Morning has broken on a new NBA season. It’s what makes October one of the best months on the sports calendar (to us anyway). You get college football’s murder weeks, the NFL in full bloom, post season baseball, and with tonight’s season opener between the Celtics and the 76ers, the NBA joins the NHL in the sport’s annual honeymoon period where the Carolina Hurricanes can win a Stanley Cup and the Sacramento Kings can hoist the Larry O’Brien Trophy.
If you haven’t checked out our preseason NFL and NHL features, take some time and do that. For those pieces, we relied on the expertise of broadcasters and PDs in cities around those leagues. For the NBA, we are keeping things in house.
We decided to simply tell you who and what we like when it comes to NBA broadcasts. There are seven of us, so we each picked the best show or personality from a different specialty and wrote about what makes them unique and worth listening to, reading, or watching. Matt Fishman picked our radio broadcast team, Jason Barrett picked our TV studio show, Demetri Ravanos picked our TV studio host, David Greene picked our studio analyst, Tyler McComas picked our reporter, Brian Noe picked our TV play-by-play man, and Brandon Contes picked our TV color commentator. Enjoy!
BEST RADIO BROADCAST – THE MILWAUKEE BUCKS by Matt Fishman
Here’s a quick look at the best radio broadcast in the NBA. Whether they’ve been in the league for 46 years like the Phoenix Suns’ Al McCoy or haven’t been alive for 46 years like the Knicks’ Ed Cohen or Charlotte’s Chris Kroeger, the league is full of exciting and interesting radio broadcasters. Growing up in Chicago I was lucky to listen to one of the all-time best NBA radio play-by-play announcers—the late, great Jim Durham.
My choice for the best radio broadcast is the Milwaukee Bucks broadcast. Play by Play Man Ted Davis is entering his 22nd season behind the mic for Bucks games which can be heard on flagship WTMJ in Milwaukee. For those who haven’t heard the Bucks broadcasts, Davis has some great nicknames for players. This includes the nickname “The Alphabet” for Bucks Superstar Giannis Antetokounmpo. Davis told On Milwaukee, “I’m at draft night, and I’ve never heard of him. And so we have the 15th pick…and it comes up on the screen that we picked him and look at that name that just goes on forever and I thought, ‘oh my gosh, I’m going to have to learn how to say this name.’ I said, ‘it looks like the alphabet.’
Ted Davis also is the “point guard” for two very different broadcasts. He works solo for the road games but is joined by Dennis Krause for color commentary during the Bucks home games. He captures the movement and excitement of the game while seamlessly weaving in all the ticket promos, cross promos and live ads.
Davis first hit the NBA with the Dallas Mavericks in 1988 and left for the Bucks in the Summer of 1997.
Honorable Mention: Dallas Mavericks/ESPN Dallas 103.3: Chuck Cooperstein, Brad Davis; LA Clippers/570AM LA: Brian Sieman; Chicago Bulls/670 the Score: Chuck Swirsky, Bill Wennington; NY Knicks/98.7 ESPN NY: Ed Cohen, Brendan Brown
BEST STUDIO SHOW – INSIDE THE NBA by Jason Barrett
With apologies to The Jump, NBA Countdown, and NBA Gametime Live, TNT’s ‘Inside The NBA’ is the best NBA program on television. Ernie Johnson does an incredible job keeping an out of control freight train on the tracks, while allowing organic discussions, debates, humor and chaos to ensue.
As smooth as Johnson is as the conductor, Kenny Smith, Charles Barkley and Shaquille O’Neal offer unrivaled credibility, and appear to understand their roles and embrace them. They come across like three family members who respect each other and enjoy laughing together, yet won’t hesitate to bite back if they disagree.
In many ways, ‘Inside The NBA’ feels like a morning show that just so happens to air after NBA games on television. It’s intelligent, funny, candid, credible, and the on-air chemistry is outstanding.
Not to be forgotten is the production team’s work on this broadcast. They’ve done a fantastic job of highlighting humor on this show. Whether it’s seeing Barkley test his donut eating skills, Shaq crashing into a tree, or Kenny going inside the screen, viewers are entertained because there’s a lot of thought put into the presentation.
Rather than serving up the traditional recap style show, these guys have created something special. It’s not only the best NBA program on TV, it’s one of the best sports television shows period!
BEST STUDIO HOST – RACHEL NICHOLS by Demetri Ravanos
This was a tough choice, because I like all of what I would consider the “Big 3” of NBA studio hosts (Nichols, Michelle Beadle, and Ernie Johnson). Nichols gets the nod here though because she is the only one that I watch and think “she could carry a show by herself.” She proves that nearly every afternoon as ESPN all too often saddles her with a vanilla co-host or analyst on The Jump.
Nichols has proven on the show that she can have fun and get great stories out of former players. Just last month she showcased her second-to-none interviewing skills when she held Mavericks owner Mark Cuban’s feet to the fire about the culture inside the team’s front office.
