2016/2017 ANNUAL REPORT
PACKERS STRONG
ALL YEAR LONG.
VISION STATEMENT
To become and remain the standard of excellence
against which all other organizations in professional
sports are measured.
MISSION STATEMENT
To win championships and deliver excellent guest
experiences while being guided by our core values.
Secondary Mark
1
Dear Shareholders:
The Packers had another exciting year in 2016, with an electrifying, eight-game winning streak that propelled
us to the NFC Championship Game, our second such appearance in the last three seasons. It marked the eighth
consecutive season we made the playoffs – a team record – and we captured the division title for the fth time in
the last six seasons. This continued success in a very competitive league, spearheaded by Ted Thompson and Mike
McCarthy, gives me condence that we’ll continue to be in position to compete for the Super Bowl championship.
On the eld, our players are among the most talented in the league, led by
quarterback Aaron Rodgers. On both sides of the ball, we are fortunate to have a
balance of veteran leaders, versatile playmakers and up-and-coming young players
that we expect to contribute to another extraordinary season.
Off the eld, our business operations have continued to be successful, with revenue
surpassing $440 million on the strength of increases in both national and local
revenue. Our net income and prot from operations remain strong as well, with our
net income positively impacted by relocation fees from the three teams moving to
different cities. We continued to host fans year-round for Lambeau Field Tours and
visits to the Packers Hall of Fame, Packers Pro Shop and 1919 Kitchen & Tap.
Our suite and club seat renovation project wrapped up this offseason, with our east-side suites now featuring
the new layouts, furniture, appliances and operable windows that fans in the west side suites gave rave reviews
last year. The club seat common areas also received updates to carpet, furniture and décor, and the walls on all
premium levels are now home to a unique collection of original Packers art and historical photographs that visitors
will be able to enjoy on special tours.
We are also looking forward this season to the opening of the Johnsonville Tailgate Village on the east side of
Lambeau Field in the parking lot. A year-round event space, the JTV will also be a hub in which fans can gather and
enjoy themselves on gamedays.
Titletown, our mixed-use real estate development west of Lambeau Field, continues to progress, with Hinterland
now open and the grand openings of Lodge Kohler and Bellin Health Titletown Sports Medicine and Orthopedics
this summer. The unique park space will be open to the public soon, and later this fall, we’ll open the tubing hill
and ice skating pond and trail, which will welcome visitors and community members to enjoy activities throughout
the winter. Planning also continues for the second phase of the development, which will include a residential
component. We are looking forward to seeing this new space enhance the greater Green Bay area by attracting
more visitors and providing an excellent amenity for our residents.
A crucial component of our stewardship of the organization is to support the community through charitable
giving, community events and outreach programs. Green Bay Packers Give Back, our all-encompassing community
outreach initiative, achieved new heights this year, surpassing $8 million in charitable impact. This amount includes
$1.3 million in grants awarded to non-prot organizations through the Packers Foundation, with $250,000 impact
grants awarded to the Jackie Nitschke Center and St. Norbert College.
Thank you for your outstanding support of the Packers each year. Your dedication and passion motivates us to excel
both on and off the eld, and we greatly appreciate it. I look forward to seeing you at the Annual Meeting as we
gear up for another exciting season.
Sincerely,
Mark H. Murphy
President & Chief Executive Ofcer
PRESIDENT’S LETTER
YEAR IN REVIEW
2
3
Aaron Rodgers turned in another outstanding season in 2016, leading the Packers
to their second NFC championship appearance in three seasons. He registered 4,428
passing yards and 40 touchdowns with seven interceptions for a 104.2 passer rating,
leading the league in touchdown passes. Selected to the Pro Bowl for the third
straight season and sixth time in his career, Rodgers set a franchise single-season
record for completions, connecting on 401 of 610 passes as he became only the
second QB in NFL history to post 600-plus attempts and seven or fewer interceptions
in a season.
Jordy Nelson authored a stellar
return after missing the 2015
season due to injury, starting all 16
games and leading the team in all
three receiving categories with 97
receptions for 1,257 yards and 14
touchdowns. Nelson, who led the
league in touchdown catches, ranked
No. 5 in receptions and No. 6 in
receiving yards and was named rst
alternate for the Pro Bowl. He was
honored as Comeback Player of the
Year by The Associated Press, the rst
Packer to win the award.
THE OFFSEASON
As the team prepared for the 2016 season, another exciting playoff
run was on Packers fans’ minds. It was the seventh straight trip to the
playoffs, the 18th appearance in the last 23 seasons and, overall, was
the 31st postseason berth in team history, tying the Cowboys and
Giants for most in NFL history, further embedding the Packers as one of
the league’s agship franchises.
The team’s consistent approach and success under GM Ted Thompson
and Head Coach Mike McCarthy give perspective to the disappointing
Divisional playoff loss at Arizona in overtime. Fans know the team will
continue to prepare with high expectations.
“Our team will sleep well because they put everything they had into
that football game,” McCarthy said after the season. “We don’t have a
loser mentality here. We take full responsibility for the expectations here.
We’re not afraid to talk about winning world championships. We were
a successful football team this year. We just didn’t reach the level we
wanted to attain.”
With the offseason and preparation underway, McCarthy adjusted his
coaching staff, featuring two promotions on the offensive side of the ball
with Luke Getsy and David Raih becoming receivers coach and assistant
offensive line coach, respectively. On defense, Ejiro Evero joined the staff
as a quality control coach.
With the offense having a less productive year in 2015, McCarthy said
the changes would help their approach to improve for 2016.
“We have a program that works, but we can’t lose sight that each and
every day we have to try to make it better,” he said. “When our players
get back here in April, we’ll present the vision and direction to them and
we’ll start that march to 2016.
“It’s all about getting back to the big game and bringing that trophy
back home. Once you stand on that stage, there’s nothing else you want,
and everybody understands that.”
THE NFL DRAFT
At the annual NFL Scouting Combine in Indianapolis, talk of the Packers
included the observation that quarterback Aaron Rodgers is in the
second decade of his career, but Thompson reiterated his approach
about building the team and not making any signicant adjustments
to it.
“I think you have a philosophy in how you think is the best way to
build a team,” Thompson said. “We’re not going to chase a ghost just
because the clock is ticking.
“I think you have a philosophy and I think you stick with that
philosophy. It doesn’t make sense to me … everybody’s talking about
how we’ve been in position to be fairly successful for some time. You
can’t do that if you’re changing all the time.”
McCarthy echoed that approach.
“This process works,” McCarthy said. “You have to trust it. This season,
this is a new challenge. We’re pouring everything we’ve got into this
year, regardless of who we sign and how we draft.”
On the roster overall, Thompson expressed his condence in the core of
his team for the upcoming season, as well as the long haul.
“I think we’re a solid team,” he said. “We have good players at places
where you need good players. I don’t think we have a lot of weaknesses.
I think we’re going to be competitive for some time to come.”
In the rst round of the draft, the team went with a defensive line
selection, defensive tackle Kenny Clark from UCLA. Thompson was
pleased the player was available at the 27th pick.
“You sit there for two hours and you don’t even want to look at the
names because you think you’re going to jinx something,” Thompson
said. “It starts getting closer and you think, ‘Wouldn’t that be nice?’”
“Defensive linemen and offensive linemen, they’re hard to nd,”
Thompson said, referring to players in the 300-pound range with special
athletic abilities. “Linebackers and running backs are hard to nd,
too, but the combination of being big enough and strong enough and
athletic enough to compete in the NFL, those are hard combinations to
come up with.”
“ It’s all about getting back to the
big game and bringing that trophy
back home.”
- Mike McCarthy
4
In addition to Clark, the Packers added (2) Jason Spriggs, T, Indiana; (3)
Kyler Fackrell, LB, Utah State; (4) Blake Martinez, LB, Stanford; (4b) Dean
Lowry, DE, Northwestern; (5) Trevor Davis, WR, California; and (6) Kyle
Murphy, T, Stanford.
While the Packers didn’t draft some positions that might have also been
needed, Thompson felt the team hit on some key areas, particularly with
the big-guy wishes, as four of the seven selections were linemen.
“You wish you could do these other things, too, but you can’t do every
single thing in one draft,” he said.
The offseason program had a positive buzz as the players returned to
town to step up preparations for the season.
“When Mike (McCarthy) has to kind of quiet guys down, and it’s not just
quiet when he walks in, you know there’s good energy in the room, and
it’s fun,” Rodgers said.
The excitement was a good sign.
“That just goes to show that we miss each other and it’s great to get
back, and that’s the type of team that you want,” defensive tackle Mike
Daniels said.
“This is when the chemistry starts to form,” Rodgers said.
Wide receiver Jordy Nelson, who missed the 2015 campaign with a knee
injury, continued on track with his return to the eld.
“We’re right where we want to be,” Nelson said.
With the roster for 2016 mostly assembled, the players continued
their preparations within the program. In addition to the physical
work and classroom study, the process included getting to know the
new additions, and when it involves a two-time NFL MVP, a proactive
approach is employed with the younger players.
