LOS ANGELES — Lloyd Howell finds himself in need of directions.
“Wait,” the NFL Players Association executive director asks, maneuvering through a crowd of future star players and their entourages gathered for a rooftop reception. “Which way is stage right?”
It’s the evening before the NFL Players Association’s Rookie Premiere, a business and marketing orientation event for 18 top first-year players. Caleb Williams, Jayden Daniels, Drake Maye, and Brock Bowers are among those socializing, eating, and drinking with peers, family members, friends, former NFL stars, and current NFLPA business partners. They anticipate the unveiling ceremony where they will see the game jerseys they will wear in the upcoming season.
This marks Howell’s first Rookie Premiere, as he was hired by the NFLPA last June after nearly 30 years at Booz Allen Hamilton, a defense contractor with expertise in cybersecurity, engineering, and espionage. Howell, a former chief financial officer and treasurer at the firm, retired in December 2022.
Having spent the past year traveling across the country to meet with players, owners, agents, general managers, and head coaches, Howell is feeling the effects of exhaustion. However, he knows he must fulfill this final obligation as his first year in the position comes to an end.
After finally finding his way to the ceremony, everything proceeds smoothly. Howell welcomes the emcees, former NFL quarterback Michael Vick, and safety Ryan Clark. Following their words of wisdom, the jerseys are unveiled, and rapper Quavo takes the stage to perform a few songs. The rookies then have the chance to pose with their new team-issued attire.
Throughout the event, Howell remains in the background, observing and engaging in discussions with various individuals, including Vick, Clark, Williams, and Fanatics founder Michael Rubin. Armed with a bachelor’s degree in electrical engineering from Penn and an MBA from Harvard, Howell never imagined being part of the NFL landscape. However, as a lifelong sports fan and self-proclaimed “geek,” he is fully immersed in the opportunity to play a significant role in the league’s growth.
Howell prioritized meeting with players, owners, agents, general managers, and head coaches in his first year as NFLPA executive director. (Illustration: Eamonn Dalton / The Athletic; photo: Kevin A. Koski / NFLPA)
Howell secured his five-year term as executive director last June after a confidential 16-month process. His expertise, vision, and preparedness impressed the NFLPA executive committee members, who ultimately decided to bring him on board. During his final interview, Howell surprised the committee by conducting an in-depth analysis of the organization’s budget, questioning certain items, and showcasing his analytical approach.
Washington Commanders running back Austin Ekeler, an NFLPA executive committee member, recalled the moment: “We were blown away. Like, this man didn’t have this information for that long, and he was giving us these analytical breakdowns of things that he would suggest.”
Despite his lack of familiarity with professional football finances, Howell’s background in business and numbers proved beneficial. Born and raised in Philadelphia, Howell acquired an understanding of business and a strong work ethic from his parents, who instilled in him the importance of hard work. His interest in sports developed early and eventually led him to a position within the NFLPA.
His analytical mindset, honed through personal tragedy and applied to his academic and professional endeavors, became a valuable asset. Colleagues like Matthew Curtin, now president of NFL Players Inc., attest to Howell’s leadership style — focused on values, goals, and collaboration.
With a fresh approach to the role of NFLPA executive director, Howell aims to foster improved relationships between players and owners. His method emphasizes understanding, communication, and mutual benefit, steering the league toward sustainable growth and success.
Howell’s short-term goals include working on playing surfaces, offseason structures, penalties and fine enforcement. (Illustration: Eamonn Dalton / The Athletic; photo: Kevin A. Koski / NFLPA)
As Howell enters his second year in the role, he envisions making tangible changes within the NFL structure. From improving playing surfaces to addressing fines and enforcement policies, Howell is driven by a determination to enhance player experiences and safeguard their well-being.
With a focus on open dialogue and forward-thinking strategies, Howell navigates complex issues such as revenue sharing, season length, and international partnerships. His ultimate aim is to create a unified vision for the NFL’s continued growth and prosperity, benefitting all stakeholders involved.
The rookies seek guidance, and Howell is there to provide answers.
Throughout the Rookie Premiere event, Howell takes the opportunity to connect individually with players, offering insights and education on the benefits and support the NFLPA offers. His interactions range from discussing salary caps and fines to exploring the possibility of an extended season and its implications on player well-being.
Despite his financial success, Howell views his role within the NFLPA as a mission to empower current and former players towards long-term financial stability and improved working conditions. Seeing his own sons in these young athletes, Howell is fueled by the opportunity to make a positive impact in a challenging and high-pressure industry.
With a deep sense of responsibility and a commitment to understanding the complexities of the NFL landscape, Howell approaches his role with dedication and purpose. His focus remains on fostering a collaborative and prosperous future for the NFL and all those involved.
(Illustration: Eamon Dalton / The Athletic; photo: Lev Radin / Pacific Press / LightRocket via Getty Images)