SportsCenter: The Media Commodity

By: Tom Malone

Then and Now

In 1979, SportsCenter aired on the soon-to-be worldwide sports journalism juggernaut, ESPN. According to Those Guys Have All the Fun by James Andrew Miller and Tom Shales, “An estimated 30,000 viewers saw that first night of programming” (45).

The show originally covered obscure sports, such as Australian football and the World Series of slow-pitch softball. After signing a contract with the NCAA, ESPN received permission to cover college basketball. The Connecticut-based network found a following with University of Connecticut basketball fans immediately. Its ratings skyrocketed and ESPN never looked back (Miller 44).

Today, SportsCenter outshines every competitor and claims the number-one spot in sports journalism broadcasts by reaching 115 million viewers per month . Through spatialization and an enhanced global reach, there are now “thirteen local versions of SportsCenter produced in eight languages: Spanish, Portuguese, English, French, Hindi, Cantonese, Mandarin, and Japanese” (Miller Photo Index).

The Walt Disney Company (WDC) owns ESPN , thus controlling the production and distribution of SportsCenter. Comcast provides most basic cable packages with ESPN and ESPN 2, while its internet users can view ESPN 3 and other networks that are horizontally integrated by WDC. The FCC acknowledges ESPN as a major network, though it has received some leeway from the governing media body.

Audience and Advertising

SportsCenter’s target consumer audience includes males ages 18 to 34. It has been commodified in content through audience viewership and has been branded as a “cool” form of news. ESPN hired Wieden + Kennedy to produce commercials for SportsCenter, which further added to the show’s reputation. Disney’s Donald Duck makes a subtle appearance as Puddles in this example:

Other corporations use SportsCenter as a medium to market to advertise commodities to the target audience. Commodities like Budweiser (ESPN’s first sponsor) and Miller Lite produce ad campaigns geared directly toward the sports fan audience that ESPN’s premier show targets. These commodities “sponsor” certain segments of the show, blending the images of the respective product with the cool factor of SportsCenter.

Expansion and Synergy

In recent years, SportsCenter has enhanced its commodification efforts through synergy. ESPN produced a child home activity center called Gamestation, which coincidentally won Disney’s Toy of the Year award in 2004.  ESPN offers SportsCenter t-shirts and Christmas ornaments as well, further commodifying the show’s brand through the popularization of slogans. The network reaches commodity fetishism through SportsCenter.

ESPN also launched a SportsCenter iPad app. “When ESPN introduced a SportsCenter iPad app in 2010, it was quickly downloaded by ten million users, 95 percent of whom personally customized it” (Miller 727). The iPad is made by Apple, formerly owned by the late Steve Jobs, who sat on The Walt Disney Company board of directors.

Disney further promotes itself and its shows on SportsCenter through guest appearances in sports discussions. University of Oregon alum Ty Burrell of ABC’s Modern Family made a guest appearance during the Duck’s run for the BCS Championship.

In the Anchorman DVD special features (distributed by Dreamworks, a direct Disney competitor created by a former Disney employee), Will Ferrell’s character playfully auditions for a spot on SportsCenter.

As of 2010, SportsCenter and ESPN produced “over $8 billion of revenue and still had the best ratings of any basic cable network” (Miller 727). SportsCenter continues to grow in popularity and shows no signs of slowing down since no other congruent network show can compete.

*Tom Malone is the Editor-In-Chief of The Adventure Tribune. For more from his adventures and research, visit the online magazine today for a free subscription.

**Originally published through The Politics Behind SportsCenter


ESPN Corporate

Free Press: The Big Six

Federal Communications Commission

Oregon Public Broadcasting

The New York Times

Disney’s Family Fun


Disney Board of Directors


Those Guys Have All the Fun: Inside the World of ESPN, James Andrew Miller and Tom Shales

Dreamworks: Anchorman

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ESPN: The Media Corporation

By: Tom Malone

SportsCenter‘s controlling corporation, ESPN, rules sports media, sports journalism, and the modern culture that arises from anything sports-related. ESPN, Inc. functions as its own corporation, though it’s controlled by a corporate parent that aims to keep its sports networks atop the ratings lists.