“There’s a lot of ’90s babies in here,” Rodgers said with a smile. “They
might not feel comfortable asking those questions right away, so you
have to kind of break down and have an ice-breaker, whether it’s a joke
or a nickname or a funny anecdote that you read about them.
“You just have to be intentional about it and nd time to talk to
those guys. The more comfortable that they feel with you, the more
comfortable they’re going to be in asking questions. The more questions
that they ask – in an appropriate time – then we can start to get on the
same page.”
With the Packers playing in the Hall of Fame preseason game, the
additional week of training camp would be used primarily for the
development of young players.
“I look at it as an opportunity to develop the youth of your team with
that extra week,” McCarthy said. “An opportunity to play your young
players more, I look at it as an advantage.”
In offseason personnel moves, the team signed all-time leading scorer
Mason Crosby to a new contract, ensuring the veteran kicker will remain
with the Packers to continue his successful career.
“What better place to be than in Green Bay where I’ve started building
a legacy these nine years and I’ve established myself here,” Crosby said.
“I couldn’t really imagine playing anywhere else.”
On the free agency side, the team signed tight end Jared Cook, who
would help McCarthy’s offense as a player who could make an impact
down the middle of the eld.
Davante Adams excelled in his
third year as a pro, playing in all 16
games and posting career highs with
75 catches for 997 yards. Adams
was tied for No. 2 in the NFL with 12
touchdown catches, another career
best. He registered a career-high
four 100-yard receiving games and
a career-best 10 catches of 25-plus
yards. Adams, tied for league lead
with three multi-receiving touchdown
games, was named an alternate for
the Pro Bowl.
Mason Crosby continued his exceptional kicking record, connecting on 26 of 30
eld goals (86.7 percent) and 44 of 47 extra points. With 1,267 career points, Crosby
ranks No. 1 on the all-time franchise scoring list. He has played in 18 postseason
games with the Packers, the second most in team history. He kicked a 51-yard eld
goal as time expired in the 34-31 Divisional playoff win at Dallas on Jan. 15, the
longest game-winning kick in NFL postseason history.
Mike Daniels maintained his leadership role on the defense, starting 16 games and
registering 44 tackles, four sacks and a fumble recovery. He was named an alternate
for the Pro Bowl for the second straight season and was part of a run defense that
allowed only 94.7 rushing yards per game. He led the defensive line during the
postseason with 13 tackles and tied for the team lead with four QB hits.
Ha Ha Clinton-Dix built upon his
reputation as an ascending safety,
starting all 16 games and earning his
rst career Pro Bowl honors. Clinton-
Dix, who was No. 2 on the team with
83 tackles (71 solo) was also named
second-team All-Pro by The Associated
Press and earned All-NFC honors from
the PFWA. He was tied for the lead
among NFL safeties with a career-high
ve interceptions, all of which came
from Week 9 on, the most in the NFL
over that span.
5
As training camp opened, McCarthy discussed one of his initial goals
was to put an emphasis on fundamentals as a way to address some of
the offensive deciencies that existed in 2015.
“We need to be much better offensively in the area of fundamentals,”
McCarthy said. “Last year was not good enough and the numbers
reected that. We clearly addressed that. We had a chance to go back
and view all the cut-ups. Those cut-ups and lessons learned will be part
of our installation phase during training camp.”
While specic areas would receive focus throughout camp, the
overriding goal remained the same.
“It’s about winning a world championship,” McCarthy stressed. “It’s
a part of our every-down ber here in Green Bay. Every team in the
National Football League, I’m sure, is talking about that their rst day of
training camp.”
With respect to offense, Rodgers appreciated the budding competition at
the wide receiver position during practices.
“It’s going to be a lot of great competition,” Rodgers said. “That’s
exciting as a quarterback. We have a lot of guys who are going to be
competing for those, really, three through however many spots they
keep. It’s going to be fun to watch.”
For the second preseason in a row, the Packers proudly watched a
member of the family get enshrined in the Pro Football Hall of Fame as
Brett Favre took the podium in Canton. Among the people he thanked
was former general manager Ron Wolf, who was enshrined in 2015. He
also thanked his late father, Irv, for the impact he had on his life and
career. Additionally, Favre, of course, paid tribute to the many Packers
fans in attendance.
“Make no mistake about it, I will be remembered as a Packer,” he said.
Although the game ended up being cancelled due to poor eld
conditions, the extra time in camp was a benet to the Packers.
The remainder of the preseason consisted of the team’s usual approach
of practice and evaluation, and using the games as a means of getting
new players up to speed, honing the veterans’ skills and seeing which
of the second-year players will make that jump in development that is
expected.
After a 3-1 nish to the preseason, the team embarked upon the difcult
task of establishing the 53-man roster.
“It’s busy,” McCarthy said of the process. “A lot of conversation, a lot
of different scenarios. You try to make the right decisions. You have
to evaluate production, evaluate projection. That’s a lot of what these
decisions come down to.”
THE REGULAR SEASON
The season opener in Jacksonville, along with the heat, featured the
return of Nelson, who hadn’t played in a full, meaningful game since the
NFC Championship following the 2014 season. He certainly was eager
to play, but wasn’t going to establish any set-in-stone expectations.
“We’re not going to put a number on it,” he said. “We’ve discussed it.
We’ll play it snap by snap. Seeing what the weather’s like, I wouldn’t be
surprised if a lot of guys are rotating just to stay fresh.”
While the offense was welcoming Nelson back, it also was making an
adjustment on the line following the release of Josh Sitton. Lane Taylor, a
fourth-year veteran, was set to step in and assume the starting role.
“I’m not going to try to make it bigger than it actually is,” Taylor said.
“Once you make the team, you’re on the team, you’re competing and
you’re getting better each and every week to put yourself in a position
to go out and play.”
On the other side of the ball, McCarthy expected a more mature,
experienced group to make a difference.
“I think our understanding on defense is higher this year than it’s been
the past two years,” McCarthy said. “We’ve been relatively young
throughout our defense, and now you’re seeing the maturity of these
guys.”
That defense ended up making the game-saving play when cornerback
Damarious Randall was the rst of a swarming group that dropped
Jaguars receiver Allen Hurns for a 1-yard loss on fourth-and-1 with 23
seconds left.
“I was very proud of how our guys kept ghting,” McCarthy said. “The
last play was an example of the nish and pursuit of our defense.”
Week 2 featured the Packers as the Vikings’ guests in the opening of
their new facility, U.S. Bank Stadium, but the team fell short in ruining
the festivities as they lost, 17-14, when two fourth-quarter turnovers
sunk drives that were on the edge of eld-goal range.
Rodgers was particularly hard on himself when reviewing the game later
in the week, but that’s expected from the team’s leader.
“I didn’t play as well as I wanted to last week,” he explained. “I turned
the ball over twice, and I can’t do that if we’re going to win the game. I
know I’ve got to play better, and I will.”
The results for Rodgers and company were improved during the home-
opening, 34-27, victory over the Lions in Week 3. Nelson caught two
of Rodgers’ four TDs on the day as the QB nished with a 129.3 passer
rating, and running back Eddie Lacy topped 100 yards on the ground.
“I thought they were dialed in,” McCarthy said of the offense. “It was
important for us to have a healthy run-and-pass mix. I thought our guys
executed at a high level. We had a lot of explosive plays.”
The team’s annual bye, although earlier than what would generally be
preferred, came at a good time for this year’s Packers with four defensive
starters and a key sub missing the Lions contest with injuries.
“It’s early, it’s different, but it’s obvious – we need it,” McCarthy said.
“This is a good time for us.”
Former Packers assistant coach Ben McAdoo returned to Lambeau Field
as head coach of the New York Giants in Week 5, but the hosts were not
about to be too cordial as the Packers won, 23-16, to improve to 3-1 on
“ Make no mistake about it, I will be
remembered as a Packer”
- Brett Favre
6
the season. The Packers’ defense stood out in the contest, holding the
Giants to just 219 total yards and only four third-down conversions.
“It really starts with our young secondary,” McCarthy said. “Those
young corners did a heck of a job. We moved some guys around and
they did a very good job executing the game plan.”
While the next week’s gameday at Lambeau Field did not pan out
well on the game front – a 30-16 loss to the Cowboys – Packers fans
did enjoy seeing Favre return to the stadium to see his name unveiled
alongside the other legends on the façade during a halftime ceremony.
“Never once did I think what it would be like for my name to be up
there,” Favre said after the ceremony. “I never looked at myself then
or now as an equal to Bart Starr or one of my idols, Roger Staubach.
So when I look up at Don Hutson, Ray Nitschke, Fuzzy Thurston, Willie
Wood, Willie Davis, I place myself at a lower level than those guys.”
