Back in the day, a professional athlete played, maybe made some money and then hung it up. When they retired, there was sometimes a chance to work for a local company to leverage whatever fame they had accrued. But a few players have realized there was much more to be done both before and after that final whistle blew. They also recognized it would be a good idea to get some help. That’s where Constance Schwartz-Morini comes in.

On the latest episode of The Deal with Alex Rodriguez and Jason Kelly, we speak with this National Football League executive-turned-manager who’s worked with everyone from Snoop Dogg to Erin Andrews.

Schwartz-Morini explains how she’s created one of the most successful playbooks for second acts—two high-profile examples of which are former football stars Deion Sanders and Michael Strahan. She says that Strahan embodies what she’s trying to do with athletes and entertainers: help them transcend sports into the broader culture.

One of her most prominent current projects is happening not in New York (her hometown) or Los Angeles (her current home), but in the Rockies. Schwartz-Morini is a primary architect of the post-NFL phenomenon that is Sanders, aka Coach Prime. A man who pushed himself into the zeitgeist as “Prime Time” back when he played for both the Atlanta Braves and Atlanta Falcons, Schwartz-Morini managed to guide Sanders toward coaching, first at Jackson State and then now at the University of Colorado Boulder.

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