In a striking disciplinary move, the National Football League has fined the Atlanta Falcons and their defensive coordinator, Jeff Ulbrich, a combined $350,000 following an unusual and unauthorized prank that disrupted the seriousness of the NFL Draft process.
The penalty stems from a prank phone call made by Ulbrich’s 21-year-old son, Jax Ulbrich, who posed as New Orleans Saints General Manager Mickey Loomis. During the call, Jax falsely informed highly regarded quarterback prospect Shedeur Sanders that he had been selected by the Saints—an entirely fabricated scenario. The prank reportedly left Sanders momentarily stunned before the truth came to light.
According to league sources, Jax Ulbrich accessed Sanders’ personal contact information through an unattended iPad at his parents’ home—an iPad linked to sensitive team communications. The impersonation, although carried out without malicious intent, was deemed a serious violation of league rules regarding draft confidentiality and player communications.
Upon discovering the prank, the NFL launched a swift investigation, emphasizing that any disruption of the draft process, especially one involving impersonation of team executives, compromises the integrity of the league and could have serious implications for players and franchises alike.
The Atlanta Falcons organization was fined $250,000 for the breach, while Jeff Ulbrich personally incurred a $100,000 fine. Although Jax is not employed by the Falcons or affiliated with the league, the NFL held the team and Ulbrich accountable due to the access point and association.
Jax Ulbrich has since issued a public apology, stating, “It was a stupid joke that went too far. I never intended to hurt anyone, and I’m truly sorry to Shedeur Sanders and everyone affected.” The young prankster’s apology, while earnest, did little to deter the league from taking strong action.
This incident brings renewed attention to the NFL’s strict enforcement of its confidentiality protocols during high-stakes events like the annual draft. League officials reiterated that any breach, no matter how seemingly harmless, would be met with appropriate consequences to preserve the professionalism and trust the draft demands.
Neither Shedeur Sanders nor the Saints organization has issued an official comment on the matter.