The Packers’ opportunity for a rebound came quickly as the team hosted
the Chicago Bears in a Thursday night contest, a game that featured
both teams in their color rush uniforms. The Packers, wearing white
jerseys with white pants, defeated the dark navy-clad Bears, 26-10.
Rodgers helped break open a tight game in the second half by
leading the Packers on three-straight TD drives to overcome a 10-6
disadvantage. In the process, he set a franchise record with
39 completions, but he wasn’t giving it much thought afterward.
“A lot of times records like these are achieved in losses when you’re way
behind and have to battle back,” he said. “It’s nice, but it’s something
you maybe look at down the road. Records are meant to be broken, and
I’m sure someone will come along at some point and break it. Maybe
myself if I get lucky enough.”
The Packers’ next four weeks took an uncharacteristic turn with four
consecutive losses, beginning with a tough, last-minute loss at Atlanta,
33-32. The defense made plays throughout the contest, but not in the
nal stretch.
“When you’re playing against a good offense like that, just doing your
job is not enough,” Daniels said. “You have to go above and beyond.
We have to make sure we put ourselves in a position to do that more.
When you put up 32 points, you have to win. That’s all there is to it.
Those guys (the offense) came out and played with re and we didn’t
do enough.”
Other losses came against Indianapolis at home (31-26), at Tennessee
(47-25) and at Washington (42-24). While the team stood at 4-6, there
was still condence the season could be turned around.
“I feel like we can run the table, I really do,” Rodgers said. “The offense
is starting to click a little bit more. We just have to put together a game
where we’re consistent from the rst snap to the last. We’ve been
getting closer to that. We’ve really been clicking at times the last few
games. It’s going to be important that we get going early.”
Rodgers’ words would be prophetic as the run began the very next week
at Philadelphia with a 27-13 win.
“Winning is hard, it’s very difcult in this league,” McCarthy said after
the win. “We haven’t had the feeling in ve weeks. We missed it.
It felt good.”
The defense responded after giving up more than 40 points in the
previous two games.
“It’s just a good feeling,” safety Morgan Burnett said. “No one likes to
lose. We’re all competitors in here so just to get that win today, that’s
what you want.”
Back at home the next week in some wintry weather, the Packers put
together 98- and 89-yard scoring drives in the fourth quarter to defeat
Houston, 21-13, and even their record at 6-6 with the nal quarter of
the season to go.
Rival Seattle was next up in Lambeau and the Packers turned in their
best game of the season, soundly defeating the Seahawks in a 38-10
win. The defense dominated with six takeaways, including ve INTs.
“It was a great performance,” Burnett said. “DBs have a saying, ‘When
picks come, they come in bunches.’ It was a good night for us tonight.”
The Packers’ positive play continued the following week in Chicago, but
it took a Rodgers-to-Nelson 60-yard bomb to put Crosby in position to
nail a walk-off, 32-yard eld goal for the 30-27 win. The team had seen
a 17-point lead slip away late before regaining control, albeit in the
nal seconds.
“That was a heck of a football game,” McCarthy said, as the Packers
tied the all-time series at 94-94-6. Ty Montgomery, who had converted
to running back from wide receiver in wake of a rash of injuries at the
position, had a career day with 162 rushing yards and 2 TDs on
16 carries.
The Packers were in control of their own destiny with the division title
assured with two more wins.
David Bakhtiari cemented his
status as one of the league’s best
left tackles, earning second-team
All-Pro honors at left tackle by The
Associated Press, as well as his rst
career Pro Bowl selection as an injury
replacement. As part of a line that
helped the Packers rank in the top 10
in the NFL in scoring, Bakhtiari also
helped the offense to No. 2 in the
league for third-down conversions
and No. 5 for time of possession.
Nick Perry had a career year in
2016, establishing himself as a force
on defense and leading the team with
a career-high 11 sacks while playing
in 14 games. He registered 60 tackles
(43 solo) and led the team in tackles
for a loss (15) and QB pressures (17).
Perry also ranked No. 2 on the team
in QB hits (15), and was part of a
run defense that ranked No. 8 in the
league in rushing yards allowed per
game (94.7).
7
They took care of business against the Vikings on Christmas Eve at home
as Rodgers and Nelson teamed up on offense to fuel the 38-25 victory.
The wide receiver continued his strong comeback season with nine
receptions for 154 yards and 2 TDs. Linebacker Clay Matthews notched a
sack-fumble that led to a TD just before halftime.
The following week saw the team capture the division title for the fth
time in six years with a 31-24 victory at Ford Field over the Lions.
“That was a fun win there,” McCarthy said. “I just want to tell you how
proud I am of my football team. I think today was a great picture inside
of what it’s been like all year. Resiliency, time and time again.”
In the Wild Card playoff against the Giants, the Packers overcame a slow
start offensively to see Rodgers throw four touchdown passes as the
offense scored ve TDs and a eld goal in a span of eight possessions
beginning late in the second quarter to pull away with the 38-13 victory.
One highlight was a 42-yard Hail Mary from Rodgers to Randall Cobb
on the nal play of the rst half. It was the third such scoring throw in
just a little over a year for Rodgers.
“You have to have the protection, but to throw that ball with the arc,
that’s really the key to it,” McCarthy said. “It gives your receivers a
chance to catch that ball. Randall Cobb made an excellent, instinctive
play. A big play, and it gave us something going into halftime.”
A thrilling nish in the Divisional playoff at Dallas followed the next
weekend, with the Packers getting a walk-off, 51-yard eld goal from
Crosby to defeat the Cowboys, 34-31. It was the longest game-winning
kick in NFL playoff history, set up by a 36-yard strike from Rodgers to
Cook on third-and-20 from the Packers’ 36. Cook made a beautiful,
toes-just-inside-the-sideline catch with just three seconds remaining on
the clock.
“Well, that was one heckuva football game to be a part of, and I’m
sure it was a great one to watch,” McCarthy said of the team’s eighth
straight win.
The momentum would end the following week, however, as the Packers
lost to Atlanta, 44-21, in the NFC Championship Game at the Georgia
Dome. The Falcons displayed remarkable offensive repower the Packers
were unable to overcome.
“We ran into a buzzsaw and those guys performed great, and we didn’t
have enough to keep up with them,” McCarthy said. “That clearly
wasn’t the way we anticipated or prepared for our season to end, but I
think that’s a credit to the Falcons, and frankly, we ran out of gas.”
For the organization and its fans, it was an exhilarating run from a 4-6
record all the way to the conference title game, the second such trip in
three seasons. Overall, with their team-record eighth straight postseason
appearance, it was another successful campaign. It marked the 19th
trip to the playoffs in the last 24 years, a remarkable run in this era of
parity in the NFL. In a further testament to the team’s consistent, high-
level success over the last 10 seasons, the Packers rank second in the
NFL for wins, winning seasons, division championships and conference
championship game appearances. The future remains very bright.
Despite beginning his career as a
wide receiver, Ty Montgomery
transitioned seamlessly to running
back and played in 15 games, with
six starts, in his second year in the
league. After making his rst pro start
against Chicago Oct. 20, he led the
team with 457 rushing yards and
three touchdowns on just 77 carries,
and among NFL running backs with
75-plus carries, he ranked No. 1 in the
league with an average of 5.9 yards
per carry.
TITLETOWN DISTRICT
Construction continued on phase one
of Titletown, a destination area on
approximately 45 acres of land west of
Lambeau Field, with Hinterland, Lodge
Kohler and Bellin Health Titletown Sports
Medicine & Orthopedics opening for
business. The area also includes a large
public park with year-round, diverse
programming, a winter tubing hill and ice
skating, which will be available for visitors
and community members to enjoy this fall.
“ Well, that was one heckuva football
game to be a part of, and I’m sure it
was a great one to watch.”
- Mike McCarthy
8
PACKERS NEWS
In 2017, the organization completed a two-year, $55 million renovation
of the Lambeau Field premium seating areas. The renovation included the
installation of operable windows in the suites, as well as reconguring
suite layouts and updating furniture, appliances and carpeting. The club
seating common areas were also renovated, with updated décor, furniture
and carpeting, as well as video walls and graphics. The walls also feature
a new collection of original Packers-inspired art and unique historical
photography for fans and visitors to enjoy.
The Green Bay Packers were rated as the No. 2 pro football team (and
No. 4 sports franchise overall) in ESPN The Magazine’s 2016 Ultimate
Standings, which measures how much MLB, NBA, NFL and NHL franchises
give back to the fans in exchange for all the time, money and emotion the
fans invest in them.
The rankings also named the organization the best in the NFL in fan
relations, stadium experience and ownership.
The Packers announced on Feb. 1, 2017, that Lambeau Field would
welcome legendary musician Billy Joel for a concert on June 17, 2017.
The concert brought plenty of excitement and visitors to the Green Bay
area, resulting in a $5 million impact in the community. The concert was
attended by more than 45,000 music fans, and was only the third major
concert to be held at Lambeau Field since the stadium redevelopment
in 2003. The other concerts, one headlined by country musician Kenny
Chesney in 2011, and the other one co-headlined by Jason Aldean and
Chesney in 2015, attracted more than 45,000 and 50,000 music lovers,
respectively.
