Thanks to digital media, ESPN stars are building their own empires

“This fall, I’m taking my talents to South Beach and joining the Miami Heat,” James replied.

Despite being broadcast on Disney’s DIS,
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ESPN, this show was not designed by the network. This was actually the idea of ​​a Detroit Pistons fan. James’ representatives insisted that Gray, whose contract with ESPN expired two years ago, be interviewed over ESPN’s objections. ESPN basically gave “The Decision” special over 75 minutes of airtime. A helpless ESPN was out of control when Gray drew the ire of viewers by prolonging the suspense. Despite widespread backlash, this one-off episode remains the most-watched studio program in ESPN history.

“I think it was mutual use,” Skipper said in 2020. LeBron was smart enough to understand that he could earn a platform. He did it. I think ESPN was smart enough to understand that we could build an audience and be the center of the world. Despite all the criticism in the media, 10 million people watched it. A lot of them were watching furiously, but that’s okay.”

With “The Decision,” ESPN ceded creative control of the show to a hugely popular star, but the rise of social media and streaming platforms has shown ESPN to be open to new ideas. Now, more than 13 years later, the experiment has come full circle, with ESPN renting content from McAfee and Manning’s Omaha Productions, allowing Stephen A. Smith to establish his own outside media empire.

“People use this word Control” said a former ESPN executive. front office sports. “There’s no such thing as control now. There are too many outlets and too many other ways to get what’s yours if you try to get it.” People who look like are people who always seem to be on the edge of control.”

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Newly discovered “leverage”

So is the brave new world of ESPN.The old ESPN developed its own stars and managed its own programming, says former “SportsCenter” anchor Jemele Hill. front office sports. But times are changing in a more fragmented and digitally driven media world. There’s always a risk when a network relinquishes creative control. But if ESPN doesn’t offer its big-name talent that freedom, those stars could break out and start their own YouTube shows and production companies.

“I’m not really sure we’re in a time where ESPN can have the same monopoly on its talent as it has in the past. It’s not that media model anymore. It’s not like we’re in a position where we’re holding on to high-profile talent like Stephen A. and Pat McAfee. If we want to keep them going, we have to give them more creative freedom than we’re used to seeing,” said Hill, who was acquired by ESPN for $6 million in 2019. It’s a long list of very good, very smart, very talented people who have come through ESPN and want the same thing.But these two [McAfee and Smith] I was able to get the leverage level. Even though they may occasionally generate headlines, or some might say headaches, their general value to the network makes them worth it. ”

No one has taken advantage of that changing power dynamic better than Mr. McAfee, a 36-year-old former NFL punter. McAfee built a show on YouTube and signed a five-year, $85 million deal with ESPN last September.

McAfee is not an employee of ESPN. He is an independent contractor, paying a hefty fee to license the afternoon show that bears his name. (He has a separate talent deal to appear on “College Gameday.”) That would give ESPN cover if his show doesn’t take off. Similarly, ESPN does not produce “The Pat McAfee Show.” This gives McAfee more exposure than any other talent. He used that freedom to call ESPN executive Norby Willamson a “rat,” and his most prominent regular guest, New York Jets quarterback Aaron Rodgers, pushed conspiracy theories on ESPN viewers. Ta. When ESPN’s Mike Foss said: front office sports The four-time NFL MVP was quick to remind Foss of who’s in the pecking order, calling Rodgers’ comments on Jimmy Kimmel “a stupid, factually inaccurate joke.” “I’m not working for you, Mike,” Rogers snapped.

Similarly, ESPN has allowed Smith, who is increasingly in power in 2022, to produce his own eponymous show/podcast on YouTube. Thanks to digital platforms, the 56-year-old “First Take” host has been able to discuss politics, social issues and his personal life without interference from his bosses at ESPN. It’s no coincidence that Smith chose his own podcast to launch a 40-minute expletive-filled rant against Jason Whitlock, calling his former colleague a “fat guy” and a “shithole.” .

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Old ESPN vs. New ESPN

In the old days, no one was allowed to be larger than 4 characters. Mr. Skipper suspended stars like Smith, Hill and Bill Simmons who violated company guidelines or publicly criticized his colleagues. However, there was no visible punishment for McAfee or Smith from ESPN Chairman Jimmy Pitaro. still.

The fact that McAfee appeared to come out unscathed in the attack on his respected Williamson upset other ESPNers. “One thing after another. You never know what’s going to happen in the next hour,” says one ESPer. front office sports. “It’s a different world, I’m sure.”

Another industry source told FOS that this type of attack by ESPN staff “was a staple of the Skipper era.” Things like this happen all the time, and it really hurt ESPN, especially when it comes to his relationship with the NFL.Then Jimmy [Pitaro] I came and fixed all this. He and others decided to hire likeable, safe people who admired the sport. That’s what sports fans want. ”

Pitarow’s era, which began in March 2018 after Skipper’s unexpected departure due to a cocaine heist plot, has been largely peaceful, but there have also been some major coups. Pitaro repaired the relationship between ESPN and the NFL, signing a 10-year contract in February 2027 that included hosting the first Super Bowl in ESPN history. In 2021, a year after that extension was agreed to, Pitaro traded Troy Aikman and Joe Buck. , perhaps the best NFL broadcast duo, from Fox Sports. In his first five years, he was largely successful in making his on-air talent “sports specific.”

