ESPN - The Drive That Never Ends 15min

Elway is one of the most famous GMs in NFL history, but when he took the Broncos job, he had the walls of his office replaced with glass so staffers would feel comfortable stopping by. He lets employees leave the office early if they have a softball game to coach or an anniversary dinner to plan, and during the holidays last December, he helped arrange for high-end retailers to visit team headquarters to make Christmas shopping easier. He downplays his fame within the organization but isn't afraid to leverage it externally. An NFL GM who grew up as an Elway fan had a deal with the Broncos scuttled by his team's executives because they feared Elway was fleecing their guy, suckering him with a hard count. For laughs, the bosses left it to their GM to break the news that the deal was off, and he was so conciliatory in doing so, some of the Broncos' staffers on the call wondered whether it might end in an autograph request. ... The hardest thing about being a GM is the stillness of it, sitting around watching film. He never wanted to be a coach because he couldn't explain his own gifts -- the improvisation in the midst of disaster, the routine cross-field throws that sent legions of mimicking high school quarterbacks to the bench. Sometimes he still feels the itch to let one fly, even if his body no longer allows it. ... In 2001, bored after two years in retirement, Elway asked Shanahan for a job with the Broncos. Shanahan said there was no job for him. The next year, hell-bent on proving he was serious about succeeding in his second act, Elway bought an ownership stake in the Colorado Crush, an Arena League franchise. He took on the role of GM and appeared in cheesy commercials with Jon Bon Jovi, owner of the Philadelphia Soul. He wasn't just lending a famous face to a new league. He was grinding, learning every facet of running a football team.