On Saturday, Sept. 3, 2016, Lambeau Field went collegiate, hosting the
Lambeau Field College Classic, presented by Carmex®, between the LSU
Tigers and Wisconsin Badgers. The contest marked the rst college football
game at the historic stadium since 1983 and had an economic impact of
more than $13 million, with fans from both contingents traveling to the
area for the week and weekend of the game. In a thrilling nish, Wisconsin
defeated LSU, 16-14, in front of a crowd of 77,823.
One new member was elected to the Packers Board of Directors in 2016:
Marcia Anderson, Clerk of Court for the U.S. Bankruptcy Court in Western
Wisconsin and the rst African-American woman to rise to the rank of
major general in the United States Army.
Anderson, 58, who is now retired from the military, commanded at the
Company (approximately 200 soldiers) level through the General Ofcer
(up to 7,000 soldiers) level, and prior to her retirement, she served as
Deputy Chief, United States Army Reserve, and Deputy Commanding
General for the Army Human Resources Command at Fort Knox.
Anderson’s legal career also included time spent as an attorney and clerk
of courts, including several years with the U.S. Court of Appeals for the
Second Circuit. She currently works in Madison as the Clerk of Court for
the U.S. Bankruptcy Court in Western Wisconsin.
Following the 2016 season, construction got underway for the
Johnsonville Tailgate Village, a year-round event space and permanent
tailgating hub on gamedays. The new, permanent space, which is now
completed, is an extension of Lambeau Field, reecting the stadium’s
unique look and feel.
On gamedays, more than 2,000 fans can experience a high-energy
atmosphere featuring music and entertainment, large screen televisions,
food and beverages and other tailgating activities. On non-gamedays, the
structure is a exible space available for groups to rent and use for private
events such as weddings or corporate gatherings.
The team introduced a new variable pricing model for season tickets
in 2016, with one set price for preseason games, and another for
regular-season games. The pricing model included a two-tier structure
that prices preseason tickets signicantly lower than regular-season
tickets. The model was applied to a ticket cost which, over all 10 games,
increased an average of $5 per ticket, an increase of about ve percent.
8
9
COMMUNITY OUTREACH
The history of the Green Bay Packers is rich with on-eld
accomplishments and a special bond with the community that
has supported the organization throughout its 98-year history.
As the legend of the Green Bay Packers has grown with time,
so has the Packers’ responsibility to the community.
Nonprot organizations throughout Wisconsin and Upper
Michigan look to the Green Bay Packers for both tangible and
intangible assistance for their beneciaries – help that comes
in the form of money, food, clothing, autographs, or even the
visit of someone’s sports hero.
The Green Bay Packers organization, along with its players
and coaches, willingly accepts this responsibility, organizing
charitable involvement that comes to fruition through the
commitment of the players, coaches and staff.
Green Bay Packers Give Back is the Packers’ all-encompassing
community outreach initiative, which includes the Green Bay
Packers Foundation’s annual and impact grants, and more than
10,000 autographed items donated for fundraising efforts in
the past year. Other key outreach areas include the more
than 900 yearly appearances made by players, coaches and
staff, youth football grants and outreach camps, cash and
in-kind donations, Make-A-Wish visits and community events
and initiatives.
The following is an overview of the organization’s
Green Bay Packers Give Back efforts from the last year.
Combined with direct cash donations by the Packers to various
charity endeavors, these efforts resulted in a comprehensive
Green Bay Packers Give Back charity impact in excess of
$8 million in 2016. The full Community Outreach Report is
available online at www.packers.com.
$
8M
TOTAL CHARITY
GIVING IN 2016
10
COMMUNITY EVENTS
AMERICAN RED CROSS BLOOD DRIVES
Each year the Packers host several blood drives at Lambeau Field, with
staff and community members answering the call to give. On Aug. 30,
2016, a record-breaking 429 pints were donated, helping Lambeau Field
blood drives surpass 5,000 pints donated over the last 14 years. With
an additional blood drive in November, 5,470 pints have been collected
in total.
FESTIVAL OF LIGHTS
For the past 11 years, the Packers and Festival Foods have brought the
joy of the holidays to all who attend this annual event. Free family-
friendly activities include holiday movies and cartoons, card making,
music performed by local high school choirs, cookie decorating, photo
opportunities with Santa Claus and the tree lighting. Fans also donate
toys for Toys for Tots at the event.
PROJECT PLAY 60
Project Play 60, an event held in March in the Lambeau Field Atrium, is
designed to get children and families active during the Wisconsin winter.
Kids enjoy the fun of inatables, climbing walls, bungee trampolines,
face painting and obstacle courses.
EMPOWER
This Green Bay Packers leadership event was held at Lambeau Field
during two days for 280 Brown County middle school students (140
boys and 140 girls). Each day, the events featured speakers geared at
encouraging the students to use their inuence to create positive ripples
throughout the community.
CHRISTIAN OUTREACH ECUMENICAL
THANKSGIVING DINNER
The Packers hosted the 2016 event in the Lambeau Field Atrium. A
sit-down meal was provided to more than 800 people in need. Beyond
the sit-down meal, an additional 1,200 meals were delivered to the
homebound.
GREEN BAY PACKERS GIVE BACK
CELEBRITY BOWLING EVENT
Packers players, coaches and President/CEO Mark Murphy joined area
businesses at Ashwaubenon Bowling Alley in June to raise funds for the
NWTC Student Emergency Fund. A total of $45,000 was raised for this
program dedicated to offering nancial support to students at NWTC to
prevent unforeseen nancial barriers from getting in the way of
their education.
SPOOKTACULAR
Each October, the Lambeau Field Atrium is transformed into a hauntingly
happy Halloween playground. In 2016, the 14th Annual Spooktacular
event featured interactive entertainment, including music and variety
acts, as well as Halloween-themed crafts and activities.
11
PACKERS ALUMNI AT PACKERS
EVERYWHERE PEP RALLIES
Through the Packers Everywhere platform, the Packers hosted a record
number of road game pep rallies, with eight events from preseason to
postseason featuring more than 20 total alumni over the course of the
season. Each location brought Packers fans from near and far together
the day before the game, and the alumni met with attendees, sharing
stories, signing autographs, taking photos and getting fans excited for
the next day’s game.
BREAST CANCER AWARENESS MONTH
RECOGNITION
Each October, Lambeau Field and the team don pink to raise awareness
for breast cancer. At the game against the Giants, Zeta Tau Alpha
handed out 25,000 complimentary pink ribbons to fans attending the
game. The American Cancer Society distributed #PackersVsCancer sele
cards along the fan walkway, encouraging fans to write the name of
someone they know who has been affected by cancer and honor them
by sharing a sele with a card.
PACKERS 5K RUN PRESENTED BY
BELLIN HEALTH
The seventh annual Packers 5K Run presented by Bellin Health was held
in 2016. Nearly 4,900 runners made their way through Lambeau Field
and around neighboring streets to raise $11,758, which was donated to
the American Red Cross, Volunteer Center of Green Bay and Big Brothers
Big Sisters of Northeastern Wisconsin.
BROWN COUNTY CHILDREN’S CHARITY
GOLF CLASSIC
Since 2004, the Packers and Brown County have collaborated to host
this annual event. Packers players Jayrone Elliott, Jake Schum and Jared
Abbrederis were present this year to help raise $58,000 for House
of Hope and the Northeast Wisconsin Technical College Educational
Foundation.
COMMUNITY PARTNERS
Through the support of the Packers, Bon Ton and the Community
Partners program, 5,500 high school student athletes, parents, coaches
and administrators in Milwaukee had access to 20 distinct Positive
Coaching Alliance workshops during the 2016-17 school year. The
workshops provide information, inspiration and tools to teach those
involved in sports how to reach their potential as athletes. The Packers
Community Partners program helps those in need in southeast Wisconsin
through donations, fundraising and volunteerism.
COMMUNITY OUTREACH
DELAWARE NORTH
SPORTSERVICE
CONCESSION STAND
EFFORTS
In 2016, 77 nonprot groups staffed
Lambeau Field’s concession stands, each
earning a percentage of their stand’s net
sales. More than $1.2 million was returned
to these nonprot groups for their efforts.
FIRST DOWNS
FOR TREES
Each regular season, the Packers donate
trees for every rst down earned, with
490 trees planted in 2016. Since the
program began in 2010, more than 3,600
trees have been planted, which provide
total lifetime benets of $18.3 million to
the community. The program is possible
through the partnership between the
Packers, SCA and Green Bay Packaging,
with the Wisconsin Department of Natural
Resources and Wisconsin Public Service
providing administrative support. In 2016,
Packers alumni Kevin Barry and Johnnie
Gray also supported the cause, helping to
plant donated trees.
