Culture
Chelsea gambled by not agreeing a cheaper shirt sponsor deal – will they reap the reward?
There are two ways to look at Chelsea not signing a front-of-shirt sponsorship deal before the start of the season.
You could view it as a failure, with companies not wanting to fork out £45million-plus for the privilege of being in prime position on their kits following a disappointing Premier League campaign in 2023-24, buoyed by the narrative that the club’s owners, Clearlake Capital and Todd Boehly, don’t know what they are doing.
The alternate view, echoed within their home stadium Stamford Bridge, is that Chelsea rolled the dice and gambled on their sporting performance improving, therefore rendering it foolish to enter a long-term deal with a potential partner in the summer when the front-of-shirt value could be sold for a much bigger fee just a few months later.
In this case, both can be true, yet it’s evident no company was willing to pay what Chelsea were asking for, otherwise the players would be sporting some brand’s logo on their chests already.
One opportunistic company even shared a press release at the beginning of November, announcing the ‘exclusive news’ it had secured a deal to become Chelsea’s new front-of-shirt partner for the rest of the season. When challenged on the fact this simply wasn’t true, the firm, which will remain nameless, thought it would still be a good story for media outlets to run.
The club hierarchy’s choice to hold their nerve, to not just accept a low-ball figure for the sake of it, could be about to pay off — and it is a bet not many others in the game would have been willing to make.
New head coach Enzo Maresca has been a transformative appointment, guiding Chelsea to third in the league. There is a good feeling around Chelsea and the potential of their young squad.
This has led to renewed interest from potential partners when it comes to Chelsea selling their front-of-shirt sponsorship, meaning they have orchestrated something resembling a beauty contest to drive up the price.
Chelsea sources, speaking on the condition of anonymity to protect relationships, have indicated to The Athletic that the process is nearing its end — their shirts will have a sponsor before the season ends.
Leading the negotiations for securing a lucrative deal are Jason Gannon, the club’s president and chief operating officer, Todd Kline, their new president of commercial, and Casper Stylsvig, their chief revenue officer.
Chelsea’s starting point for this deal has always been at the Champions League level. Their domestic rivals competing in Europe’s elite club competition are the benchmark, and they didn’t want to accept an offer that would look cheap, despite playing in UEFA’s third-tier Conference League.
The view from the other side of the negotiation table, however, was one that essentially asked, ‘Why would we give you Champions League money when you aren’t even in that competition?’. There was also a fair sense of concern about how this season would play out, given the change from Mauricio Pochettino to Maresca in the dugout.
Manchester United, the outlier in this scenario due to years of underperforming on the pitch, recently extended their deal with technology firm Snapdragon, which sees them earn $75million (£59.8m at the current exchange rate) per year for their front-of-shirt asset.
In July 2022, Liverpool extended their deal with bank Standard Chartered to the end of 2026-27, with The Athletic being told it constituted a significant uplift on the previous £40million-a-year contract. Arsenal’s Emirates airlines deal — which was renewed at the start of last season, meaning it will have lasted for 22 years when the latest extension ends in 2028 — is reportedly worth £50m a year.
Chelsea are seeking around £60million a year, which they believe is the going rate for the Premier League’s elite clubs, especially those competing at the top end of the table.
The Athletic’s special report into Manchester City’s sponsors in 2022 detailed that they receive more than £67.5million a year from Etihad Airways, from the United Arab Emirates home of its owners, for sponsorship including matchday shirtfronts.
At the beginning of last season, again having failed to secure a front-of-shirt sponsorship, Chelsea signed a short-term deal for 2023-24 with Infinite Athlete, a biomechanics engineering company, which was worth over £40million to the club.
“Somewhere between £45million and £55m a year would probably be your typical Champions League high-ranking Premier League club’s value,” explains Professor Rob Wilson, from the University Campus of Football Business.
“In the context of this conversation, hindsight is our friend, so if it was a strategy in the summer, then you have to give Chelsea a pat on the back. But I can’t see it. I just think they simply weren’t able to sign a sponsor that was prepared to spend £40million a year, so they have sat on it looking for what they might find.
“They are now at the top end of the league and that makes them a more interesting proposition.”
Short-term and long-term sponsorship deals remain a possibility. One sticking point in negotiations with potential partners is that Chelsea are not looking to sign with anyone for five years, preferring shorter contracts. They don’t want to be stuck in a five-year deal if, as predicted, there is a sponsorship boom in football linked to the 2026 men’s World Cup, which is being jointly hosted by the United States, Canada and Mexico.
