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You've heard the saying, “All press is good press.” AND Arizona Cardinals quarterback Kyler Murraythe last partnership with Call of Duty proves why that cliché exists.
The partnership comes just two years after his love of the game cast a shadow over the two-time Pro Bowler's reputation and made him the target of relentless internet trolls. For now, Kyler and his team are focused on supporting veterans, working with Call of Duty Endowment Program through newly launched Kyler Murray Foundationcentered around supporting military veterans. COD fans can look forward to a Kyler Murray skin in the future, as well as an in-game feature for Arizona star Devin Booker. After signing the deal, Kyler tweeted: “Thanks trolls for putting me in a bag!” Although the tone was sarcastic, the message rings true.
To the trolls who put me in a sack, thank you!
I'm officially launching mine @CallofDuty partnership! #CODPartnership #Substitute #BlackOps6 pic.twitter.com/JwpZKxSzYo
— Kyler Murray (@K1) October 7, 2024
As the shortest quarterback in the NFL at 5'10, Kyler is used to dealing with jokes. But it was hard not to take it personally when memes went from mocking his stature to questioning his commitment to the game.
The trade occurred in 2022 after the Cardinals tried to insert an odd clause in Kyler's contract that required him to study four hours of film a day without being “distracted by video games,” implying that Kyler was spending more time at the controller than in the gym. . Criticism was swift and relentless, with some pompous talking heads telling the then-25-year-old QB to “grow up” and suggesting he wasn't mature enough to win at a high level.
Publicly, Kyler has remained largely silent about the gaming narrative and is in the midst of a career year. While his performance on the field may not be affected, his family notices his frustration privately. Don't leave him in his fancy cars. “And he just started talking out loud. He was so frustrated he had a tear in his eye, saying, 'What do I have to do for people to see me for who I am?'
Going on the offensive
Shaping public perception can be challenging, especially for someone like Kyler, a self-described “low-key guy.” “I don't like to talk about myself,” says the two-time footballer, “but if you google me, you won't find anything negative. All I've done all my life is work hard and focus on football. . ” However, when you let others control your narrative, you risk being misrepresented. That's why having a team that knows you personally and not just about your money is essential.
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“Tons of people I know have been scammed by people they thought they could trust,” Kyler said. “They believed that those individuals had their best interests at heart, especially when it came to money.” For Kyler, that team consists of his parents and his business manager, Keion Alexander. “Being able to lean on them, knowing that they have my best interests at heart and are going to fight for me every day of the week — that's the biggest thing for me,” the QB says.
Keeping it in the Family
Kyler's manager, Keion Alexander, only met the Murrays a year ago, but he sees them as an extension of his family. He talks to Kyler's parents for hours every day, even referring to Missy Murray as “Mom.” “To be good at this job, you have to understand not only your customer now, but them as a child, even as a baby,” Alexander says.
While Kyler's parents confess they never predicted his passion for gaming would result in a multi-million dollar endorsement deal, they aren't necessarily surprised. “Kyler has earned his whole life,” his father said. “He's accomplished things that no one has accomplished before, like becoming the first athlete to be drafted in the first round of the NFL and MLB. Now we just have to develop that same mentality off the field.”
Kyler and his father, a former QB himself, have a special bond. “We communicate without speaking,” says Kevin Murray. That connection has translated seamlessly from the network to the boardroom, where he has taken an active role in Kyler's business endeavors. During the NFL season, when Kyler's availability is limited, Alexander relies on him to understand Kyler's mind while his son is busy throwing touchdowns.
Missy Murray contributes by serving as president of the newly established Kyler Murray Foundation. The family plans to announce the foundation at the Nov. 10 Cardinals game against the NY Jets, where they will also host a group of veterans.
She says she encourages her son to focus on social issues near their family. As the daughter of a black father and a Korean mother, Kyler's mother is personally interested in improving relations between these two ethnic communities. On her first visit to Korea as a child, the first word she learned was the N-word. “People don't like to talk about these issues,” she explains, “but we know they're important.” She wants her son to be proud of both sides of his heritage. “Kyler embraces his Asian side, but we don't denounce the black side,” she says. “We want to celebrate both.”
The foundation will also advocate for veterans' rights, honoring Kyler's grandfather, who served in the military for more than 30 years. “When my father passed away, we were only given $250 to transport his body across the country,” says Missy Murray. “The military doesn't take care of itself and I want to change that.”
Building a lasting legacy
The Murrays want to create a family office à la Rockefellers and create generational wealth. It's an ambitious and expensive endeavor, but Alexander believes it's achievable. “A family office should generate $20 million in revenue per year, whether through private equity, real estate or other ventures,” he explains. The goal is far from out of reach, considering Kyler's $230 million NFL contract and Alexander's connections in the business world. He relies on those contacts to help him make deals or get early investment opportunities. “We want to become billionaires,” says Alexander. “So we should listen to the billionaires.”
Changing the Narrative
While Kyler now calls the COD partnership a dream come true, Alexander admits he had to push the star quarterback into it. Alexander acknowledges Kyler's well-known and oft-criticized love of games as the elephant in the room — but as he jokes, “I love elephants.”
“I like to take the big negative talking point and create a positive narrative around it,” he says. “So I saw criticism as an opportunity.”
“I think it was just a natural maturation of all the media attention surrounding me and the game,” Kyler says of the COD alliance. He hopes to reframe the conversation about him from “just a gamer” to a video game entrepreneur. “10 years from now, he can create his own video game,” suggested Alexander, an idea that occurred to him.
With Alexander's help, Kyler has built an impressive and diverse portfolio at just 27 years old, including investments in fashion brands like Wristcheck and MILE—Alexander's personal favorites—and two beverage companies founded by serial entrepreneur Lance Collins: Recover180 and ZenWTR. “You want to invest in founders with a proven track record,” explains Alexander. He wants to ensure Kyler maintains balance in his investments, taking into account the stage and the industry, while always encouraging the two-time Pro Bowler to follow his passions. The COD deal is just the beginning. “I don't know if the partnership will change people's opinions,” Kyler says. “But it feels good to have a voice and to be able to express what I feel.”
For anyone who feels misunderstood, Kyler's advice is simple. “I just try to be me,” he says. “I rely on the people around me who want to see me win – my teammates, my coaches, family and good friends. They are what motivate me on and off the court.” Kyler understands that haters will always make their way out of the woodwork for someone in his position. But he does his best to heed his mother's (and Katt William's) advice: If you don't have haters, you're doing something wrong.