HIGH SCHOOL QUARTERBACK
CHALLENGE PRESENTED BY HP AND
CAMERA CORNER
In its second year, the contest included an on-eld passing competition
between two Wisconsin high schools during halftime of each home
game to see who would take home a $500 donation from HP and
Camera Corner for their school.
PACKERS FAMILY NIGHT, PRESENTED BY
BELLIN HEALTH
Family Night has become a highly anticipated event at the beginning
of every season, with more than 66,000 fans in attendance in 2016.
An opportunity for young fans to experience the awe of Lambeau Field,
Family Night this year also recognized 1,000 families, staff members and
volunteers from March of Dimes. Parking proceeds beneted Wendy’s
Wonderful Kids foster care adoption program.
EARNED BY
NONPROFITS
.2 M
$
1
3,600+
PLANTED
12
HISPANIC HERITAGE LEADERSHIP AWARD
In October, Griselda Aldrete, President and CEO of Hispanic Professionals
of Greater Milwaukee, was honored with the Hispanic Heritage
Leadership Award. In partnership with the NFL, the Packers proudly
recognize Hispanic leaders who impact the community with this
award each year. Aldrete also serves on the advisory board for Visit
Milwaukee Multicultural Committee, Notre Dame Middle School, United
Way Emerging Leaders and United Way Latina Taskforce. Aldrete was
awarded a $2,000 check from the Hispanic Heritage Foundation for her
organization.
GREEN & GOLD GALA
Family Services of Northeast
Wisconsin, in partnership with
the Green Bay Packers, held its
28th annual Green & Gold Gala at
Lambeau Field in September of 2016.
Forty-four Packers alumni attended
the event, which raised $288,782
for programs serving homeless
youth, abused children and high-risk
families with young children.
HOPELINE
®
PROGRAM
The Packers join Verizon Wireless each year to power the HopeLine®
Program at Lambeau Field, which collects no-longer-used cell phones
and accessories and refurbishes them for survivors of domestic violence.
A cell phone drive was held throughout the season, and fans were
invited to donate to a large-scale collection at an October home
game. Through the program, Verizon awarded a $50,000 grant to End
Domestic Abuse WI for their Statewide Teen Dating Violence and Healthy
Relationships Project.
TRAINING CAMP
People come from all over the world to experience Green Bay Packers
training camp. Fifteen practices in 2016 were open to the public and
free of charge, with more than 37,000 railbirds – fans who watched
practice – attending throughout training camp. Just as exciting as
watching a practice is experiencing the storied “riding of the bikes”
tradition. Since the Lombardi era, Packers players ride young fans’ bikes,
while the kids jog alongside, from the locker room to the practice eld.
This year, kids from the Boys & Girls Club of Greater Green Bay were
able to participate in this tradition by riding American Family DreamDrive
bicycles with players.
BREAST CANCER AWARENESS TEAM
PROGRAM GRANT – “TACKLE CANCER”
The Packers, in partnership with the NFL Foundation and NBC 26,
teamed up to “Tackle Cancer” in October when Menasha hosted
West De Pere in the High School Showdown Game of the Week.
Packers players Jayrone Elliott, Chris Banjo and Micah Hyde were in
attendance and helped raise over $6,700 at the game for the
American Cancer Society.
SALVATION ARMY COATS FOR
KIDS COLLECTION
The Packers-Cowboys game in October marked the annual Salvation
Army Coats for Kids collection drive at Lambeau Field. Fans donated
more than 470 coats and $9,667.
SARGENTO TOUCHDOWNS FOR CHARITY
PROGRAM
The Packers and Sargento partnered once again in 2016 for the
Touchdowns for Charity program. Sargento donates $1,500 to the
program for each touchdown scored by the Packers. A total of $112,500
was raised, beneting the Wisconsin Hunger Task Force in Milwaukee
and Paul’s Pantry in Green Bay. Since the program’s inception in 2002,
more than $1.2 million has been donated toward hunger relief efforts
in Wisconsin. To add to the program’s efforts leading up to kickoff
of the Packers-Colts game in November, fans along the fan walkway
contributed nearly 1,500 pounds of food and $1,270 to the Sargento
Foods Food Drive.
U.S. MARINE CORPS TOYS FOR TOTS
COLLECTION
The Packers and U.S. Marine Corps teamed up to host the annual Toys
for Tots collection prior to the Packers-Texans game in December. Fans
generously donated 1,007 toys and $18,622.
TAILGATE TOUR
The 11th annual Tailgate Tour brought Packers players and alumni
together with Wisconsin communities in June. Packers President/CEO
Mark Murphy, players Jared Abbrederis, Sam Barrington, Jayrone Elliott
and alumni LeRoy Butler, Robert Brooks and Sean Jones spent the week
connecting with fans on the tour. Their efforts helped raise $205,000
at the tailgate parties hosted by nonprot organizations in Ripon, Fort
Atkinson, Dodgeville, Black River Falls and Shawano, bringing the total
raised since the tour’s inception to more than $1.9 million.
ONE EVENT
RAISED
$
288K
+
COMMUNITY OUTREACH
13
GIVING
PACKERS, CARMEX
®
, DELAWARE NORTH
DONATE TO AMERICAN RED CROSS
LOUISIANA FLOOD RELIEF EFFORT
For the rst time since 1983, Lambeau Field hosted a college football
game, the Lambeau Field College Classic, presented by Carmex
®
,
between the LSU Tigers and Wisconsin Badgers in September. While
the game welcomed fans traveling from all over the country, many LSU
fans and Louisiana residents unfortunately faced catastrophic ooding
in Louisiana during the weeks leading up to the game. To welcome the
many fans traveling for the LSU-Wisconsin game and to support those
facing the disaster in Louisiana, the Packers and their partners Carmex
®
and Delaware North donated a combined $55,000 to the Red Cross
ood relief efforts. Fans at the game donated as well, resulting in an
additional $11,300 donated to help those in need in Louisiana.
COMMUNITY EVENTS GRANTS
Every year, the Packers waive room rental fees at Lambeau Field for four
nonprot organizations hosting an event at the stadium. The recipients
in 2016 were the Alice in Dairyland Finals, Boys & Girls Club of Greater
Green Bay, Brown County Breastfeeding Coalition and United Way of
Brown County.
SCHOLARSHIPS
The Green Bay Packers Foundation, along with Scholarships, Inc. and
Northeast Wisconsin Technical College, awarded 54 scholarships
totaling $53,000 to students who are residents of Brown County and
meet the scholarship criteria. This scholarship program is funded in part
with the royalty fees paid for the use of the Packers logo on Wisconsin
automobile license plates, and since 2006, the Green Bay Packers have
added an additional $201,000 to fund these scholarships.
MATCHING GIFTS
The Green Bay Packers Matching Gifts program encourages eligible
employees to actively support nonprot organizations. To receive
matching donations on behalf of the Packers, employees complete forms
that accompany their personal donations to nonprot organizations. In
2016, the Packers matched employees’ personal donations of more
than $18,500.
BISHOP’S CHARITIES GAME
The preseason game against the Raiders in 2016 continued the Packers’
56-year tradition of the Bishop’s Charities Game, with Bishop Ricken of
the Diocese of Green Bay making an appearance prior to the contest.
The Packers made their annual donation to the Diocese, adding to the
more than $3.7 million donated since 1960.
DONATIONS
With more than 12,000 donation requests received annually, supporting
the fundraising efforts of organizations across Wisconsin continues to be
the Packers’ leading outreach effort. A variety of items were donated in
2016, raising more than $3 million to assist with helping those in need.
Separate cash donations to nonprot organizations exceeded $5 million
during this same time period, and 100 percent of Wisconsin’s counties
received in-kind donations.
Those interested in requesting a donation to benet a
nonprot organization in Wisconsin must apply online at
packers.com/community/donations.html. Only applications that
are submitted a minimum of six weeks in advance of the
event will be considered.
GREEN BAY PACKERS FOUNDATION
The Green Bay Packers Foundation in 2016 awarded $800,000 to 316
civic and charitable groups throughout Wisconsin. Combined with two
$250,000 impact grants, one awarded to the Jackie Nitschke Center
in Green Bay and one awarded to St. Norbert College in De Pere, $1.3
million was granted through the Foundation in 2016. During this annual
grant cycle disbursement, 69 percent of Wisconsin’s counties received at
least one grant from the Foundation.
Nonprot organizations located in Wisconsin interested
in applying for a grant can apply online March 1 through June 1
at packers.com/community/packers-foundation.html.
MIDWEST SHRINE GAME
Designating one preseason game as the Midwest Shrine game has been
an annual tradition since 1950. Following the game, a donation was
made to the Midwest Shrine’s burn center and hospitals, adding to the
more than $3.5 million donated over the last 66 years. Janine Brass, a
former patient of the Shrine Hospital, sang the national anthem prior to
the Packers-Browns game.
