Sports talk radio has considerably evolved since its inception as a bona fide programming format in the late-1980s. The unique, live, intimate connection the host is able to foster with their listening audience at a dedicated time during each broadcast had been something that no other distribution mediums could initially compete with.
As time progressed, though, the media industry caught up to the once-incipient format – and fast. Thus, the consumer gained, and still holds to this day, freedom over what program they wish to consume; when they want to consume it; and where they wish to do so. With television, radio, print, streaming, podcasting, social media and the plethora of blogs and websites available on the internet, the sports talk format, and all media in general, has had to evolve to meet the demand of the consumer, and stand out among the pack while doing so.
Deep in a potpourri of content within a disquieted marketplace, I asked several personalities across sports media to gather their thoughts on how they see the evolution in the business of sports commentary, and what concerns may lie ahead for the traditional, sports talk format.
Q1: What is the biggest misconception people have about sports radio?
Robin Lundberg (Senior Host, Sports Illustrated): “The biggest misconception people have is that it’s easy and lazy. I think there’s a lot more care and energy put into it than the average person would know. Doing a show of any length, particularly solo, is a challenge in and of itself, as is standing out now-a-days. There are so many different outlets through [which] people can hear things, and distinguishing yourself with a voice or characteristics is a challenge.”
Zach Gelb (Host, CBS Sports Radio): “I would say the biggest misconception is that it’s a dying medium. I just think there’s ways that people need to improve heading into the future, but doing radio locally and nationally, I still think it’s very successful, but there just has to be alterations that are made; you can’t really [hold] an antiquated belief and only do things on the radio. I think you need to have more of a digital presence. The best part about radio is the connection and how personable… it can be from the host to the listener, and also how immediate [it is]. If there is a news story… people [can] voice their opinions right away.”
Jon Rothstein (Host, College Hoops Today): “I think the one thing that a lot of people don’t understand about radio and podcasts is how intimate the connection can be between the host and the audience. It’s a much different medium than television and being a columnist or a reporter and connecting with someone via the written word. It’s just not how it was years ago when the majority of people listening to talk radio were in their cars commuting.”
John Jastremski (Host, The Ringer/SNY): “I think the biggest misconception about sports radio is that your caller [does not] add intellect to a show. I think there are a lot of people out there who honestly believe the callers add nothing. I think that’s so outrageous. Just like anything else… you have good callers and bad callers. By having the [live call] element in there, it shows off their creativity and their wealth of knowledge. No matter how a call may be going, it sets the stage and tone to what you, [as a host], are bringing to the table.”
Alan Hahn (Host, ESPN Radio/MSG Networks): “That it’s all hot takes. I don’t think it’s all that, at least it shouldn’t be. I still think it’s storytelling and interaction with callers.”
Q2: Where do you see sports radio’s biggest opportunity for future growth?
Lundberg: “The media industry right now is the wild west. Everyone is trying to figure out what’s going on, where it’s headed and how to monetize it. When I did an early morning show on ESPN, the one opportunity I saw at the time was to be the first podcast out. As a result, I was second in podcast downloads to the Michael Kay Show — because I was one of the first podcasts of the day. Then, I was told we had to focus on the ‘pizza’ before we made the ‘cannolis.’ I said that’s not a good analogy because [a podcast] is the same product [as a radio show except] with a different delivery method. I would say the biggest opportunity remains expanding [to] other mediums and flexing that presence in that way. In order for a radio show to truly succeed, you’re going to have the base, but if you want to get beyond that, the digital presence has to be there as well.”
Gelb: “I would say in the digital space. I think that there’s a lot of stations that obviously need to make those changes. You still use your content on the air, but once a segment airs or a show ends, there are other ways you can put your content out there, [such as in] certain digital content features that you can put out.”
Rothstein: “You have to always be ready to evolve. We live in a day and age that’s much different than it was many years ago. We’re in a time where people are clicking links off of Twitter if they want to consume written or editorial content; it was not like that 20 years ago. As far as sports radio and podcasts go, constantly being aware of the changing trends are what is going to lead to its long-term growth stability.”
