Alief Bey Named NFL Youth Coach of the Week by the New York Giants

After more than 30 years of coaching youth football, Alief Bey still lights up when he sees a young player accomplish something for the first time.

“I love working with the really young kids, you know, the ones who are four or five years old,” said Bey, the NFL Play Football Youth Football Coach of the Week representing the New York Giants. “It’s still fun seeing the smile on a young man’s face when he catches his first pass or makes his first tackle. There really is nothing better!”

Coach Bey, who is the head coach of the Brooklyn Chiefs in New York City, jokes about retiring—but whenever a former player asks him to coach their child, he keeps going strong.

“God willing, I’ll just keep coaching,” said Coach Bey. “There’s nothing better than having a former player come back and tell me he’s ‘still having fun.’”

Below, Coach Bey talks with High School Football America’s Jeff Fisher about the honor of winning the award and shares the story behind his famous “Chiefs Creed,” which all his players recite during games.

“The NFL Play Football Coach of the Week Award, in partnership with AYF & Pop Warner, honors those who do more than teach the game at the younger levels,” said Roman Oben, NFL’s Vice President of Football Development. “It celebrates leaders who inspire character, teamwork, and a lifelong love of football in the next generation.”

Throughout the 2025 season, the American Youth Football and Pop Warner organizations, in partnership with the NFL, will recognize 10 youth coaches of the week, each representing an NFL club.