The Players' Voice Magazine 2024

THE

SPRING 2024

PUPPY PRO Bowl SUPER

LLOYD HOWELL: STANDING ON BUSINESS

N F L P L AY E R S I N C . //// 3 0 T H A N N I V E R S A R Y

TABLE OF CONTENTS PLAYERS AND EVENTS PG. 3: PROGRAMS AND RESOURCES PG. 5: LEADERSHIP ELECTIONS PG. 7: I M P O R TA N T D AT E S PG. 9: P L AY E R S I N C . 3 0 T H A N N I V E R S A R Y PG. 11: THE TRUST 10TH ANNIVERSARY PG. 17: PUPPY BOWL P R O B O W L S U P E R B O W L PG. 21: P L AY E R S ’ A L L - P R O PG. 23: THE SUMMIT

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ONE TEAM ONE COMMUNITY PG. 25

SPECIAL F E AT U R E : LLOYD HOWELL PG. 13

FOR THE PLAYERS on and off the Field

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PLAYER PROGRAMS NOW T H AT T H E OFFSEASON IS HERE, W H AT ’ S Y O U R GAME PLAN?

From business opportunities to career development, financial literacy to getting your degree, the programs offered by your union’s Player Affairs Department (PAD) can help you make moves on and off the field.

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CAREER DEVELOPMENT One of our most popular player programs is Career Experiences (formerly known as the Externship).

Over a three-month period, participants can gain invaluable, on-thejob experience with host organizations across a variety of industries, including media, technology, business, collegiate athletics and more.

Since 2014, nearly 300 players have taken advantage of this exclusive opportunity to network with staff, engage in job shadowing, collaborate on projects and gain insights at companies -- like quarterback Josh Dobbs did at NASA, linebacker Demario Davis did

at United Way and multiple others have at Uninterrupted.

Still trying to figure out your other passions and interests? No problem. Our Career Advising Services partnership with AthLife offers personalized one-onone advising, virtual learning courses, assessments, guidance on resume building and networking.

CONTINUING EDUCATION If you hit the pause button on school or have considered getting another degree, check out the NFLPA’s Continuing Education program. Through partnerships with top colleges like the Kelley School of Business at Indiana University,

Harvard’s Crossover Into Business program and the University of Maryland’s Global Campus, you can enroll in flexible online courses that fit with your busy schedule and be reimbursed for tuition, fees and books.

FINANCIAL ADVISORS While you’re putting in work on the field, your money should be working just as hard – if not harder – to give you the financial freedom and stability that you’ve earned. One of the best ways to do that is through your union’s Financial Advisors Program. You can choose from our vetted list of registered financial advisors or link up with a reputable financial

institution like Goldman Sachs or Morgan Stanley to secure your bag and build generational wealth.

PAIR PROGRAM The NFL injury rate is 100 percent, and when those inevitable injuries sideline you for an extended period, the PAIR (Players Association Injured Reserved) program is there to maximize your time away from the field. Every fall at the NFLPA headquarters, players on IR gather to learn about wellness, recovery and resources while connecting with those who are going through the same situation.

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LEADE ELEC LEADERSHIP When JC Tretter was first elected as NFLPA President in March 2020, the then-Cleveland Browns center figured his life and schedule would look a little bit different. How different?

Well, no one could’ve guessed that.

Days later, the world shut down due to the COVID-19 pandemic, sending Tretter and union leadership back to the negotiating table to create a series of amendments to a CBA that had been passed a week after his election.

Guided by his labor relations degree and motivated by his passion for player advocacy, Tretter helped secure key precautions and measures that protected players and allowed them to earn their full salaries while becoming the first sports league to complete a season during the pandemic.

With his 2022 retirement after nine NFL seasons and his final, two-year term as a president coming to an end this March as a result, we applaud and thank JC for his devoted service to players past, present and future.