Jastremski: “On-demand content. [The consumer] being able to listen when they want, [and] whenever they want, [along with] the ability of the host to be timely when things are happening. If there’s a trade, you don’t have to wait until your time slot [to talk about it]. It’s the idea of getting your voice out there immediately so that the audience hears from you. Some stories will warrant that more so than others, but I think that’s the biggest change now. When there’s something big going on in your market, you have to be able to react instantaneously.”
Hahn: “The on-demand world. I’ve been all over the place. A lot of people are just looking for your content, so I do think on-demand is going to matter the most. A schedule is still a schedule, but sports radio is also about personalities, and people will find those personalities. Sometimes a podcast isn’t the whole show; you just take bits and pieces. The consumption of a show on-demand needs to be more available in a car just as much as it’s available on a phone.”
Q3: How do you measure your effectiveness as talent and the aggregate success of your show?
Lundberg: “Sometimes it can feel like a popularity contest where you are constantly checking for downloads, views, clicks, listens, etc. I think, in radio in particular, one of the things that’s great about it is that it’s a very intimate medium, so you get that immediate feedback from the audience. The first thing you need is self-belief, and belief within your team that you’re putting out a good product. One person in charge might not like it, and the next person in charge might think it’s the coolest thing ever. The second thing comes from the audience response and the feedback you hear. The third is that you can’t ignore the raw numbers; you have to bring in either revenue or ratings, ideally both. If you’re getting big money, it doesn’t matter what the ratings are; If you’re getting high ratings, the money will eventually come.”
Gelb: “The POKE Scale. Passion; Opinion; Knowledge; Entertainment. For me, if you do a show that’s passionate, that gives opinions, that’s knowledgeable, and that’s entertainment, those are the best shows. Ratings determine that, and being able to make a lot of news. I think it’s establishing that connection with the listening audience and then also behind the scenes, developing good chemistry with co-workers and also just really giving 110% each and every day. There are ways to measure it in terms of ratings, and there’s also ways in terms of a healthy work environment.”
Rothstein: “Consistency, having a plan and sticking to it. The biggest thing I learned from my time at WFAN was the consistency Mark Chernoff had at the station. He wasn’t going to alter the lineup if a big event happened or if there was a big story. He had confidence in the product he was putting on the air and their shows. I think when it comes to my podcast, it’s a certain length each and every week. Over time, that consistency has led to great growth, and I’m proud to say that last year was our best year ever. I’m trying to keep building on that without sacrificing the model that works.”
Jastremski: “The idea of generating reaction. In the radio world, ratings tell the story. I can give you the cliché numbers that we want to have good podcast metrics and we want to have as many listeners as possible — that goes without saying. Getting the interaction; the feedback; the needle moving that way — that’s what I’m looking for more than anything. We recently hopped on a Spotify green room after a Mets game [where] we had 200 people in a room [within] five minutes of starting, and I [took] 15 calls. Generating that reaction within your base is how I’m judging whether or not we are doing what we need to do, whether it’s momentum or traffic. I understand that, from an old-school mentality, it’s all about ratings. Obviously, podcast numbers, downloads and subscribers are gigantic, but I don’t want an inactive listener base; I want an active listener base that’s dialed in, engaged and participating in what I’m looking to do.”
Hahn: “I used to measure it with ratings [when] I was local. That seemed to be the be-all, end-all [and] how you bragged about your success. Feedback has become the more important one. It’s not just feedback from listeners, but also the people at your business and, to be honest with you, I [had] never really considered it before. Being on a national platform, I think what athletes think of the show is [also] important because that also drives the idea [of if you] are talking about what matters. I feel like ratings are so antiquated of a system that there’s no way that’s the [sole] indicator.”
Q4: What do you consider to be sports radio’s biggest area of concern now and moving forward?
Lundberg: “Is hosting a sports radio show enough? As things do change with platforms, we’ve seen podcasts, Sirius XM and digital platforms emerge. The way people get their media has changed rapidly over the last few years. Luckily, sports radio’s steady base has been able to help it survive through it, but if you’re going to be a true crossover star right now, can you do that primarily through radio?”
Gelb: “I would say it would be improvements in the digital space. I think that’s something people really need to focus on. I think companies need to be careful in understanding that Twitter does not reflect [whether you’ve had] a successful show or not. Sure, if you have a host with a bunch of followers, or [put] out a viral video, great — but a lot of the comments on any social media are going to be negative. I think it’s important that radio stations do as much as they can digitally, but I would not let the comments make the program director’s decisions if a show is successful or not.”