ESPN’s Corporate Background

ESPN, Inc. rose to power in the sports media world quickly after its 1979 debut. ABC purchased the sports media corporation from Getty Oil Company in 1984. The Walt Disney Company now owns 80 percent of ESPN after its 1996 buyout of ABC, while Hearst Corporation owns 20 percent that it acquired in an early 1990s purchase from Nabisco for $170 million. ESPN, Inc. owns 50 business entities and media outlets that reach all seven continents, making it the most widespread and influential sports media corporation in the world.

Corporate Structure

As of Nov. 22, ESPN operates under CEO George Bodenheimer and John Skipper, President of ESPN, Inc. and ABC Sports and Co-Chairman of The Walt Disney Company. The Walt Disney Company’s 12-person Board of Directors controls ESPN. Board members also serve on boards for corporations such as Nike, Edison International, Starbucks, Boeing, and Apple.

According to Businessweek, ESPN acquires an estimated annual earning of “$5 billion, with operating earnings of nearly $2 billion, according to projections from various analysts. The revenues — about 60% from distribution fees and 40% from advertising — would represent about 15% of Disney’s total.”

Disney uses ESPN as an avenue for its own corporate advertising on many occasions. In an article published in  UCLA’s Mediascape journal, Sudeep Sharma said, “soon after the purchase in 1996, Whoopi Goldberg sat in as a guest host for a segment on SportsCenter. Goldberg was on air to promote her starring role in Eddie, a film about a limo driver/fan who becomes the coach of the New York Knicks, which was produced by Hollywood Pictures, a subsidiary of Disney.” Even the Jonas Brothers (signed to Disney’s Hollywood Records label) have anchored SportsCenter.


Through Disney, ESPN, Inc. vertically integrates itself through production companies (Touchstone Pictures and Pixar Animation Studios), distributors (Walt Disney Pictures and Walt Disney Studios Home Entertainment), and Disney Consumer Products retail company.

As an individual corporation, ESPN horizontally integrates itself across all media platforms. ESPN controls 47 international television outlets, like ESPN2, ESPN Deportes (the fastest growing network among the Latin American demographic), and ESPN on ABC. ESPN the Magazine covers the print media facet, while ESPN Radio covers audio broadcasts in eleven countries. The relatively new ESPN3 online streaming channel plays through, which expands the corporation’s integration into the Internet community. ESPN produces DVDs, video games, and specialized shows such as the ESPYs and 30 for 30 documentaries. Restaurants and merchandise further expand ESPN’s diversification efforts.

The corporation utilizes advertising as a source of income in its wide variety of media markets. Popular shows, like SportsCenter and College GameDay, draw millions of viewers, giving the corporation and advertisers a large target audience of young male sports enthusiasts.

ESPN and the companies that advertise with it rely heavily on the image that it portrays to this audience. On-camera personalities present ESPN, Inc. as a “work-hard, play-hard” business entity. “It’s a tough business, but it’s a lot of fun,” said College GameDay football analyst Kirk Herbstreit in an original interview. Even a recent book about the history of ESPN is entitled These Guys Have All the Fun. ESPN, Inc. has diversified its sports media empire through the successful portrayal of this image.

Major Holdings and Mergers

In order to maintain and increase viewer potential, the sports media corporation holds contractual agreements with major sports leagues and shows. Recently, ESPN paid $2.4 billion for an eight-year contract with Major League Baseball and $8.8 billion for an eight-year Monday Night Football contract.

According to a 2004 article from The Wall Street Journal, “DirecTV right now pays Disney’s ESPN more than $300 million a year” to carry ESPN stations in its regular programming.

Even after its recent merger with NBC Universal, Comcast pays ESPN $5.8 billion to broadcast ESPN and its affiliated networks. Comcast presents ESPN with its first legitimate competition since its 1979 inception. According to Businessweek, Comcast Corporation is “the No. 1 U.S. cable operator. Looking to build a cable sports network to rival ESPN’s, Comcast is also ESPN’s biggest distributor, so its plans could aggravate what’s already a delicate relationship.”

Ultimately, Comcast or any other aspiring competitor faces a strong opponent in ESPN, a corporation that is deeply rooted in the stronghold of world sports media culture.

*Tom Malone is the Editor-In-Chief of The Adventure Tribune. For more from his adventures and research, visit the online magazine today for a free subscription.