$1.3M+ GRANTED
13
14
SUPPORTING 4TH HOOAH’S
PROGRAM ‘OPERATION COLD SNAP’
FOR VETERAN SUPPORT
In 2016, the Packers devoted money from the NFL Foundation’s “Salute
to Service Team Program Grant” toward Operation Cold Snap, a project
helmed by local veteran’s organization 4th HOOAH (Helping Out Our
American Heroes). Operation Cold Snap aims to make sure veterans in
Wisconsin have properly working furnaces. With the assistance from the
grant, 4th HOOAH was able to install a new furnace at the home of Erin
Mendoza, a U.S. Air Force veteran and mother of three in need of a new
heating system.
MILO C. HUEMPFNER VA CLINIC VISIT
In honor of Veterans Day, Packers players Bryan Bulaga, T.J. Lang and
Lane Taylor surprised veterans with a free pig roast lunch and gift bags
at the Milo C. Huempfner VA Clinic, Green Bay. Players served lunch and
visited with veterans.
OPERATION FAN MAIL
At each home game, the Packers and WPS Health Solutions honor
an active duty serviceman or servicewoman and their family through
Operation Fan Mail. Since its debut in 2007, 99 military families have
been recognized, and provided complimentary tickets to the game at
which they are honored.
SALUTE TO SERVICE GAME
The NFL Salute to Service game at Lambeau Field in November honored
both veterans and current military members prior to and throughout the
game. Fans expressed their gratitude as well, completing 1,510 cards to
send to service members through the American Red Cross Holiday Mail
for Heroes campaign.
HONORING MILITARY RETIREES
The Packers proudly y United States ags over Lambeau Field in
dedication to the men and women who have made a commitment to
serve their country. Often, the team receives requests from military
personnel as they prepare for retirement, and the Packers have own
over 40 ags at Lambeau Field in the last year honoring
military retirements.
MILITARY SUPPORT
PLAYERS, COACHES &
ALUMNI OUTREACH
PACKERS PLAYERS SIGN AUTOGRAPHS
FOR SALVATION ARMY DONATIONS;
AARON RODGERS MATCHES
DONATION AMOUNTS
Each holiday season, Packers players sign autographs at Lambeau Field
in exchange for donations to the Salvation Army Red Kettle campaign.
In 2016, Packers quarterback Aaron Rodgers joined in the charitable
cause, generously pledging to match each donation given during the
Lambeau Field autograph signings. Weekly signings during the month
of December featured different players each week, including Rodgers
himself. Fans at Lambeau Field donated more than $38,000 for the
Salvation Army, which was matched by Rodgers, culminating in a grand
total of more than $76,000 for autograph signings.
NFL HOMETOWN HUDDLE
Hometown Huddle is a partnership between the NFL and United Way,
and includes a day of service aimed at making an impact on youth
health and tness. In November, Packers players Makinton Dorleant,
Christian Ringo and Jason Spriggs; Packers employees; the United Way
of Brown County and Door County; Algoma Wolves tech students and
the Algoma Parks & Recreation Department collaborated to build a
warming house for a new ice skating rink at Peterson Park in Algoma.
NFL MAN OF THE YEAR AWARD
Each season, the Packers nominate a player for the Walter Payton NFL
Man of the Year Award to recognize a player’s off-the-eld community
service as well as his on-the-eld performance. The Packers’ 2016
nominee was linebacker Jayrone Elliott. He was recognized for his
continual investment of time and talents outside of football in the
community including speaking to young people at local schools and
youth programs in Wisconsin, Arizona and his native Ohio.
15
WISHES
GRANTED
16
FUEL UP TO PLAY 60 SCHOOL VISIT
Students at Heritage Elementary School in De Pere spent a memorable
morning with some green and gold guests in November when Packers
players Morgan Burnett, Jayrone Elliott, Mike Pennel and Nick Perry
visited to celebrate the school’s $2,500 Fuel Up to Play 60 Hometown
grant. The players reminded students during their visit of the importance
of proper nutrition and led some fun, high-energy activities to help the
kids work their way to 60 minutes of exercise.
APPEARANCES
Members of the organization, players, coaches, staff and alumni are
committed to supporting the community through appearances at local
nonprot fundraisers, school visits, athletic banquets and many other
events and programs. Over 1,000 appearances were made in 2016.
Those interested in scheduling an appearance with a member
of the Packers can apply at packers.com/appearances. Only
applications submitted a minimum of eight weeks in advance
of the event will be considered.
ALUMNI
With several special alumni homecomings throughout the year, 2016
was highlighted by a four-day celebration honoring alumni from various
decades. Many alumni who were part of the Super Bowl XXXI team
were also recognized at various home games throughout the season.
Information on alumni visits during home
game weekends can be found at
packers.com/news-and-events/calendar.html.
WISH GRANTING
Along with the Make-A-Wish® Foundation, the Packers assisted with
granting the wishes of 16 children and young adults from 10 states
who wanted to meet their favorite Packers players. Players, coaches and
staff work diligently to make sure each visit is a positive and memorable
experience for their special guests and their families.
MCCARTHY FAMILY FOUNDATION
Head Coach Mike McCarthy and his wife, Jessica, established the
McCarthy Family Foundation with the intent of fostering a long-
term philanthropic commitment by his family beyond his NFL career.
Throughout the past 11 seasons, the Foundation has made donations
to benet numerous charities, projects and organizations throughout
Wisconsin, Kansas and his hometown of Pittsburgh.
MIKE AND JESSICA MCCARTHY
GOLF INVITATIONAL
This annual fundraiser benets the American Family Children’s Hospital
and the McCarthy Family Foundation. The 2016 event was another
success, raising $440,000 and pushing the seven-year fundraising total
beyond $1.8 million. This year’s event also received support from 26
Packers alumni and 13 Packers coaches in attendance.
GREEN BAY POLICE FOUNDATION
Head Coach Mike McCarthy and the Packers partnered to each make a
$100,000 donation to the Green Bay Police Foundation. The donations
are matching grants, requiring the Green Bay Police Foundation to raise
an additional $200,000 in order
to secure the donations directed
to support the Foundation’s
efforts to build and enhance
relationships between the police
and the community.
PLAYER INITIATIVES
Many Packers players contribute to causes that impact the lives of those
around them, as well as establish their own foundations to help those
in need. For example, David Bakhtiari, Morgan Burnett, Randall Cobb,
Mason Crosby, Jordy Nelson, Aaron Rodgers and many other players
support a variety of charitable organizations, from scholarship programs
and youth charities to athletic programs and cancer foundations.
MY CAUSE MY CLEATS
Packers players took advantage of a league-wide opportunity to wear
custom cleats that reect their commitment to charitable causes.
Davante Adams’ cleats showed his support of AIDS Awareness, while
Ha Ha Clinton-Dix’s cleats promoted Ha Ha’s HERO Foundation. Clay
Matthews’ cleats reected his support of Cure Duchenne and Aaron
Rodgers’ cleats displayed his support for the MACC Fund.
RAISED
$
400K
PLAYERS, COACHES & ALUMNI OUTREACH
16
VOLUNTEERISM
LADIES OF LAMBEAU
Led by Laurie Murphy, wife of Packers President/CEO Mark Murphy,
Ladies of Lambeau comprises female employees and board members,
and wives or partners of employees, board members, players and
coaches. This year, 200 women formed an assembly line to ll 2,500
backpacks with a variety of items, from hygiene supplies to fun items
such as Frisbees. The backpacks, along with items and cash collected
from the volunteers, were donated to the Milwaukee Public Schools
Department of Recreation and Community Service, as well as Special
Olympics teams in Northeast Wisconsin.
GREEN BAY PACKERS GIVE BACK AWARD
The Packers presented the 2016 Packers Give Back Award to 10
outstanding Wisconsin volunteers at a luncheon held at Lambeau Field.
Packers President/CEO Mark Murphy awarded recipients a commemorative
plaque and a $2,000 grant in the name of the nonprot for which they
volunteer their time. Collectively, the recipients volunteer 7,040
hours annually.
“BE THE MATCH” BONE MARROW
REGISTRY DRIVE
Upon hearing that former Packers tight end Mitchell Henry had been
diagnosed with leukemia, the Packers Women’s Association was eager
to help Henry and his wife, Madison, in any way they could. Because
often the best cure for the illness is through a bone marrow transplant,
PWA members organized a bone marrow donor registry drive at
Lambeau Field, inviting fans and supporters to come to Lambeau Field
on Jan. 6 and register as potential donors. The drive aimed to increase
the pool of donors in hopes of nding a match for Henry and those
with similar illnesses. At the drive, 75 people joined the donor registry,
with 111 more registering online and 135 registering in Henry’s native
Elizabethtown, Ken.
PACKERS GIVE BACK DAY
At Packers Give Back Day in November, a day
designed to allow staff to get out of the ofce
and give back to the Green Bay community,
76 Packers employees rang bells at the Bay
Park Square Mall. Throughout the day, fans and
shoppers at the mall and throughout the area
helped raise a total of $19,826, which was
matched by the team up to $15,000, resulting in
a total of $34,826 in donations.
