The Kingmaker's Roster: 10 Biggest Names On The Trace Armstrong Client List (2024 Update)

Trace Armstrong has quietly become one of the most influential figures in professional and college football, not as a player, but as a "super-agent" and Vice President at the powerhouse agency, Athletes First. As of late 2024, his client roster is less about superstar players and more about the men who hire and coach them, giving him unparalleled leverage in the multi-billion dollar football landscape.

This deep dive reveals the full scope of Armstrong’s influence, from the highest-paid college coaches to key NFL executives, establishing him as a true "Kingmaker" whose clients are perpetually in the headlines. His unique position, representing both coaches and front-office personnel, creates a fascinating web of power and negotiation in every major hiring cycle.

Trace Armstrong: Biography and Career Profile

Raymond Lester "Trace" Armstrong III is a name synonymous with longevity and influence in the sport of football, first as a player and now as one of the game's most powerful agents. His career trajectory is a blueprint for post-playing success.

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• Full Name: Raymond Lester "Trace" Armstrong III
• Born: October 5, 1965 (Age 59 as of late 2024)
• Birthplace: Houston, Texas
• College: University of Florida (Gators)
• NFL Playing Career: 15 seasons (1989–2003)
• NFL Teams: Chicago Bears (1989–1994), Miami Dolphins (1995–2000), Oakland Raiders (2001–2003)
• NFL Honors: Pro Bowl (1996)
• Executive Role: Former President of the National Football League Players Association (NFLPA)
• Current Role: Vice President and Director of Coaching at Athletes First
• Specialty: Representing high-profile NFL and College Football coaches and executives.

The Coach and Executive Client List: The Kingmakers

Unlike many top agents who focus on securing massive contracts for quarterbacks and defensive stars, Trace Armstrong has carved out a niche as the premier agent for coaching and executive talent. This focus is where his real power lies, as he is instrumental in brokering the deals that shape entire NFL franchises and elite college programs. His ability to move coaches between the college and professional ranks is unmatched.

The following list highlights the most prominent names Armstrong has represented, many of whom have made significant career moves and secured massive contracts under his guidance. This is the core of the Trace Armstrong client list.

Elite College Football Head Coaches

Trace Armstrong represents some of the highest-paid and most influential head coaches in all of college football. These deals often involve complex negotiations over salary, buyouts, and assistant coach pools, making him a central figure in the sport's financial hierarchy.

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• Lincoln Riley (USC Trojans): One of Armstrong’s most high-profile clients. Armstrong was the agent who orchestrated Riley's blockbuster move from Oklahoma to the University of Southern California (USC), a move that reset the market for elite college coaches.
• Ryan Day (Ohio State Buckeyes): The head coach of one of college football's most storied programs. Armstrong secured an extension for Day, ensuring he remains one of the highest-paid coaches in the Big Ten and the country.
• Brian Kelly (LSU Tigers): Another high-profile client who made a massive, program-defining move to LSU. Armstrong's representation in this deal further cemented his reputation as the go-to agent for coaches seeking a top-tier job.
• Matt Rhule (Nebraska Cornhuskers): A coach with experience in both the NFL and college ranks, Rhule's representation by Armstrong highlights the agent's ability to navigate both professional and collegiate contracts.

NFL Head Coaches and Executives

Armstrong's reach extends deep into the NFL, where he represents multiple head coaches and, crucially, a key General Manager. This dual representation is a rare and powerful dynamic in the league.

• Matt LaFleur (Green Bay Packers): The successful head coach of the Packers is a major client. Armstrong has been integral in negotiating LaFleur's contract extensions, keeping him among the top coaches in the NFC.
• Kevin O'Connell (Minnesota Vikings): The Super Bowl-winning offensive coordinator turned Vikings head coach. O'Connell's hiring was another major win for Armstrong and Athletes First.
• Matt Eberflus (Chicago Bears): The current head coach of the Chicago Bears. His hiring highlights Armstrong's significant, and often controversial, connection to the Bears organization.
• Ryan Poles (Chicago Bears GM): This is arguably Armstrong's most powerful connection. Representing the General Manager (Poles) who hires the Head Coach (Eberflus) creates a unique and scrutinized power structure within the franchise, leading to the "Kingmaker" narrative.
• Matt Nagy (Former Chicago Bears HC): Armstrong's influence with the Bears began with Nagy's hiring, illustrating a long-standing relationship between the agent and the organization's decision-makers.

The Athletes First Player Roster: Star Power Beyond the Sidelines

While Trace Armstrong's personal focus is on coaches and executives, he is a key figure at Athletes First, one of the most dominant and successful sports agencies in the world. The agency represents over 100 NFL players, including some of the league's most recognizable and highly-paid stars. This collective star power further amplifies Armstrong's leverage and topical authority in negotiations.

The agency’s player list is a testament to its overall market dominance, providing a full-service approach that benefits all clients, including the high-profile coaches Armstrong manages.

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Notable NFL Players Represented by Athletes First (Agency):

• Justin Herbert (Los Angeles Chargers QB): One of the league's premier young quarterbacks, who signed a massive contract extension.
• Micah Parsons (Dallas Cowboys LB): A Defensive Player of the Year candidate and one of the most dynamic defensive players in the NFL.
• Dak Prescott (Dallas Cowboys QB): The Cowboys' franchise quarterback, whose contract negotiations are always front-page news.
• Aaron Rodgers (New York Jets QB): A four-time NFL MVP and one of the most famous athletes in the world.
• Derrick Henry (Baltimore Ravens RB): A dominant running back and a perennial Pro Bowl selection.

The Chicago Bears Connection: The "Kingmaker" Controversy

The most unique and scrutinized aspect of the Trace Armstrong client list is his heavy influence on the Chicago Bears organization. This relationship has led to media speculation and the nickname "The Kingmaker of Halas Hall."

The concern stems from the fact that Armstrong has represented two consecutive Bears head coaches (Matt Nagy and Matt Eberflus) and the current General Manager (Ryan Poles).

In the world of the NFL, it is highly unusual for an agent to represent both the person hiring (the GM) and the person being hired (the Head Coach). This dynamic raises questions about potential conflicts of interest, as the agent is essentially negotiating with his own client's organization.

Despite the scrutiny, this concentration of power demonstrates Armstrong's exceptional skill in building relationships and brokering deals at the highest levels of the sport. His ability to place his clients in key roles, such as the GM and Head Coach of the same franchise, is a clear indicator of his immense power and the trust he has cultivated among NFL owners and executives.

The Impact of Trace Armstrong on Modern Football Contracts

Trace Armstrong's influence goes far beyond just placing clients; he has directly impacted the financial structure of football. By representing elite college coaches like Lincoln Riley and Ryan Day, he has been central to the explosion in coaching salaries, driving the market upward with every new negotiation.

The deals he negotiates for coaches often include complex performance bonuses, massive buyouts, and provisions for staff compensation, setting new standards for the coaching profession. This strategic focus on the coaching and executive market is a brilliant business move, as these contracts are often more stable, longer-term, and involve less turnover than player contracts.

In conclusion, the Trace Armstrong client list in 2024 is not just a roster of names; it is a map of power in professional and college football. From the sideline of the Green Bay Packers with Matt LaFleur to the front office of the Chicago Bears with Ryan Poles, and across the college landscape with titans like Lincoln Riley, Armstrong's influence is undeniable. He is the quiet architect behind some of the biggest career moves and most lucrative contracts in the sport, making him one of the most powerful and fascinating figures in modern football business.