**Originally published through The Politics Behind SportsCenter


ESPN Corporate

New York Times: Hearst & ESPN

The Walt Disney Company


They Rule

Original interview with Kirk Herbstreit

The Wall Street Journal


Two Views of ESPN

ESPN Deportes

Ad Targets

Those Guys Have All the Fun: Inside the World of ESPN, James Andrew Miller and Tom Shales

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Sports Journalism: Who Runs It?

By: Tom Malone

Sports journalism: the practice and profession of writing about sporting events and athletes for periodicals. Third-grade boys, college students, and old men live and die by the information and opinions produced by on-air experts. Sports and politics have exploded onto the scene in recent years as a primary source for stories from all over the world.

According to the late sports journalist/professor Leonard Koppett, the rawest form of modern sports journalism came about between the Civil War and World War I. Newspapers printed athletic stories, though hard news remained the newspaper juggernaut.

The explosion of broadcast news gave sports journalists a new facet for expressing their message. On-air talent, such as Howard Cosell, became household names after landmark programs like Monday Night Football took the stage in the 1970s. Every major broadcasting company has its own form of sports news and nearly each local news affiliate incorporates some form of sports talk into their regular newscast.

In fall 1979, ESPN debuted by airing the first episode of SportsCenter, now a commodity. The Getty Oil Company provided funding for the soon-to-be corporation’s inception. In 1984, ABC, Inc. acquired control of ESPN and quickly sold 20 percent of its ownership to The Hearst Corporation.

Eleven years later, The Walt Disney Company bought ABC, Inc. for $19 billion in the second-largest corporate buyout in history at the time, thus giving Disney control of ESPN and the popular ABC Sports programming.

ABC Sports and ESPN essentially combined forces to claim the broadcast sports journalism throne, cementing their self-proclaimed title as the “Worldwide Leader in Sports.” The sports broadcasting company continues to expand, having recently acquired the Big 12 Network.

Comcast entered the sports journalism scene with Comcast Sports Network, which geared its content towards a regional audience. Its quality did not match ESPN, but its media power grew stronger in recent years.

Comcast recently bought NBC from General Electric (though GE still owns 49 percent). NBC Sports claimed the rights to broadcast the 2012 Olympic Games with a $2 billion bid and ownership of the new Pac-12 Network.

As the primary provider of cable television, Comcast now provides the cable pathway for media to reach television screens and a significant amount television content. A Comcast representative said, “Mr. [Ralph] Roberts founded Comcast in 1963 with the purchase of a 1,700 subscriber cable service in Tupelo, Mississippi. From those humble beginnings, Comcast has grown into a media giant, with 21.5 million subscribers in 35 states, and has changed America’s T.V. viewing habits.”  The corporation has instituted an effective media vertical integration program while rapidly extending its reach as a media stronghold.

Fox Sports has expanded its journalistic coverage in recent years. The company created Fox Soccer, Speed, and found a niche in the local sports broadcasting market with FSN that caters to local markets (like CSN). This year, its primary movie channel, FX, added NCAA football to its television schedule.

Media mogul and diversification enthusiast Rupert Murdoch owns News Corp., which controls Fox and its affiliates. He bought Twentieth Century Fox in 1985 and established Fox News shortly afterward. Murdoch appeared in news headlines multiple times this summer after an ethical debacle involving illegal phone hacking with his News of the World staff.

Viacom owned CBS and CBS Sports until the companies split in 2006. Sumner Redstone possesses a controlling share in both Viacom and CBS Corporation (the current ruling party of CBS). After signing a deal with Microsoft, CBS began using the computer giant’s video software for broadcasting.

Sports journalism has and will continue to evolve as journalists and corporations delve into the intricacies of the subject.

While discussing the individual sports writer’s relationship with sports journalism, renowned sports writer Dave Zirin said, “By speaking out for the political soul of the sports we love, we do more than just build a fighting left that stands for social justice. We also begin to impose our own ideas on the world of sports…”

*Tom Malone is the Editor-In-Chief of The Adventure Tribune. For more from his adventures and research, visit the online magazine today for a free subscription.

**Originally published through The Politics Behind SportsCenter



Definition of…

Toward a Radical Sports Journalism

Sports Illusion, Sports Reality

Howard CosellProfile

ESPN Corporate

New York Times on Disney/ABC Merger

New york Times on NBC Olympics Contract

Big 12

ESPN on Pac-12 Network

Comcast Corporate

Museum of Broadcast Communications

Sports Business Journal

Carl Bernstein on Rupert Murdoch

Sumner Redstone profile

CBS/ Viacom Split

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History of Sports Media

By: Tom Malone

Sports media as we know has not always existed. Modern-day sports journalism evolved with American social trends and profit-hungry businesspeople that changed the shape of news in general.