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ERSHIP TIONS ks

an h t l a i pec

s

GOES TO THESE THREE EXECUTIVE COMMITTEE MEMBERS AS THEY CLOSE THE C H A P T E R O N T H E I R N O TA B L E TENURES AND HAND THE B AT O N T O T H E N E X T G R O U P O F P L AY E R L E A D E R S :

ALEX MACK

JASON MCCOURTY

RICHARD SHERMAN

“The job of the president is to push the ball down the field and to get things done so it’s easier for the next guy, and the next guy, and the next. That was always my goal and motivating factor.” - JC Tretter, NFLPA President (2020-2024)

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05

Deadline for clubs to designate franchise or transition players

11-13 13

League year and free agency begins at 4 p.m. ET

APRIL 7

Clubs with new head coaches may begin offseason workouts

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Clubs with returning head coaches may begin offseason workouts

15

Deadline for restricted free agents to sign offer sheets

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NFLPA Debut

22-24

NFL Draft

25-27

Deadline for clubs to exercise fifth-year option for players selected in the first round of the 2021 NFL Draft

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MAY

02

Free agency negotiation period

MARCH

IMPORTANT DATES

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players inc.

30TH ANNIVERSARY When it comes to sports, football is the Kevin Hart of the industry; it’s everywhere. The result is a booming business that rakes in more than $18 billion a year. Yet for as visible as football has become, exposure -- and the sports marketing opportunities that typically follow – haven’t always come easy for its players.

Thirty years ago, the NFLPA’s Board of Player Representatives passed a monumental resolution, creating NFL Players, Inc. as the wholly owned marketing and licensing arm of the union to generate more revenue for players.

Since then, the wallets of all union members have collectively benefited from group licensing agreements rooted in royalties from the Madden video game, jersey sales and other instances where the name, image and likeness of six or more players are used.

During its first year of existence, trading cards and collectibles accounted for about 85% of Players Inc. revenue. But then a major moment in sports history happened. MLB players went on strike for 232 days, and both NBA and NHL players were locked out during their respective 1994-95 seasons. While these work stoppages threw a wrench in the trading card business, which at the time had reached $1 billion in revenue, it also shifted the trajectory of Players Inc., pushing the organization to pursue marketing opportunities and business partnerships that would grow players’ image and likeness in other profitable areas.

“It was all about taking the helmet off players and letting fans get to know them as people,” said Dawn Ridley, a former Players Inc. executive who helped grow the retail licensing arm.

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Experiences and programs became a large point of emphasis for Players Inc. These included events like the Players Party, a three-day celebration where fans had the opportunity to directly engage with players; and Rookie Premiere, which to this day serves as the first professional “business trip” for NFL players to connect with partners and stakeholders.

In time, Players Inc. has become a one-stop shop for licensees to access player rights and services in a variety of marketing spaces, like fantasy football, video games and apparel.

Using this innovative approach, Players Inc. paved the way for the industry to evolve, grow and place the dollar back in the hands of the

athlete rather than the team or league.

Now 30 years later, the collective power of players has allowed the organization to double its revenue over the past decade, boasting more than $230 million in annual revenue from 80+ licensees.

“The real value in our business is our ability to not have to depend on player dues to run our operations; to leverage the valuation of our rights into having a seat at the table with sponsors; and in helping to lift all athletes to both realize and maximize their value,” NFLPA President JC Tretter said. “Athletes can truly say they have equity in a business that is valued as much as some of the teams they play for.”

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10 10 YEARS OF Ten years ago, a vision came to life, built on conversations in locker rooms and living rooms with NFL players who all wondered one thing: How can I successfully live my purpose beyond football?

“As an athlete, you have all these attributes that no one else has,” said Corey Mays, who played five years in the NFL. “The things we go through, the obstacles we face, that’s what got you to the top one percent in the world. Yes, you can do it again in another capacity.”

r e t en

Since its launch in November 2013, this ecosystem of support powered by the NFLPA has ensured that former players can tap into the benefits earned and brotherhood built during their playing career so that your post-football transition is a smooth one. Those with two or more credited seasons have access to a holistic rolodex of resources and critical services designed for players and by players that are centered on three pillars: Community & Connection, Health & Wellness, and Personal & Business Development.

