LOS ANGELES — Lloyd Howell wants instructions.
“Wait,” the NFL Gamers Affiliation government director asks, weaving by a crowd of future star gamers and their entourages convened for a rooftop reception. “Which method is stage proper?”
It’s the penultimate night time of the NFL Gamers Affiliation’s Rookie Premiere, a enterprise and advertising orientation for 18 prime first-year gamers. Caleb Williams, Jayden Daniels, Drake Maye and Brock Bowers are amongst these mingling, consuming and ingesting with friends, members of the family, associates, former NFL stars and present NFLPA enterprise companions. They await the night’s principal occasion — an unveiling ceremony the place the younger gamers will see the sport jerseys they’ll put on this fall.
That is the primary Rookie Premiere for Howell, 58, employed by the NFLPA final June after an nearly 30-year profession at Booz Allen Hamilton, a protection contractor and consulting agency with experience in cybersecurity, engineering and espionage, the place he spent his last years as chief monetary officer and treasurer earlier than retiring in December 2022.
Forgive him his directionally challenged second. Howell has spent the final yr crisscrossing the nation — assembly with gamers, house owners, brokers, normal managers, and head coaches on a fact-finding/relationship-building mission — and the fatigue is actual. Now, as his first yr on the job attracts to a detailed, Howell simply has this last obligation to meet.
If he can work out the place he’s going.
Lastly, he reaches his landmark, and the ceremony proceeds with no hitch. Howell welcomes the ceremony’s emcees, former NFL quarterback Michael Vick and security Ryan Clark, who impart phrases of knowledge earlier than directing the revealing of the jerseys. Howell then introduces the rapper Quavo, who performs a few songs earlier than the rookies get their alternative to pose with their new team-issued apparel.
As soon as within the background, the place he prefers to function, Howell takes within the scene and floats between conversations with Vick, Clark, Williams and Fanatics founder Michael Rubin, his quest for info seemingly unending. The proprietor of a bachelor’s diploma in electrical engineering from Penn and an MBA from Harvard, Howell by no means envisioned working within the NFL universe. However now, the life-long sports activities fan and self-described “geek” is absolutely entrenched, with the chance to play a pivotal function within the league’s continued progress.
Howell prioritized assembly with gamers, house owners, brokers, normal managers, and head coaches in his first yr as NFLPA government director. (Illustration: Eamonn Dalton / The Athletic; photograph: Kevin A. Koski / NFLPA)
Howell received his five-year time period as government director final June after a secretive 16-month course of largely as a result of his experience, imaginative and prescient and preparedness impressed the members of the NFLPA government committee. Throughout his second interview for his place, Howell turned the tables on committee members, grilling the lads who would resolve his destiny reasonably than fielding their questions.
“He had our complete finances and was going line by line and making feedback like, ‘Hey, I’m interested by this. I feel this needs to be modified — simply looks as if it’s method too excessive. I actually need to look into this, this element right here,’ and ‘Hey, what does this crew do? This looks as if there could be some crossover right here,’” stated Washington Commanders operating again Austin Ekeler, an NFLPA government committee member.
“We have been blown away. Like, this man didn’t have this info for that lengthy, and he was giving us these analytical breakdowns of issues that he would recommend.”
The funds {of professional} soccer might have been international to Howell, however numbers and enterprise practices weren’t. Rising up in Philadelphia, Howell realized about enterprise and the significance of a powerful work ethic from his father, Lloyd Howell Sr. (“a serial entrepreneur”), and mom Jeanette, a trainer. His love of sports activities was cultivated throughout his early life. Though aggressive swimming was unusual for Black children in Philadelphia throughout the Nineteen Seventies, Howell was one of many early members of the Philadelphia Division of Recreation swimming program (based by legendary swimming coach James Ellis, this system’s success impressed the 2007 movie “Satisfaction”). Howell performed soccer in highschool, calling himself an undersized tailback, and obtained affords to swim collegiately.
Then, in August 1984, simply two weeks earlier than Howell was to depart for Penn, Jeanette died of most cancers solely months after her analysis. “It was the primary time in my life the place your security web, your every little thing, it’s simply gone,” Howell stated. “I discovered myself compelled to consider issues in a way more proactive, anticipatory method.”
The analytical strategy solid by tragedy served Howell properly in school — and as he climbed the ranks within the enterprise world.
“It began as a safety reflex, protecting factor. After which I discovered that it had good implications to different elements to my life, whether or not it was in class, whether or not it was enterprise selections, you title it,” he stated. “I discovered stepping into that mode simply had all these advantages.”
“Lloyd usually makes use of the time period ‘North Star.’ ‘What’s the North Star? The place are we going — each organizationally after which for this particular concern? … And in his framing of that dialogue, everybody simply begins to know and collaborate,” stated Matthew Curtin, who fashioned a enterprise relationship with Howell throughout a 25-year span as vice chairman of J.P. Morgan after which managing director of Financial institution of America. In March, Curtin adopted Howell to the NFLPA, the place he’s now the president of NFL Gamers Inc., the union’s licensing and advertising subsidiary.