Early History

Before William Porter’s Spirit of the Times coverage of horse racing (and lower class boxing), most upper class citizens viewed sports as a vulgar hobby. The Industrial Revolution of the 1850s drew waves of immigrants to large American cities and expanded the lower class audience, eventually giving Spirit of the Times 100,000 readers.

According to sports author Tracy Everbach, “Flamboyant sports writing in the era of yellow journalism attracted newspaper readers and contributed to building a worldwide image of the United States as an economic, political, and athletic power.”

After the Civil War, baseball rose in popularity. The newly established Major League Baseball players created a players’ union in 1885. In congruence with late 1800s labor unions, the players went on strike in 1889, calling for higher salaries.

The 1920s ushered in the daily sports page. Sports author Lawrence Wenner said, “A 1930s survey revealed that fully 80% of all male newspaper readers read some portion of the sports page on a frequent basis.” The Associated Press added a sports department during this era in accordance with the growing trend.

Advertisement and promotional facilitators caught on to the money-making potential that the new found dual product media market for sports provided. Evidence of payoffs by boxing promoters to sports writers and editors existed. Wenner said, “The close interaction between sports promoters and sportswriters was at times so corrupt that it led more than one sportswriter to quit” (58).

The relationship between sports writers and promoters essentially created famous publicity events such as the MLB All-Star Game.

Shift from Print to Radio

By 1929, one-third of American homes had a radio, which provided opportunity for sports publicity. Graham McNamee became the first official sports broadcaster in the 1920s with his error-filled blow-by-blow boxing commentary.

Photo by

NBC and CBS dominated the radio scene after finding profit in selling advertisement space during radio shows. Wenner stated, “Advertisers soon began to purchase the right to broadcast major sports events” (59). In 1934, the Ford Motor Company paid $100,000 to sponsor the World Series on radio.

Transition from Radio to Television

Television allowed sports media to grow exponentially. The National Football League became American’s leading spectator sport due to its almost made-for-television excitement.  “In 1958, [NFL Commissioner Bert] Bell permitted ‘television time-outs’ to increase the amount of revenue each game could generate,” said Wenner (62).

CBS followed in 1962 when the corporation paid the NFL $4.5 million for broadcasting rights, which increased its Nielson ratings by 50 percent.

Photo through

ABC’s deal with the new American Football League in 1960 established the organization, but NBC’s $42 million, five-year deal solidified its future. The NFL and AFL merged in 1970 in a deal that guaranteed NBC and CBS equal coverage.

ABC fought back with 1961’s Wide World of Sports, 1970’s Monday Night Football, and legal rights to broadcast the Olympic Games. ABC Sports enhanced the entertainment value of televised football through the perfection of instant replay, slow-motion, and highlight reels.

Between 1974 and 1984, network programming hours dedicated solely to sports doubled.

Sports broadcasters became celebrities who could control rating through their entertainment value, thus earning big-name broadcasters annual seven-figure checks.

Ad dollars essentially promoted and funded the creation of new sports leagues, lengthened schedules, and various championship games (college football bowl games being the most notorious). Today, there are 79 sports networks devoting over 41,000 yearly network hours to sports coverage.

New Media and Beyond

Sports news coverage found new facets of distribution with online media. From the casual blogger to legitimate corporate websites, anyone with an Internet connection can participate in the discussion through spatialization.

The sports industry has grown exponentially due to its use as a media marketing goldmine. Sports author Raymond Boyle said, “The sports industry now regularly involves major media and financial institutions as well as government intervention.”

After The Getty Oil Company sponsored the inception of ESPN, the sports media force reached 75 million homes faster than any other network, insinuating that sports journalism as an institution is here to stay.

Photo from The Hollywood Reporter

According to Those Guys Have All the Fun, ESPN diversified and launched a magazine to directly compete with the domineering Sports Illustrated.

Sports continue to run on a path of commercialization and commodification. Brand exposure crosses various facets of sports media: print, broadcasting, and online production.