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In celebration of its 10th anniversary, members, partners, Trust captains who serve their peers, and more gathered twice this past fall to mark the momentous occasion and set the stage for its future. The first event took place on November 9, 2023, in Washington D.C. near The Trust headquarters, while the second was held on December 1, 2023, in Atlanta, where the very first Trust event took place.

HERE’S TO ANOTHER DECADE – AND THEN SOME – OF THE TRUST UPHOLDING ITS COMMITMENT TO HELPING P L AY E R S SUCCEED IN THEIR NEXT SEASON OF LIFE.

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NEW NFLPA EXECUTIVE DIRECTOR

LLOYD HOWELL IS STANDING ON BUSINESS

When Lloyd Howell was elected last June as the fourth executive director in the NFLPA’s history, he didn’t hide from the fact that he was virtually unknown in football circles. Instead, he embraced it.

As he crisscrossed the country for his 32team listening tour during the fall, Howell took advantage of being the “new guy” by asking plenty of questions and exploring every facility – all while making a point to meet players where they were, figuratively and literally.

“When it’s time to eat, it’s like everyone shows up – particularly football players,” Howell said with a laugh. “The only way for me to learn and understand what’s important to our members is for me to be there, having one-on-one dialogue with them in a direct way, and vice versa. And the cafeteria was key to making that happen in a relaxed environment during my first six months on the job.”

In Buffalo, that meant huddling with 12 players about how the rising number of on-field penalties and subsequent fines were personally

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impacting them. In Detroit, that translated to breaking bread with several defensive backs to discuss their contractual concerns. And in Jacksonville, it ended up bringing Howell to the table with Trevor Lawrence and Calvin Ridley for an eye-opening discussion.

Fresh off his best season since being drafted No. 1 overall in 2021, Lawrence wanted to pick Howell’s brain about royalties, licensing and how to maximize his window of earning power.

Meanwhile, Ridley opened up about bouncing back from his suspension while discussing how he could use his story to advocate for a common-sense approach to the league gambling policy.

“That conversation really struck a chord with me because that’s what the union should be about,” Howell recalled.

“No matter where you are in your player journey, you can always make a contribution and your union can find a way to support you.”

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Based on Howell’s career journey up to that point, few would have envisioned him chopping it up with football players over lunch as their union’s leader. For 34 years, he had climbed the corporate ladder at Booz Allen Hamilton, ascending to the ranks of treasurer and CFO while working with some of the world’s top businessmen and women.

Along the way, he’s secured a couple of early wins: preserving the disability benefits of hundreds of former players just months before they were set to roll off as a result of the last collective bargaining agreement; and reducing the penalty for players betting on non-NFL sporting events while on team property from six games to two games.

Yet when the opportunity presented itself to throw his name in the hat and when considering the reality that all players must come to grips with – that football is business – Howell understood the assignment that came with his election. The past two NFLPA executive directors had navigated its members through eras of empowerment (Gene Upshaw) and legal victories (DeMaurice Smith). Now, with the league generating more than $18 billion per year, the union and its player leadership were ready to stand on business and capitalize on the sport’s rapidly changing economics.

Howell’s takeaway from these experiences is both a reality that he hopes player members learned in 2020 -- when the NFLPA and NFL revised a large portion of the CBA just months after it had been passed due to the pandemic – as well as a glimpse into his approach as executive director.

“Compensation matters, and the more I heard from them and our stakeholders, the more it became clear how economics was at the top of their priority list,” Howell said. “And needless to say, the other side of the table cares about that, too.”

Even with his extensive business background, Howell has made a point to “get smart” about the football landscape during this first year of his tenure, meeting with the agent community, business partners, media, team owners, league personnel and most importantly, the players – current, former and future.

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“If you look at the stock market, it changes all of the time; and with each passing year, football is becoming dynamic in a similar way,” Howell said.

“Our members have a very short time frame to earn as much as they can and it’s my job to advocate and push for a better outcome than what they are currently experiencing. The only way to do that is to have active discussions and negotiations so that our members keep pace and benefit from those changes.”

