The Athlete CEO: Capturing value on and off the field

Riccardo Stewart, Jeff Locke, Zach Miller, and Sam Acho gather in the front office to tackle the big question facing every pro: you’ve built your value—how do you really capture it? They pull back the curtain on high-stakes negotiations, using the Brock Purdy contract as a case study. Jeff breaks down why the numbers on NFL deals rarely tell the full story, especially compared to MLB and NBA. Zach and Sam get specific, explaining the split between truly guaranteed money and what’s just ink on paper—then show how players can turn presence and connection into off-the-field wins. Between anecdotes from inside CBA talks and clear advice on reading the business, the team lays out the game plan for pros and their families to run their own huddle—and stay ahead of the league.

Key highlights

• What it means to run your career like an “Athlete CEO,” with the field as only part of the equation.

• Why only 20 out of 43 active NFL contracts over $100M are fully guaranteed, compared to every deal that size in the MLB (68) and NBA (82)—and what that means when negotiating as a pro.

• A close look at Brock Purdy’s contract: signing bonuses, real guarantees, “outs” for the team, and the importance of securing more value early, not just on paper.

• How relationships in your city and community create real off-the-field value—think partnerships, sponsorships, and trust beyond stats.

• Firsthand accounts from CBA negotiations: how owners approach contracts, what’s really said in the back room, and why understanding the league’s view is essential for every athlete.

• The bottom line for players and families: study the playbook, know your leverage, and get every piece you’ve earned—on and off the field.