke." By shipping it off to PFT Commenter and Big Cat, Irsay effectively retired the meme on his own terms.
Is the "Finalist" Era Over for Good?
If you walk into Lucas Oil Stadium today, the rafters look a bit different. The team did a massive refresh of all their signage recently.
While they still honor their history, the focus has shifted. You’ll see the 1970 and 2006 World Championship banners. You’ll see the division titles. But the era of bragging about a conference championship loss seems to be fading into the background.
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Most NFL teams don't do this. The Steelers don't hang "Finalist" banners. Neither do the Packers. Usually, you only see this in the NHL or NBA, where "Conference Champions" get a spot in the rafters because they actually won a trophy to get there. In the NFL, if you're a "Finalist," it just means you lost the game that mattered most.
Why this matters for fans
- Standard of Excellence: It shows a shift in how the Colts want to be perceived.
- Meme Culture: It’s a case study in how internet mockery can actually reach the highest levels of a front office.
- Stadium Aesthetics: Lucas Oil looks cleaner without "participation" markers.
If you’re a fan of a rival team, you probably miss the banner. It was easy ammunition. If you’re a Colts fan, you’re probably relieved you don't have to explain it to your nephew anymore.
The colts afc finalist banner is officially part of NFL lore now—a relic of a specific time when "making it there" was enough to justify a trip to the sign shop.
Your Next Moves
If you're visiting Indianapolis for a game, keep your eyes on the rafters. The "Finalist" banners are largely gone or replaced by more standard playoff recognitions.
You can actually track the journey of the physical 2014 banner through the Pardon My Take social media archives, where it currently lives as a piece of sports media history.
Want to see what else changed? Check out the updated list of NFL stadium traditions to see which teams still hang banners for "moral victories"—you might be surprised who else is doing it.
Actionable Insight: The next time your team has a disappointing playoff exit, just remember: it could be worse. Your owner could immortalize the loss in 20-foot-tall vinyl letters for the whole world to see. Check your team's official stadium guide or app to see exactly what they choose to celebrate in the rafters before you start bragging about a "deep playoff run."