Put yourself in the shoes of a professional athlete. You have just retired from playing the game that you love, a craft you have been perfecting from the moment you stepped onto the field, and are wondering what comes next. These thoughts are quite common among retiring athletes. For many of them, stepping away from the sport as a player does not mean they step away from it completely.
After 15 years in the NBA, JJ Redick retired from playing but still remains involved in the landscape of the game as an analyst for ESPN. Similarly, former National Football League defensive end Chris Canty, following 11 years in the NFL, joined 98.7 FM ESPN Radio New York as an on-air host, and has seen his role evolve into working as a national host for ESPN Radio.
Many former athletes have or are in the process of establishing themselves as integral parts of the world of sports media, whether it be as an on-air host, analyst, contributor, executive, etc. Former athletes bring a perspective other commentators lack; that is, the ability to place themselves in the mindset of those on the field or court or ice, and discuss things from that angle.
Lou Merloni played Major League Baseball for nine seasons, the first five of which with his hometown Boston Red Sox. Merloni finished his career with a .271 batting average, and a .716 OPS as a second baseman in stints with the Red Sox, San Diego Padres, Cleveland Indians and Los Angeles Angels. After retiring in 2007, Merloni worked to find his niche in sports media, starting at WEEI as a co-host on The Big Show. Additionally, Merloni began his foray on the television side as an analyst on NESN’s Boston Red Sox pregame and postgame shows during the 2008 season. Today, Merloni continues to work at WEEI with Fauria as a co-host of Merloni and Fauria on weekdays from 2-6 p.m.
Tom Waddle played six seasons in the NFL as a wide receiver for the Chicago Bears. In 60 games, Waddle had 183 receptions and 2,109 yards, and retired from the game prior to the start of the 1995 season. Waddle has had roles on radio and television since his retirement Waddle currently serves as a football analyst for WLS-TV, and a co-host of Waddle and Silvy with longtime radio personality Marc Silverman on ESPN 1000 Chicago on weekdays from 2-6 p.m.
Derek Futterman: How would you describe your relationship with the media during your playing days?
Lou Merloni (Host, WEEI): I think I had a pretty friendly relationship with all of those guys. I was a utility guy in Boston, but I think I made friends with a lot of the media members.
Tom Waddle (Host, ESPN 1000 Chicago): It was very friendly. I played from ‘89 to ‘95 and thought the relationship between all the players and the media – for the most part – was pretty good. I would definitely say that I had a good relationship with a lot of the guys covering the team. I actually was also doing some media work towards the tail end of my career, so I kind of looked at some of those guys as a good resource to guide me to do what I was going to do.
Futterman: What similarities exist, if any, between playing and talking about the game?
Lou Merloni: [As an athlete,] the test… is the game itself. And the test for us is the actual show itself. You really can’t accomplish either one if you don’t put the work in beforehand. If you’re playing — if you’re not doing the right things — taking your ground balls; taking batting practice; going over scouting reports, you’re not going to be prepared for the game. I feel like it’s the same thing with radio and the show. All the real work is done the night before in watching a game and writing down notes and waking up the next day and reading and thinking about what you want to do and putting a show together. And the test is the actual show, and at that point you have everything in front of you and you just perform.
Tom Waddle: [It is] very competitive. There are very few jobs and an immense number of people that want those jobs. There is a certain level of competition. It’s a challenge for sure; you’re in an arena that you might not be as comfortable in. You have to perform; when the light goes on in television, or when the music stops and it’s your turn to talk on the radio, you’ve got to have something to say.
Futterman: What do you say to those who might say you are unable to understand a fan’s point of view due to not experiencing the highs and lows in the same way they have?
Merloni: For me, it’s being in Boston where I grew up. I was a fan of the teams — following them as a fan, thinking as a fan, before I was a member of the Red Sox. When we were in the ALCS, you’re thinking as a professional athlete in the moment, but there are times you sit back, and say ‘Man, we win this game, we go to the World Series.’ And thinking as a fan: ‘[If we win,] we are going to the World Series.’ Sometimes the job takes you in different areas where you have to be more critical than you would be if you were just a fan, but I was a fan first before I was a professional athlete.
