The NFLPE Spotlight feature is: Jerry Butler, Director of Player Engagement, Denver Broncos.
Jerry is in his third season with the Denver Broncos after serving in the same role for ten years with the Cleveland Browns. He also coached the Browns wide receivers from 1999-2000.
Butler was one of the most productive receivers in the game during his nine-year (1979-87) NFL playing career. He was named AFC Offensive Rookie of the year in 1979 and earned a Pro Bowl selection in 1980. During his playing career, Butler also established himself as an outstanding community leader. He was the Bills’ “Man-of-the-Year” in 1981 and 1982 for his outstanding community service.
Now, Jerry is investing his time in the lives of Bronco football players pushing them to achieve their highest personal and professional development. Jerry was kind enough to share with NFLPE the details of his job and provide insight on the increasing role of Player Engagement/Development Directors in sport.
PE: What are some of your core responsibilities in Player Engagement/Development?
Butler: The Denver Broncos Player Engagement Department is here to assist our players to fully develop into valued professionals during and beyond their NFL experiences. We are here to help them develop short and long-term personal and career goals that will allow them the opportunity to fully maximize their current experiences in the National Football League. Success is our primary objective and every program that we deliver and every hour that we invest are focused around our players succeeding in life!
I believe the NFL today under our current leadership is more determined than ever before in regard to the overall long term-success, health and safety of our players. We are at the pinnacle of innovation in professional sports and the NFL continues to invest in research and the implemention of invaluable programs to develop the overall success of our players and their families for years to follow.
I am committed to helping players develop a sustainable business model that supports them both emotionally and financially with the balance of their current and future careers. The unique needs of our players are met through the five core program areas of career development, career transition, continuing education, financial education and player assistance services.
PE: What skills and/or knowledge must you obtain in order to be successful in this role?
Butler:
- An experienced sports or football background with a commitment to the sport
- Strong written and oral communication skills needed to foster a team environment
- Ability to multi-task and manage the completion of multiple projects
- Ability to communicate goals and objectives to players, coaches and front-office personnel
- Comfort in teaching coaches, players, parents, and significant others
- Ability to work a flexible schedule according to department needs and objectives
- Ability to handle confidential information with sensitivity and integrity
- Ability to assist in recruiting guest speakers, programs and perhaps manage team chapel services and programs.
- Creative and trustworthiness.
PE: Why is it important to reach across campus to partner with other departments?
Butler: The opportunity to engage and share experiences with other departments and individuals in the industry is paramount to your own personal development and growth. For example, I have taken advantage of the opportunity to speak at a local college concerning sports psychology. I continue to work with my Community Relations Department with requests for player appearances because I believe it is important that our players are involved and show a solid commitment within the community. I truly believe that it is a must for this position and in line with career transition.
PE: How do you develop trust and credibility in the locker room?
Butler: The best way to develop trust and credibility in the locker room is to deliver on what you are attempting to do for that player. There should be nothing too small or beneath you (ethically speaking) that prevents your personal involvement, if asked. To seek out opportunities to share personal experiences with players that may help to bring clarity to the points in your discussion, have a genuine caring concern for everyone. I believe that my office should be one of credibility and one full of resource. That is not easy to accomplish, you cannot force it – it happens over time, but if you don’t seek out various opportunities to assist players and their families sooner than later, creating that environment of “credibility” and “trust” may elude you for some time! Good luck!
PE: What will your legacy be at the club you work for?
Butler: I want my organization to view me as a committed and valuable professional. I want my players to remember me as a resourceful, trustworthy and encouraging person that was always reliable, consistent, genuine and carrying and would do anything to help them to be successful in life!
PE: Where do you see the field of Player Development/Engagement 5 years from now?
Butler: The Sports Industry today is a multi-billion dollar global industry, which puts an increased demand on our amateur and professional athletes to perform at the highest level possible.
I see the growth in this industry continuing to expand and research indicates that greater emphasis will be placed on how players, “our most valuable asset”, are supported and developed.
I believe that the NCAA member institutions will start to encourage more universities and athletic departments to create departments within their athletic departments and employ athletic professionals with a primary focus on athlete development, leadership, social responsibility and graduation rates. Training and specialized continuing education courses and degree programs will emerge for athletic professionals to acquire advanced levels training from various colleges and universities. The field of Player Development /Engagement will continue to play a significant role in the management of how the continued growth of the sports industry affects the players and their overall experience. Partnerships between the NCAA and Professional Sports Leagues professionals will develop a comprehensive approach on how to consistently and effectively manage the “impact” that the increasing global demand will place on both amateur and professional athletes in the future.
PE: How do you ensure that you’re continuing to develop professionally?
Butler: I will continue to take advantage of training and career development opportunities offered by the Department of Player Engagement at the League office. The DPE’s Career Development Programs continue to offer amazing continuing education opportunities for our players and will pursue those experiences. I also enjoy attending various workshops on topics like: Estate Planning, Career Focus, Sports Psychology, Business and Family Law, and Leadership Training.
PE: Are there any particular programs, initiatives or ‘Best Practices’ that you care to share?
Butler: I am in the development and implementation of what I call The Personal Development Workshop/individual meetings that were designed to help injured players develop and maintain elevated levels of motivation, professionalism and self-worth while on (IR) injured reserve for the season. The workshop/individual meetings were created to challenge players to identify areas in their professional and personal life that need improvement and start to identify valuable resources and support system needed during recovery. Another purpose is to allow a short break from the daily grind and mental struggles of the rehabilitation process.
Topics of Discussion: Focus, Goal Setting, Life-Skill Management, Developing Mental Toughness, Self-Belief, Motivation, Distractions, Professionalism, Composure/Handling Pressure, Stress/Time Management, Positive Affirmations, Pre-Performance Routine and Performance Imagery.
PE: What are some of the challenges players face today that may not have existed in the past?
Butler: I believe, the globalization and increased market share of Professional Football (NFL) creates amazing opportunities and challenges to our players. I think social media is an amazing tool for self-branding, communication with fans and friends and media exposure, but improper use and ill-advised comments, pictures and postings have led to an overwhelming challenge that did not exist with players in the past.
In addition, today’s players are faced with the increased consumption of performance enhancing vitamins, drinks and specialty products. However, the consequences of ingesting any product(s) not approved by the league or the misunderstanding of those consequences for violating substance of abuse policies and testing procedures could be devastating both emotionally and financially.