The Atlanta Falcons, along with their defensive coordinator Jeff Ulbrich, have been sanctioned by the National Football League following an elaborate prank that targeted quarterback Shedeur Sanders amidst the high-tension environment of the 2025 NFL Draft. The punitive measures include a financial penalty of $250,000 levied against the Falcons and a $100,000 fine imposed on Ulbrich.
The incident unfolded when Ulbrich’s son, Jax, misused a draft-related phone number exclusive to team executives to deceptively communicate with Sanders. During the draft, Sanders received a call from Jax, who posed as Mickey Loomis, the General Manager of the New Orleans Saints. The call, which was live-streamed at Sanders' draft party, ended in disappointment and confusion when it was revealed to be a hoax.
ESPN reported that Jax Ulbrich acquired the confidential contact information by accessing his father's iPad during a visit to his parents' home. The ensuing events, which were watched by an online audience, saw an excited Sanders abruptly learn that he had not actually been selected by a team. The fallout was immediate, with the live stream coming to an abrupt halt post-revelation.
The Atlanta Falcons, in the aftermath, have issued a statement recognizing the NFL's decisive action and expressing a commitment to heightened security measures. "We appreciate the NFL's swift and thorough review of last week's data exposure and the event that transpired due to it," the organization communicated. In accepting the discipline, they also detailed that the Ulbrich family would be coordinating with the Falcons on community service endeavors as part of their response to the incident.
Shedeur Sanders, the son of NFL Hall of Famer Deion Sanders, had entered the draft with the expectation of being a high selection. Contrary to some analyst projections of him being a top-five pick, Sanders experienced a significant slide, eventually being chosen in the fifth round, 144th overall, by the Cleveland Browns. His unexpected draft journey became a focal point of discussion throughout the event.
Jax Ulbrich took to social media to issue a personal apology, accepting responsibility for his actions. "On Friday night I made a tremendous mistake," he stated. He also noted that he had reached out to Sanders to apologize directly. The prank call video, which captured the moment Sanders was misled, went viral, bringing additional scrutiny to the situation.
This breach of trust has broader implications, with at least five other players reportedly receiving similar deceptive calls during the draft. The NFL has disclosed that these cases, while still under investigation, seem to be unconnected to the Falcons or Ulbrich.
The NFL's decision not to discipline Ulbrich initially was reversed upon further review, leading to the substantial fines that underscore the severity of the breach and the league's commitment to maintaining the integrity of the draft process.