“The power of the American investor is coming into play,” explains Richard Busby, chief executive of BDS Sponsorship — one of Europe’s most prominent consultancies in the field. “The World Cup in 2026 and its impact in America is crucial to what happens to shirt-sponsorship prices.
“If it starts to really get big viewership in America — the Premier League is still relatively small in America when it comes to viewership — then, clearly, there is a lot more money potentially available.”
This is a view also shared by senior figures at Chelsea. The club have been in discussions with several potential partners, including airlines and tech companies. The Middle East and the United States are generally viewed as where most of the sponsorship money is coming from, although Asia has also been touted as an emerging market.
Chelsea, naturally, see themselves as an attractive proposition. Being located in London is a significant part of that thinking, along with an improved sporting performance and brand identity, having won the Champions League twice in the past 12 years. What shouldn’t be overlooked, however, is that Chelsea have lost ground on their rivals by not having a front-of-shirt sponsor in place sooner.
Wilson says: “Chelsea should be worth somewhere between £35million and £40m a year. They’re obviously asking for a bit more than that to benchmark themselves against Liverpool, Manchester United and Manchester City, but it’s more the opportunity cost of the lost revenue.
“When you think about PSR (the Premier League’s profit and sustainability rules) headroom, they are going to be extraordinarily tight. What they’ve done over the last couple of years is they’ve sold the hotel (at Stamford Bridge), they’ve sold the stake in the women’s team, and that is all geared up around their PSR compliance calculation.
“So, when you effectively aren’t able to weigh in an additional £40million worth of shirt sponsorship, that’s quite a sizeable amount of value against that calculation, hence why they’ve had to take those drastic steps to sell those assets.”
While Chelsea have gone through the first five months of the season with no front-of-shirt sponsor, they do have a longer campaign ahead than most. Yes, these months have gone, but 2024-25 could extend into July for them due to their involvement in the first revamped and greatly expanded Club World Cup.
The recently announced free-to-air DAZN broadcast deal for that U.S.-hosted tournament means any front-of-shirt sponsor that eventually does a deal with Chelsea is going to have more eyeballs on it from a global perspective — even if nobody knows how many people are actually going to tune in to watch the competition.
This means Chelsea can still appease companies feeling somewhat uneasy about committing to a deal in the second half of the season. But with Chelsea still to play in the FA Cup (they are at home to fourth-division strugglers Morecambe in round three next month) and through to the round of 16 in the Conference League in March, there are still plenty of fixtures to take place.
Busby says he would be “very surprised” if Chelsea could do a deal for such a significant fee in “less than nine months”, also noting January is “budget month” for many corporations, meaning that is the time they are sitting down to work out where money could be spent.
There is also the theory that anything spent on a shirt sponsorship has to be matched by the paying company to market it.
“For every pound spent on a sponsorship fee, theoretically, you should be spending the same in terms of making the activation work,” Busby says. “When Coca-Cola sponsor the Olympics, they are spending eight times as much on getting it activated as they do on the sponsorship fee.
“Now, you don’t need to spend eight times as much (in Chelsea’s situation), but you still need to spend a lot of money on a global sponsorship beyond the figure everyone sees reported.”
From the perspective of the Premier League’s PSR, which state clubs are allowed adjusted losses of £105million over a rolling three-year period, not having a front-of-shirt sponsor in place is far from ideal.
Chelsea are yet to publish their financial results for the year ending June 30, 2024, with those expected to land at Companies House in the early part of 2025, but they reported operating losses of £121.4million (2021-22) and £90.1m (2022-23) in the previous sets of accounts. The sale of two hotels to a sister company for £76.5m in 2023 helped ensure they remained on the right side of the Premier League guidelines, and the sense coming from the club is that even without a front-of-shirt sponsor being secured, they are going to be fine going forward.
Wilson, however, disagrees.
“They will breach this year unless they can bring in some additional revenue from an alternate source,” he says. “The only thing they have left to sell is their shirt sponsorship.
“Because of the hotel sale, combined with their transfer activity in the summer, they are going to be right on the limit for the year ending 2024. They will have a black hole in their 2024-25 accounts, unless they sell the shirt sponsorship, or they have a positive net transfer spend next summer. But they have to do that before June 30, because they will need the transfer receipts before the PSR year ends.”
Chelsea sources said to The Athletic they were confident there is no risk whatsoever of them breaching PSR for this season.
Chelsea are confident a front-of-shirt partnership will be finalised sooner rather than later, but, until then, the only Premier League side among the 20 without a partner’s logo on the chests of their matchday jersey will continue to be an outlier.
Whether or not Chelsea can generate their ideal fee remains to be seen, yet their decision to roll the dice and say no to taking a lower-valued deal was a bold and, in hindsight, brave move.
