Former NFL Stars Are Cashing In At The Super Bowl This Week In Atlanta

For NFL players on the Los Angeles Rams and the New England Patriots, this week is the most important work week of the entire year. The same, can be said for former players looking to cash in during all the events and signings that occur during Super Bowl week. I have worked with hundreds of football legends over the years to help them find speaking opportunities, some were even my own childhood idols (Wesley Walker and Freeman McNeil).

Yesterday’s NFL greats make for the ideal guest speakers and VIP hosts during Super Bowl. For many of them, this week represents their biggest payday of the entire year. For some their time at the Super Bowl can be considered a business trip, with most even heading back home before kickoff on Super Sunday.

There are many different ways for these former players to find work in the host city during the week leading up to the Super Bowl. These events include celebrity golf tournaments, tailgating parties, corporate chalk talks and private speaking engagements for companies. Tom Brady may be playing for his record-setting 6th Super Bowl ring, but former star players like Marcus Allen, Roger Craig and Eric Dickerson are playing to do appearances at somewhere between $15,000-$50,000 per appearance.

All-time greats like Joe Montana can command fees upwards of $100,000 plus. Boomer Esiason, Cris Carter, and Daryl Johnston are three other former elite players who make their way to the Super Bowl because they are well-known for their accomplishments on the field and for their charismatic personalities. Esiason, for example, is one of the most effective speakers in the business at events like these and generally does not disappoint his big spender clients. Sometimes these speaking engagements can even turn into more lucrative endorsement deals for those players who mingle with top C-level executives. Many of the best speakers are former NFL players who currently work as television and radio commentators, as they are polished communicators.

Mark Schlereth and Karl Mecklenburg are some of the other top-tier talent with excellent motivational skills available for hire during Super Bowl week. While appearance fees vary by the event type, these former players will typically earn somewhere in the $15,000 to $25,000 per appearance. Lesser-known former players like William “The Refrigerator” Perry and Ickey Woods can command $5,000 and $10,000 per appearance. Many of these players garner much higher fees outside of Super Bowl week but are more flexible in their pricing during this event since they are already in town. Companies also do not have to worry about paying for their travel which can include a private jet or first class air and a five-star hotel. In addition, many of the players donate part or all of their fee to a charity of their choice.

This year we are extremely lucky to have former Patriot and Super Bowl MVP, Deion Branch and former Ram, Isaac Bruce at our very own event that is part of our EBG Premium Experiences VIP Super Bowl package. We wanted our clients to hear from players who actually played on the teams in the Super Bowl as that would make the experience even better.

In addition to the above players, Joe Theismann, and Herm Edwards are also among some of the best former players who are very active during Super Bowl week. It is no surprise that many of these players were team leaders when they played and were able to motivate their teammates. It is worth mentioning that plenty of current players and burgeoning young stars may also get involved with these types of well-paying appearances. Companies who choose to go with the current player route will attempt to use the ones who have not become full-blown NFL stars. 

Many other players will get involved in the week’s festivities as well, perhaps in the area of endorsements. Some are full-time endorsers of products that have events going on during Super Bowl week. Other players are hired by PR agencies and various brands to pitch products or serve as brand ambassadors along media row for the week. Like anything else, prices are determined by the popularity of the player, but generally speaking these kinds of deals can start at around $10,000 and work their way up to over six figures.