What does the rapid rise of sports media mean? Wenner said, “As one part of the social world robs people of meaning and emotional gratification, another part offers it to them in the form of commodified spectacles.”

*Tom Malone is the Editor-In-Chief of The Adventure Tribune. For more from his adventures and research, visit the online magazine today for a free subscription.

**Originally published through The Politics Behind SportsCenter


Media, Sports, and Society

Those Guys Have All the Fun: Inside the World of ESPN, James Andrew Miller and Tom Shales

Spirit of the Times

Journalism, 1908: Birth of a Profession

Sports in American History: From Colonization to Globalization

STL Today

A History of Sports Highlights: Replayed Plays from Edison to ESPN

American Journalism Review

Sports Journalism: An Introduction to Writing and Reporting

Sports Journalism: Context and Issues

ESPN Corporate

Power Play: Sports, Media, and Popular Culture

*Tom Malone is the Editor-In-Chief of The Adventure Tribune. For more from his adventures and research, visit the online magazine today for a free subscription.

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How Do Soccer Clubs Battle Racism?

By: Tom Malone

After last week’s devastating 4-0 loss, a group of FC Kaiserslautern fans gave Nazi salutes to an Israeli team member, sparking controversy across the German and global soccer communities. The salute occurred during practice by a ten alleged soccer hooligans who the club bans from games.

The leader of the German soccer federation spoke out against the action, condemning the fans who chose to break the law (as Nazi-related actions and symbols are illegal in Germany).

Unfortunately, racist acts like this occur far too often in the world of soccer. How do soccer leaders combat this atrocity?

In the past few years, FIFA launched its “Say No to Racism” campaign. Banners with the slogan hung from sidewalls during the 2010 World Cup, allowing the entire world to see the message. EA Sports added the banner to its increasingly popular FIFA video game franchise. The organization even used public service announcements during the global event.

FIFA President Joseph Blatter released public statements denouncing racist comments between players during matches in an effort to discourage this kind of behavior.

The continuation of the problem remains uncertain, but FIFA will combat racism into the 2014 World Cup in Brazil, especially if more situations like the FC Kaiserslautern one occur.

*Tom Malone is the Editor-In-Chief of The Adventure Tribune. For more from his adventures and research, visit the online magazine today for a free subscription.

**Originally published through Cruisin’

***Photo through Jadaliyya

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NBA Dunk Contest Replaces Judges with Social Media

By: Tom Malone

The annual NBA All-Star Weekend commenced on Sunday with a West victory over the East, following the always highly-anticipated Dunk Contest. The Utah Jazz’s Jeremy Evans took home the trophy and a year’s worth of slam dunk bragging rights.

In past Dunk Contests, former players, coaches, and Dunk Contest champions sat in the judges’ chairs, ranking each dunk and determining the champion. Not this year!

The NBA decided to utilize the rising social media giant to crown the winner. Dunk Contest viewers and fans sent scores and votes through Twitter and website-voting, leaving former judges’ professional experience in the dust. The casual fan decided the fate of the next “Royal Airness.”

What a public relations idea by the NBA! Utilizing the power of social media to actively engage fans promoted every aspect of NBA All-Star Weekend and drew more fans through the use of technology.

Fans felt as if they participated in something bigger than simply watching their favorite dunks. They crowned the champion. Victory: NBA public relations squad.

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“Manning to Miami” Billboard Puts Trading Power in Fans’ Hands

By: Tom Malone

A few days ago, Miami Dolphins fans constructed a billboard advertisement with Indianapolis Colts quarterback Peyton Manning in a Dolphins uniform with a headline that read “Manning to Miami”. The billboard publicizes, a fan website encouraging the Dolphins franchise to trade for Manning, who recovered from neck injuries over the past five months.

Manning’s future with the Colts remains uncertain, as his trade status appears on SportsCenter almost daily. How can fan-based public relations efforts affect the future of the aging Super Bowl MVP?

Building support from a grassroots level can impact the Dolphins franchise to act. Public sentiment plays a huge role in NFL public relations, as a strong, increasing fan base brings the program more profit and exposure.

The media spotlights that the “Manning to Miami” billboard received helps the fans’ cause even more. SportsCenter aired a special about the advertisement, bringing the movement and the franchise into the national spotlight.

How will the Miami Dolphins executives respond to this growing fan noise surrounding Manning’s future?

*Photo by Alan Diaz, AP Photo

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