If the predictions about a potential sponsorship boom for Premier League clubs on the back of a successful 2026 World Cup prove true, then Chelsea, whose youthful squad will be a couple of years more experienced collectively and should be both regulars in the Champions League and competing for trophies once again, could be one of the first in line to cash in.
United are tied up with Snapdragon until 2029, Emirates will sponsor Arsenal until at least 2028 and Liverpool’s relationship with Standard Chartered runs to 2027. This means Chelsea could be the biggest Premier League club without a front-of-shirt sponsor, which is likely going to drive up interest due to the limited inventory.
If Chelsea’s season tails off, and playing in the Champions League again once more becomes a faraway dream, then they could find themselves back at square one. But when you roll the dice, especially in football, that’s the risk you take — and Chelsea made that move with their eyes wide open.
(Top photo: Ryan Pierse/Getty Images)
Culture
Byron Leftwich went from future NFL head coach to perceived scapegoat. Now he wants back in
TYSONS, Va. — Byron Leftwich slips into the Northern Virginia brunch spot unrecognized and unbothered.
Lean and broad-shouldered at 6-foot-5, the former NFL quarterback looks like he could still play even though his 45th birthday looms in a couple of weeks. After a nine-year playing career, Leftwich made a meteoric rise up the coaching ranks. As offensive coordinator of the Tampa Bay Buccaneers, he helped Tom Brady and Bruce Arians on a storybook Super Bowl march to cap the 2020 season. Leftwich was a legitimate head coaching candidate in the winter of 2022.
But time moves quickly, circumstances change and memories fade. So on this chilly morning in the middle of football season, Leftwich is just another guy lost in the hustle and bustle of the DMV.
He has spent the last two football seasons largely shrouded in mystery — once a virtual lock to lead his own team, then fired, then off the grid. And thanks to his relatively solitary nature, Leftwich’s goals and whereabouts have remained murky.
Influential NFL figures tried to maintain contact with Leftwich to keep him on the radar, but they say their messages and calls went unanswered. Former colleagues relayed conflicting accounts: Some said he was on shortlists for a handful of college jobs; others reported he had largely isolated himself in West Virginia while waiting for an NFL offensive coordinator role to open up; others sensed Leftwich no longer wanted to coach.
Leftwich is here to clear that up.
“I. Want. To. Coach,” he says emphatically over what’s left of his fried eggs, bacon and a biscuit.
After a year-and-a-half devoted largely to his 14-year-old son, Dominic — making breakfast, dropping off and picking up, traveling up and down the East Coast for a demanding AAU basketball circuit, watching every football practice and game — Leftwich wants back in the coaching game.
“There’s something missing. … I really do feel as though something’s not there, and I’ve got to get back to it,” says Leftwich, who received his son’s blessing to return. “I’m really into helping other players. I want to help them to play the best. I love to teach.”
Leftwich viewed his sabbatical as an exercise in patience. After things ended in Tampa, he promised himself he wouldn’t pounce on any opportunity for the sake of landing a gig. He didn’t direct members of his small circle to drum up a media campaign to keep his name hot and wasn’t about to ask counterparts for handouts. Confident in his body of work, Leftwich maintained a belief that at the right time, the right job would present itself.
Two hiring cycles quietly came and went, but Leftwich has remained unshaken.
“I didn’t have the opportunities right after and this last year that I thought I would have, but I understand the process, and I understand that the whole world’s trying to get in that league,” Leftwich says. “Nothing should be given to me. Nobody owes me anything. So, I’m going to just work and see if I can have the opportunity to coach in that league again.”
Some league insiders believe Leftwich’s under-the-radar approach may have cost him. But it’s the route he feels most comfortable with, even if his supporters wish he were more outspoken.
“Byron will not push himself out there. He’s going to do it on his work,” says Arians, Leftwich’s offensive coordinator in Pittsburgh and coaching mentor in Arizona and Tampa Bay. “But I’ll say it: I think it’s total bullsh– that he’s not a head coach in this league.”
Arians can’t talk about Leftwich without recalling the November 2002 game in which Leftwich, in his final season at Marshall University, played the fourth quarter with a broken left tibia. Leftwich was unable to walk, but his offensive linemen carried him downfield between pass completions as the quarterback racked up more than 300 passing yards.
They began working together eight years later when Arians was the OC in Pittsburgh at the end of Leftwich’s playing career. The coach recognized that Leftwich, then backing up Ben Roethlisberger, was among the strongest leaders on the team. Arians became convinced Leftwich would become a strong coach.
