In a bombshell revelation just 30 minutes ago, Pittsburgh Steelers owner Art Rooney II has come under league scrutiny after being discovered to have held a private meeting with Apple CEO and LGBT billionaire Tim Cook. The meeting allegedly occurred shortly after Rooney publicly declared that the Steelers would support Pride Month permanently, committing to a year-round stance on inclusion and LGBT advocacy.
While the announcement was initially met with praise from many across the NFL landscape, the private nature of Rooney’s meeting with Cook — held at an undisclosed location just days later — triggered suspicion at the league office. The NFL immediately launched a formal investigation to determine whether any undisclosed business agreements had been made that might violate league policy.
According to early findings leaked from the investigation, the NFL uncovered a proposal presented by Tim Cook during the meeting, reportedly offering a $175 million multi-year partnership with the Steelers. In exchange, the team would participate in a long-term branding campaign titled “Steel and Pride United,” integrating LGBT themes into promotional materials, stadium displays, merchandise, and digital outreach beyond just the month of June.
The proposed deal would also give Apple exclusive rights to produce a docuseries on the Steelers’ “culture of inclusion,” using team personnel and player interviews to promote visibility and allyship. Additionally, the initiative would include plans to make Acrisure Stadium the NFL’s first venue to permanently install pride-themed elements in its exterior lighting and fan zones.
Though there is no confirmation that Rooney agreed to or signed any part of the proposal, the NFL is investigating why the meeting was not disclosed and whether league rules regarding corporate partnerships and political messaging may have been breached.
In a brief statement, the Steelers responded, “We remain committed to inclusion and community values and will cooperate fully with any NFL review.” Art Rooney II has not yet commented.
Reactions from fans have been swift and divided. Some hail the move as visionary, while others question the mixing of long-term political messaging with football. As the NFL probes deeper, the controversy surrounding Rooney’s private meeting continues to grow — with implications that could ripple far beyond Pittsburgh.
