The Smarties and the Sidekicks: The New Faces of Sports Media
The sports media world is changing. Years of opinion-based programming, with companies absorbed in this “take” culture, have alienated sports enthusiasts and casual observers alike. Now, spearheaded by former superstars and everyday fans, sports media is heading towards a much-needed overhaul.
Step aside, Stephen A. Smith and Skip Bayless. Your reign on sports media is over.
“Take” culture has dominated outlets like ESPN over the past decade. Mornings are reserved for debating highly contested topics on shows like First Take; afternoons and evenings turn this idea into quasi-game shows like Around the Horn or one-on-one programs like Pardon the Interruption. This shift has resulted in hours upon hours of adults yelling at each other over each other’s opinions, and people are sick of it.
But new categories of sports content emerged during this same period, the two most prominent being what I call “Smart Guy Media” and “Guys Being Dudes Media.” Each has its respective audiences; some programs have significant amounts of overlap between them.
“Smart Guy Media” refers to the television programs, YouTube channels, podcasts, and social media platforms dedicated to the analysis of a particular sport or league. What distinguishes these programs from others are the hosts: Many are current and former players or coaches of high renown. A key example is “Peyton and Eli on MNF,” where two of the most decorated quarterbacks in the history of the NFL watch ESPN’s showing of Monday Night Football, reacting in real-time with fans and breaking down particularly interesting moments throughout. The hosts bring in an assortment of celebrities throughout the night, in addition to other professional football players who share their experiences and expertise. The combination of the Manning brothers’ candid and clever showcasing of football genius makes the show enticing for all, whether they are football enthusiasts or not.
A popular figure of “Smart Guy Media” is JJ Reddick, a former NBA basketball player and the newest head coach of the Los Angeles Lakers. He became the first active NBA athlete to launch his own podcast, beginning on Yahoo! Sports in 2016, then moving on to The Ringer in 2017. Reddick started a YouTube channel for his podcast during the COVID-19-shortened basketball season, interviewing different players and offering them a space to be their authentic selves. These conversations grew into The Old Man and the Three, a podcast co-hosted by television producer Tommy Alter. With his knowledge of the NBA and its culture, Reddick got vulnerable with the current and former players he shared the microphone with. He got answers about controversial moments that traditional sports media could never seem to uncover, like why Jimmy Butler lashed out in that Timberwolves practice, or why Ben Simmons acted the way he did towards the end of his time with the 76ers. Through a shared knowledge of competition and sports culture, Reddick created a comfortable space for players to share their stories and for audience members to finally understand their perspectives.
Some nerded out with him, too: Reddick always had an analyst’s eye, and the moments when he breaks down a possession with another player are works of pure craftsmanship. These passages led to another endeavor: Mind the Game with JJ Reddick and LeBron James. This podcast was dedicated specifically to those moments of nerdiness and analysis, a space where Reddick and James spend time highlighting the importance of a singular three-pointer or blocked shot. They also have moments breaking down core memories for the two players, allowing Reddick — a perennial role player by the midpoint of his career — to sit beside the greatest basketball player of the 21st century and be open and candid. Both The Old Man and the Three and Mind the Game are on an indefinite hiatus due to Reddick’s new head coaching gig. But the foundation that Reddick laid — a current or former professional athlete forging their way into the sports media world through wit and compassion — is a sturdy foundation for “Smart Guy Media” to follow.
But others don’t want the X’s and O’s approach to sports media; they crave a sense of belonging, even if it’s through their phone or television. Enter “Guys Being Dudes Media,” where the hosts could be your everyday sports enthusiast or trash-talking college hallmates. For better or worse, we have Dave Portnoy and his company, Barstool Sports, to thank for the proliferation of this category. Barstool is a social media and media juggernaut that has dominated collegiate sports culture and the sports podcast realm for the better part of two decades. Self-described as the “Bible of Bro Culture,” Barstool’s products have resonated with its listeners — young adult men, in particular — through engaging Instagram pages and laid-back podcasts. Portnoy veers towards the raunchy, crude, and misogynistic, but Barstool’s impact on sports media deserves to be analyzed.
