The players broke him, plain and simple. Trump said nothing different than Jones himself said (other than the SOB part) but the players basically called his bluff. They said “screw you, we’re all taking a knee. What are you going to do, old man?” and he caved. Now they know they own him.
It'll be lots of fun for him now, knowing that his investment is worth nothing unless he continues to kiss thug ass... and they won't be shy in thinking of new places he hasn't already kissed.