The internet is abuzz this morning with news that Tom Brady is officially retiring from football … again. He apparently means it this time.

Brady took to Instagram with a video thanking his family, friends, and fans for their support:

“Hey guys I’ll get to the point right away. I’m retiring for good. I know the process was a pretty big deal last time so when I woke up this morning I just pressed record and let you guys know first. It won’t be longwinded. You only get one emotional retirement essay and I used mine up last year.

Really, thank you guys so much. To every single one of you for supporting me, my family my friends, my teammates, my competitors, I could go on forever. There’s too many. Thank you guys for allowing me to live my absolute dream. I wouldn’t change a thing. I love you all.”

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We’ve been down this road before with Brady, who announced he was retiring a year ago only to un-retire and play an additional season with the Tampa Bay Buccaneers. But a lot has changed in that year: He’s another year older — and that’s not nothing for a guy in his mid-forties — but, more importantly, he saw his marriage to supermodel Gisele Bündchen collapse, allegedly due to his short-lived retirement last year (she was apparently not in favor of him continuing to play).

Brady struck a somber tone in his video, perhaps due to a very hard year of personal and professional woes (it wasn’t a great season for a GOAT, but he did lead the Bucs into the playoffs). It seems likely this move will allow him more time with his kids and space to work out issues in his personal life. It’s also likely that his next big career announcement will be a very lucrative move into the media side of football.

We certainly haven’t heard the last from Tom Brady.