Shedeur Sanders, Jax Ulbrich, Jeff Ulbrich, and the Atlanta Falcons: A Comprehensive Analysis of the 2025 NFL Draft Prank Incident and Its Aftermath
On April 30, 2025, the NFL imposed significant fines on the Atlanta Falcons and their defensive coordinator, Jeff Ulbrich, following a prank phone call made to rookie quarterback Shedeur Sanders during the 2025 NFL Draft. This incident not only raised questions about privacy and ethics within the league but also highlighted the responsibilities of NFL personnel and their families in maintaining confidentiality during the draft process.
The Incident
The controversy began when Jax Ulbrich, the 21-year-old son of Falcons defensive coordinator Jeff Ulbrich, obtained Shedeur Sanders’ private phone number from an open iPad at his parents’ home. Jax, alongside a friend, then impersonated New Orleans Saints general manager Mickey Loomis during a prank call to Sanders, falsely informing him that he would be drafted by the Saints. This call was made during a livestream, capturing Sanders’ confused and distressed reaction. The video quickly went viral, drawing widespread criticism. (Falcons, DC Ulbrich fined over draft day prank call to Sanders, NFL Team Fined For Shedeur Sanders Draft Prank Call | NewsRadio 1110 KFAB, Jeff Ulbrich hit with huge punishment for son’s cruel Shedeur Sanders NFL draft prank)
Shedeur Sanders, a standout quarterback from the University of Colorado and the son of Pro Football Hall of Famer Deion Sanders, had entered the draft with high expectations. Initially projected as a first-round pick, Sanders experienced a dramatic slide, eventually being selected by the Cleveland Browns in the fifth round. The prank call occurred during this tumultuous period, adding to the emotional strain Sanders was already experiencing. (Prank calls to other players unrelated to the one received by Shedeur Sanders, source says, NFL fines Atlanta Falcons, defensive coordinator over son’s prank call to Shedeur Sanders, Shedeur Sanders)
NFL’s Response
In response to the incident, the NFL fined the Atlanta Falcons $250,000 and defensive coordinator Jeff Ulbrich $100,000. The league determined that the Falcons had failed to secure confidential pre-draft information, allowing Jax Ulbrich to access Sanders’ phone number. Although Jeff Ulbrich was not directly involved in the prank, the NFL held him accountable for the breach of confidentiality. (Falcons, Jeff Ulbrich fined for Shedeur Sanders draft day prank call incident involving Ulbrich’s son Jax, Falcons, DC Ulbrich fined over draft day prank call to Sanders, NFL imposes severe fine on Falcons and DC Jeff Ulbrich after controversial prank involving Shedeur Sanders – Bolavip US)
The Falcons issued a public apology, acknowledging the severity of the situation and pledging to implement stricter security measures to prevent future breaches. The team also announced plans for community service initiatives, likely involving Jax Ulbrich, as part of their response to the incident. (NFL announces penalties for Shedeur Sanders prank call to Atlanta Falcons, Jeff Ulbrich)
The Ulbrich Family’s Apology
Jax Ulbrich publicly apologized for his actions, expressing deep remorse for the distress he caused Sanders. In a statement shared on his Instagram, Jax described his behavior as “completely inexcusable, embarrassing, and shameful,” acknowledging that he had “taken away from [Sanders’] moment” and that his actions were “selfish and childish.” (NFL announces penalties for Shedeur Sanders prank call to Atlanta Falcons, Jeff Ulbrich, NFL Team Fined For Shedeur Sanders Draft Prank Call | NewsRadio 1110 KFAB)
Jeff Ulbrich, while not directly involved in the prank, also issued an apology on behalf of his family. He expressed regret for the breach of confidentiality and emphasized the importance of maintaining trust and integrity within the league.
Broader Implications
This incident has broader implications for the NFL and its stakeholders. It underscores the need for stringent security protocols to protect the privacy of draft prospects. The league has indicated that it will review its policies and procedures to prevent similar breaches in the future. Additionally, the incident has sparked discussions about the ethical responsibilities of NFL personnel and their families, particularly concerning the handling of sensitive information. (Falcons lose 2025 NFL Draft pick, fined heavily for…)
Conclusion
The prank call involving Shedeur Sanders, Jax Ulbrich, and Jeff Ulbrich serves as a cautionary tale about the importance of confidentiality and ethical conduct within the NFL. While the Ulbrich family has taken responsibility for their actions, the incident highlights the need for ongoing vigilance and accountability to ensure the integrity of the draft process and the protection of all involved parties. (