Regardless of a change in fields, Howell’s strategy has remained the identical.
“He has this skill simply to dissect the union and open our eyes to issues that we’d have probably not paid consideration to or we’d let slip by,” stated Detroit Lions linebacker Jaylen Reeves-Maybin, who was elected NFLPA president this spring. “And for him having the ability to do this inside a yr and see his areas of the place he needs to enhance, I feel that’s been spectacular.”
Howell’s hiring didn’t come with out controversy. Former NFLA president JC Tretter stated final yr the prior two government director hirings had been too public, so the union’s 32-member board of representatives agreed to permit the 11-player government committee to vet candidates and permitted a constitutional modification that allowed the names of the finalists to stay secret till it was time for crew participant representatives to vote their approval.
Then, a month after Howell’s NFLPA hiring, Booz Allen agreed to pay $377 million to settle a Justice Division lawsuit alleging the corporate overcharged the U.S. authorities to assist cowl losses in different areas of its enterprise. Booz Allen publicly disclosed the federal probe in June 2017, nearly one yr after Howell grew to become CFO. A former worker who filed a civil grievance in opposition to the corporate in 2016 alleged in her lawsuit that she raised the problem of economic non-compliance for months with senior executives, together with Howell.
His total resume received over the NFLPA government committee. Howell just isn’t a lawyer, in contrast to his predecessor DeMaurice Smith, who throughout his 14-year tenure with the union negotiated two profitable collective bargaining agreements with the league. Howell can also be not a former NFL participant, in contrast to the late Gene Upshaw, Smith’s predecessor, and a Corridor of Fame Oakland Raiders guard who commanded the respect of householders.
The actual fact Howell was neither proved enticing.
“As a result of he’s an outsider — as a result of he doesn’t have a stake within the sport or a canine within the combat, I feel that’s what made him come off as much more real in his efforts,” stated free-agent security Michael Thomas, an NFLPA government committee member. “He’s very actual and responds at a excessive degree primarily based off of his information of enterprise. … ‘Nicely, you recognize, no, I’ve by no means labored with NFL house owners. However I’ve labored with billionaires earlier than. I haven’t really talked to (NFL broadcast companions) ESPN, CBS and Fox, however I’ve labored with billion-dollar firms. …
“Both you have got that acumen and you’ve got that high-level IQ, otherwise you don’t. He’s easy in the best way he talks, nevertheless it’s real as he tries to know and assist us perceive as an alternative of attempting to speak over you or be condescending.”
As soon as elected as NFLPA government director, Howell wasted little time attempting to be taught the mindsets and priorities of each gamers and the house owners. All through final season, he launched into a league-wide tour to satisfy with every locker room and as many house owners and/or normal managers as potential.
Establishing a private reference to NFL house owners is significant to Howell’s mission. He believes that with out robust relationships and receptiveness, he’ll fail in his quest to get house owners to start viewing gamers as enterprise companions reasonably than commodities. As he met with the 25 house owners (or possession groups) who agreed to sit down down with him, Howell labored to be taught their views and to teach them on gamers’ views.
“(They have been) well-intended and, I felt, honest folks,” Howell stated. “They’ve been partaking on a few of the matters that we’ve talked about. They haven’t — with a number of exceptions — they haven’t simply been like, ‘Hell no. That received’t occur.’ A number of the matters, it’s extra like, ‘Nicely, it’s advanced. We’re gonna have to consider it.’ And I feel they’re being honest in that regard.”
On his Dallas tour cease, Howell scheduled a gathering with Cowboys proprietor Jerry Jones at crew headquarters at “The Star” in Frisco, Texas. However when he arrived, Howell was greeted by Jones, his three kids, and a number of grandchildren.
“It was necessary that my household meet him as a result of he’s part of what we’re and he represents the constituency that deserves that from me,” Jones stated. “So, it was not solely respect deserved, individually talking, but additionally as a lot in regards to the respect owed as a result of he represents the entire gamers.”
In the course of the greater than hour-long go to, the Joneses and Howell talked enterprise — from enjoying surfaces to participant contracts, crew amenities to the present and future CBAs — and household. Howell left the assembly having earned Jerry Jones’ respect. He’s somebody who “needs to get out in entrance of issues and assist treatment issues earlier than issues turn into an issue,” Jones stated. “To me, he looks as if somebody that may go searching corners. … I feel that trait’s among the best.”
Howell’s short-term objectives embody engaged on enjoying surfaces, offseason constructions, penalties and wonderful enforcement. (Illustration: Eamonn Dalton / The Athletic; photograph: Kevin A. Koski / NFLPA)
The NFL declined a number of requests to talk with Roger Goodell for this story, however Howell believes he has established working relationship with the commissioner. Their behind-the-scenes work final fall resulted in less-stringent punishments for playing guidelines violations on non-NFL contests, which was seen as a win for the gamers, however Howell nonetheless sees room for enchancment on a variety of points.