Waddle: I think I got a head start on that because I was a blue collar player who was probably less athletic than most of the fans who were listening to us. I think I had a great relationship to begin with because there was an identity that existed from my playing days. I came into the industry, and my thought was: ‘I’m going to be honest. I’m going to give you the perspective I have. I’m going to be professional and tell you how I feel.’ I respect the players; the audience; and the fans, and in some ways, you have to walk a fine line by giving them what they deserve and respect, but not becoming personal. I came into the industry with the benefit of kind-of knowing how it stings when people are critical in a personal manner, and kind of felt that would be something that was going to be a focal point of my next career.
Futterman: How has being part of a team as an athlete differed from being part of a team as a broadcaster?
Merloni: It’s interesting. As much as baseball is a team sport, it’s probably the most individual sport of them all because my teammates, even though there’s things we can see and help with one another, whether it be scouting reports, when I’m in the box it’s up to me. When a guy hits me a ground ball, it’s up to me. There are ways where teammates definitely help you, but for the most part, it’s up to you to get the job done. I actually think in the media when you are doing a show with somebody, you rely on them more than you rely on a teammate to help you do your job in baseball. When it comes to baseball, I rely on my teammate for that show to click more.
Waddle: There’s some similarities, obviously. I don’t know that it is significantly different. Maybe smaller teams — on the air, it’s myself and Marc Silverman, and we have two producers. I live by the same concepts that everyone’s contributing and that no one is more important than anyone else. I was one of 11 in an offensive huddle; now I’m one of four doing a show from 2-6. I think there are more similarities than differences to be honest with you.
Futterman: Having been coached as a player, what similarities and differences have you noticed in handling feedback from media bosses?
Merloni: I think it’s a lot easier being a pro athlete receiving constructive criticism than maybe somebody who’s never gone through that before. As an athlete, if I’m not hitting well, I’m searching for answers and relying on resources and coaches to try to get me to where I want to be. And I don’t care what kind of criticism I hear from them; as long as it gets it to where I want to be — that’s all that matters. When you’re in the radio business, that doesn’t bother me — I just want to know what I need to do to be better. I think hearing that as a pro athlete; you are able to take those criticisms in this profession a little bit better than maybe some.
Waddle: You’ve got to be receptive to it. Just because I played in the NFL doesn’t mean I deserve any special type of treatment or recognition as a broadcaster. I want to be treated the same way by my bosses as I was by Mike Ditka – minus some yelling – as a player. I don’t have any problem with somebody coming in and saying, ‘Hey, guess what? I think you should have gone this direction with the interview.’ I am not above being coached, that’s for damn sure.
Futterman: How do you manage criticizing former teammates or friends on the air?
Merloni: That was the hardest part — the first few years of doing radio. When some of my former teammates and friends were still on the team. It made it a lot easier when some of those guys left, and I was able to look at it critically. I’ve always kind-of felt like the athlete will always be able to look himself in the mirror. Initially, they might not like what they hear, but at the same point, if it’s wrong that’s one thing. But if you are talking about ex-teammates or friends, you know them well, and you kind of know the reasons why things are going south. It’s not that they want to hear those things, but deep down, they might know that that’s the reason. That was probably the toughest thing to do for those first few years.
Waddle: It’s part of your job. I think you can be critical without being an asshole. As long as you don’t cross the line, or start making comments that are personally offensive, I don’t think that you’re crossing the line. I think the job is to give the opinions and analysis they brought you in to give; you have to have strong thoughts. I don’t have any inclination to want to take cheap shots at anybody; I don’t think it’s necessary, and I don’t think you’re doing anyone any favors.
Futterman: Who was the first player, coach or executive who you ticked off with something you said?