Rothstein: “There are so many ways for people to get information. People are not really in the business anymore of consuming things for longer periods of time. People have interest in watching videos on their phone instead of listening to the radio or watching a long-term show. When people are driving, there are so many different options.”
Jastremski: “I think the biggest challenge for any of these sports radio or podcast markets is [determining] how you stand out. There’s so much out there; what makes you unique; what makes you special; what makes you different from a host standpoint, a brand standpoint, a market standpoint. That to me is what I’m kind of looking at down the road as to what might be an obstacle for sports radio; there’s so much out there now. When sports radio started in the late-80s and 90s, they were the only game in town. Now, that’s no longer the case. I think for each talent and or each platform, what makes you different, what makes you unique, what do you bring to the table that somebody else doesn’t. Not just from a program director’s standpoint, I think that has to be the focus for hosts. It’s not that you want to reinvent the wheel and be crazy different, but you want to stand out. If you stick to that, you can have a ton of success.”
Hahn: “Podcasts. Everyone has one now. There’s also a million sports talk radio stations and a lot of shows. Everyone is trying to become the ‘next something’ of this realm. It’s so easy to get lost in that sea; it’s very hard. The oversaturation of sports talk; anyone can do it because the technology is there. That’s a great thing, but the oversaturation just starts to become white noise. There isn’t a delineation of who are the professionals [that] are doing this for a living, who put the time in and who is just regurgitating what they saw on SportsCenter or FirstTake. The saturation of this type of media in the last five years has created a feeling of white noise among content.”
Q5: If there’s one thing upcoming hosts should be prioritizing in order to be successful in the future, what would that be and why?
Lundberg: “I think that comes with knowing what the audience wants. The one thing that doesn’t go away is the instinct of what people care about. The Jordan vs. LeBron debate is the bread-and-butter of what sports talk is: two people arguing about it on barstools. Stories aren’t going anywhere; sports aren’t going anywhere. Knowing how to read what the audience wants and then spin it in a way that is unique to your program is most important.”
Gelb: “You have to have the work ethic. You have to have the reps. And you have to find a way to develop a connection with the audience that makes you stand out differently from the others. Everyone can give an opinion about sports, but can you give an opinion, and can people believe that opinion is authentic, and does it make the person want to come back and stay throughout the show?”
Rothstein: “Authenticity. You hear so much that people want to be the next this person or that person. You have to be the first and version of yourself because there’s only one of us.”
Jastremski: “Watch the damn games — simple as that. I think there’s way too many folks out there who don’t know what they’re talking about. I think it comes across, and it’s easy to point out if you’re a listener. You don’t need to be drooling over the box score of every game that’s played, but in order to formulate the best possible opinions that you can, you have to be dialed in and you have to have a sense of what’s going on around the teams that you covered. That might sound like a real simple answer but in order to have those opinions, you have to watch the games.”
Hahn: “Compelling conversation. You’ve got to be able to not just have a guest, but make it a listenable conversation. I think the most successful people in this business are great at that. Everyone just wants to be the first one to say something or have a crazy reaction to something. To get an athlete or a former player to relax to a point where they can tell you something that can take you into the world that regular people are not privy to makes it a compelling listen. Relaxing the guest and making them feel like they are in a room hanging out is a great conversation. If the guest is boring, it’s your fault [as the host] that they are boring.”
Derek Futterman is a features reporter for Barrett Sports Media. In addition, he serves as the production manager for the New York Islanders Radio Network and lead sports producer at NY2C. He has also worked on live game broadcasts for the Long Island Nets and New York Riptide. He previously interned for Paramount within Showtime Networks and wrote for The Long Island Herald. To get in touch, find him on Twitter @derekfutterman.
Marty Smith Loves The ‘Pinch Me’ Moments
“I don’t look at it as a talent-based platform. I don’t look at it as a results-based platform. I look at it as a platform that was built and sustained through the way I treat other people, through the work ethic that I believe that I have and through the passion that I know I have.”
I tell this story all the time. It is told for laughs, but it is absolutely true. Marty Smith once gave me a giant box of beef jerky.
