As mentioned previously, Burke Magnus holds a significant role in shaping sports consumption in the United States as the president of ESPN’s content. He oversees ESPN’s key properties with a large team working under him.
This week, he joined my Sports Media Podcast to discuss various sports media topics, including media rights deals and on-air talent. The interview has been edited for clarity and length. You can listen to the full interview here.
Last update: JJ Redick recently joined the Los Angeles Lakers as a coach. This marks the second departure of an NBA analyst from our top team for an NBA job this year. Do we have plans for the top NBA team for next year?
We don’t have a specific plan in place as it’s still recent since Doc Rivers (coaching the Lakers) and JJ Redick was expected to stay with us.
Despite the challenge of parting ways with Jeff Van Gundy and Mark Jackson, we believed we had a strong team for the season both in-game coverage and the studio. We had a innovative setup with Doris Burke and Doc Rivers leading the “A” team, and a succession plan with Ryan Ruocco, JJ, and Richard Jefferson on the “B” team. However, Doc’s unexpected departure threw us off guard. Nonetheless, JJ seamlessly filled in and maintained the high-quality performance. His interest in coaching wasn’t surprising as he had indicated it before.
We need to do some work before the next season. One thing I want to clarify about Doc is that we did anticipate his commitment to not return to coaching, but the unexpected situation left us in an uncomfortable spot in the middle of the season.
If JJ ever considers returning to broadcasting after coaching, his excellent basketball knowledge and skills have a promising future in our industry.
JJ Redick’s departure for the Lakers’ head-coaching job once again leaves ESPN scrambling to fill a void in its No. 1 NBA broadcasting crew. (Jamie Schwaberow / Getty Images)
What is the current status of ESPN/Disney regarding a future media rights agreement with the NBA?
While I can’t confirm anything, our team has been working diligently with the NBA to finalize the agreement. Given our long-standing positive relationship with the NBA and the productive collaboration, we are confident about our future with the league as they negotiate with all their partners.
Let’s shift to college football. Why did ESPN decide to license those early College Football Playoff games to TNT?
Warner Bros. Discovery approached us with a compelling case to be involved. We ensured that ESPN would produce the games and feature our talent. As Warner Bros. Discovery does not have a current presence in televising regular season college football, they looked to ESPN’s expertise in game production. While branding specifics are still being worked out, we saw this as an opportunity for a wider platform to reach a different audience than we typically do.
Will there be two games per year in the sublicense?
For the first two years, there will be two games, which mark the remaining years of the original deal, and then it could expand to two more games in the quarterfinal rounds. There’s also an option for us to sublicense a semifinal game during the new term.
Is there a possibility to sublicense a CFP semifinal game?
It’s our option. If they’re interested, we can decide whether or not to pursue that.
Stephen A. Smith’s contract expires in 2025. Can you share how you view Smith’s role in the larger ESPN ecosystem from an executive standpoint?
Stephen A. Smith is a genuine superstar today owing to his tremendous dedication and audience engagement. He is a key figure in our lineup, especially with “First Take,” which has shown consistent growth. His work ethic and versatility make him an invaluable asset to our programming.
While the compensation structure for live sports talent differs from studio programming, Smith’s impact on our platform is undeniable, and we value his contributions immensely.
“I feel as good about our 7 a.m. to 7 p.m. lineup as I’ve ever felt,” ESPN’s Burke Magnus says. “(Stephen A. Smith is) a key component to that.” (Tim Heitman / Getty Images)
While I understand you can’t discuss negotiations publicly, how do you assess Smith’s value compared to game analysts like Tony Romo and Troy Aikman?
The analysts you mentioned are primarily NFL analysts who have set a high standard in their compensation due to the value they bring to NFL broadcasts. Studio programming involves a different calculation, with Smith being a standout in that area. His current standing as one of the best in the industry reflects his significance to our programming.
How confident are you in Smith’s potential return to ESPN?
I am cautiously optimistic about Smith’s return as he adds significant value to both ESPN and himself. His presence on our platform provides a unique opportunity for both parties, and we are hopeful for a continued collaboration.
If Smith doesn’t return to ESPN, is there a plan in place for his shows?
“First Take” will continue, and we will address any required adjustments. Fortunately, there are many talented individuals in the industry who could step into similar roles if needed. The collaborative nature of “First Take” lends itself to flexibility in staffing.
Will Pat McAfee be on “College GameDay” this season?
Yes, we anticipate Pat McAfee being part of “College GameDay.” While there may be technicalities in the agreement, his involvement is expected as he plays a key role on the show.
Has ESPN set boundaries for McAfee’s show given his creative control and guest booking privileges?
We have a positive relationship with Pat McAfee and appreciate his talent and perspective on sports. While there have been instances where his comments or actions may have caused some discomfort, Pat is receptive to feedback and continually strives to improve. We maintain open communication to address any issues that may arise.
“There’s no truth to the notion that we’re not committed to him long-term,” Magnus says of Pat McAfee. “It’s been a great experience for us.” (Ron Hoskins / NBAE via Getty Images)
Does ESPN bear responsibility for content on McAfee’s show produced by others, and where does the line for acceptable content lie?
While McAfee is not an ESPN employee, we have a level of responsibility as the platform on which his show airs. We acknowledge our role in overseeing the content on his show, which he controls. Open communication with McAfee allows us to address any content concerns as they arise.
Netflix securing NFL games on Christmas seems significant. How does ESPN perceive this move considering potential competition for sports rights?
While Netflix’s acquisition of NFL games on Christmas is notable, it aligns with their strategy to attract and retain subscribers. We are content with our NFL package, including “Monday Night Football,” and look forward to the upcoming season and the Super Bowl in the near future.
Would ESPN consider producing games for Netflix?
Given the busy schedule during the holiday season with NBA games and bowl games, we are unable to take on additional production responsibilities for Netflix or other platforms.
How invested is ESPN in the WNBA moving forward?
We have a strong commitment to the WNBA and have been supportive since the league’s inception. Along with women’s NCAA basketball, we recognize the potential for growth and interest in the WNBA, especially with emerging talents like Caitlin Clark.
Where does ESPN stand on securing the WNBA Finals in a long-term deal?
While having the WNBA Finals is crucial for us, we also see value in other broadcasters being involved with the league. We believe that wider exposure can benefit the league’s growth and interest, even if we don’t have the Finals every year.
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(Top photo of Burke Magnus in 2022: Gongora / NurPhoto via Getty Images)