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#pounditThursday, March 28, 2024

Tom Brady gave his social media team almost no warning about comeback

Tom Brady ready to pass

Tom Brady’s comeback was such a closely-guarded secret that even his social media team had almost no time to get the announcement ready.

Brady’s social media accounts are operated by a Shadow Lion, a creative agency founded in 2017 to support his career. When Brady needs something on his social media accounts, he contacts his staff at Shadow Lion, and they handle it.

Brady’s return announcement was no different. On the Sunday that Brady announced his return, he reached out to Gilad Haas, the managing director of Shadow Lion, to inform him that he needed to share the news publicly. Brady gave the group a half hour to come up with something.

“Once I made the decision, I knew I just wanted to get it out and move on to get ready for the season,” Brady told Charlotte Wilder of FOX Sports via email. “So, I FaceTimed the guys to let them know I was coming back, and we discussed how best to put it out there.

“I told them, ’30 minutes?’ So we went back and forth on the language, chose a couple photos and, well… let’s play some football!”

The team managed to come up with a Brady-approved comeback post in less than a half hour, which ultimately became the announcement the world saw.

Brady certainly suggests that he made his decision right around the time he announced it. The way things went down also indicates that there was almost no warning of Brady’s comeback even among his inner circle. Perhaps that was a response to how the initial story of his retirement was publicly spoiled, and an effort to keep that from happening again.

What’s also interesting is that Brady’s social media team is not part of his inner-circle. He likely gave them little advanced noticed to avoid having any leaks. Plus, the social media team admitted they were caught off-guard by the initial report of Brady’s retirement, which led to a disastrous deleted tweet from them.

Photo: Jan 16, 2022; Tampa, Florida, USA; Tampa Bay Buccaneers quarterback Tom Brady (12) drops back to pass in the first half against the Philadelphia Eagles in a NFC Wild Card playoff football game at Raymond James Stadium. Mandatory Credit: Nathan Ray Seebeck-USA TODAY Sports

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