I was in Charlotte visiting him and Ryan McGee on the set of Marty & McGee as part of a larger feature I was doing on the SEC Network. We spent probably 3 hours together that day. It was a lot of fun. The last thing I watched the duo shoot was a promo for Old Trapper Beef Jerky, the presenting sponsor of their show.
As they finished, I shook their hands and told them I had to get on the road. That is when Smith presented me with a box of twelve bags of Old Trapper and told me, in as sincere a voice as you can imagine, that he wanted me to have it.
“I mean, listen, if you give a man beef jerky, by God, you like him,” Smith said to me when I reminded him of that story earlier this week. “That’s redneck currency right there, bud.”
There just aren’t a lot of people in this business like Marty Smith. ESPN definitely knows it too. That is why the network finds every opportunity it can to use him to tell the stories of the events and people it covers.
Last week, he spent Monday and Tuesday with the Georgia Bulldogs in Athens. He got a day back home in Charlotte before he headed to Atlanta for the SEC Network’s coverage of the SEC Championship Game on Thursday. Saturday, after his duties for SEC Nation and College GameDay were done, he hit the road for Tuscaloosa to interview Nick Saban and be ready for ESPN’s coverage of the reveal of the final College Football Playoff rankings.
As if that isn’t enough, this week he heads to New York. It will be the second time ESPN will use him to conduct interviews and tell stories during the telecast of the Heisman Trophy presentation. It’s an assignment that Marty Smith still cannot believe is his.
“I’ve had a ton of pinch-me moments, but in the last five, six years, seven years, there are two that kind of stand out above the rest. One was when Mike McQuaid asked me to be part of his team to cover The Masters. The other was last year when my dear longtime friend Kate Jackson, who is the coordinating producer over the Heisman broadcast, asked me to be a part of her Heisman broadcast team and interview the coaches, players and families of the finalists,” Smith says. “You know, brother, I’ve been watching the Heisman Trophy my whole life.”
We talk about what the broadcast around the Heisman Trophy presentation is and how it differs from being on the sideline for a game. He is quick to point out that on a game day, the old adage “brevity is king” is a reality. In New York though, he will have more time to work with. He plans not to just fill it, but to use it.
Marty’s interest in his subjects’ backgrounds and their emotions is sincere. It is part of a larger philosophy. He respects that everyone has a story to tell and appreciates the opportunity to be the one that gets to tell it, so he is going to do all he can to make sure the people he is talking to know it and know that they matter to him. That means putting in the time to be respectful of his subject’s time.
“When I’m interviewing these players or coaches before a game, I want to interview them, and I’m saying not on camera, but when I’m doing the record. I want to get as thorough as I can get. Then you take all of that and you try to pare it down into a very small window. It’s not easy. I mean, look, most of the time you come home with reams of notes that never even sniff air.”
Marty Smith has always been a unique presence. As his profile has grown and he shows up on TV more often and in more places, more people question who this guy really is.
That is par for the course though, right? Someone with a unique presence sees their star rise and out come the naysayers ready to question how authentic the new object of our affections really is.
For me, there is a moment that defines Marty Smith, at least in this aspect. I cannot remember the year or the situation, but he was on The Dan Le Batard Show, back when it was on ESPN Radio. Smith was telling Dan about friends of his that are stars in the country music world and Dan asked what it is like when they are hanging out backstage before one of these guys goes out to perform.
I cannot remember Smith’s exact answer, but a word he used stood out to me. He said it was just buddies having a cold beer and “fellowshippin'”.
I told Marty about this memory of him and said that I am not accusing him of being inauthentic or his persona on television being an act, but I was curious if he was concious of the words he chooses. Even if the version we get of Marty Smith on TV is the same one we would get if we were part of the fellowshippin’, does he think about how he wants people to think about him?
He is quick to note that is isn’t an act at all. What you see when you see Marty Smith isn’t a persona he cooked up when he decided he was going into television. That is just his personality.
“It is a lifelong field from where I’m from to where I am,” he says of what we see on TV. “It is relationships made that pinched my clay and remolded who I was to who I am and reshaped me as a person.”