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PUPPY l w o PRO B SUPER

500+

APPEARANCES, ACTIVATIONS AND EVENTS

From Orlando to Las Vegas to our headquarters in Washington D.C., your union was there to support and capture what went down at all the Bowls, including:

AHEAD OF THE PUPPY BOWL, Z AY F L O W E R S A N D PAT R I C K QUEEN SPENT AN AFTERNOON AT T H E N F L PA OFFICE WITH PUPPIES FROM O P E R AT I O N PAW S FOR HOMES TO R A I S E AWA R E N E S S FOR ANIMAL ADOPTION.

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250+ PLAYERS

EXECUTIVE DIRECTOR LLOYD HOWELL LED HIS F I R S T S TAT E O F THE UNION SUPER BOWL PRESS CONFERENCE, WHERE CALAIS C A M P B E L L WA S ANNOUNCED AS THE 2024 ALAN PAG E C O M M U N I TY AWA R D W I N N E R .

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PLENTY OF LAUGHS AND TA L K I N G T R A S H HIGHLIGHTED THE B AT T L E O N T H E STICKS BETWEEN PRO BOWLERS TYREEK HILL/ D AV I D N J O K U (AFC) AND MICAH PA R S O N S / P U K A NACUA (NFC) IN THE MADDEN24 T O U R N A M E N T.

2 5 P L AY E R S P U L L E D U P T O A L O C A L E L E M E N TA R Y S C H O O L I N V E G A S F O R A F I E L D D AY O F FO OT BA LL D R I LLS , FO O D AN D FUN DURING THE SECOND ANNUAL N F L P A C O M M U N I T Y D AY.

N E T WO R K S W ER E E X PAN D ED AND BUSINESS IDEAS WERE E X C H A N G E D A S AT H L E T E S CONNECTED WITH A DIVERSE GROUP OF EMERGING ENTREPRENEURS DURING THE EIGHTH ANNUAL PITCH D AY E V E N T I N L A S V E G A S .

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F O R M E R P L AY E R S R E - C O N N E C T E D L I K E O L D T I M E S AT T H E K I C KO F F P A R T Y, S M O C K S A N D J O C K S A N D LOCKER ROOM LOUNGE EVENTS D U R I N G S B LV I I I W E E K .

A HANDFUL OF THOSE SELECTED TO OUR SECOND ANNUAL P L AY E R S ’ A L L PRO TEAM WERE SURPRISED WITH A CUSTOMIZED T R O P H Y AT PRO BOWL TO C O M M E M O R AT E THE HONOR.

DJ D-NICE PROVIDED THE SOUNDTRACK FOR THIS YEAR’S N FL PA V I P S U P ER B O W L P A R T Y.

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PLAYERS’ ALL-PRO 21

For far too long, it’s been left up to the media and analytics to define the best among you as players. The Players’ All-Pro Team is the only list where you and your peers get to determine who balled out the most during a given season – and this year’s team lives up to the hype.

The offense is loaded with speedy playmakers, deep-ball threats and powerful linemen who can get the ball in the end zone when the game is on the line. The defense goes just as crazy, with lockdown defensive backs, tackle-sniffing linebackers and sack-happy pass rushers to hold the line. Oh and don’t forget about the special teamers – those guys who do the “little things” to make a big difference in the game’s outcome.