PACKERS WOMEN’S ASSOCIATION
The Packers Women’s Association (PWA) membership comprises
Packers players’ and coaches’ wives and girlfriends. It’s a nonprot
volunteer group focused on service to the community through
leadership, fellowship and support. Every year, the PWA initiates an
annual food drive that benets Paul’s Pantry in Green Bay. In its 30th
year, fans donated 5,200 food items and $11,160. In addition to this
signature event, PWA members sang Christmas carols at local assisted
living facilities and prepared and served a meal at the New
Community Shelter.
DOLLARS FOR DOERS
The Green Bay Packers Dollars for Doers Program encourages eligible
employees to volunteer their time to nonprot organizations. In 2016,
15 employees volunteered more than 1,499 hours and in return, the
Packers provided a total of $7,500 to the organizations.
$
34K+
RAISED IN
1 DAY
17
YOUTH FOOTBALL
YOUTH FOOTBALL OUTREACH CAMP
These free camps feature educational benets as well as recreational
opportunities for second through fth grade students. In 2016, 36
camps were held from the end of April through the end of October, and
over 4,000 students attended. One camp, held at Syble Hopp School in
De Pere in September, reached out to 180 students with special needs.
Packers players Brett Hundley, Datone Jones and Justin Perillo attended
the camp and shared their passion for football through various football
drills and obstacle courses.
GREEN BAY PACKERS 7-ON-7
PASSING TOURNAMENT
Participating schools in the eighth annual one hand touch passing
tournament included Ashwaubenon, De Pere, Melrose-Mindoro,
Menasha, Menomonie, Notre Dame, Two Rivers and Xavier. Tournament
winner Notre Dame received $4,000 for its football program, while
runner-up Bay Port received $2,000.
NFL PUNT, PASS & KICK COMPETITION
The NFL Punt, Pass & Kick team championship was held in December
at the Don Hutson Center. It was facilitated by the Wisconsin Jaycees,
and 20 boys and 20 girls, ages 6 to 15, participated. Team nalists
MaKenna Schooff, Jessie DeMarasse and Tyler Johnson advanced to the
NFL Punt, Pass & Kick National Finals in Florida. MaKenna Schooff, from
Brodhead, nished rst and was crowned national champion in the 8-9
age division.
HEADS UP FOOTBALL PLAYER SAFETY
COACH TRAINING
The Player Safety Coach Training Clinic held at Lambeau Field in June
is the rst step for Wisconsin’s youth football organizations to advance
football player safety by becoming a Heads Up certied league.
GREEN BAY PACKERS
COACHING SCHOOL
This complimentary event provided theory sessions, chalk-talk breakouts
and fundamentals to over 183 youth football coaches representing 74
different youth leagues from across the state.
NFL FOUNDATION CLUB MATCHING
YOUTH FOOTBALL FIELD/
STADIUM GRANT PROGRAM
Green Bay East High School was awarded a
$200,000 grant for the redevelopment of the City
Stadium playing eld. This is the 15th grant secured
by the Packers since 1998 for new or renovated
youth or high school athletic elds and stadiums,
with the cumulative total of the grants over
$2.1 million.
PACKERS MOMS FOOTBALL
SAFETY CLINIC
This clinic, designed to educate moms about how football is being
played safer and better than ever before, was held for the second time
last April. The complimentary event was attended by 142 youth football
moms, representing 51 different youth leagues across Wisconsin.
PLAY FOOTBALL MONTH
The NFL and its 32 teams recognize August each year as Play Football
Month. The Packers in 2016 invited NFL Flag and Heads Up Certied
youth football programs to participate in Family Night and both
preseason games. In addition, more than 4,000 game tickets were
distributed to certied Player Safety Coaches and Heads Up leagues to
attend preseason games.
HIGH SCHOOL FOOTBALL COACH OF THE
WEEK PROGRAM
This weekly program recognizes high school football coaches throughout
the season who demonstrate outstanding leadership on and off the
eld. Each winner receives a $1,000 donation to the school’s football
program. Steve Jones of Kimberly High School was named Wisconsin
Football Coaches Association/Green Bay Packers Coach of the Year for a
second straight year, earning a $2,000 donation to the school’s
football program.
DON SHULA NFL HIGH SCHOOL COACH
OF THE YEAR AWARD
Coach Steve Jones of Kimberly High School, the 2016 Wisconsin
Football Coaches Association/Green Bay Packers Coach of the Year,
was named one of two nalists for the prestigious Don Shula NFL High
School Coach of the Year Award. Jones received $15,000 from the
NFL Foundation, $10,000 of which will go to his high school’s football
program. Coaches were nominated by NFL teams for their character,
integrity, leadership and dedication to the community, commitment to
player health and safety and on-eld success.
CLUB MATCHING YOUTH
FOOTBALL GRANT
An NFL Flag football team from the Northwest Wisconsin Champions
League based in Eau Claire was selected by the Packers as their at-large
team to participate in the NFL Flag Football Championships, powered
by USA Football, in Orlando. The team, made up of 13- and 14-year-old
boys and coached by Bobby Diaz, competed with 63 teams from across
the country with support from the Club Matching Youth Football Grant.
STADIUM
GRANT
$
200K
18
Millions
Revenue
$400
$300
$500
$200
$100
$0
2014 2015 2016 2017
$327.9
$377.2 $408.7 $441.4
TREASURER’S REPORT TO
SHAREHOLDERS
Statement of Income 2017 2016
Revenue
National $243,978 $222,555
Local 197,424 186,156
Total revenue 441,402 408,711
Expenses
Player costs 192,507 165,671
Team 47,698 43,339
Sales & marketing 56,612 51,783
Operations & maintenance, net* 30,046 27,152
General & administrative 49,187 45,742
Total expenses 376,050 333,687
Prot from operations $65,352 $75,024
Net income $72,772 $48,941
* Net of lease-obligated contributions from the Brown County Professional
Football Stadium District toward the maintenance of Lambeau Field,
of $11.6 million in both 2017 and 2016
$ Thousands
There is strong, focused management and a world-class fan base
that propels the Packers to sustained winning on the football eld.
This requires a winning nancial performance off the eld. We are
pleased to report the franchise turned in another winning year
nancially in 2017, and please be assured we have the nancial
and team resources for continued success on the eld, and we will
experience that.
The Green Bay Packers Audit Committee met with our independent
accounting rm, Wipi LLP, to review the results of their annual audit
of our March 31, 2017, nancial statements. Based on their thorough
audit, Wipi issued an unqualied opinion that our scal 2017 and
2016 nancial statements are presented fairly in conformity with U.S.
generally accepted accounting principles (GAAP). Below are summary
nancial statements and some highlights from our operations for our
2017 and 2016 scal years. Some reclassications have been made
to 2016 amounts to conform to the 2017 classications.
Revenues increased a healthy 8% to $441.4 million in 2017.
National revenue grew 9.6%, while local revenue rose 6.1%
primarily through growth in gameday revenues and sponsorship
sales. The Lambeau Field College Classic, featuring LSU-Wisconsin,
also helped fiscally, but more importantly allowed two more terrific
fan bases to experience our marvelous home. Bringing together
Badgers and Packers fans in Lambeau Field was also a highlight of
the event – it doesn’t get any better than that.
Operating expenses increased 12.7% in 2017. Player and team costs
were the primary drivers of the increase, along with some increased
spending on fan engagement. Expenses are well-managed.
Under the salary cap system, player costs rise commensurately with
revenue. We continue to spend all funds available under the system in
pursuit of our 14th championship. Team expenses include some increases
in travel and other costs.
On our business expense lines, sales & marketing expenses saw some
increases in depreciation with the full year of operation by the Packers
Hall of Fame and 1919 Kitchen & Tap restaurant. Our fans love both of
these destinations. This line also reects our continued investment in fan
engagement. Our 2017 facilities expenses include additional depreciation
expense on all the improvements we’ve made to our home over the
past few years. The largest increases in G&A expenses include increased
expenditure in donations and other League assessments. We make a
strong commitment to investing in our community, and as part of the
NFL’s efforts to further player safety.
Millions
Expenses
$380
$285
$190
$95
$0
2014 2015 2016 2017
$333.7 $376.1$299.3 $337.8
REVENUE
EXPENSES
19
Millions
$60
$40
$80
$20
$0
2013 2014 2015 2016
Profit from Operations
$75.0 $65.3
$28.5 $39.4
Balance Sheet 2017 2016
Assets
Cash & investments $397,166 $357,697
Unamortized signing bonuses, net 95,070 88,489
Property & equipment, net 340,695 327,303
Other 83,006 54,024
Total assets $ 915,937 $827,513
Liabilities & Equity
Debt $103,803 $111,063
Compensation liabilities 47,382 46,575
Other liabilities 150,598 136,849
Equity 614,154 533,026
Total liabilities & equity $915,937 $827,513
$ Thousands
Operating prot dipped from a year ago, but still turned in a good
performance. The growth in revenue from our recent upgrades at
Lambeau Field, and from our investments in new media, help raise
revenue each year. It’s imperative that we keep our facilities state-of-
the-art, and we have. While our expenses also rise with our growing
operation, operating prot shows that overall, the franchise is very
healthy and growing.