Anyone from The South can tell you that there is no one monolithic “South”. The gregarious, larger-than-life personalities in Louisiana may not always feel real to people from the more reserved and anglo-influenced South Carolina. The Southern accent I got from growing up in Alabama sounds nothing like the Southern accents I live near now in North Carolina.
If Marty Smith doesn’t seem authentic to you, maybe it is because his version of “Southern” isn’t one you’re familiar with. Maybe it is a version of “Southern” that only exists in one dude on the entire planet.
Smith is from Pearisburg, Virginia just outside of Blacksburg. Surely that informs who he is, but he is also shaped by the wealth of conversations he has had and the characters he has met from his professional life.
“At our company, you have to work really hard to not only make it, but to sustain it. I try hard to do that every day,” he says. “I’m sure I’ve said it before, man. I don’t look at it as a talent-based platform. I don’t look at it as a results-based platform. I look at it as a platform that was built and sustained through the way I treat other people, through the work ethic that I believe that I have and through the passion that I know I have. You piece all of those different things together, and along with opportunity you can do something special, and I’m trying to do that every day.”
The Marty Smith you see on TV is the guy that will hand you a box of beef jerky just because you had a great conversation. He is the guy you see in that viral video from a few years back giving a young reporter advice and encouragement.
You can be confused by Marty Smith. You can have your questions about him and his motivations. They aren’t going to change him though. It took too long for him to become who he is to start second-guessing it now.
Demetri Ravanos is the Assistant Content Director for Barrett Sports Media. He hosts the Chewing Clock and Media Noise podcasts. He occasionally fills in on stations across the Carolinas. Previous stops include WAVH and WZEW in Mobile, AL, WBPT in Birmingham, AL and WBBB, WPTK and WDNC in Raleigh, NC. You can find him on Twitter @DemetriRavanos and reach him by email at DemetriTheGreek@gmail.com.
Another World Cup Run Ends And There’s Still No Soccer Fever In The USA
“We get fired up once every four years, sing the anthem, wear American flag t-shirts, then go back to our daily lives, forgetting about the sport that was attached to the patriotism.”
Soccer fever? Hardly. Not in the United States at least. The US Men’s National Team lost in the round of 16 against the Netherlands 3-1 last Saturday. The ratings are in. And the ratings are revealing.
An average of 12.97 million viewers tuned in to see the Netherlands-United States World Cup match on FOX. Before you say, “Hey, not bad,” consider the fact that the ratings are down from eight years ago when 13.44 million viewers watched the USMNT lose to Belgium in the knockout stage on ESPN.
Even more damning are the ratings of the USMNT’s initial match in the 2022 World Cup against Wales, an unhealthy 8.31 million viewers.
Let me get this straight; fans waited, waited, and waited some more to finally see the USMNT in World Cup action, and the first game in eight years drew 8.31 million viewers? Really?
There were 5.5 million viewers across TV and digital that watched the NFL Network’s telecast of the New York Giants-Green Bay Packers game in London. That was a Week 5 game in the NFL compared to the World freaking Cup. Network television (FOX) compared to cable TV (NFL Network). And the ratings are comparable? Come on, US Soccer. Y’all gotta do better than this.
*Mini rant alert — it drives me crazy when soccer in this country is consistently compared to soccer in this country. The promoters of the sport paint an obnoxiously rosy picture of the growing popularity by comparing US soccer now to US soccer then. It’s a joke.
It would be like comparing Nebraska’s 4-8 record in college football this year, to Nebraska’s 3-9 record last year. “Hey, things are looking up!” Never mind the fact that the Cornhuskers are significantly trailing several teams in its conference and many other teams across the country. That’s US soccer in a nutshell. Don’t compare it to other leagues and sports that are crushing it, just say we’re up 10% from last year. Ridiculous.
*Mini rant continuing alert — the Michigan-Ohio State game drew 17 million viewers last month. The New York Giants-Dallas Cowboys game on Thanksgiving drew 42 million viewers. Those are regular-season matchups compared to the biggest stage soccer has to offer. But go ahead and just compare US soccer to itself.