However, this does not mean that Pitaro’s reign was without some ups and downs. Rachel Nichols has been removed from all NBA programming and her show ‘The Jump’ has been suspended in 2020 following leaked footage of Nichols saying Malia Taylor only gets important assignments because she is black. It was discontinued in the year. But how did ESPN manage to break out of its lofty “outside the box”?” A sports version of “I Think You Should Leave?” We start with the balance of power shifting to a few high-priced figures.

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Bigger than ESPN?

While “The Decision” represents a moment when ESPN broke the pattern, the expansion of ESPN+ programming played a pivotal role in changing the power dynamics of the past few years.

Peyton Manning’s documentary series Peyton’s Places was released in 2019, and Omaha Productions was founded by Manning a year later. This led to Peyton and Eli Manning starting the “Manning Cast,” further expanding their business relationship with ESPN.”— Officially called “Peyton and Eli’s Monday Night Football,” debuted in fall 2021.

“ManningCast,” which began as an alternate feed broadcast on ESPN2 while ESPN aired the main game feed, became (and still is) a pop culture hit. It wasn’t the first experimental alternative feed, but it was definitely the most successful. And Omaha manages its own content.

But throwing Peyton and Eli Manning — two Super Bowl-winning quarterbacks who are as controversial as oatmeal-eating Tom Hanks — straight into ESPN’s broadcast feed, as the occasional WWE wrestler It didn’t come with nearly as much risk as giving creative freedom to active McAfee and announcers.

The host of “The Pat McAfee Show” starred at last year’s WrestleMania 39. His attack on ‘Old Hag’ Williamson resembled a promotion for a steel cage match. The only thing missing was Ric Flair yelling “Wow!”

McAfee’s power play has been successful so far. To the surprise of executives inside and outside of ESPN, McAfee, Rodgers and Smith appear to have weathered the storm they created unscathed. McAfee announced that Rodgers was no longer on the show this season following comments by Rodgers suggesting that Kimmel’s name may be included in documents related to convicted sex offender Jeffrey Epstein. Just one day later, Rodgers, a four-time NFL MVP, appeared on the air again to talk about the game. Bill Belichick retires.

power play

Herein lies the problem for ESPN executives. They have less influence than ever over top stars like McAfee and Smith.

First, the new top ESPN personalities are making a lot more money than in the past. For example, McAfee made a total of about $15 million in eight seasons as a punter for the Indianapolis Colts. He currently receives more than that per year from ESPN, and no one on his show is an ESPN employee. Before joining ESPN, McAfee had a $30 million annual contract with FanDuel. One source asked how, specifically, ESPN plans to “punish” McAfee other than taking his show off the air.

Smith, on the other hand, makes $12 million a year and could make $20 million a year in his next contract. Similar to McAfee, he owns his own company, Mr. SAS Productions, with podcasts hosted outside of his YouTube and ESPN. Smith has openly talked about leaving ESPN for late-night television, entertainment and politics. (His YouTube show, which he owns and operates, currently boasts 518,000 subscribers.) Aikman and Buck will earn a combined $165 million over his five years. But they are poised to call ESPN’s first Super Bowl in 2027.

Economically speaking, ESPN wiped out the middle class and acquired a handful of billionaires.

Second, ESPN’s biggest stars have more career options than ever before. With a few exceptions like Robin Roberts and Dan Patrick, most of the talent who quit or were fired from what Patrick calls “the mothership” entered the Career Witness Protection Program. Even seven years ago, ESPN talent looking for new work was out of luck unless a rival sports cable network like FS1 or the now-defunct NBCSN hired them. Now: McAfee, Manning and Smith can bring their owned and operated shows to YouTube or Amazon AMZN.
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prime video. Not to mention sports betting platforms like FanDuel and DraftKings that are turning into media companies. If you play your cards right, you can sell a business for a lot of money, as Simmons did in 2020 when he sold The Ringer to Spotify for $200 million.

If ESPN’s management puts effort into too much Mr. McAfee and Mr. Smith will be able to go independent.

Also read: Disney’s ESPN turns out not to be eroded. But now comes the difficult part.

McAfee famously hasn’t terminated his previous contracts with FanDuel, DAZN, and DAZN. bar stool sport. Smith’s ESPN contract expires in 18 months. If ESPN doesn’t make him its highest-paid employee, he could leave. On the operational side, many of Bristol’s old guardrails are disappearing as a new generation of executives embraces the future of sports betting and direct-to-consumer flagship channels. One industry insider asks: “ESPN’s mantra is ‘Serving Sports Fans.’ Is this all they do to serve sports fans?”

The best thing ESPN can do may be to try to distance its personality from controversial subject matter, rather than imposing a blanket mandate to “stick to sports.” Good luck, especially as we approach a presidential election that could feature ESPN pundit Donald Trump. Welcome to the new ESPN.As a Flair – ESPN Subject “30 for a 30 inch document. They would say, “If you don’t like it, learn to like it.”
“Gone are the days when ESPN could control every move of its talent,” warns Hill, who now writes for the outlet. Atlantic. She smiles self-deprecatingly. “Selfishly, I wish we had come to this conclusion sooner.”

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