The world of NFL coach and general manager hiring has become a complex web, significantly influenced by the agencies representing these key figures. The NFL's football operations department has been meticulously tracking agency representation for several years, shedding light on an industry practice that raises questions about equity and transparency. In recent years, the representation landscape has become increasingly concentrated, with at least 14 clubs having multiple supervisors represented by the same agency in 2020, and at least 12 clubs doing the same in 2023. This concentration of agency influence has sparked discussions about the fairness and inclusivity of the hiring processes within the league.
Going into the 2023 season, Lamonte emerged as a prominent practitioner, representing the head coach and at least one other person in a supervisory role at four different clubs. Meanwhile, three major agencies—CAA, Athletes First, and Pro Sports Representation—dominated the scene, representing 20 head coaches and 20 general managers at the start of the 2024 NFL season. Athletes First alone represented about 300 NFL players along with several head coaches, general managers, and NCAA head coaches as of November 2023. Despite this dominance, representing coaches is not as financially rewarding as representing players, contributing to a scarcity of agents willing to represent coaching staff.
The NFL league office has turned its scrutiny towards McCaskey's Chicago Bears and other teams with ongoing coach and GM searches. The Bears' hiring committees in past years have consistently involved individuals with long-standing relationships with Armstrong, a notable coaching agent. Specifically, McCaskey and former team president Ted Phillips have played pivotal roles in these processes. Phillips managed football operations until the hiring of Poles and Eberflus in 2022. In both 2015 and 2022, McCaskey sought advice from outside football experts to guide simultaneous searches for general manager and head coach positions.
Bill Polian, frequently consulted for his expertise in hiring processes, maintains his own list of potential candidates which he updates annually. He has been vocal about his approach to hiring, emphasizing his independence from agents.
"Please make very clear that my position is I never have involved agents in any coaching search I've ever been involved with, including the Bears. Unequivocal statement, full stop." – Polian
This sentiment underlines a broader concern within the league about the influence of agents in hiring processes. During a closed-door discussion at the 2023 NFL scouting combine, the league office gathered agents to discuss hiring equity and possible improvements to the process. Armstrong stood out as one of six coaching agents representing more than one head coach, coordinator, or general manager for the same club at the start of the 2023 season.
The financial disparity between player and coach representation further complicates matters. While an average head coach earns $8 million to $10 million annually, a top quarterback can command $40 million to $50 million per year. Agents typically receive a commission of 4-5% from coaching deals, highlighting the less lucrative nature of representing coaches compared to players.
The practice of "packaging" candidates by agencies has sparked concerns about its impact on diversity and fairness in hiring processes.
"Pairing or packaging… is a system that has left many deserving and qualified individuals out of legitimate consideration," – McGuire
This sentiment echoes throughout the league, with calls for more inclusive practices gaining traction.
"Minorities are tremendously affected and operating at an overwhelmingly large disadvantage. We have to be mindful where information, like who the candidate should be, and opinions of their character comes from." – McGuire
Agents like Fletcher also express caution about forcing narratives that align specific candidates with particular brands or agencies.
"If I represent an individual and he gets a GM job, I don't want to force a narrative of, 'Hey, he should be with this head coach.'" – Fletcher
Fletcher's insights reveal an industry where connections often dictate opportunities.
"I think that, a lot of guys — I'm not pointing fingers — I think there is a strong energy where if this person gets a GM job, he is going to hire someone from that same brand. That happens a lot in this business." – Fletcher
NFL Commissioner Roger Goodell has urged teams to expand their candidate searches beyond traditional or popular choices.
"Look outside of your 'usual suspects' or the 'hot person' of the season…. Ask specifically for a diverse set of names…. Pay attention to conflicts of interest and bias from any referrals, particularly agents or media." – Goodell
The league’s current system of hiring has faced criticism for its lack of sophistication despite being part of a billion-dollar enterprise.
"It's a very unsophisticated system, especially for a billion-dollar business," – Rod Graves
Leave a Reply