Steinberg on comeback trail

Steve Virgen

There used to be a pain that went deep into Leigh Steinberg’s back,

but he never paid any attention to it. Steinberg ignored the cutting

and the twisting.

That’s the picture Steinberg paints when he now explains what took

place when David Dunn, Steinberg’s protege, attempted to start his

own firm, while taking down his mentor.

There were attacks made on Steinberg’s character during a

controversial lawsuit in which Dunn and Athletes First, which is in

Newport Beach, claimed Steinberg had created a hostile environment at

their workplace. A story in “ESPN The Magazine” detailed the alleged

claims.

But Steinberg fought back. He has not thrown in the towel. If

you’ve been watching him closely, he’s actually using more of a

rope-a-dope technique in preparing for the 2003 NFL Draft and beyond.

“It is a comeback,” Steinberg, a Newport Beach resident, said of

his situation in regard to the 2003 NFL Draft which ends today. “Last

year, because of the litigation we were involved in, we didn’t have a

big draft class. This would be a much bigger draft class. Next year

we’ll do even better.”

Since November, Steinberg’s comeback has been in motion. A Los

Angeles jury awarded him $44.6 million in the action against Dunn and

Athletes First. Dunn, who subsequently filed for personal bankruptcy,

appealed the decision, but it was upheld in February.

Then, on April 1, Steinberg bought back a portion of his firm from

Assante, and now he’s ready to get back in the “game” -- representing

athletes.

“It’s fun,” Steinberg said during a recent break at his Newport

Beach office. “It’s exciting. This is my 28th draft. Draft day itself

is as exciting an experience as there could be. The draft is a bit

like Christmas and when a player is drafted it’s the ultimate joy and

exultation.”

Steinberg was with the Harris family in Delaware Saturday. Kwame

Harris, a 6-foot-7 offensive tackle out of Stanford, was Steinberg’s

highest draft day prospect. Harris was selected 26th in the first

round by the San Francisco 49ers.

Steinberg also represents potential draftees Mike Seidman, a tight

end out of UCLA, linebacker Lance Briggs (Arizona), running back

Malaefou Mackenzie (USC), wide receiver J.R. Tolver (San Diego

State), defensive lineman Akbar Gbaja-Biamila (San Diego State),

quarterback Jason Thomas (UNLV) and quarterback Ken Dorsey (Miami).

By contrast, Dunn, who himself has been battling to rebuild his

morale, represents Carson Palmer, chosen No. 1 by the Cincinnati

Bengals. However, competition in regard to signing professional

players is apparently not part of what motivates Steinberg in his

career.

In Steinberg’s heyday, there really wasn’t any competition. At one

point, he had signed quarterbacks Steve Young, Troy Aikman and Drew

Bledsoe. But, competition, or even money, wasn’t the prime motivator,

Steinberg said.

Money seemed important to Dunn, who could not be reached for

comment for this story. Phone messages left with Athletes First were

not returned.

From the results of the court case and Athletes First’s attempt to

lure Steinberg’s clients to their firm, one could argue Dunn betrayed

Steinberg. Dunn wasn’t the only one. There was also Jobey Brannion

and Brian Murphy, who, along with Dunn, are known by Steinberg as

“the defectors.”

“It was for money,” Dunn said of the agents’ breach of contract.

“They were offered $50 million to [start their own firm]. The sad

part of it is, that’s not who we are. We’re not just about money.

We’re about trying to make a difference and an impact in the world.

That was disheartening. We’re not supposed to be just about money.”

“Show me the money!” was the catch phrase of the day in 1996, when

“Jerry Maguire” became a hit with moviegoers. Steinberg was one of

the inspirations for the movie. He had a cameo in the film and was a

consultant to director Cameron Crowe.

However, showing the money, wasn’t to be taken literally,

Steinberg said. Money represented the entire spectrum of finance,

respect and overall reward for what one has achieved, he said. In the

movie, the character Rod Tidwell’s definition of the ‘quan’ better

represented ‘the money,’ for Steinberg.

However, the money, in every sense, led to the breakup of

Steinberg and Dunn.

“We had 90 clients at our height,” Steinberg said. “In order to

have that many clients it was necessary for me to tell a number of

the players, ‘Trust those lawyers as you would me.’”

Steinberg said he turned over a group of about 35 clients to Dunn,

Murphy and Brannion and when the trio defected, they were the only

ones allowed to have contact with the clients, Steinberg said.

“The defecting agents set it up that I had no contact with [the

players],” Steinberg said. “It was all part of their plot, or

whatever. That was a very hard period of time.”

During this time, Dunn and Athletes First attempted to keep all of

the clients within their group and they also tried to lure others to

their firm. Quarterback Kordell Stewart, who will play for the

Chicago Bears this season, was one client who decided to stay with

Steinberg and neglected the offers of Athletes First.

“I don’t think it would have been businesslike to leave Leigh,”

Stewart said. “He has always been good to me. [Athletes First] just

wanted to lure me over by saying it would be better for me. But I

couldn’t go and get in that trap. What’s happened between Leigh and

them is a side of the business.”

Stewart said he realized Steinberg’s character had come into

question during the court case, but Stewart never believed the

stories of alchohol abuse and other allegations.

“When you’re hearing stuff and you don’t see anything like that,

you can’t believe it,” Stewart said. “They were trying to make him

out to be a monster. He’s always been the same with me. He hasn’t

done anything to faze me. You name me one man who doesn’t drink at

Athletes First. There’s more to that case than just drinking. What’s

the big deal with drinking? If Leigh’s with me and he’s drunk, I’ll

take care of him. And, when it’s time to take care of my contract, I

know he’s going to take care of me and get the best for me.”

Steinberg’s image took a beating, but the Newport Beach-based

sports agent said he has not had to rebuild his character. He said he

has been in the business long enough that most people already know

what he’s all about. Steinberg also views the jury’s ruling and the

money award as vindication, allowing him to make his comeback.

In addition, Brannion and Dunn have been suspended by the National

Football League Players Association. The NFLPA, which regulates NFL

player agents, has recommended a two-year suspension for Dunn, yet

that’s an ongoing issue.

“Half of [$44.6 million] is for punitive damages and punitive

damages exist when [the jury] feels that has been something so

extraordinary and so nasty in the conduct of [Athletes First] that

the jury wanted to punish them,” Steinberg said.

Steinberg still has the charm to sign clients to his firm. It’s a

down-to-earth quality that has been attractive throughout the years.

It was also appealing to Harris.

“When Leigh came and talked with me, it was incredible,” Harris

said. “We met with several agents and they just seemed too

businesslike. But when Leigh came in he was modestly dressed. He just

sat down and talked to me like a friend and like one of the guys.”

During Steinberg’s career, he has enjoyed the thrill of the draft

and he has also shared the experience of his clients’ achievement and

redemption.

There was Aikman, who endured a few losing seasons with the

Cowboys, but went on to lead them to three Super Bowl titles in four

years in the 1990s.

Young lived in Joe Montana’s shadow, yet escaped it when he threw

six touchdown passes to lead the 49ers to a victory over San Diego in

Super Bowl XXIX. Young hugged Steinberg after the win and told him,

“I love you.”

There has also been Ricky Williams, the running back who used to

wear his helmet during interviews in New Orleans, but went on to lead

the NFL in rushing with the Miami Dolphins last season.

It may now be Stewart’s turn to rise from the ashes, as it is

Steinberg’s.