That’s right.

No matter what others may say or think, the Bears, or at least their front office, have values.

Today, the Chicago Bears chose not to allow casinos to advertise at Solider Field. This comes after the NFL started a new league policy allowing limited casino ads (within the stated regulation) in football stadiums for the next two seasons.

They cited the teams traditional values for the decision, as well as their “less is more” policy when it comes to marketing and branding relationships. Because of their decision to not participate, the Bears organization is missing out on an estimated $2 million. Read more about what the Bears had to say about their decision here.

I think it’s an admirable move for the Bears and their front office, and one that their fans appreciate. They continue to make smart business decisions this off season. This one particularly regarding their branding, which is, in my opinion, the most important of all.

I’m sure many teams will decide to open their brands to casinos. And I can already think of several that will take a position similar to that of the Bears.