MICAH PARSONS BRINGS ‘NO EXCUSE’ RULE FROM COWBOYS TO B/R

MICAH PARSONS BRINGS ‘NO EXCUSE’ RULE FROM COWBOYS TO B/R

Micah Parsons stepped into a big co-working room on the 13th floor of the Warner Bros. Discovery offices in central Manhattan, where the Dallas Cowboys standout received the kind of enthusiastic clapping he usually normally gets on the football field. More than 100 WBD and Bleacher Report employees attended the fireside chat event, which announced Parsons as the new president of B/R Gridiron, one of the biggest digital providers of NFL content. The scary linebacker seized the opportunity to encourage his WBD coworkers and direct reports to go above and beyond in their responsibilities, providing the same emotion as he does to his teammates. This time, however, it is in an office rather than a locker room.

Have a no-excuses rule; you’re either a go-getter or not,” Parsons remarked from his new sixth-floor office. “If you’re just doing what’s enough, you’ll never be great.” Parsons, who has his own business cards and an office badge, is bringing his relentless mindset to his new consultant role, where he will provide unique insight while assisting B/R Gridiron in developing a content strategy that feels authentic from a player standpoint. His influence will be felt in everything from the social media footprint to the Bleacher Report app. It’s a natural progression for Parsons, who already works with Bleacher Report as host of his podcast The Edge, which is entering its second season.

This latest addition to his portfolio, which is part of a contract renewal he negotiated with the WBD subsidiary, makes Parsons the first active athlete to occupy a senior role at a major sports media organization. “The player-to-fan interaction is more prevalent than ever,” Tyler Price, head of content at Bleacher Report, said in an interview. “There’s less barriers between the two, so adding a player’s perspective is part of the authentic fan experience nowadays.” Parsons, who will do four quarterly evaluations with his about ten direct subordinates, is also leading the development of a new football podcast show with a different NFLer. With a short list of potential candidates, he’s already in the process of finding another big NFL personality who is authentic and doesn’t shy away from speaking their mind.

“The biggest thing is just having the bravery to say it,” Parsons said. “I think I’ve established something; you’re starting to see it with different players across other platforms. I just think we need to keep giving [young players] a platform and a chance for them to speak.”

Parsons’ current day job is to hunt quarterbacks, but one day it may be to find and nourish media talent. As he gets his first taste of media management, he’s not sure where his post-football career media dreams will take him yet. What’s certain is the former Penn State star rejects any notion that pro athletes should only focus on their sport out of fear of appearing not committed. Even at age 25, Parsons is preparing for life after football.

“I’m trying to be the greatest of all time and get up out of there quick,” he told the room of staffers on May 14. “I got about six or seven years left, to be completely honest. This isn’t for me forever.”

Parsons says he doesn’t have angst toward traditional media but finds athlete-driven content as a prime vehicle to speak unfiltered and comfortably. He wants to be a leading example for other pros to empower themselves and control the narrative instead of allowing journalists and pundits to misquote them or spin it in a negative way.

“If a guy who has never played the game at a high level can go on and talk about what we do, then a player who’s at that level can talk about what we do,” he said. “The [players] are the draw.”

Parsons, who had a career-high 14 sacks last season, plans to participate in voluntary workouts (OTAs) this week as he prepares for his fourth NFL season. The two-time All-Pro linebacker is determined to help the Cowboys end their long postseason drought. When he’s not thinking about how he’ll shred rival offenses, he’ll refocus on his media ambitions and watch a season of The Edge this autumn. He made it obvious in front of the WBD staff that his ultimate goal is to have the best podcast in the country. He brings his contagious energy to his new post at WBD, where he jokingly pledged to vouch for a work-from-home policy on Fridays if the Cowboys win the Super Bowl.

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