Justin Schulman’s phone hasn’t stopped ringing since his client pulled off one of the most stunning performances in Super Bowl history.
Cinderella may not have a better story than Nick Foles, the unlikeliest of MVPs, with a fairy tale of his own—and a new deal promoting the happiest place on earth.
“We agreed to the Disney thing, which is obviously iconic,” said Schulman, an agent at Athletes First LLC in Laguna Hills. “Within a minute of the game being over, I was able to see him on the field.”
Foles, on the brink of retirement a little over a year ago after getting cut by the Los Angeles Rams and losing his passion for football, turned into Tom Brady in the Philadelphia Eagles 41-33 upset victory over the New England Patriots in Super Bowl LII.
He completed 28 of 43 passes for 373 yards and three touchdowns, and caught a touchdown pass in one of the gutsiest and smartest play calls in Super Bowl history.
The performance catapulted the quarterback to celebrity status overnight, in football and beyond the game.
Among his first stops will be the “The Ellen DeGeneres Show” this week, a testament to his crossover appeal as both an athlete and a man of deep Christian faith who never gave up hope.
“We’re also in discussions with late-night shows,” said Schulman, who has negotiated more than 100 NFL contracts, including 15 active players. “We’ve kind of decided there are only a couple we want to do. We want to be selective in the kind of audience.”
That potential audience is growing by the day, with inquiries coming in from the “Today Show,” “Good Morning America,” “Dancing with the Stars,” and traditional news outlets, such as CNN.
There’s also a slew of offers for product endorsements and memorabilia, penning a religious or secular book, and speaking engagements.
“We’re looking at everything,” said Schulman, part of a trio at Athletes First tackling the assignment.
Others include his marketing agent, Austin Lyman, and Savannah Foster, who handles media relations.
Foles, who has an offseason home in coastal Orange County, deflected attention in the weeks leading up to the big game, declining most interviews and appearances beyond media day.
“No distractions. He tuned out the noise and just focused on what was ahead,” Schulman said. “He didn’t want to talk about anything.”
And with a short off-season under way, Foles is focused on improving his game in the final year of a two-year, $11 million contract with the Eagles. There’s been some chatter that he could be traded since franchise quarterback Carson Wentz will return next season after a season-ending ACL injury in Week 14 that opened the door for Foles, the nearly retired backup.
“Our expectation is that he’ll be in Philadelphia again,” Schulman said. “But the bigger point of focus is what he just did.”
Foles has plenty of business opportunities ahead and has shown a fondness for restaurants, where his father made a fortune. Larry Foles founded Eddie V’s Restaurants Inc., which operated restaurant concepts in Scottsdale, Southern California and his hometown of Austin, Texas.
He sold the business in 2011 for $59 million to Darden Restaurants Inc., the parent of Olive Garden, The Capital Grill and Yard House.
The elder Foles, along with business partner Guy Villavaso, went on to launch Z’Tejas, Hopdoddy and ATX Cocina, where the younger Foles is a minority owner.
Reputation
Athletes First is no stranger to Super Bowl MVPs. They have Green Bay Packers star quarterback Aaron Rodgers and Broncos linebacker Von Miller on their client roster.
The agency represents nearly 70 NFL players, including Clay Matthews, Josh Norman, and Earl Thomas, as well NFL head coach Jason Garrett, NCAA football head coaches Urban Meyer and Brian Kelly, and ESPN personalities Steve Young and Matt Hasselbeck.
Last year Forbes placed the company at No. 19 among sports agencies, with commissions tallying $35.1 million through September. Newport Beach-based Boras Corp. was No. 6 at $108.3 million; and Rep One Sports in Irvine was No. 37 at $15.8 million.
Athletes First, led by Chief Executive David Dunn, has secured more than $1.1 billion in contracts for clients since it was established in 2001. The company’s big-name NFL draft hopefuls this year include Orlando Brown, Oklahoma University; Josh Rosen, the University of California-Los Angeles; and Derwin James, Florida State University.
Schulman doesn’t expect his phone to stop ringing anytime soon, considering how relatable Foles’ story of success, failure and redemption has become.
“Nick’s story is so unique,” he said. “That’s why people are gravitating towards it.”
