How Dan Rooney Humbled Bill Cowher about Steelers Approach to Free Agency

[Steeler Nation]

The Pittsburgh Steelers have developed a reputation for how they approach free agency since it became part of the NFL landscape in 1993. Most fans are familiar with the model of building the team from within and not pursuing “big names” by enticing them with mega-deals. History has shown that the team is willing to negotiate with record-setting deals like Minkah Fitzpatrick, and Bill Cowher found out the hard way that the Steeler way had more it it than just money.

Fullback Merril Hoge was a free agent following the 1993 season and was being pursued by the Chicago Bears. Cowher expressed to Dan Ferens, who was representing the Steelers in negotiating with Hoge, his desire to re-sign Hoge. When Ferens informed Cowher that he didn’t think Hoge would return because the Bears had a more lucrative offer, he double-downed and pitched harder for Ferens to work out a deal as the two sides weren’t that far apart. Ferens made it clear that that wasn’t going to happen as Hoge’s agent led Dan Rooney to believe they had a verbal agreement, then tried to change it.

Pittsburgh Steelers Merril Hoge rushing vs. Denver Broncos Steve Atwater in Denver, Colorado, on Jan. 7, 1990. (Andy Hayt/Sports Illustrated via Getty Images)


Ferens had been working with the Steelers for many years at that point and knew just how much Mr. Rooney abided by principle. He also realized that Cowher did not quite understand, so he suggested that he have a meeting with Mr. Rooney for clarification. Cowher agreed, believing that it was a great idea and went directly to Mr. Rooney’s office and argue his case. So, when Cowher met with Rooney and challenged his decision because he felt Hoge was “worth it” and questioned “why can’t we make the deal?” he went over the line and was in for quite a surprise with Mr. Rooney’s reply.

Steelers former head coach, Bill Cowher, per Heart and Steel:​

Mr. Rooney got up from his desk, walked past me, and closed the door. He didn’t say a word. ‘Uh-oh,’ I thought, ‘this isn’t good.’

He walked back to his chair and sat down. He said calmly, “Bill, you’re a good football coach. But let me tell you one thing: You don’t tell me how to spend my money. He may be a good player, but there are more important things than any one player on any team, I don’t care who they are. You coach the players we bring in, and you’ll be part of that process. But don’t tell me what to do with the contract. Do we understand each other?”

Cowher responded with “No problem” and exited Mr. Rooney’s office, learning the lesson that Ferens expected that he would. While Dan Rooney was widely known as a very nice man and in public was extremely soft spoken, but that day Cowher learned he was no pushover. Cowher also came away with a better understanding about how Mr. Rooney valued his principles; that your word and your handshake were powerful to him. It actually strengthened their relationship and they would have a problem like that again. It is a principle the Steelers have held through the current day, which emphasizes more than production on the field, but also character off it, with no better example of it in practice than how T.J. Watt was extended.

Later in the day, Cowher saw Ferens who asked him how it went. Cowher responded “Let me ask you this, Dan. Who’s next on the list of free agent fullbacks?” Both men broke out in laughter afterwards. And the Steelers signed John. L. Williams to start at fullback in 1994.



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