He needs NFL house owners to contemplate an evolution of contracts that features fairness stakes for gamers. Lionel Messi bought such a deal final yr from MLS membership Inter Miami CF, which gave the soccer star a two-and-a-half-year contract value as much as $150 million that included a future possession stake within the crew.
This spring, information leaked that the NFLPA’s government board was contemplating a proposal that will dramatically alter the offseason exercise schedule to start in late June reasonably than April.
“We’re the beneficiaries of rising income, reputation, you title it. However nothing lasts endlessly,” Howell stated. “So we now have to have a look at it and consider what could possibly be higher. What might we do? How can we get in entrance of this? … We should always know what the economics are after which optimize it. And for the advantage of all, not only one group.”
Earlier this yr, Goodell publicly stated the league would finally like to maneuver to an 18-game common season. Barring a revision agreed to by each the league and the union, the present CBA prevents that growth till its expiration in 2030, however Howell sees no level in ready to start deliberations.
“I’m glad Roger stated 18. I’m glad that he’s leaning into worldwide (video games),” Howell stated. “I feel it offers our guys the chance to form of get their ideas collectively, get our place collectively, to say, ‘That is what and the way we’re occupied with it.’”
Howell famous that discussions must happen about how the extra sport would have an effect on, amongst different issues, subject surfaces, bye weeks, worldwide journey, apply squads and participant compensation. “It sounds enticing. Who doesn’t need to see extra soccer, myself included?” Howell stated. “However all these different issues need to be labored out.”
Gamers won’t readily conform to an 18-game common season. And house owners won’t readily conform to incentives for which gamers ask. So Howell believes one of the best ways to keep away from a lockout in six years is to start out speaking now.
“It makes no financial sense for anybody to have a strike or a lockout,” he stated. “The world’s hottest sports activities league goes properly. How can we maintain that going? A lockout is an irrational factor. What’s extra rational is, ‘Hey, if I might develop this two occasions, if I might develop this 3 times, then we should always work out what the agreements would should be.’
“That’s what rational private-sector folks do.”
Smith presided over CBA negotiations in 2011 (which included a four-month lockout) and 2020, and whereas these offers in the end proved profitable for all concerned, the gamers believed a change in strategy was obligatory.
“As we talked by the search course of about what we would have liked within the subsequent individual, we determined we would have liked greater than only a labor lawyer,” Thomas stated. “Due to how a lot the enterprise of the sport has grown, we felt like we would have liked any person who can take us even additional, assist us run as a enterprise, converse the identical language as these house owners, and Lloyd is strictly that.”
Howell enters Yr 2 on the job with eyes on short- and long-term objectives. By subsequent summer time, he needs to have begun effecting change in NFL enjoying surfaces, offseason constructions, penalties and wonderful enforcement. In the meantime, he’ll proceed working towards options on extra difficult issues, like income sharing, expanded seasons and teaming with the NFL in its quest for a long-lasting stake within the worldwide market.
“All of it takes time, and we now have to strategy all of it with a wholesome quantity of study, a wholesome quantity of scrutiny,” Howell stated. “However the North Star ought to undoubtedly be: How can we all get on the identical web page towards rising the worth of this already rising enterprise?”
The rookies have questions, and Howell has solutions.
Amid the advertising tutorials, photoshoots and memorabilia-signing classes on the Rookie Premiere, Howell picked off gamers right here and there for face-to-face conferences. He needs to determine relationships and begin educating the rookies on how the union may help them all through their careers and past. If there’s one factor he realized throughout his league-wide tour, it’s that far too many NFL gamers didn’t find out about the advantages the NFLPA has to supply.
Given the prospect to select Howell’s mind, gamers capitalized. Some, like No. 1 decide Williams — the Chicago Bears’ business-savvy quarterback, who made thousands and thousands in Title, Picture and Likeness earnings his last season at USC — had questions in regards to the historical past and functions of the wage cap. New England Patriots huge receiver Ja’Lynn Polk sought perception on how the league’s wonderful system works and the help that gamers obtain from the NFLPA throughout the appeals course of. Others puzzled about advantages, offseason constructions, the probability of an 18-game season and its influence on relaxation and restoration time.
Howell made seven figures at Booz Allen and $2.2 million in compensation from the NFLPA in 2023, per Sports activities Enterprise Journal, however folks near him stated he views the union function as a mission. He’s fueled by the prospect to place present and former NFL gamers for life-long monetary stability and to supply the standard working situations obligatory for improved bodily and psychological well being.
In some methods, the divorced father sees his two grownup sons within the younger males he now serves. And a deep dive into the historical past of the NFL and the journey of its gamers has bolstered Howell’s resolve.
“I’ve at all times favored challenges even when initially they appear insurmountable,” he stated. “I don’t know if it’s a hero advanced. I don’t know if it’s only a glutton for punishment. However to have the ability to go right into a state of affairs that has lots of challenges and the percentages are stacked in opposition to you and to prevail … that is making a distinction for younger males who’re coming into into a really advanced trade with large stress.”
(Illustration: Eamon Dalton / The Athletic; photograph: Lev Radin / Pacific Press / LightRocket through Getty Pictures)