Pardon My Take provides an excellent point upon which to view “Guys Being Dudes Media.” The podcast debuted on Feb. 19, 2016 with the intent to satirize and provide an alternative to traditional sports media — the name Pardon My Take is an amalgamation of ESPN’s Pardon the Interruption and First Take. Hosted by Dan “Big Cat” Katz and PFT Commentor, the podcasters open each episode with a recap of current sports news, followed by an interview with an athlete, sports media personality, or other celebrity. Unlike traditional “take” shows, where the hosts argue over college football rankings or who will win an NHL playoff game, it’s based on pure, raw opinion. Every opinion has been thought through, but the language used in the arguments is akin to arguing with your sibling or best friend about the game: Everything is approachable and relatable. Pardon My Take also features recurring segments that encourage fans to stick around once the sports discussions conclude. Even the non-athletically inclined audience members can giggle along to their Dungeons and Dragons episodes or the announcement of Blake of the Year — the award given to a notable Blake in the sports and entertainment world.
Barstool doesn’t just incorporate the everyday sports enthusiast; they also bring in current and former athletes to carry the gauntlet of the Bro Culture Bible. This is where Pat McAfee comes in: A former NFL punter with a knack for wise-cracking and bro-like behavior. After retiring from professional football in 2016, McAfee joined Barstool as a podcast host and leading Midwest personality, launching his radio talk show, The Pat McAfee Show, in Indianapolis. His personality made him immensely popular, both within the home sphere of his former professional team, the Indianapolis Colts, and nationwide. After leaving Barstool in 2018, he continued his program on various radio channels, eventually co-airing episodes on his YouTube channel in 2020. While the show often centered around football during the fall and winter months, the eventual expansion of McAfee’s co-hosts and sidekicks diversified the teams and sports discussed. The show revels in the hosts’ individual opinions, highlighting them as rational yet intensely passionate fans who are eager for wins and frustrated with losses.
Similarly to Reddick’s pursuits, McAfee’s knowledge of football culture and the chummy environment of the show renders itself perfectly to celebrity guests, the most notable of which are Aaron Rodgers’ weekly appearances on the program. Sometimes, Rodgers has something to say about the NFL’s COVID-19 policies (which he evaded); another time, he announced his intentions to play for the New York Jets. Other notable guests include basketball phenom Caitlin Clark, breaking news aficionado Shams Charania, and famously unemotional yet legendary NFL head coach Bill Belichick. The caliber of celebrities The Pat McAfee Show brings in gives the once bro-show immense credibility as a legitimate sports talk show, one that competes with Get Up! on ESPN or Undisputed on Fox Sports 1. Noticing this trend in “Guys Being Dudes Media,” ESPN jumped at the chance to incorporate The Pat McAfee Show into their programming on ESPN, ESPN+, and YouTube, allowing the relaxed, expletive-laden talk show to continue as it would under McAfee’s sole ownership.
“Smart Guy Media” and “Guys Being Dudes Media” appear to be converging trends, but they work in tandem to bring new audiences into the sports world. While it often bolsters the reputation and popularity of superstar athletes like the Manning brothers, others seen as lower on the sports totem pole — roleplayers like Reddick or punters like McAfee — can also get in on the fun. Through these newly developed niches, the everyday fan or the scrupulous X’s and O’s viewers can chime in with their own programming and unique voice. YouTube channels like Secret Base weave the nerdy, analytics-based shows, such as ones that create a term for unique scores in an NFL matchup (“Scorigami”) with narrative-driven productions, like a nine-hour series on the MLB’s Seattle Mariners. Everyone can share their opinions without being yelled at by the person next to them over a sheer disagreement. Everyone can flex their creative muscles without assimilating to “take” culture.
Anyone can be a nerd and a bro at the same time. Welcome to a new era of sports media.