Merloni: Probably the first one was Terry Francona. I remember it was NESN right after a game, and there was a situation. I think I said after a game that I felt like [a player] should have bunted [in a situation]. That was the first time I had a conversation with a manager [as a member of the] media. It was one of those — you don’t have all the information; you don’t this, you don’t that. And I was like, ’No, I don’t. Unless you want to call and discuss it. All I can base it off of is what I see and what I know.’ We know in the media that we don’t know. There’s a lot of things that happen in the dugout and clubhouse that we don’t know about, but when we’re asked to react about it immediately, we can only base it off of our experiences and opinions. I always respected the fact that Terry wanted to talk to me about it, and we sort of moved on.
Waddle: There’s no question about that. I was working with David Kaplan on WGN Radio, and we were in a broadcast trailer outside of Wrigley Field. I think it was a weekend game, and we were doing postgame coverage of the Cubs, and our show branched out into all sports arenas. We had Jerry Krause on, and we were previewing a draft prospect or something of that nature and I asked a question about a particular player in college, and the college season was over at the time, so it wasn’t an inappropriate question. Jerry bit my head off, and became very unprofessional with me. I remember taking my headset off, and looking at David Kaplan, and going ‘Well, you can take this the rest of the way — I’m done.’ That just didn’t sit well with me, and maybe I was being a dumbass or a hothead about it, but even someone as accomplished as Jerry Krause, I just thought it was an unnecessary approach he took to my question. I think that was the first time I was exposed to somebody giving me hell about something, and I didn’t handle it with the maturity I would handle it with 25 years later.
Futterman: If there is one piece of advice you can share with athletes who might be considering moving into this business, what would it be?
Lou Merloni: Don’t hold back. Be fair, but give a strong opinion, and remember that this is your job. Your job is to be truthful and analyze what you see. I think some guys that come in the media that aren’t all in the media kind of soft pedal a little bit. Their friendships are more important than their next career, and I’m not saying you should just destroy your friendships, but your friends should realize that you’ve moved on and this is now your job if they are really your friends.
Tom Waddle: Be prepared. No different than when you were playing against the Lions, or you lined up against the Packers. If you weren’t prepared, you’d be exposed quickly, and your job security would be challenged and you wouldn’t last long. The same goes for the broadcast industry. There are guys who go out and work just as hard covering teams or the different things who are talking about as former players because of the work ethic that got them to where they got to. I would always tell anyone — be willing to do the hard work; don’t think you are going to get by just because of your accomplishments on the field. You are in a different arena, and will be exposed quickly. I think the same lessons you learned on the playing field will serve you well and the television and radio booth. What you did as an NFL player — there’s a shelf-life to that if you don’t hone your craft and work at it.”
Futterman: What remaining goals do you hope to accomplish in the media industry?
Merloni: I think it’s funny because when you’re done with baseball — whether you are a Hall of Famer or not — I think a lot of athletes would tell you that an important thing is how a lot of your former teammates talk about you. You can be a Hall of Famer [with] nobody [liking] you. It’s how they talk about you afterwards. When the career is over, or whatever my goal is, people can look back and say ‘He said what’s on his mind. It wasn’t just cheering for the home team all the time.’ I hope people look back and say I gave an honest opinion. My goal isn’t any more than that — to do my job and to do it the best I can.
Waddle: I’ve been so blessed at this point. I never would have thought that I would work at the NFL Network or ESPN in Bristol; that I would do national work, or have my own radio show with anybody. I feel so blessed that I’ve been given so many of the opportunities I’ve been given. I don’t have these lofty goals — I feel like I’ve been able to accomplish and experience a lot. I just want to continue to be better every day, and continue to work hard at it and hopefully entertain people. Maybe that sounds like I don’t have a lot of goals — I do — I’ll be 55 in February. I want to do this for the foreseeable future, and get better at it every day.
Would Local Radio Benefit From Hosting An Annual Upfront?
How many times have you heard this sentence uttered at conferences or in one of the trades; radio has to do a better job of telling its story. Sounds reasonable enough right? After all, your brands and companies stand a better chance of being more consumed and invested in the more that others know about them.
But what specifically about your brand’s story matters to those listening or spending money on it? Which outlets are you supposed to share that news with to grow your listenership and advertising? And who is telling the story? Is it someone who works for your company and has a motive to advance a professional agenda, or someone who’s independent and may point out a few holes in your strategy, execution, and results?