“He’s the toughest and one of the smartest, brightest dudes I know,” Arians says. “He was such a bright quarterback, and he had a great rapport with young players. … Guys have questions, he could answer anything and everything: Why and how it’s going to make you better if you do it this way. He just has a great feel for the game.”
“Awesome leadership qualities have always oozed out of him,” Steelers coach Mike Tomlin says. “Some of it comes from the position he played, but he has always had an ease about him when it comes to leadership. He’s comfortable in his own skin and gets along well with people, and he carries himself in a way that commands respect.”
Arians hired Leftwich as a coaching intern with the Cardinals in 2016. A year later, Leftwich was promoted to quarterbacks coach in Arians’ final season in Arizona. A year after that, Leftwich served as interim offensive coordinator for the final nine games of the season before being let go with the rest of Steve Wilks’ staff.
In 2019, Leftwich was reunited with Arians in Tampa Bay. He largely flew under the radar his first season as a full-time offensive coordinator, but the Buccaneers ranked third in the NFL both in total offense (397.9 yards per game) and points (28.6) and first in passing yards (302.8). Arians credits Leftwich’s tutelage for Jameis Winston passing for a league-high 5,109 yards and 33 touchdowns.
Of course, Winston also threw a league-leading 30 interceptions that season. Leftwich says the biggest regret of his coaching career is that he only got to work with the former No. 1 pick for eight months. He wishes they had more time together to hone Winston’s decision-making skills, but Leftwich couldn’t disagree with the Buccaneers’ decision to pursue Tom Brady.
Life with the GOAT got off to a rocky start. COVID-19 restrictions robbed Brady of the usual acclimation process offered by offseason practices and meetings. Arians says Brady didn’t fully grasp Tampa Bay’s offense until mid-November. He directed Leftwich to blend the aggressive downfield elements of Arians’ playbook with the up-tempo tenets that Brady thrived at executing during his storied Patriots career.
Things started to click in the final month of the season. After entering their Week 13 bye 7-5 and averaging 28.6 points a game, the Buccaneers returned with a revamped offense and reeled off eight straight victories (four to close out the regular season and four more en route to hoisting the Lombardi Trophy) while averaging 33.9 points a contest.
“He’s got a great work ethic, a great football IQ. It’s just been a growing process for both of us,” Brady said when asked about Leftwich during Super Bowl week. “It’s taken some time to get there because we didn’t have a lot of the things that we normally have with football (in the offseason). Over the last couple of months we’ve certainly executed a little bit better.”
Through a spokesperson, Fox Sports declined to make Brady available for this story.
The Bucs were better in 2021, averaging 406 yards and 30 points per contest. Leftwich believes they should have returned to the Super Bowl. But they fell in the divisional round of the playoffs to the L.A. Rams, who two games later won a championship of their own.
That offseason, Leftwich interviewed for head coaching openings with the Chicago Bears and Jacksonville Jaguars, the team that drafted him No. 7 in 2003. It was widely believed that Leftwich would receive a Jacksonville homecoming as the Jaguars’ head coach. But then came reports that Leftwich turned down the job because he didn’t want to work with general manager Trent Baalke.
Leftwich denies those claims. He says he had a good interview with the Jaguars and didn’t know Baalke.
“The stories started out of nowhere. I thought I was in a good spot, didn’t even talk to anybody. I understand this business, and I’m wise enough to know not to talk about what you’re going through when you’re going through it,” Leftwich says. “I never turned down that job because they never offered it. There were a lot of stories out there and I never spoke on it, but I never turned it down.”
Jacksonville eventually hired Doug Pederson, who had guided the Philadelphia Eagles to a Super Bowl victory five years earlier. Pederson guided the Jaguars to a playoff appearance in Year 1 but missed the playoffs in 2023 and is on the hot seat with Jacksonville at 4-12.
“I was willing and ready to take that (Jaguars) job,” Leftwich says. “That’s where I played, and I was very interested in trying to help that situation — all hands on deck — really trying to help that situation, because I know that city, I know the fan base and I thought that they had really good players down there that you can win football games with.
“But when I did the interviews … I knew that, ‘OK, at the end of the day, if I don’t get either, I get to go back with Mike Evans, Chris Godwin, and maybe (Brady, who was considering retirement) — people who I built strong relationships with.’ I was like, ‘I just get to go back to that and coach ball.’”
Brady retired, then unretired in February 2022. The next month, Arians retired abruptly, turning the team over to defensive coordinator Todd Bowles. It seemed like a seamless transition plan: Bowles would continue to oversee the defense while Leftwich and Brady ran the offense. But injuries ravaged the Buccaneers’ offensive line, and Brady, who was going through a highly publicized divorce, wasn’t as effective.