And no, the edge you might feel in my words isn’t born out of fear that soccer will somehow surpass the popularity of football. That would be like Mike Tyson being scared that the Stanford Tree mascot could beat him up. US soccer isn’t a threat, it’s a light breeze. I just hate a bad argument. And many soccer apologists have been making bad arguments on the behalf of US soccer for years. *Mini rant over
The World Cup didn’t prove that American fans are invested in soccer. It proved that we love a big event. It’s the same recipe every four years with the Olympics.
During the 2016 summer games in Rio, when swimmer Michael Phelps was in the pool for what turned out to be his final outing in an Olympic competition, the ratings peaked at 32.7 million viewers. Phelps helped Team USA win gold in the men’s 100-meter relay and then rode off into the sunset.
We don’t really care about swimming. When’s the last time you asked a friend, “You heading out tonight?” and the response was, “Are you crazy? The Pan Pacific Championships are on.”
Whether it’s the Olympics or World Cup, Americans care about the overall event much more than the individual sport. We get fired up once every four years, sing the anthem, wear American flag t-shirts, then go back to our daily lives, forgetting about the sport that was attached to the patriotism.
Ask yourself this, at the height of US swimming’s popularity, would you have paid $14.99 per month to watch non-Olympic events? Me either. US soccer isn’t exactly on fire following its showing in the 2022 World Cup, so the timing isn’t awesome to introduce a paywall for the sport’s top league in this country.
Apple and Major League Soccer have announced that MLS Season Pass will launch soon. I know you’re excited, but try to stay composed. Yes, MLS Season Pass will launch on February 1, 2023. It’s a 10-year partnership between MLS and Apple that features every live MLS regular-season match, the playoffs, and the League’s Cup.
Have I died and gone to heaven?
It’ll run you $14.99 per month or $99 per season on the Apple TV app. For Apple TV+ subscribers — make sure you’re sitting down for this, you lucky people — it’s $12.99 per month or $79 per season. If you don’t have US soccer fever right now, I doubt you’re running out to throw down cash on a product you aren’t passionate about.
Now if the USMNT won the 2022 World Cup, cha-ching. The popularity of US soccer would definitely grow in a major way. Even if they had a strong showing while reaching the quarterfinals, the momentum would be much greater. But a 3-1 loss to the Netherlands in the group of 16? Nope. This isn’t it. I don’t expect much more than some tumbleweed rolling by instead of cash registers heating up for MLS Season Pass.
Colorado Hiring Deion Sanders Will Be Constant Gift for College Football Media
“If Coach Prime achieves the same sort of success that he did with the Tigers, he will be far more than a curiosity. Sanders will be a disruptor.”
Deion Sanders quickly made it clear why the University of Colorado chose him to be its next head football coach.
Coming off a weekend in which the four College Football Playoff teams were announced and all of the other bowl-eligible teams accepted their invitations, Colorado — which went 1-11 this past season — made news for hiring Sanders, the former NFL star who was phenomenally successful at Jackson State.
The media that covers college football and sports as a whole should be thrilled that the Buffaloes program decided to take a big leap for attention and notoriety. Sanders is a bold, risky hire. But he’s also been successful in virtually every venture he’s taken. “Primetime” had a Hall of Fame NFL career and also played Major League Baseball. And he’s a master at drawing attention to himself.
During his first meeting with his new team, Sanders made sure to mention that he has Louis Vuitton luggage to make the point that some of his Jackson State players are coming with him to Boulder — including his son, quarterback Shadeur Sanders. Nick Saban and Kirby Smart probably don’t cite luxury fashion when explaining to their players that they’ll have to compete for starting positions.
Coach Prime will not be boring to cover. (That self-appointed “Coach Prime” title, which was on his name plate at his introductory press conference, is a big clue there.) He never has been. This is a man who said during the 1989 NFL Draft, after being selected No. 5 overall by the Atlanta Falcons, that if the Detroit Lions had selected him at No. 3, he “would’ve asked for so much money, they’d have had to put me on layaway.”
Even if he doesn’t win as much as Colorado hopes, Sanders will pursue top talent — players who want to perform on a larger stage than the FCS-level Jackson State allows — and impact athletes will be attracted to him. He got the No. 1 recruit in the nation, cornerback and wide receiver Travis Hunter, to play for him. (Hunter is following his coach to Boulder.) Now that Sanders is at an FBS school in a Power 5 conference, more stars will surely come.
