The millionaire is claiming the right to make a political protest while on the job, an act that could get most union and non-union workers fired on the spot. He was free to sit, kneel, stand and make whatever statements on his own time. He chose to try to do it on the clock, on company time. Only a self-entitled egotist basking in his privileged position as a star athlete would ever think he could get away with that. He antagonized a large part of the fan base, the people who buy the tickets and watch the ads that pay his salary. You can’t blame the owners for trying to please the fans and thus avoiding him like the plague.
His real message is that he should be allowed to do what regular workers, from minimum wage hourly employees to corporate VPs, can not do if they want to stay employed. He’s a terrible poster child for the labor movement, a guy who threw away $15million bucks to stoke his own sense of self importance.