Tampa Bay’s offense plunged to 15th in yards (346.7) and 25th in points (18.4). After a first-round playoff exit, Brady retired for good and Bowles fired Leftwich.
“We didn’t score enough points and we didn’t run it well, and at times we didn’t throw it well,” Bowles said at the time when explaining his decision. “When you see something wrong, you have to try and fix it. I’ve been with those guys a long time, so it was a tough decision. But I felt the change had to be made.”
Arians, who had taken on an advisory role with the team, didn’t agree with the move. He is on record saying Brady’s personal matters hindered the quarterback’s play. And the former coach believes Leftwich became the scapegoat for the Buccaneers’ struggles.
“It looks like it all falls on Byron, and that to me is totally wrong,” Arians says. “I mean, it was just a different philosophy that Todd wanted to go with. … But if there is anyone that puts anything out negatively about Byron, they’re totally full of s—.”
The fallout from that season dramatically altered Leftwich’s coaching trajectory, but he says he understood Bowles’ decision. “I felt it was time to move on,” Leftwich says. “It was the first time we were out of the top five in offense. So the fact that we were 15th allowed people to say, finally, ‘Does that guy really know what he’s doing? Can he do this?’ … That’s the nature of the business.”
Leftwich doesn’t view the 2022 season as a total failure. Given the calamity he and his players faced and all of the mixing and matching he had to do to compensate, he views that season as his best coaching job. It forced him to grow.
“(Arians) always told me, ‘I’ve been fired for winning, I’ve been fired for losing. I’ve been fired for doing my best. I’ve been fired for doing my worst.’ So being fired means nothing,” Leftwich says. “You can’t worry about being fired. Believe in what you believe in, do what’s best for the players, and accept everything they could come with it.”
Following his Tampa Bay departure, he expected to receive inquiries, but no NFL teams called. He received some interest in college positions, but some of those would have required him to make what he believed were rushed decisions, so he declined. Others didn’t seem like good fits, so he embraced the opportunity to make up for lost time with his son.
The body clock still chimes at 3 a.m. without the use of an alarm clock, just as it did during his coaching days. Instead of reporting to an office by 3:30 a.m. for film study, practice and game planning, he hits the weights, then the punching bags. By midmorning, after he feeds Dominic and gets him to school, Leftwich finds himself in front of a screen, clicker in hand.
He studies the coaches film of every NFL team. When watching live, he calls plays as if he were in the quarterback’s ear. Sometimes his predictions are correct, sometimes they’re not, but Leftwich makes the next call regardless. He digs deep to expand his knowledge of offensive and defensive patterns and tendencies, “staying sharp and up on what everybody’s doing.”
“He has a 360-degree perspective of the game — not only offense but defense as well,” Tomlin says. “Certain people have the ability to see the game in 3-D, and Byron is one of them.”
Leftwich says Arians taught him just as many nuances about interior offensive line play as he did pass routes and coverages. Arians also helped Leftwich learn the importance of understanding players’ capabilities, believing a firm grasp of each player’s skill set enables a good coach to design more expansive and versatile schemes while drawing greater confidence and commitment out of players.
“People get hung up on ‘The system this, the system that.’ I don’t care what the system is,” Leftwich says. “I know enough different types of offenses and different types of personnel packages and ways to attack to be able to … be as multiple as possible. And that’s all about preparation.
“It’s how (Arians) raised me. Anywhere I go, we’ll be as multiple as we need to be. We need to be two tight end set this week? Then it’s two tight end set. We need to be a four wide receiver set next week? We’ll do whatever we need to do to win that game. But because of our preparation, we will be able to do everything.”
Both Arians and Tomlin agree that Leftwich should be a member of an NFL coaching staff, if not leading his own. But to return to the NFL ranks, Leftwich has a series of questions he must answer.
A query of six front-office members who are expected to interview for general manager positions — and who are thus forming their own prospective head coach candidate lists — yielded mixed reviews. All agreed Leftwich exhibited great instincts and leadership abilities as a player. Some believed those strengths translated well to coaching and praised the abilities he showcased with Tampa Bay. Others expressed reservations about Leftwich’s independence.
How much of Tampa Bay’s success stemmed from Brady’s greatness, they wondered. How much of the offensive explosiveness was Leftwich responsible for, and how much came from Arians’ expertise and direction? How much of the drop-off in production in 2022 can be attributed to Arians’ absence?
