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Before we present the 25 most powerful people in sports media for 2023, a few things to know.
• These are based on this year. The most powerful people in sports media are the heads of the leagues, networks and digital platforms, as well as top athletes.
Think of this as an appraisal of: “Who had the most powerful 2023?”
• There is no formula. This is my opinion, though I consulted with people I trust.
• Here’s the most important rule of the 2023 SportsClicker Power Rankings: Anyone in the business who complains about where they were ranked or where their boss was ranked, it will be on the record. I don’t want to hear it, but if you insist, I’m reprinting what you say.
Without further adieu, here are the 25 most powerful people in sports media for 2023.
1. Stephen A. Smith, ESPN personality
8 Stephen A. Smith has become a ubiquitous presence for sports fans, no matter if he’s on TV, online, podcasts or Yankee Stadium. Getty Images
Smith, 56, has put himself on the top of sports personality mountain. He is plotting his next move in plain sight as he has added his own YouTube show and podcast to go along with his $12-million-per-year ubiquitous presence on ESPN. His next moves will be as big as any of the free agents he talks about.
2. Lionel Messi, Inter Miami CF forward
Messi has partnered with Apple/MLS in a deal that very likely is one-of-one as it would be difficult for other stars and leagues to duplicate. He receives a cut of the all-in subscription model the soccer league has with the digital powerhouse. It is unknown how lucrative it is, but between the subscriptions and the six-part documentary that was part of the agreement, the Messi-Apple relationship is akin to something an entertainer would receive.
3. Sean McManus, CBS Sports chairman
McManus, who announced he’ll be retiring early next year, will go down as one of the most important sports television executives in history based on his returning the NFL to CBS in the late ’90s and his steady hand in running the division ever since.
4. Jimmy Pitaro, ESPN chairman
8 Jimmy Pitaro has oriented much of ESPN’s programming around big personalities while preparing to take the network direct-to-consumer. AP
ESPN is the Yankees of sports media, so there is always a lot of focus on what they don’t do instead of what they do. Pitaro has plotted a future to take the network direct-to-consumer by 2025 — and here is a little bit of news — with an outside chance of next year, according to sources. Under Pitaro, ESPN made bets on its gambling service, ESPN Bet, brought in Pat McAfee for middays and Shannon Sharpe for “First Take.”
But while the layoffs, like the ones involving 20 big names in late June, understandably receive the big headlines, Pitaro also has engineered deals that paid off this year, such as adding more NFL games, flex scheduling and the continued big game feel of Joe Buck/Troy Aikman and the Manningcast, which has differentiated “Monday Night Football.”
5. Eric Shanks, Fox Sports CEO
Along with Fox Sports president Mark Silverman, Shanks did some impressive work in college sports. Like it or not, they were part of the engines that propelled the Big Ten to take the four most important teams from the Pac-12. You can debate what this means for amateur athletics, but they are in the TV business. Adding UCLA, USC, Oregon and Washington to the Big Ten was well executed. Plus, Fox had a successful Super Bowl.
6. Doris Burke, ESPN NBA analyst
8 Doris Burke will make broadcasting history next June when she becomes the first woman to serve as a TV game analyst for the NBA Finals. NBAE via Getty Images
Burke is already in the Basketball Hall of Fame, so the idea that she is breaking another barrier almost feels mundane, but it is not. Though we didn’t agree with ESPN letting go of Jeff Van Gundy and Mark Jackson, Burke will make history as the first woman TV game analyst on an American major sports championship when she joins Mike Breen and Doc Rivers for The Finals. It is a big deal.
7. Jay Marine, Vice President, Prime Video, Global Head of Sports, Amazon
Of the digital outlets, Amazon has made itself the biggest player. Under Marine, who directs Amazon sports, along with Marie Donoghue and Jared Stacy, it is hard to argue that “Thursday Night Football” is not a success. They added NASCAR and boxing this year, too. Is the NBA next? Marine’s Amazon is the leading digital candidate, but it is expected to be disciplined.
8. Mark Shapiro, Endeavor and TKO President and COO
Endeavor has cornered the market on combat sports, which has given it immense influence. After completing its deal for WWE combined with UFC, the new company, TKO, has immense power, not only in the ring, but in the boardroom with the combination of Shapiro, Nick Khan and their boss, Ari Emanuel, being the drivers of deals throughout sports media.
9. Travis Kelce, Kansas City Chiefs tight end
8 Travis Kelce has transcended from being a mere Super Bowl-winning tight end into a full-fledged media celebrity. AP
With Taylor Swift by his side, Kelce and his brother, Eagles offensive lineman Jason, have become media sensations. In May of last year, Kelce was already fourth on our list of future NFL TV personalities. When you add in the fact that his star is even bigger now with his Swift relationship and his ultra-successful podcast with Jason, Travis very well could one day enter retirement from playing with opportunities that rival the all-time quarterbacks.
10. David Portnoy, Barstool owner
Barstool has to be in the top 10. Though it is still making its name with insurgent tendencies, it is mainstream. Portnoy got the company back for $1 from Penn Entertainment after pocketing hundreds of millions in the original deal. Not bad. There is a lot written and said both positively and negatively about Portnoy, but in a world where everyone is fighting for attention, it is hard to argue that the Barstool business is not interesting.
11. Eddy Cue, Apple, Senior VP of Services
He is powerful, but is Apple only interested in absolute power? Its MLS deal is all-in, and there are no known numbers. That leaves open the primary question: Will Cue and Apple be a ghost in sports or real players? The NBA is open for business, but if Apple only wants all-or-nothing, it may not be involved in hoops.
