Bears quarterback Caleb Williams is enthused about the results of the 2026 midterms.
Since Tuesday, he has posted several social media videos celebrating the Democrats’ projected control of the House and Senate. He specifically shared victory speeches from James Talarico (D, Texas) and Jon Ossoff (D, Georgia).
The political views of an athlete are not inherently newsworthy. But Williams’ interest in social issues is more consequential than that of the typical player.
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At just 24 years old, he is on pace to become the face of the NFL.
The distinction matters.
Patrick Mahomes has been the biggest star in the NFL since 2020, when he won his first of three Super Bowls. He is now 31 years old. He is coming off a torn ACL and has not been as dynamic in recent years. Josh Allen, whom general managers ranked the best quarterback in the sport, is around the same age as Mahomes.
If one had to bet on a quarterback to win a Super Bowl over the next five years, the most obvious answer would be Caleb Williams. He has elevated himself to elite status this season. He has the premier head coach in Ben Johnson, who is just 40 years old. The Bears’ front office has assembled a top roster, most recently with the addition of All Pro defensive tackle Jeffery Simmons.
Williams leading Chicago to its first Super Bowl since 1986, combined with his flashy style of play, would propel him to megastar status.
Face of the league, you might say.
Williams would be a departure from the players who held that title before him. Mahomes, Tom Brady and Peyton Manning were mostly apolitical, putting the shield before their individual brands. Their personalities were rarely part of the discussion.
In fact, Mahomes has repeatedly stated that he does not want to use his platform to discuss political or social causes. Quietly, the NFL is thrilled with that decision.
Williams is different.
He openly supports the Democratic Party. He previously deemed Jan. 6 an example of “#whiteprivilege.” He participated in a BLM protest in support of George Floyd, who he said “could have been [me].”
Williams recently generated headlines for wandering the sidelines in sunglasses during the United States national anthem, drawing comparisons to the demonstrations involving LeBron James and WNBA players.
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Beyond his politics, Williams is less buttoned up in his presentation than the standard franchise quarterback. He frequently clashes with reporters during press conferences.
Last month, he accused reporters of falsely reporting on his injury. He then refused to state what he believed the truth about the injury was.
On Monday, Williams suggested he could become more influential in Chicago than Michael Jordan after the Bears’ win over the Seahawks.
“When I was brought here, they told me that even through the times of Jordan and things like that, winning his championships, it’s still a Chicago Bears town,” Williams told ESPN.
Aaron Rodgers is perhaps the best example of a star quarterback exhibiting such a personality. The difference is that Rodgers did not become a polarizing figure until later in his career, when he was more of a side character.
Williams has the chance to be the main character in the NFL for the next decade.
That creates a complicated dynamic for the league.
The NFL is undoubtedly intrigued with Williams’ play and the possibility of him returning the Chicago Bears to prominence. Still, his persona is a concern. Political commentaries often turn shared cultural products into partisan battlegrounds. That is bad business.
The numbers prove that.
It took nearly a decade for the NFL to regain popularity among Republican viewers following the Colin Kaepernick kneeling controversy. The political discourse surrounding Bad Bunny contributed to record-setting viewership losses during last year’s Super Bowl halftime show.
Bud Light’s partnership with Dylan Mulvaney, which celebrated his 365 Days of Girlhood, dropped its market cap by $27 billion in 2023. Williams supported a similar message by celebrating transgenderism on his painted fingernails last season.
The NFL can bury wide receivers masquerading as activists on Instagram. Hiding the opinions of a star quarterback in Chicago is much harder.
It is unreasonable to believe Williams’ persona and attitude will not become part of the story if he comes to represent the NFL brand.
Recent trends in entertainment suggest that Caleb Williams is not the ideal avatar for the next era of the NFL. That is concerning because his play suggests he is the top candidate to become exactly that.
For a counter perspective, Front Office Sports reporter Ryan Glasspiegel argues that Williams’ polarizing personality could benefit the league.
“I don’t think it will hurt because, whether people love or hate him, at least he’s very interesting. If he wins big, which it seems he is on the trajectory to, and people tune in because they want to watch him lose, that’s ultimately good for the league, which is in the attention business,” Glasspiegel told OutKick.
The NFL better hope that is the case.
Speaking of Michael Jordan comparisons, Republicans buy streaming services too.