The NFL has fined the Atlanta Falcons $250,000 and assistant coach Jeff Ulbrich an additional $100,000 after Ulbrich’s son prank-called quarterback Shedeur Sanders during the 2025 NFL Draft.
The league determined that the team failed to prevent the unauthorized access and disclosure of confidential draft information, resulting in what the Falcons have called an “inexcusable” incident.
How the Prank Happened
The call was made by 21-year-old Jax Ulbrich, son of Falcons defensive coordinator Jeff Ulbrich. While visiting his parents’ home, Jax reportedly saw Shedeur Sanders’ private number on an iPad linked to team information. He copied the number and later used it to impersonate New Orleans Saints general manager Mickey Loomis during a livestream Sanders was hosting on Day 2 of the draft.
The caller told Sanders that the Saints would select him next — only to suddenly say, “you’ll have to wait a little longer,” revealing it as a prank. The moment left Sanders and viewers stunned and confused.
Sanders Responds to the Incident
Sanders, who was eventually drafted by the Cleveland Browns in the fifth round (144th overall), said the prank was “childish” but insisted it didn’t truly affect him. Still, he voiced concern over how his private number had been accessed, saying on his stream, “Nobody has this number… this is a private number.”
The moment was especially personal for Sanders, whose father Deion began his own Hall of Fame NFL career with the Falcons.
Apologies and NFL Discipline
The Falcons acted quickly to issue both a public apology and a personal one from Jax Ulbrich to Sanders. Jax admitted his behavior was “completely inexcusable, embarrassing, and shameful.”
While Jeff Ulbrich claimed he had no knowledge of the prank or the data access, the NFL still fined him for failing to safeguard sensitive information. The Falcons accepted full responsibility and said they are reviewing internal protocols to prevent future breaches.
The team added that the Ulbrich family will now participate in community service efforts tied to the incident.
According to reports, at least six draft prospects received prank calls during the draft. While the league is investigating those cases separately, officials do not currently believe they are connected to the Sanders call.
Looking Ahead
The NFL’s punishment sends a clear message about the seriousness of maintaining confidentiality and professionalism during the draft process. While Sanders has moved on, the Falcons are left to rebuild trust and prove that incidents like this won’t happen again.
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