Leftwich believes a deep dive into his qualifications and responsibilities in Tampa Bay will dispel any doubts. “I was blessed to have that opportunity in Tampa because the guy that hired me put a lot on me and I know how to do things the right way because of that,” he says. “I encourage anybody to do their background checks. Ask anyone who has worked with me.”
“I get a lot of credit for things I didn’t do in Tampa,” Arians says. “Byron called all the plays. Very seldom did I call anything. He did it all, even in the Super Bowl.”
Then there’s the recency question. In a league where head coaching tenures rarely exceed three years, hot prospects shoot up in popularity, then fade quickly into oblivion. Will Leftwich’s name still carry enough clout to garner consideration in a coaching market expected to feature head coaching veterans such as Mike Vrabel and Brian Flores and coordinators Ben Johnson, Aaron Glenn, Joe Brady and Kliff Kingsbury?
Leftwich recently hired a new agent and stressed his desire to aggressively pursue NFL jobs. He believes that if he meets with a team owner or general manager looking for a head coach — or a head coach looking for a coordinator — his credentials will elevate him above competing candidates.
“Just give me the opportunity. Bring me in and see. Communicate with me, see if I’m the right type of leader you want,” Leftwich says. “Do your homework. See if I can lead men. … See if I know my X’s and O’s. See if I know people. See if I know what needs to be done to succeed at the job.”
(Illustration: Dan Goldfarb / The Athletic; photos: Douglas P. DeFelice, Perry Knotts / Getty Images, Scott Boehm / Associated Press)
Culture
NFL offensive linemen Christmas gifts ranked: Do QBs, teams benefit from their generosity?
Offensive linemen have the most thankless job in the NFL. Go stand in that guy’s way, and if you do a good job, we’ll never talk about it. Screw up and, best case, we’ll publicly shame you. Or we’ll blame you for a loss or injury.
The big lugs need a hug, and that’s why they look forward to the holiday season. Their rich quarterbacks — and sometimes the running backs — reward offensive linemen for their blood, sweat and tears with lavish gifts for Christmas. While they’re not always shared with the public or annoying media types, we were able to compile our list of the top 10 gifts from this year, plus a couple of honorable mentions. (The bottom of the list is best left to one’s imagination, and we were not able to confirm our theory that Houston Texans quarterback C.J. Stroud gave his offensive linemen some rocks to kick.)
Did the quarterbacks, and teams, get immediate dividends from the offensive linemen for their generosity? Let’s take a look at the best gifts along with how those teams fared in Week 17.
1. Cincinnati Bengals
Week 17 result: Beat Denver Broncos 30-24
Joe Burrow asked his linemen what they wanted, and when some said guns, it got him thinking about the coolest weapon — and samurai swords were the obvious answer.
“Samurai swords, I think, are pretty dang cool,” he told reporters.
He bought authentic Japanese Katana swords, each having a unique backstory of a town or battle, lined them up in a room and had the linemen pick.
“Joe does a great job at buying gifts that are extremely meaningful,” left tackle Orlando Brown Jr. told reporters. “The fact that he bought me a sword, it’s the most ancient form of respect.”
“My favorite gift I’ve ever gotten by far because it’s so different,” guard Alex Cappa added.
Burrow was sacked seven times in the Bengals’ overtime win over the Broncos on Saturday, so maybe less pretend sword fights this week, guys.
2. Green Bay Packers
Week 17 result: Lost to Minnesota Vikings 27-25
Running back Josh Jacobs wrapped up customized diamond pendants for his 12 offensive linemen. They were commissioned by ZoFrost and Co., a custom jewelry maker based in Houston.
Jacobs is having a huge season but was held to 69 yards and a touchdown on 17 carries in the loss to the Vikings. The Packers did score the last 15 points of the game to make it close, so maybe it just took the linemen a while to stop squinting from all the bling.
3. Philadelphia Eagles
Week 17 result: Beat Dallas Cowboys 41-17
Running back Saquon Barkley, who is vying for the NFL rushing record, was smart and went in with quarterback Jalen Hurts on gifts for the linemen. They bought each one a personalized golf cart, customized with the player’s last name and number. And, of course, the logos for Hurts and Barkley on the back. After all, what’s the point of a gift if there isn’t a constant reminder of who got it for you?
Jalen Hurts and Saquon Barkley’s joint holiday gifts to the #Eagles offensive line arrived earlier today. They bought each lineman a personalized golf cart with their last name and number on it. Hurts and Barkley’s logos are on the back. #FlyEaglesFly | #Eagles 🎅🎄🎁 pic.twitter.com/5kQLLsdRmo
— Quay L.Jones🦅 #FlyEaglesFly (13-3) (@QuayLJones3) December 24, 2024
4. San Francisco 49ers
Week 17 result: Lost to Detroit Lions 40-34
Brock Purdy was also smart. He hasn’t gotten his big payday yet, so he turned to corporate sponsorship. Thanks to his friends at Toyota, Purdy gave 10 linemen either a Toyota Sequoia or a Toyota Tundra. Though these are the most expensive gifts on the list, we can’t rank them too high since Purdy was more of a middleman.