As professionals working in the media business, we’re supposed to be experts in the field of communications. But are we? We’re good at relaying news when it makes us look good or highlights a competitor coming up short. How do we respond though when the story isn’t told the we want it to? Better yet, how many times do sports/news talk brands relay information that isn’t tied to quarterly ratings, revenue or a new contract being signed? We like to celebrate the numbers that matter to us and our teams, but we don’t spend much time thinking about if those numbers matter to the right groups – the audience and the advertisers.
Having covered the sports and news media business for the past seven years, and published nearly eighteen thousand pieces of content, you’d be stunned if you saw how many nuggets of information get sent to us from industry folks looking for publicity vs. having to chase people down for details or read things on social media or listen to or watch shows to promote relevant material. Spoiler alert, most of what we produce comes from digging. There are a handful of outlets and PR folks who are great, and five or six PD’s who do an excellent job consistently promoting news or cool things associated with their brands and people. Some talent are good too at sharing content or tips that our website may have an interest in.
Whether I give the green light to publish the material or not, I appreciate that folks look for ways to keep their brands and shows on everyone’s radar. Brand leaders and marketing directors should be battling daily in my opinion for recognition anywhere and everywhere it’s available. If nobody is talking about your brand then you have to give them a reason to.
I’m writing this column today because I just spent a day in New York City at the Disney Upfront, which was attended by a few thousand advertising professionals. Though I’d have preferred a greater focus on ESPN than what was offered, I understand that a company the size of Disney with so many rich content offerings is going to have to condense things or they’d literally need a full week of Upfronts to cover it all. They’re also trying to reach buyers and advertising professionals who have interests in more than just sports.
What stood out to me while I was in attendance was how much detail went into putting on a show to inform, entertain, and engage advertising professionals. Disney understands the value of telling its story to the right crowd, and they rolled out the heavy hitters for it. There was a strong mix of stars, executives, promotion of upcoming shows, breaking news about network deals, access to the people responsible for bringing advertising to life, and of course, free drinks. It was easy for everyone in the room to gain an understanding of the company’s culture, vision, success, and plans to capture more market share.
As I sat in my seat, I wondered ‘why doesn’t radio do this on a local level‘? I’m not talking about entertaining clients in a suite, having a business dinner for a small group of clients or inviting business owners and agency reps to the office for a rollout of forthcoming plans. I’m talking about creating an annual event that showcases the power of a cluster, the stars who are connected to the company’s various brands, unveiling new shows, promotions and deals, and using the event as a driver to attract more business.
Too often I see our industry rely on things that have worked in the past. We assume that if it worked before there’s no need to reinvent the wheel for the client. Sometimes that’s even true. Maybe the advertiser likes to keep things simple and communicate by phone, email or in-person lunch meetings. Maybe a creative powerpoint presentation is all you need to get them to say yes. If it’s working and you feel that’s the best way forward to close business, continue with that approach. There’s more than one way to reach the finish line.
But I believe that most people like being exposed to fresh ideas, and given a peak behind the curtain. The word ‘new’ excites people. Why do you think Apple introduces a new iPhone each year or two. We lose sight sometimes of how important our brands and people are to those not inside the walls of our offices. We forget that whether a client spends ten thousand or ten million dollars per year with our company, they still like to be entertained. When you allow business people to feel the excitement associated with your brand’s upcoming events, see the presentations on a screen, and hear from and interact with the stars involved in it, you make them feel more special. I think you stand a better chance of closing deals and building stronger relationships that way.
Given that many local clusters have relationships with hotels, theaters, teams, restaurants, etc. there’s no reason you can’t find a central location, and put together an advertiser appreciation day that makes partners feel valued. You don’t have to rent out Pier 36 like Disney or secure the field at a baseball stadium to make a strong impression. We show listeners they’re valued regularly by giving away tickets, cash, fan appreciation parties, etc. and guess what, it works! Yes there are expenses involved putting on events, and no manager wants to hear about spending money without feeling confident they’ll generate a return on investment. That said, taking calculated risks is essential to growing a business. Every day that goes by where you operate with a ‘relying on the past’ mindset, and refuse to invest in growth opportunities, is one that leaves open the door for others to make sure your future is less promising.