THE 2023-24 PLAYERS’ ALL-PRO FIRST TEAM Quarterback: Lamar Jackson (Baltimore) Running Back: Christian McCaffrey (San Francisco) Fullback: Kyle Juszczyk (San Francisco) Wide Receiver (2): CeeDee Lamb (Dallas), Tyreek Hill (Miami) Tight End: Travis Kelce (Kansas City) Left Tackle: Trent Williams (San Francisco) Left Guard (tie): Joel Bitonio (Cleveland), Tyler Smith (Dallas) Center: Jason Kelce (Philadelphia) Right Guard: Zack Martin (Dallas) Right Tackle: Lane Johnson (Philadelphia) Edge Rusher (2): Myles Garrett (Cleveland), Max Crosby (Las Vegas) Nose Tackle: Dexter Lawrence (New York Giants) Interior Defensive Lineman (2): Chris Jones (Kansas City), Aaron Donald (Los Angeles Rams) Off-Ball Linebacker (2): Roquan Smith (Baltimore), Fred Warner (San Francisco) Cornerback (2): DaRon Bland (Dallas), Pat Surtain II (Denver) Free Safety: Jessie Bates III (Atlanta) Strong Safety: Kyle Hamilton (Baltimore) Kick Returner: Keisean Nixon (Green Bay) Punt Returner: Derius Davis (Los Angeles Chargers) Core Teamer (2): Jalen Reeves-Maybin (Detroit), Brenden Schooler (New England) Kicker: Brandon Aubrey (Dallas) Punter: AJ Cole (Las Vegas) Long Snapper: Ross Matiscik (Jacksonville)

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The

SUMMIT Surrounded by presidents, CEOs and NFLPA leadership, more than 80 active players descended on Washington D.C. to take part in “The Summit.” During the two-day workshop, participants learned more about their union as well as the ins and outs of working in numerous industries outside of football.

Day one served as an orientation of sorts for this group of first- and second-year players.

They heard from past leadership about the union’s history through a panel featuring former NFLPA president Dominique Foxworth and former Executive Committee member Charlie Batch. Afterward, President JC Tretter and Executive Committee member Ryan Kelly were joined by Executive Director Lloyd Howell to discuss the responsibilities that come with NFLPA leadership and preserving the gains realized during the union’s 68 years of existence.

The second day kicked off with the #AthleteAnd workshop, which provided attendees the opportunity to connect with industry experts across numerous fields including real estate investors, Harvard Business School professors, startup founders and venture capitalists.

Players took part in activities and breakout sessions to help them better prepare for their next move outside of the NFL through financial planning, networking and using the resources at their disposal as athletes.

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Fresh off a rookie season capped by a Super Bowl victory with the Kansas City Chiefs, offensive lineman Chukwuebuka “Chu” Godrick described the experience as “mindblowing for me to just have that free of charge. There’s no way that I’m about to let this go.”

Meanwhile, for Pittsburgh Steelers safety Elijah Riley, the highlight for him was “learning and connecting with guys. There’s not a lot of opportunities during the season for this, and I was able to learn and get a different perspective on the NFLPA and the union. When we communicate and get to learn about it, we are all interconnected.”

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ONE TEAM ONE COMMUNITY i t a l l s ta r t e d with a specific design-thinking question: How c o u l d t h e N FL PA provide members with improved community support?

In the spring of 2020, as COVID put the world on a collective pause, a task force was assembled within the union’s staff to evaluate the overall community engagement strategy surrounding impact offerings including the NFLPA Player Camp Program, signed memorabilia requests, Foundation Fundamentals as well as NFL-affiliated programs such as My Cause, My Cleats.

Based on research pulled a year prior to the task force’s formation, the interest was there – more than 75 percent of the player population was actively involved in a social impact initiative. However, the NFLPA only represented 14 percent of that engagement, meaning in 2019, the NFLPA was not considered the expert to turn to when NFL players were ready to affect change in the world.

Following 20 stakeholder interviews, including 17 with current and retired players, Community Assist was initiated featuring a service called One Team, One Community (OTOC). This initiative aims to empower our membership to have a lasting impact in their local communities while highlighting charitable efforts from players around the league.

Imagine the opportunity to volunteer with a fellow player’s foundation event during the offseason, or to recruit your peers to collaborate with you on an upcoming social media campaign. With 67,000 youth served in 2023 through the NFLPA Player Camp Program alone, NFL players are established leaders in the charitable space. All that remains in moving OTOC from the research and development phase to launch is for more players to tap in and increase your advocacy of the mission.

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COMMUNITY COMMUNITY THE PLAYERS’ VOICE

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