Santa Purdy 🎅
Brock surprises his O-Line with some new wheels 🛻 pic.twitter.com/4iYIWs9k3t
— San Francisco 49ers (@49ers) December 20, 2024
5. New York Jets
Week 17 result: Lost to Buffalo Bills 40-14
You can’t dress up a pig, but that doesn’t mean pigs don’t like to clean up nicely every now and then. Jets quarterback Aaron Rodgers, who has had a miserable season, tried to style up the Jets facility. He had a tailor come in and measure the linemen for a custom Tom Ford suit, which they can wear with their new Tom Ford sunglasses and Tom Ford cologne. They also received a Louis Vuitton passport holder.
And if that was all too much for them, Rodgers threw in a stereo speaker and a bottle of Devils River bourbon.
As for the game, Rodgers benched himself in the fourth quarter with the Jets down 40-0. There is no truth to the rumor that one of the lineman at that point yelled out, “Who the eff is Tom Ford?!?”
6. Detroit Lions
Week 17 result: Beat San Francisco 49ers 40-34
After all, offensive linemen are a simple lot. Jewelry? Trucks? Nah. Lions quarterback Jared Goff knew his audience.
“It’s hard when you got guys giving out Toyota trucks to try and keep up with that,” he told reporters, “but I got them a nice Yeti package with a ton of wagyu — steaks and beef. I hope they like it.’”
They did. The only downside is the gift is gone in four days.
7. Pittsburgh Steelers
Week 17 result: Lost to Kansas City Chiefs 29-10
This one should be higher on the list. We are just anti-gift cards. Even if they’re for $10,000 for an Airbnb that can be used worldwide. The Steelers’ Russell Wilson also gave 14 offensive linemen a black and yellow Louis Vuitton duffel bag, custom-made black and yellow Good Man Brand shoes and a bottle of wife Ciara’s Ten To One rum.
The Steelers have lost three games in a row, so clearly vacation-themed gifts were a bad idea.
🎁
From: @DangeRussWilson
To: The offensive line pic.twitter.com/eFXiVZfy4f— Pittsburgh Steelers (@steelers) December 24, 2024
8. Kansas City Chiefs
Week 17 result: Beat Pittsburgh Steelers 29-10
This should be higher on the list, as well. But we’re tired of the Chiefs winning everything. And of Taylor Swift. The Chiefs’ Patrick Mahomes gave his bodyguards a red Yeti cooler with a Rolex watch, Oakley sunglasses, Lucchese boots and Normatec recovery boots inside. This after giving them a golf cart last year and a personalized golf bag with clubs the year before.
QB1 spread some Christmas cheer by giving gifts to the o-line 🎁 pic.twitter.com/xASg3iplnX
— Kansas City Chiefs (@Chiefs) December 18, 2024
9. Washington Commanders
Week 17 result: Beat Atlanta Falcons 30-24
Jayden Daniels is impossible to predict on the field, as he can throw it over defenders’ heads or run by them. But when it comes to buying gifts, the Commanders QB kept it simple. He wrapped up electric scooters for his offensive linemen, “so they don’t have to walk around as much,” he told reporters.
10. Los Angeles Chargers
Week 17 result: Beat New England Patriots 40-7
Justin Herbert got his linemen two gift cards, one from Delta Airlines (along with luggage) and one for wagyu beef from Snake River Farms — to keep their minds off their vacation plans.
The Patriots didn’t show up Sunday, so it didn’t really matter for this study what Herbert got his guys.
Justin Herbert gifted the offense lineman with luggage and gift cards.
Here’s Rashawn Slater with a thank you vid: pic.twitter.com/JUXuEyVafL
— Kris Rhim (@krisrhim1) December 24, 2024
Honorable mention
Buffalo Bills
Week 17 result: Beat New York Jets 40-14
In the past, Bills QB Josh Allen gifted his linemen custom scooters, golf clubs and lessons. But his Bills linemen have reversed the trend — since whenever they screw up, Allen just runs by a defensive lineman or trucks a defensive back.
Last year, they gave him an ATV. This season, they decided to let him know what they thought about the pending MVP vote. The linemen gave him a custom diamond necklace of Allen’s No. 17 jersey with “MVP” on the nameplate. The back has the names of the linemen listed. Tackle Dion Dawkins posted the gift on Instagram with the caption, “Merry Christmas to our MVP.”
