The NFL has completed a significant reorganization that offers a window into the executives who will lead the league through its next round of media rights negotiations starting in 2021.
The NFL’s media executives made the most significant moves as part of the leaguewide reorganization, which was announced internally on March 17.
Brian Rolapp was promoted to chief media and business officer, reporting directly to Commissioner Roger Goodell. Previously, Rolapp reported to NFL COO Tod Leiweke as executive vice president of media. Rolapp will focus on the league’s owned-and-operated media assets; Leiweke will focus on integrating those operations into the NFL’s overall business.
“This team approach will yield deeper collaboration between the network, digital media and films in addition to stronger connections with all league and club operations,” Leiweke said in a March 17 memo.
Roger Goodell’s direct reports
■ Tod Leiweke, COO
■ Jeff Pash, EVP, general counsel
■ Brian Rolapp, chief media and business officer
■ Joe Siclare, chief financial officer
Tod Leiweke’s direct reports
■ Robert Gulliver, EVP, human resources
■ Dawn Hudson, CMO
■ Joe Lockhart, EVP, communications
■ Jeff Miller, SVP, player health and safety
■ Troy Vincent, EVP, football operations
■ Mark Waller, EVP, international
Brian Rolapp’s direct reports
■ Renie Anderson, SVP, sponsorship and partnership management
■ Chris Halpin, chief strategy officer
■ Howard Katz, SVP, broadcasting and media operations
■ Brian Lafemina, SVP, club business development
■ Hans Schroeder, COO, NFL Media
■ Mary Ann Turcke, president, digital media and NFL Network
Hans Schroeder solidified his position as one of Rolapp’s closest confidants, getting promoted to Rolapp’s old title of NFL Media’s chief operating officer.
Four weeks ago, the NFL hired Mary Ann Turcke from Bell Media to be president of digital media and NFL Network. Reporting to Rolapp, Turcke will head up the league’s Los Angeles office — a spot that has been vacant since Steve Bornstein left the league in 2014.
“A big part of what we’re trying to do is just get things better integrated with one another,” Leiweke said. “This wasn’t a reactive sort of thing. It was proactive. Things are not broken here at the NFL. The world’s changing. Things are moving at a faster pace. We’re on a journey of always getting better.”
That integration can be seen by Brian Lafemina’s move to Rolapp’s group. Reporting to Rolapp, the senior vice president of club business development will add ticketing and club business to his responsibilities.
The integration moves beyond NFL Media, though. As part of the reorganization, the NFL gave its international group oversight of the league’s events group. As such, the league’s senior vice president of events, Peter O’Reilly, now will report to Mark Waller, executive vice president of international.
“I’m proud of the work that we’ve done, but there’s more work to be done on a long-range strategic plan for the league that takes all the things that we’re doing and integrates it into an elegant, cohesive multiyear plan,” Leiweke said. “It’s a work in progress. But it’s coming along nicely.”
Chris Halpin was promoted to chief strategy officer overseeing that long-range plan (dubbed Vision 2020). Halpin will continue to oversee consumer products.
Elsewhere, Leiweke announced two open positions in Troy Vincent’s operations group. The league needs a senior vice president of game initiatives to replace Tom Coughlin, who joined the Jacksonville Jaguars in January as an administrative officer. The NFL is looking for a vice president of special projects to focus on activities around the NFL’s 100th season in 2019.