12. Brett Yormark, Big 12 commissioner
It could be argued that no one had a better year as a sports executive than Yormark. Without the best hand, he went early, quickly striking new deals with ESPN and Fox Sports that strengthened his conference. The Pac-12, conversely, was continually a step slow, misreading the market into non-existence. Things change, and though we are not a college football historian, the decision by the Big 12 to bring in Yormark looks like one of the better ones in college sports history. (Now, Brett, let the traveling reporters at the Big 12 Tournament be able to see the floor.)
8 Brett Yormark helped ensure the survival of the Big 12 by striking network deals before the Pac-12. AP
13. Yasir Al-Rumayyan, Saudi Arabia Public Investment Fund governor
The PIF has disrupted sports from soccer to golf. LIV Golf doesn’t appear to be going anywhere. By continuing to take top players, it is hurting the PGA deal with CBS, NBC and ESPN. In the process, Al-Rumayyan’s LIV product could eventually appeal to major networks.
14. Burke Magnus, ESPN president of content
Magnus received a big promotion as the clear No. 2 to Pitaro. He also oversees everything that appears on air. Along with Pitaro, the two are responsible for the big bet on McAfee. Pitaro is a potential replacement for Bob Iger (Iger is never leaving, but let’s pretend) as CEO of Disney. If that were to happen, Magnus is the clear ESPN front-runner if Disney prides itself on succession plans.
15. David Berson, CBS Sports president
With McManus retiring after the Masters, Berson will take over the power chair at CBS Sports. It is a real succession plan, because Berson has worked hand in hand with McManus for more than a decade. Berson will have full control come next year.
16. Rick Cordella, NBC Sports president
Cordella took over the top job after Pete Bevacqua left to be Notre Dame’s athletic director. Cordella, who played college hoops at Providence, is now the lead man as NBC contemplates whether it should go after the NBA.
17. Ian Eagle, play-by-play announcer, CBS, YES, TNT
8 Ian Eagle will be adding to his already busy schedule with the Final Four next year. NBAE via Getty Images
Eagle and Buck are the two best play-by-players in the business. Eagle was anointed the voice of the NCAA Men’s Basketball Tournament after Jim Nantz stepped away, meaning he will do the Final Four starting next spring. It is the rare big-time move where nearly everyone knows it is an upgrade.
18. Greg Olsen, Fox Sports lead NFL analyst
Olsen had a tremendous performance in the Super Bowl with Kevin Burkhardt. While Tom Brady is signed to a $375 million deal to start next year, Olsen, at 38, is still well positioned. Like Travis Kelce, Olsen has earned a rare spot for his NFL TV future, as he is in the same company for future No. 1 game analyst roles as the all-time quarterbacks going forward. So Olsen may lose his No. 1 spot next year, but he very well could be back in a top slot again soon.
19. Luis Silberwasser, Warner Bros. Discovery Sports chairman
Silberwasser did a NASCAR deal and now will be on the point to figure out whether TNT continues with the NBA. If it does, it is a pretty good bet that Silberwasser will reduce the regular-season tonnage.
20. Colin Cowherd, FS1 personality
Cowherd keeps putting up ratings and is developing his podcast business, The Volume, that could be a target to be sold for big money. Though he talks every day, his viewership and what he is building are a bit under the radar.
21. Caitlin Clark, Iowa Hawkeyes guard
8 After helping draw viewers to last season’s women’s Final Four, Caitlin Clark is poised to do the same once she gets to the WNBA. AP
Women’s sports are on the precipice of even more growth, and Clark could be a transcendental star. Maybe not to the degree of Magic-Bird in the ’79 championship, but Clark vs. LSU and Angel Reese may be a landmark event as the NCAA women’s title game on ABC reached nearly 10 million viewers. It is the way Clark plays — a Pistol Pete style — that will make her ascension into the WNBA something that figures to be a growth engine for the league.
22. Chris Russo, SiriusXM, MLB Network and ESPN personality
Aaaaaaaaaand Russo’s relevance at age 64 is probably the highest it’s been in his career. He has proved his staying power after his “Mike & the Mad Dog” success, now with acts on SiriusXM, MLB Network and, most vitally this past year, on ESPN.
23. Michael Mulvihill, Fox and Fox Sports Insights and Analytics president
Mulvihill is the man responsible for the “Big Noon Kickoff” strategy at Fox. He is the division’s ratings guru. In an era where creativity is even more important, he is vital to Fox’s strategic vision.
24. Shannon Sharpe, ESPN and The Volume personality
Sharpe has bet on himself and is winning. He left FS1 and has increased his exposure with two days a week on “First Take.” His podcasts continue to take off — and you have to wonder when ESPN gives him his own show.
25. Roger Goodell (NFL commissioner), Adam Silver (NBA commissioner) and Rob Manfred (MLB commissioner)
8 The media deals Adam Silver strikes for the NBA are likely to be closely watched across all sports. AP
All three, of course, could be higher on the list, but that is boring and true every year.
The NFL is the most powerful sports league in the world, so Goodell could be the first name you read here.
Next year, the NBA’s new media deal will be determined, making Silver the leading contender for the No. 1 spot on the list, while Manfred will be a driving force in determining how regional sports will be televised.
One final note: I’m serious. You can complain, folks, but it is on the record and I’m printing it in my next newsletter. If you want to text, call or email saying, “You nailed it!” Feel free. I won’t print it, but I will appreciate it. Happy holidays!
The 25 most powerful people in sports media for 2023
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