But if Coach Prime achieves the same sort of success that he did with the Tigers — going 27-5 in three seasons, including a 12-0 campaign in 2022 — he will be far more than a curiosity. Sanders will be a disruptor. And he’ll get the attention that such figures typically draw from media and fans. According to the Denver Post‘s Sean Keeler, at least 400 people attended what felt more like a celebration than a press conference.
Coach Prime wasn’t going to just win the press conference, which is what any school and fanbase want when a new coach is introduced.
If Colorado wanted someone to sit at a podium, and give platitudes like “We want to win the Pac-12 and get to the College Football Playoff,” “We’re going to build a program with young men you’ll be proud of,” or “It’s time to restore Colorado to the football glory we remember,” Sanders isn’t the guy for that.
“Do I look like a man that worries about anything? Did you see the way I walked in here? Did you see the swagger that was with me?” Sanders said during his introductory presser. “Worry? Baby, I am too blessed to be stressed. I have never been one for peer pressure. I put pressure on peers. I never wanted to worry, I make people worry. I don’t get down like that. I am too darn confident. That is my natural odor.”
To no surprise, Sanders announced his presence in Boulder with authority. He had cameras following him as he met with Colorado players for the first time. How many other coaches would have recorded what many would see as a private moment for posterity and post it online?
Sanders caused a stir by putting his players on notice. He warned them he was coming, telling them they’ll be pushed so hard they might quit. He told them to enter the transfer portal and go someplace else if they don’t like what he and his staff are going to do.
That candor, that brutal honesty surprised many fans and media when they saw it Monday morning. For some, that message might have felt too familiar. How many in media — or many other industries — have worried about their job status when a new boss takes over? What may have seemed secure days earlier is now uncertain.
But how do we know other coaches haven’t said something similar when taking over at a new job and addressing their team? We just hadn’t seen it before. But Sanders has been in the media. He knows social media. He understands controlling his own message and telling his story.
Sanders also knows what kind of value he brings to any venture he takes on. How many people would have left an NFL Network gig for Barstool Sports? But Sanders went to where his star would shine, where he was the main show, where he could be Deion Sanders. Maybe he’ll have to turn that down just a bit at Colorado. But athletic director Rick George knows who he hired.
Colorado could have made a safer choice, including previous head coaches Tom Herman, Bronco Mendenhall, or Gary Patterson. A top assistant from one of this year’s Playoff contenders — such as Georgia’s Todd Monken, USC’s Alex Grinch, Alabama’s Bill O’Brien, or Michigan’s Sherrone Moore — could also have been an option.
But what fun would that have been? What kind of tremor would Colorado have created in the college football news cycle? How much attention would a more conventional hire have received? Yes, Sanders has to recruit and win. However, if the objective was to make Colorado football a talking point again, that’s been accomplished.
There could be some friction too. Sanders has already been criticized for being a champion of HBCUs, only to bolt for a mainstream Power 5 program when the opportunity opened. (To be fair, other columnists have defended the move.)
At Jackson State, Sanders tried to control local media when he didn’t like how reporters were addressing him or covering a story. Last year during Southwestern Athletic Conference Media Day, he balked at a Clarion-Ledger reporter addressing him as “Deion,” not “Coach,” insisting that Nick Saban would’ve been shown that respect. Earlier this season, Sanders admonished a school broadcaster (and assistant athletic director) for speaking to him more formally on camera than he did off-camera.
Will that fly among Boulder and Denver media, or the national college football press? It’s difficult to imagine. Maybe Sanders will ease back on his efforts to control reporters within a larger university environment, metropolitan area, and media market. But we’re also talking about Deion Sanders here. He doesn’t bend to outside forces. He makes them bend to him.
Sanders’ stint in Boulder — whether it lasts the five years of his contract and beyond, or less than that — will not be dull. There could be no better gift for the media covering Colorado football. Or college football, a sport already full of bold personalities, eccentric to unhinged fanbases, and outsized expectations. Coach Prime will fit right in.
Ian Casselberry is a sports media columnist for BSM. He has previously written and edited for Awful Announcing, The Comeback, Sports Illustrated, Yahoo Sports, MLive, Bleacher Report, and SB Nation. You can find him on Twitter @iancass or reach him by email at email@example.com.