When ESPN chairman Jimmy Pitaro wanted to enhance the appeal of “Monday Night Football,” he made big moves by bringing in star power and tapping into Mickey Mouse’s resources. A passionate supporter of the New York Yankees, Pitaro displayed his inner George Steinbrenner by securing the services of Peyton Manning, Joe Buck, and Troy Aikman from Fox Sports.
These strategic decisions were major victories for ESPN, which is owned by Disney.
Pitaro offered Buck a lucrative deal worth $75 million and Aikman a generous $90 million, both spanning five seasons. Manning, along with his production company Omaha Productions and his brother Eli, is rumored to be making even more annually than the other two, although the exact figures are undisclosed. Additionally, Omaha recently added the iconic Bill Belichick to this season’s ManningCast for “Monday Night Football.”
The revamp has injected new life into the production of “Monday Night Football.”
As attention now shifts to the NBA Finals, Pitaro should draw inspiration from his NFL playbook. He and his colleague Burke Magnus, the president of content at ESPN, should consider approaching LeBron James with a broadcasting deal similar to Tom Brady’s arrangement, which would kick in once James, currently 36, decides to retire from basketball.
James possesses exceptional basketball knowledge. Just like Brady, who is set to begin his Fox NFL booth stint with a lucrative 10-year, $375 million contract in September, James has the potential to elevate game broadcasts into must-see events.
James could pair up with play-by-play announcer Mike Breen to call 20-25 games per season, akin to an NFL analyst, and raise the caliber of broadcasts, especially during the finals.
If securing James proves challenging, Pitaro should keep an eye on Stephen Curry for when the sharpshooter decides to retire. In the meantime, if TNT Sports loses its NBA TV rights, Charles Barkley would undoubtedly be a top priority for ESPN.
It’s clear that ESPN needs a reboot for its NBA coverage, especially with the ongoing finals matchup between the Boston Celtics and the Dallas Mavericks feeling lackluster.
For the first two games, ESPN included the New York Knicks’ Josh Hart as a guest analyst. While Hart is commendable for his work ethic and positive reputation, the move somewhat fell short in terms of excitement.
If ESPN aimed to add another voice for its pregame and halftime shows, they should have considered rewarding analysts like Kendrick Perkins or Richard Jefferson, who have consistently performed well on “NBA Today.” At least Hart contributed to adding another NBA perspective to the finals coverage.
Prior to Hart’s inclusion, ESPN’s finals coverage featured JJ Redick, a 15-year 3-point specialist, as the lone former player commentator alongside Doris Burke and Mike Breen in what has been perceived as an underwhelming booth.
In the studio setup, without Hart, there are no former players, with host Malika Andrews joined by opinionist Michael Wilbon, former Golden State general manager Bob Myers, and the network’s prominent figure, Stephen A. Smith.
Following Game 2 on ABC, ESPN aired a postgame show without Smith, who had already left for Miami from Boston to prepare for “First Take,” even though the show typically originates from New York.
While Smith is a significant star at the network, the focus remains on the games themselves. Smith previously expressed a preference for a swift end to the Eastern Conference finals to allow for some time off.
Smith’s extensive commitments across various platforms raise questions about his capacity to balance playoff studio appearances with his other responsibilities. If participating in playoff shows no longer aligns with his priorities, perhaps a reevaluation is necessary to ensure optimal use of his time.
As the series progresses to Dallas, nine-time All-Star Paul George replaces Hart as the guest analyst. The effectiveness of this change remains to be seen. Chris Paul, who served as a guest analyst during the conference finals, showed promise in his role.
With forthcoming TV agreements, ESPN is set to retain finals broadcast rights for the next dozen years, paving the way for a substantial deal that will see the league receive $2.6 billion annually, just shy of the $2.7 billion allocated to the NFL. This strategic move puts ESPN in a favorable position, while TNT Sports faces uncertainties over its NBA future.
ESPN’s NBA Finals booth: JJ Redick, Doris Burke and Mike Breen. The trio has yet to find its stride in its debut NBA Finals. (Barry Gossage / NBAE via Getty Images)
Amazon Prime Video and NBC, both nearing comprehensive agreements, are eyeing talent like Ian Eagle and Mike Tirico for their respective broadcasts, enhancing competition to match Breen’s presence.
While the fate of the iconic “Inside the NBA” show remains uncertain at Warner Bros. Discovery, the inclusion of personalities like Charles Barkley and Shaquille O’Neal, alongside potentially Kenny Smith and Ernie Johnson, promises continued engagement. Amazon and NBC are likely to compete for top talent.
ESPN should consider emulating other networks’ coverage styles for major sporting events like the Super Bowl and the World Series. David Roberts, the ESPN executive overseeing NBA content, should prioritize a fresh graphic package for the finals to distinguish them from regular-season games. Fox’s MLB October studio coverage, featuring Derek Jeter, David Ortiz, and Alex Rodriguez, offers a model for creating a prestige event with star power. Without big names, content quality becomes paramount, a factor that ESPN should prioritize for future broadcasts.
Looking ahead, ESPN should actively pursue personalities like LeBron James and Charles Barkley to elevate their coverage, akin to past successful signings like Manning, Buck, and Aikman. Pitaro and his team should assert their authority by making bold decisions.
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(Top photo: Adam Pantozzi / NBAE via Getty Images)