There are likely a few examples of groups doing a smaller scaled version of what I’m suggesting. If you’re doing this already, I’d love to hear about it. Hit me up through email at JBarrett@sportsradiopd.com. By and large though, I don’t see a lot of must-see, must-discuss events like this created that lead to a surplus of press, increased relationships, and most importantly, increased sales. Yet it can be done. Judging from some of the feedback I received yesterday talking to people in the room, it makes an impression, and it matters.
I don’t claim to know how many ad agency executives and buyers returned to the office from the Disney Upfront and reached out to sign new advertising deals with the company. What I am confident in is that Disney wouldn’t invest resources in creating this event nor would other national groups like NBC, FOX, CBS, WarnerMedia, etc. if they didn’t feel it was beneficial to their business. Rather than relying on ratings and revenue stories that serve our own interests, maybe we’d help ourselves more by allowing our partners and potential clients to experience what makes our brands special. It works with our listeners, and can work with advertisers too.
Brandon Kiley Doesn’t Pretend To Be Someone He’s Not
“There was a time where the audience probably said, this guy isn’t a St Louisan. But this is home for me now and I’ve adopted it.”
There must have been something about Brandon Kiley that everyone saw as a young aspiring sports radio host. Nick Wright saw enough to bring him to Houston at SportsRadio 610 as an intern for a summer. Will Palaszczuk saw enough to urge him to apply for his old job in Columbia, MO at KTGR. Ben Heisler saw enough to know he’d fit perfectly with Carrington Harrison in afternoon drive at 610 Sports in Kansas City.
Maybe you can chalk it up to Kiley being able to make such great contacts. Or maybe it’s just that he was supremely talented at a young age. Odds are it’s a combination of both. But he was destined to be a sports talk host somewhere, it just turns out he’s having success over the air in a city he never imagined he’d work in.
A Kansas City kid, Kiley knew at 16 years old he wanted to be a sports radio host. He was even more sure of it when he started doing college radio at Mizzou. But it was in Houston where he got his real taste of what sports radio was like.
“I went to 610 in Houston for the morning show with Nick Wright,” Kiley said. “He basically just assigned me as an extra producer. We had known about each other through Twitter and I had a little bit of a relationship with him beforehand. I think he knew I was willing and able to take on more tasks than a typical intern would usually do. Essentially, I became an extra guest booker, cut audio for them, and came up with topics at night. It was like he had an extra producer for the summer and it was my first real experience doing something like that.”
Imagine the confidence he left Houston with as he traveled back to Columbia for another year of college at Mizzou. Few, if any, on campus could have claimed the kind of summer Kiley just had. He parlayed that experience into a once-a-week show at KCOU, the student radio station. The following semester, he pitched the idea of doing a daily show
“I told them I’d take any time slot available,” Kiley said. “The one that I got was the very glamorous 6-7 am time slot. There weren’t a whole lot of college kids that wanted to wake up that early every morning. I ended up having a rotating cast of co-hosts and it ended up being super valuable because I learned how to work with a lot of types of personalities.”
He excelled as a host and found his style behind the mic, and soon after, he got his first big break. In March of 2014, Will Palaszczuk contacted Kiley and told him he was taking another radio job outside the market. The two knew of each other, seeing as both were in Columbia and covering the same games in town. Palacsuk told Kiley he needed to apply for the spot he was leaving at KTGR.
“There was literally one sports station and one sports show in town and it was that one,” Kiley said. “I applied to him the previous semester and said, hey man, if you guys have anything available I would love to come work there. It just so happened he got a job elsewhere and he called me up and said, ‘Hey man, I don’t know what your plans are, I’m about to take another job and they’re going to post my job available. I don’t know if they’re going to make it a producer or co-host gig, but I think you should apply because I think you’d be good at it’. Will’s good work helped a ton in terms of me landing the gig. I graduated and told them I wanted to make it full-time.I was essentially a producer and co-host for the afternoon show. I never even applied anywhere outside of Columbia”
For two years, Kiley stayed at KTGR and covered the Missouri Tigers. He was fresh out of college and living in a college town doing what he loved in his early 20’s. It wasn’t a bad life. But one night in Columbia changed his entire professional career. It just so happened it occurred on the rooftop at Harpo’s, one of the most well-known establishments in town.