New York Giants
Beat Indianapolis Colts 45-33
Daniel Jones is living the good life as a practice squad player on the Vikings. But he didn’t forget his former teammates — or hold a grudge for all the beatings they facilitated earlier this season — and sent his old Giants linemen presents. He gifted them a limited edition bottle of Clase Azul tequila. The bottles can range in price from $120 to $19,000.
Here’s hoping the linemen didn’t Google their respective bottles.
Overall record: 8-4
Moral of the story: Big guys like presents.
(Top illustration: Will Tullos / The Athletic; photos of Jalen Hurts, Joe Burrow and Jared Goff: Emilee Chinn, Dylan Buell and Todd Rosenberg / Getty Images)
Culture
Brenden Aaronson finishes off the ‘perfect team move’ that showed the best of Leeds
It had been a wasteful night for Leeds United before Brenden Aaronson scored a goal-of-the-season contender.
Derby County did their best to frustrate and deny the Championship leaders. They did it well until the 79th minute. But, as they have done all season, Leeds will pass and pass and pass again until they find a minuscule opening capable of hurting their opponents, and so they did with Aaronson’s winner 11 minutes from time.
Leeds had other chances and it threatened to become a costly game in the title race, but the beauty of Aaronson’s goal — which takes his tally to seven for the season and earned him a man-of-the-match award — was worth enduring the frustration up to that point.
It started with Ao Tanaka in the middle (shown below) as he spread the ball wide to Ethan Ampadu.
The captain’s pass into the middle sparked the next string of passes, first to the feet of striker Joel Piroe and then on to Sam Byram wide on the left, completing a swing of possession from one flank to the other.
The moment of incision, in a call back to some of the goals scored under Marcelo Bielsa, came with five clinical passes.
Aaronson started the move from a deep position with five of his team-mates ahead of him in the box (shown as he receives a pass from Byram below).
After drawing out two Derby players, Kenzo Goudmijn and Corey Blackett-Taylor, the U.S. international offloaded the ball to Ampadu 10 yards behind him.
Paired with Tanaka in central midfield for the game, Ampadu played the ball wide again to left-back Byram.
Leeds have not been afraid to go back and recycle possession when needed this season, which is helped by creative defensive midfielders like Ampadu and Tanaka and two competent ball-playing centre-backs in Pascal Struijk and Joe Rodon.
When opponents regularly sit in and try to deny Leeds’ attacking threat, Struijk and Rodon step forward to form a crucial part of attacking moves. United had 61 per cent of the ball against Derby and have only had less than 50 per cent twice this season — in the 0-0 draw with West Bromwich Albion in August and the 4-3 away win at Swansea City in November.
They have become so used to having the ball, more than 70 per cent of it in seven of their 24 league games this season, that unlocking opponents in new ways demands the best of Farke’s attacking players. At times it looks like it will never happen, as was the case against a stubborn Derby, but quality counts and Leeds have it running through their squad.
Substitutes Piroe and Manor Solomon were both involved in the goal. Though he has faced criticism for his subs in the past, Farke has said that “fortune favours the brave” when it comes to calling on his benched players to make an impact. It paid off at Derby.
When Byram received the ball from Ampadu, a quick adjustment of his feet allowed him to play inside to Solomon. The winger’s deft roll to turn inside and ensure he was facing goal as Aaronson began his run into the penalty area was a key trigger in turning the move into a precise attacking moment.
Timing is key here and Aaronson’s movement was proof of his development in the No 10 role in being able to make entries into the area at the right moment.
As Aaronson made his run, Solomon’s square pass to Piroe drew three Derby players out of shape to allow the Dutchman to poke the ball through for the assist.
There was still work to be done when Aaronson picked up the ball on the edge of the six-yard box, but his calm finish past Jacob Widell Zetterstrom capped off a “perfect team move” in the eyes of his manager.
“In the second half, my feeling was we missed too many chances to win such an away game,” Farke said after the game.
“Even before the goal we had situations with Mateo, Largie, Brenden, Joe Rodon with a free header. But then we scored, for me, the goal of the season, unbelievable. I put it straight away into my poetry album and on such a difficult pitch. A perfect team move, Brenden with a perfect calm finish.”
Patience, quick thinking and a clinical finish made Aaronson’s goal perfect as an isolated move and as a way of wrapping up 2024. Leeds end the year top of the Championship on a high of back-to-back away wins. Poetry indeed.
(Top photo: Barrington Coombs/PA Images via Getty Images)
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