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NFL: All teams must add minority offensive coach
2dKevin Seifert

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NFL SAYS ALL TEAMS MUST ADD MINORITY OFFENSIVE COACH, EXPANDS ROONEY RULE TO
INCLUDE WOMEN

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Mar 28, 2022
 * Kevin SeifertESPN Staff Writer
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    * ESPN.com national NFL writer
    * ESPN.com NFC North reporter, 2008-2013
    * Covered Vikings for Minneapolis Star Tribune, 1999-2008
   
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PALM BEACH, Fla. -- All 32 NFL teams will hire a minority offensive assistant
coach for the 2022 season, part of a series of policy enhancements announced
Monday to address the league's ongoing diversity efforts.

The coach can be "a female or a member of an ethnic or racial minority,"
according to the policy adopted by NFL owners during their annual meeting, and
will be paid from a league-wide fund. The coach must work closely with the head
coach and the offensive staff, with the goal of increasing minority
participation in the pool of offensive coaches that eventually produces the most
sought-after candidates for head-coaching positions.

"It's a recognition that at the moment, when you look at stepping stones for a
head coach, they are the coordinator positions," said Pittsburgh Steelers owner
Art Rooney II, the chairman of the NFL Diversity, Equity and Inclusion
committee. "We clearly have a trend where coaches are coming from the offensive
side of the ball in recent years, and we clearly do not have as many minorities
in the offensive coordinator [job]."


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Some teams already have a coach or coaches in similar assistant roles, which
will count toward the program, NFL chief administrative officer Dasha Smith
said. But the requirement for all teams represents the first hiring mandate in
the history of the Rooney Rule, named after Art Rooney's father and designed to
elevate minority hiring at all levels of the league.

There has been progress in some areas, most notably with general managers and
defensive coordinators, but there are only five minority head coaches in the
league. Commissioner Roger Goodell said in February that the league "fell short"
of its goals during the 2022 head coach hiring cycle and pledged to redouble
efforts this offseason.

In addition to the offensive assistant coach mandate, the league also:

• Added women to the language of the Rooney Rule at all levels. It will now read
that women and/or people of color can satisfy the requirement to interview two
external minorities for top positions, including head coach. Women are not
required to be interviewed, but they are now included in the fulfillment
process. It is possible that a team could interview two white women for an open
head coach position to satisfy the Rooney Rule, and then make a hire without
ever interviewing a person of color. But from a practical standpoint, Rooney
said, that is unlikely.

"The truth of the matter is that as of today, at least, there aren't many women
in the pool in terms of head coach," Rooney said. "We hope that is going to
change over the years, but for that reason we didn't see it as inhibiting the
number of interviews for racial minorities at this point in time. Obviously, we
can address that as time goes on, but for now we didn't see that as an issue.

"Really, we are looking at probably the early stages of women entering the
coaching ranks, so we may be a little ways away before that becomes a problem."

• Publicized a mission statement to encourage and attract diverse members of
prospective ownership groups. The statement read in part: "The membership will
regard it as a positive and meaningful factor if the group includes diverse
individuals who would have a significant equity stake in and involvement with
the club, including serving as the controlling owner of the club."

The statement does not require minority participation in ownership groups. The
Denver Broncos will be the first test case. They are in the midst of evaluating
interested investors for their sale process. Rooney said it was his
understanding that several of the groups had minority participation.



• Announced a Diversity Advisory Committee, part of Goodell's pledge to invite
outside experts to evaluate the league's diversity. Among its six members is
former Houston Texans general manager Rick Smith. It also includes former New
Jersey attorney general Peter Harvey and Pamela Carlton, the founder and
president of Springboard.

Goodell had raised the possibility of eliminating the Rooney Rule entirely and
starting over, but Dasha Smith said it remains effective in multiple areas.

"It has been very helpful to our diversity efforts overall," she said. "While we
haven't seen the results we want to certainly with the head-coach position, we
have this season seen results that showed progress, particularly in the
defensive coordinator roles."

A league-record 15 minorities are among the NFL's defensive coordinators for
2022, according to league data. Overall, minority coaches now make up 39% of the
league total, up from 35% in 2021. There are also a league-record 12 women on
coaching staffs.

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PRECISE GEOLOCATION DATA, AND IDENTIFICATION THROUGH DEVICE SCANNING

Precise geolocation data, and identification through device scanning

 * USE PRECISE GEOLOCATION DATA
   
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   Your precise geolocation data can be used in support of one or more purposes.
   This means your location can be accurate to within several meters.

 * ACTIVELY SCAN DEVICE CHARACTERISTICS FOR IDENTIFICATION
   
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   Your device can be identified based on a scan of your device's unique
   combination of characteristics.

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PERSONALISED ADS AND CONTENT, AD AND CONTENT MEASUREMENT, AUDIENCE INSIGHTS AND
PRODUCT DEVELOPMENT

Personalised ads and content, ad and content measurement, audience insights and
product development

 * CREATE A PERSONALISED ADS PROFILE
   
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   A profile can be built about you and your interests to show you personalised
   ads that are relevant to you.
   
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 * SELECT PERSONALISED ADS
   
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   Personalised ads can be shown to you based on a profile about you.
   
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 * CREATE A PERSONALISED CONTENT PROFILE
   
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   A profile can be built about you and your interests to show you personalised
   content that is relevant to you.
   
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 * SELECT PERSONALISED CONTENT
   
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   Personalised content can be shown to you based on a profile about you.
   
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 * SELECT BASIC ADS
   
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   Ads can be shown to you based on the content you’re viewing, the app you’re
   using, your approximate location, or your device type.
   
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 * MEASURE AD PERFORMANCE
   
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   The performance and effectiveness of ads that you see or interact with can be
   measured.
   
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 * MEASURE CONTENT PERFORMANCE
   
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   The performance and effectiveness of content that you see or interact with
   can be measured.
   
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 * APPLY MARKET RESEARCH TO GENERATE AUDIENCE INSIGHTS
   
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   Market research can be used to learn more about the audiences who visit
   sites/apps and view ads.
   
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 * DEVELOP AND IMPROVE PRODUCTS
   
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   Your data can be used to improve existing systems and software, and to
   develop new products
   
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SPECIAL PURPOSES AND FEATURES

Always Active

 * ENSURE SECURITY, PREVENT FRAUD, AND DEBUG
   
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   Your data can be used to monitor for and prevent fraudulent activity, and
   ensure systems and processes work properly and securely.

 * TECHNICALLY DELIVER ADS OR CONTENT
   
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   Your device can receive and send information that allows you to see and
   interact with ads and content.

 * MATCH AND COMBINE OFFLINE DATA SOURCES
   
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   Data from offline data sources can be combined with your online activity in
   support of one or more purposes

 * LINK DIFFERENT DEVICES
   
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   Different devices can be determined as belonging to you or your household in
   support of one or more of purposes.

 * RECEIVE AND USE AUTOMATICALLY-SENT DEVICE CHARACTERISTICS FOR IDENTIFICATION
   
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   Your device might be distinguished from other devices based on information it
   automatically sends, such as IP address or browser type.

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PERFORMANCE COOKIES



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