“My roommate at the time, we both worked at the radio station in Columbia,” said Kiley. “He worked at the hit music station and I worked at the sports station. We all went out one night at Harpo’s and he said, ‘Hey, I just want to let you guys know I’m getting out of radio and moving to Kansas City.’ I was like, oh shit, what am I going to do? Our lease was up in two months, so the timing worked out well and I was looking at Barrett Sports Media looking where I could go next.”
“My girlfriend at the time, now my wife, was from St. Louis and there was a job available there. I had always thought, that’s not a place I want to live, why would I ever want to live in St. Louis? They didn’t have a football team, it just didn’t seem like a great fit for me. But my buddy tells me he’s moving and I’m like, St, Louis it is! That night I ended up applying for the job and got a call back from Chris “Hoss” Neupert, who at the time was the PD here, and asked if I would be interviewed with him and Kevin Wheeler, whose show I would be producing.”
So off to St. Louis he goes. For three and a half years, Kiley embraces his new city and tries to work his way up at 101 ESPN.
But the Kansas City kid felt a pull back to his hometown. Oddly enough, Ben Heisler even reached out to tell him he was leaving the station to pursue another opportunity in sports. It felt like the perfect time to pursue his dream of doing sports radio at the station he grew up listening to.
“I’m from Kansas City and grew up listening to 610 Sports Radio,” Kiley said. “A guy I listened to growing up was Nick Wright. I also listened to a bunch of Carrington Harrison, Danny Parkins and Ben Heisler. Those guys had what I consider one of the best shows in Kansas City sports radio history. I got to know them through Twitter and Heisler sent me a text. He knows I’ve always been interested in moving to KC. He tells me he’s about to get out of radio and into more fantasy football stuff and his job is going to come open.
“I had applied for multiple other jobs in KC over the years and had never gotten any real consideration. When Heisler left, I knew Carrington and thought this might work out. I ended up getting in contact with their PD Steven Spector and it felt like a real opportunity. I got what I considered to be my dream job, producing in the afternoons and hosting a Saturday show at 610 Sports. I thought, what could there be more in life than this? This is the best.”
But life happened and he had to make a decision around three months after moving to Kansas City.
“2-3 months later it became clear, it was going to be difficult for my girlfriend, now wife, to move to Kansas City with all of the family ties she had in St. Louis,” said Kiley. “It was the decision of, do you stay in Kansas City and chase the dream or do we alter the dream, in terms of the job, and see if there’s anything in St. Louis?”
He never thought his best years and most successful years as a sports radio host would come in St. Louis but they have. It’s a city he loves and he’s worked hard in hopes it will love him back. But he’s also not going to pretend to be someone he’s not. Though it can sometimes be hard for St Louisans to accept someone that’s not from there, Kiley doesn’t act like he attended World Series games in 1982, listened to Jack Buck growing up or watched Kurt Warner at the Edward Jones Dome. He’s himself.
“That wasn’t my love and I can’t pretend that it was,” said Kiley. “Have there been times, especially early on where that was a potential issue for me? Yeah it was. There was a time where the audience probably said, this guy isn’t a St Louisan. But this is home for me now and I’ve adopted it. It does in a lot of ways remind me of Kansas City, where if you take the time to know what the soul of the city really is, in terms of sports, I think people can appreciate and respect it.”
Kiley doesn’t hold on to his Kansas City roots on the air, in terms of the topics he talks about. He’s a Chiefs fan and even writes for Arrowhead Pride, but he’s not going to talk a lot about the Chiefs in a city that doesn’t have an NFL team. He’s also a Mizzou grad and talks about the teams on Rock M Nation, but again, he’s rarely, if ever, going to do several segments a day on the Tigers. Instead, he knows the audience wants to hear about the Cardinals. Blues talk is clearly next in line. Everything else falls down the order if not off of it completely.
