Analysis
6/22/23
5 min read
NFL Expansion Hinges on Hiring Right Operations Staff
This is the second of three pieces outlining the necessary steps for the formation of an expansion team — a 33rd team. This installment focuses on assembling a football operations staff. The series will accompany The 33rd Team's process of creating an expansion team.
>>MORE EXPANSION TEAM: Team Infrastructure | Assembling Coaching Staff & Roster | Expansion Draft | Fantasy Outlook | Projected Win Total |
Before the awarding of the expansion franchise, the top football executive will have put together a list of people he would like to bring with him.
Those hires are governed by NFL rules covering contracted personnel. Moving from one team to another while under contract is difficult. Therefore, our pool of talent has to come from a group that is eligible, under league rules, to join us.
We’ll assume, for the purposes of this article, that ownership has hired a chief business officer who will handle marketing, tickets, suites, concessions, sponsorships and local media. These business operations can be located separately from the team until a permanent facility is built.
The immediate hires on the football side will be as follows:
Assistant GM/Operations
This person will supervise the day-to-day football operations except for coaching, player personnel and the salary cap.
Pro Personnel Director, Two Pro Scouts
The first order of business on the football calendar will be the veteran expansion draft. As a result, the pro personnel staff will immediately dive into the tape and begin live scouting in preparation for that draft.
Assistant GM/Administration
This position administers the salary cap and handles most football legal issues. Additionally, it serves as the franchise’s league office liaison. This person would typically have a league office and legal background and is much more than “the cap person.”
Director of Video Operations, Director of IT
You would like to get these people on board ASAP because their involvement in facility buildout and in immediate scouting needs is critical.
Director of Medical Services
This is ideally a seasoned, veteran NFL athletic trainer who can set up the medical and training departments. Along with the assistant GM/administration, this person will lead the search for a head team physician, orthopedic surgeon and affiliated medical and dental personnel.
It’s essential medical providers are chosen for their expertise and experience rather than for whatever sponsorship they and their affiliated practices at a hospital might bring to the club. “Sponsorship taint” can lead to, at worst, costly player grievances and, even in the best case, can call into question the club’s desire to provide its players with the best medical care available.
During our time in Carolina, this issue was raised by a national television network. Fortunately, because of the great work of our director of medical services, John Kasic, we refuted any conflict from sponsorship involvement.
Director of Equipment Services
Again, this must be an NFL veteran. For instance, the league has specific rules on what brand of helmet is approved for use. It also has designated purveyors for uniforms and other equipment. The director of equipment must navigate and negotiate in this environment to get the best equipment at the best price.
Ownership will likely have a big voice in uniform design. They must, however, be mindful of climate utility and TV protocols, and NFL trademark rules. Fortunately, we had Jackie Miles, who became the director of equipment for the New York Giants, with our Panther group. He navigated all the hurdles with ease and efficiency.
Public Relations Director
This is the last immediate hire on the football side. This person will set up the department and service local and national media. The public relations department doesn’t need to be staffed up completely until the team is in the building. An NFL veteran here is a must. I would prefer in-house media to report to this person so that in all instances, we “speak with one voice.”
Director of Collegiate Personnel
This person is likely a later hire because league rules prohibit movement of most personnel people until after the draft in April. Reporting directly to the president/GM, this person will hire a full collegiate scouting staff and set up the collegiate scouting program.
There’s no substitute for great pros at every job in the NFL. It is “The League” for a reason. No amateurs need apply. If you thought setting up an expansion team consisted of picking the head coach and players, you now know there is much more to it.
In our next installment, we will provide the parameters for coach and player selection before you embark on the expansion draft.
As told to Vic Carucci
Bill Polian is a former front office executive and a six-time Executive of the Year award winner who won Super Bowl XLI with the Indianapolis Colts. Polian’s career as an executive earned him an induction into the Pro Football Hall of Fame in 2015.
