Sports Illustrated Declares This Week's Magazine 'Favre-Free'

Surely, some football fans have taken potshots at the NFL media for their coverage of Brett Favre over the years. One of the bigger targets has been Sports Illustrated's Peter King, who's enjoyed a good relationship with the legendary quarterback.

With Favre's latest comeback -- this time with the Minnesota Vikings -- now official, the magazine has decided to try something different. The latest issue of SI, dated Aug. 31, is said to be "Favre-Free."

The cover, which features track superstar Usain Bolt, shows a No. 4 jersey in the upper left-hand corner. The small graphic declares the issue Favre-free, and there is an article in the magazine that talks about the Vikings' search for a backup quarterback.

In that article, written by Bill Syken, the name "Favre" is not mentioned once. Instead, the training camp journey and competition between Sage Rosenfels and Tarvaris Jackson is chronicled.

This is the most compelling story in the NFL, the one unfolding at Vikings training camp. We speak, of course, of the battle between Sage Rosenfels and Tarvaris Jackson to be the backup quarterback.

You've heard the stories of these brave young men. In fact, you're probably sick of hearing them.

This is a brilliant gimmick by SI, one that will likely turn a lot of heads. Instead of going over-the-top with their coverage of Favre's move, the magazine is covering the Vikings without once mentioning the name of the guy who has quickly become their most popular player.

It's another shot at Favre from a major sports media company. Already, ESPN has come out with a SportsCenter promo that harpoons Favre's constant waffling.

(Pat on the butt: Access Vikings)