Kiley grew up watching baseball, so he can easily break down what issues the Cards’ offense may be having in the middle of May, but hockey was different. He didn’t grow up around the game and the transition to having in-depth conversations on the Blues was a more difficult task.
“When I came here the first time it was during the middle of a Blues’ playoff run. At that time I was just plopped into this thing, and I didn’t know shit about hockey. I had probably watched about 10 hockey games in my entire life. I’m looking at Kevin Wheeler like, I’ve got to be honest I don’t have a lot on hockey I’m going to be able to help you with. If you could help bring me along with it, that would be great. Over the years I’ve been able to take it in. I used to host a show with Jamie Rivers, who’s a former Blues player. If you told me five years ago I’d be able to do that, much less enjoy doing that, I would have said you’re out of your damn mind.”
Whereas most sports radio shows in football markets are searching for content to help fill segments, this is one of the sweetest times of the year for Kiley and everyone at 101 ESPN. The Blues are deep in the playoffs and the Major League Baseball season is underway. His show BK and Ferrario covers it all every weekday from 11 am – 2 pm.
Kiley never thought this would be his life, but he loves what he’s built in St.Louis and doesn’t give off the vibe he’s looking to leave anytime soon. He’s a great example of someone who didn’t pigeonhole himself into just one market. He was willing to look outside of his hometown and has found true success.
Will Middlebrooks Has Been The Breakout Star Of The Red Sox Season
“If I was going to work for an organization or a regional sports network, why not the Red Sox, for someone that I’m actually a fan of?”
The Boston Red Sox experience in 2022 is just different. In every way.
The team has struggled out of the gate. They certainly aren’t the team that was two wins away from the World Series last year.
Fenway Park doesn’t even accept cash anymore.
But it’s not just that the Red Sox are different on the field or at the ballpark – they are different on television too.
When loveable, longtime Sox broadcaster Jerry Remy died in October 2021 at the age of 68, we knew that consuming the Red Sox on TV would never be the same.
There is no replacing Jerry Remy. One person can’t do it. No way.
And the fans know it.
The bosses at the NESN know it too. They haven’t tried to replace Remy on the broadcasts with just one person.
In fact, they’ve brought in several new people to the broadcast team. A group of people just rotating in, giving viewers a different experience and a different perspective every night.
They’ve added former Red Sox players Kevin Youkilis and Kevin Millar to the broadcast booth roster. They’ve added Tony Massarotti of 98.5 The Sports Hub as well.
And in the pre- and post-game studio, they’ve taken a similar approach, which is an extension of previous years, mixing and matching host Tom Caron with a slew of former Red Sox players including Jim Rice, Tim Wakefield, Ellis Burks, Lenny DiNardo, and former Sox infielder Will Middlebrooks, who will be in the studio for about 40 games this season.
I think that NESN has found a formula that works. It’s been fun and informative – and different. In a year that serves as a constant reminder of what’s been lost as a viewer, it’s refreshing to realize that these broadcast teams are giving you something gained.
A star is born.
When I mentioned to Caron that I wanted to write a piece on Middlebrooks, he said: “He’s a rising star.”
And it’s easy to see why he feels that way.
Will Middlebrooks is young (33), accessible, opinionated, active on social media, and he has the playing resume to legitimize his point of view.
But it took some real coaxing to get into the business in the first place. After a devastating leg injury ended his playing career in 2019, Middlebrooks was unhappy.
“I sat around and sulked and was angry about it for about three months,” he said. “And my wife, Jenny (Dell), finally said, ‘You need to get off your butt and do something, find not just, work, but find something you’re passionate about again.’”
He didn’t know at that time that he was passionate about media work, but Dell, who works for CBS Sports, volunteered him to do a show at CBS Sports HQ in Ft. Lauderdale, near where their family resides.