Our net income this year is signicantly impacted by recording relocation
fees the Packers will receive from three NFL franchises relocating to Los
Angeles (Rams and Chargers) and Las Vegas (Raiders). Although these
clubs won’t begin paying the fees for several years, GAAP requires us
to record these one-time, non-recurring amounts now. As a result, our
2017 net income has risen to $72 million.
PRESERVING THE PACKERS FRANCHISE
While our primary goal is to win another NFL championship, another
critical mission is to preserve our community-owned franchise for future
generations of Packers fans. Operating prots are invested in the team,
the Lambeau Field fan experience, the community, and a fund to sustain
the viability of the franchise. The size and necessity for this fund grows
as the NFL grows. A summary of our nancial position follows:
The Packers have $614 million of equity, consisting of $87 million from
our ve stock offerings, and the balance from retained annual earnings.
We continue to invest equity to preserve and improve Lambeau Field.
We’ve invested $341 million of our equity in property and equipment,
and the remainder is held for franchise preservation. Included in cash &
investments is $349 million of investments. Our safety net is strong, and
will remain a focus.
The improvement projects to Lambeau Field are complete, and well
done. The improvements to our suites and premium seat concourses,
and construction of the Johnsonville Tailgate Village in our east parking
lot will be complete in July. In this decade we’ve been able to keep
Lambeau Field in great shape for our players and fans, upgrade our
player facilities, improve the fan experience, and strengthen the viability
of the franchise. Our real estate project – Titletown – will also have
three tenants open in July, and will open more public areas throughout
the 2017 season. Titletown is a long-term investment in both the Green
Bay community and our future. Titletown strives to increase visitation
and quality of life in Brown County, while also providing a reasonable
return on our investment. Our balance sheet reects these new assets,
and the additional borrowings that help fund the improvements to our
home and neighborhood. Revenues from current and future years will
be more than adequate to pay off that debt.
We express our sincere appreciation to the residents of Brown County,
shareholders, season ticket holders, employees, fans everywhere,
customers, suppliers, and friends, for your support and loyalty. Your
passion for the Green Bay Packers is truly special, and a signicant
factor to our success. We are fortunate to have the best fans in
professional sports.
Respectfully submitted,
Mark J. McMullen
Treasurer / Executive Committee
PROFIT FROM OPERATIONS
Marcia M. Anderson
Clerk of Court
U.S. Bankruptcy Court,
Western Wisconsin
Madison, Wisconsin
Daniel T. Ariens
Chairman/CEO
Ariens Company
Brillion, Wisconsin
Thomas D. Arndt
Chief Marketing Ofcer
Bellin Health
Green Bay, Wisconsin
John F. Bergstrom
Chairman/CEO
Bergstrom Corporation
Neenah, Wisconsin
Ave M. Bie
Partner
Quarles & Brady, LLP
Madison, Wisconsin
Thomas J. Cardella
Retired
MillerCoors
Milwaukee, Wisconsin
Richard J. Chernick
CEO
Camera Corner, Inc.
Green Bay, Wisconsin
Casey Cuene
Managing Partner
Broadway Enterprises
Green Bay, Wisconsin
Valerie Daniels-Carter
CEO
V & J Holding Companies, Inc.
Milwaukee, Wisconsin
Ricardo Diaz
Executive Director
United Community Center
Milwaukee, Wisconsin
Craig S. Dickman
CEO/Chief Innovation Ofcer
Breakthrough Fuel
Green Bay, Wisconsin
Andrew E. Farah
President/Owner
A. Farah Investments, LLC
Green Bay, Wisconsin
Susan M. Finco
Owner/President
Leonard & Finco Public Relations,
Inc.
Green Bay, Wisconsin
Philip B. Flynn
President/CEO
Associated Banc-Corp
Green Bay, Wisconsin
Beverly A. French
Retired
Orde Sign & Graphics, Inc.
Green Bay, Wisconsin
Terrence R. Fulwiler
Retired
WS Packaging Group
Algoma, Wisconsin
Gerald L. Ganoni
Retired
Humana
Green Bay, Wisconsin
Johnnie L. Gray
Instructional Aide
Syble Hopp School
De Pere, Wisconsin
Michael J. Haddad
President/CEO
Schreiber Foods, Inc.
Green Bay, Wisconsin
Jeffrey A. Joerres
Managing Partner
Incito Capital, LLC
Milwaukee, Wisconsin
George F. Kerwin
President/CEO
Bellin Health
Green Bay, Wisconsin
David Kohler
President/CEO
Kohler Company
Kohler, Wisconsin
William F. Kress
President/CEO
Green Bay Packaging, Inc.
Green Bay, Wisconsin
Thomas G. Kunkel
President
St. Norbert College
De Pere, Wisconsin
Charles R. Lieb
Retired
PDQ Manufacturing, Inc.
De Pere, Wisconsin
Donald J. Long, Jr.
Retired
Century Drill and Tool Co., Inc.
Green Bay, Wisconsin
Thomas J. Lutsey
Managing Partner
Lutsey Enterprises
Green Bay, Wisconsin
Larry A. McCarren
Packers Analyst
Green Bay Packers
Green Bay, Wisconsin
OFFICERS OF THE CORPORATION
The GreenBay Packers’ executive committee directs corporate management,
approves major capital expenditures, establishes broad policy and monitors
management’s performance in conducting the business and affairs of the corporation.
Mark H. Murphy
President & CEO
Daniel T. Ariens
Secretary
Thomas L. Olson
Vice President & Lead Director
John F. Bergstrom
Executive Committee
Susan M. Finco
Executive Committee
Mark J. McMullen
Treasurer
Thomas M. Olejniczak
Executive Committee
20
Michael J. McClone
President/Owner
McClone Insurance Group
Menasha, Wisconsin
Mark J. McMullen
Retired
Associated Banc-Corp.
Green Bay, Wisconsin
Mark H. Murphy
President/CEO
Green Bay Packers, Inc.
Green Bay, Wisconsin
Thomas M. Olejniczak
Attorney/Managing Partner
Law Firm of Conway,
Olejniczak & Jerry, S.C.
Green Bay, Wisconsin
Thomas L. Olson
Retired
US Paper Mills Corp.
Green Bay, Wisconsin
Gary M. Rotherham
Vice President - Sales
The Elite Group, Inc.
Green Bay, Wisconsin
Diane L. Roundy
Director of Business
Development
Schenck SC
Appleton, Wisconsin
Michael D. Simmer
President
BMO Harris Bank-Green Bay
Green Bay, Wisconsin
Mark D. Skogen
President/CEO
Festival Foods
De Pere, Wisconsin
John L. Skoug
Chairman/CEO
Marathon Cheese Corporation
Marathon, Wisconsin
Albert L. Toon, Jr.
Private Investor Owner
AT8 Private Investment
Companies
Middleton, Wisconsin
Dr. Elizabeth R. Trowbridge
Associate Vice Chair Primary
Professor of Medicine
University of Wisconsin School
of Medicine and Public Health
Madison, Wisconsin
Mike L. Weller
CEO
Mike Weller and
Associates, LLC
Appleton, Wisconsin
Michael A. Wier
Owner
Kroll’s West Restaurant
Green Bay, Wisconsin
Hon. John P. Zakowski
Circuit Court Judge,
Brown County
Green Bay, Wisconsin
DIRECTORS EMERITUS
Terry J. Bogart
John E. Broeren
Robert C. Buchanan
Robert G. Bush
James M. Christensen
Virgis W. Colbert
Willie D. Davis
Robert C. Gallagher
Dr. Donald F. Harden
Robert E. Harlan
(Chairman Emeritus)
George F. Hartmann
Thomas J. Hinz
James F. Kress
Bernard S. Kubale
Carl W. Kuehne
C. Patricia LaViolette
John N. MacDonough
Dr. Thomas A. Manion
John C. Meng
Stewart C. Mills, Jr.
Peter M. Platten III
Herman J. Reckelberg
Pat Richter
Leo J. Scherer
Paul J. Schierl
Allan H. “Bud” Selig
K.C. Stock
Edward A. Thompson
Larry L. Weyers
Hon. Donald R. Zuidmulder
The Annual Meeting of the company’s shareholders will be held at Lambeau Field, 1265 Lombardi Avenue, Green Bay,
Wisconsin, on Monday, July 24, 2017, at 11 a.m. A formal notice of the Annual Meeting, together with proxy information,
was mailed to shareholders in advance of the meeting.
2017 ANNUAL MEETING
21
Care
1265 LOMBARDI AVENUE GREEN BAY, WI 54304 920.569.7500 PACKERS.COM
GREEN BAY PACKERS