“She said, like it or not, you have a show in three days. You’re going to try it out, and if you’re good at it, they’re going to hire you,” he recounts of their conversation. “I was like, I don’t want to do it. I’m not ready to talk about baseball. I hate baseball right now. I just have such a bad taste in my mouth from everything that happened over the past year.”
But that didn’t deter Dell from pushing her husband to take the chance.
“She said, well, I don’t care. I already told them that said you would do it,” he says. “So she kind of threw me to the wolves, but for the best. And I went in and I gritted my teeth and just got it done and then talked baseball. I did it a couple of more times and they said, ‘Hey, you’re decent at this. We’re going to hire you on for a year!” “And here we are, I’m four years into it,” he joked.
And over those four years, Middlebrooks has ballooned into one of the most recognizable follows for baseball fans. In addition to working at NESN and CBS Sports, he’s also one-half of the Wake and Rake podcast, has appeared on ESPN Radio, has done color commentary for college baseball, and has more than 155,000 Twitter followers.
Resonating with Boston
When I ask Middlebrooks about landing the NESN gig for 2022, he beams through the phone. He says he wanted the challenge of working in Boston and he welcomed the opportunity to expand his media footprint.
It’s evident that he loves the Red Sox – and the city of Boston. How couldn’t he? He made his Major League debut with the organization, played parts of three seasons with the team, won a World Series with the Sox, and met his wife in the city.
“If I was going to work for an organization or a regional sports network, why not the Red Sox, for someone that I’m actually a fan of?” he said.
While it’s clear that Will loves Boston, and it’s clear why NESN loves him, what needs more unpacking is the attachment that the Red Sox fans have to him considering he spent just those three seasons there and doesn’t live in New England full-time.
Middlebrooks can’t quite figure out why the people of the region hold him so close, but he does have a good hypothesis.
“I think that if I left anything, it was people saying, ‘well, he played hard. He gave everything he had,’ he said. “And I know that’s really important in Boston, just the blue-collar mentality of ‘keep your head down, work, play as hard as you can, even if things aren’t going well, just bust your butt and be a good teammate and all that.’”
But there just may be something else at play.
“I think a lot maybe had to do with when the marathon bombings (2013) happened…I’m pretty outspoken on social media about that stuff and with my teammates, we all rallied around each other,” he said. “I think I was just lucky enough to be a part of a team that was really special to everybody in Boston. So they embraced me after that.”
The Family Dynamic
Dell has been in sports media for more than a decade as a host and sideline reporter for CBS and NESN before that. She knows the business and its nuances. She understands when and how to look at the camera and when and how to ask questions of athletes. She knows the expectations of her husband’s current employers. She’s undoubtedly a great resource to have.
But as Middlebrooks finds his own footing in the business, and as his star grows, what is that dynamic like? She has the answers to the tests already, but how does he balance using that resource versus figuring things out on his own?
“I’m very open to anything she has to say,” he said. “I’ll come out of my office, like, ‘Hey, that was pretty good!’ And she’s like, ‘Yeah, it was good…but…”
“She always has something, and at first it used to really annoy me, because I’m like, man, I thought I was doing really good,” he said. “And she’s like, ‘No, you are doing good. I’m just trying to help you get to that next level. There are just little things here and there that you don’t know.’ And as a competitor, it’s really frustrating. But you know, after a couple of minutes I walk away, I’m like, you know what? I’m really appreciative to have that access to someone that can help.”
At such a young age with such already vast experiences, it seems plausible that even bigger media steps could be in play for the former infielder. I asked him if he has a goal he’s working towards. Sunday Night Baseball? The MLB Network? Something else?
“One thing I’ve really learned is to not look too far down the road and kind of just live in the moment and enjoy the moment,” he said. “I’m really happy with being with with CBS and with NESN, and within that umbrella, of course, I would like to grow. Does that mean in the booth? Does that mean more games pre and post? Sure I’m up for anything where they want me, because what I’m doing right now, I feel like is a dream job outside of playing and I’m so happy with it.”
Middlebrooks has been on the NESN broadcasts all week and will continue through this weekend as the Red Sox host the Mariners in a four-game series.