Her comments and questions always have an air of strategy to them. She is a terrific reactor to what her interview subject or co-host just said. Nichols never gives off the impression that she is just waiting for someone else’s lips to stop moving so she can spit out her next pre-plotted question or point.
Given that she is the only one of “The Big 3” to be on a daily show, you could be forgiven for thinking Rachel Nichols would be the most apt to phone in her performance occasionally. Nothing could be further from the truth. In a field crowded with talent, no one brings it with more consistency than Rachel Nichols!
BEST STUDIO ANALYST – CHARLES BARKLEY by David Greene
It isn’t even close. “Sir Charles,” is the only analyst who is always willing to say what others would never say. He doesn’t spend his time riding the fence that too many analysts (and hosts) believe they have to in order to keep their jobs. If a team is terrible, or “turrible” as Charles would say, he’ll say it (he once said about the Bulls: “We better not be doing the Bulls this year. Man, they suck! Bunch of high school kids with $70 million contracts.”).
TNT’s Inside the NBA is a terrific watch, mostly because of the overall chemistry, but Barkley is the one that makes it must-watch television. I will never forget when EJ was doing a promo for fans to pay $6.99 to watch a Lakers-Bucks game on NBA.com’s League Pass and Barkley commented, “$6.99?! That game should be more like $1.99, please don’t pay six dollars for that, that game should be sold at the dollar store, c’mon man!”
Honest to a fault, funny as hell, and an incredible passion for the game. That’s what makes Charles Barkley the Best NBA Studio Analyst.
BEST NBA REPORTER – ADRIAN WOJNAROWSKI by Tyler McComas
I tried to come up with any reason not to choose Adrian Wojnarowski. To be fair, only because I thought it was right to give every other reporter a chance to make this list. However, I couldn’t come up with one reason as to why ‘Woj” shouldn’t be the obvious selection.
Not only is he the best when it comes to breaking news, his on-camera and on-air abilities have significantly improved. He’s asserted himself as a true threat in all facets of media and continues to be the most trusted source in the NBA.
Living that lifestyle can’t be easy, seeing as your always one text message or phone call away from being dragged from dinner and into breaking the biggest news in the sport. The sacrifices are high, but the rewards have been even higher for Wojnarowski.
With ESPN’s commitment to the NBA, it’s been a blessing for the network that they were able to secure the best in the business. Heck, he’s often the most mentioned name during the NBA Free Agency period. The great ones are often referred to simple by a nickname and Woj definitely belongs in that category.
BEST TV PLAY-BY-PLAY MAN – MIKE BREEN by Brian Noe
There are plenty of talented NBA play-by-play broadcasters these days. However, the premiere TV commentator is currently ABC’s Mike Breen. Possibly the greatest compliment I can give Breen is that he actually makes New York Knicks games on MSG Network better. Each game — whether it’s on ABC, ESPN, or MSG — simply sounds bigger when Breen is on the call.
Another one of Breen’s great strengths is that he doesn’t take himself seriously to a fault. You can hear Breen’s passion during his trademark “bang” calls following big shots, but he allows color commentators like Jeff Van Gundy, Mark Jackson, and Walt Frazier to showcase their unique humor and style without getting in the way.
Breen is similar to TNT’s Ernie Johnson on Inside the NBA in that regard. Ernie doesn’t get miffed when Charles Barkley and Shaquille O’Neal stray way off topic to say something hilarious. Breen, too, doesn’t get upset when Van Gundy and Jackson start randomly talking about their favorite finishing moves in wrestling history. Breen laughs and sometimes even contributes to the humor.
That awareness and approach, coupled with Breen’s smooth delivery, make him the best NBA play-by-play voice in TV today.
BEST COLOR COMMENTATOR – BILL WALTON by Brandon Contes
If we’re building a fantasy broadcast in a keeper league, Brian Scalabrine, Reggie Miller, Doris Burke and Sean Elliott are all near the top of the list for TV analysts, but for one season? I’m listening to Bill Walton.
Maybe nostalgia is kicking in, hearing Walton and the late Steve “Snapper” Jones call a Sunday afternoon Knick game as my basketball fandom was built in the 90’s, but his eccentric style of analysis will forever be unmatched. During any game the viewer is bound to laugh, say “good point” and yell “what?!”
As analytics will undoubtedly continue taking over the sport, analyst roles will adjust. Already his patented “throw it down big man!” will be heard less as 7-footers convert into perimeter players.
In terms of keeping the listener entertained, there is no one better on a broadcast than Walton. Known for being a versatile player, I have no doubt his innovative and colorful style behind the mic would make him a successful broadcaster during any generation of basketball.
Recently, Walton has worked a toned down schedule focused on college basketball, but he’ll return to the NBA this year to join Ralph Lawler for select games in Lawler’s final season as the play-by-play voice of the Clippers.
Would Local Radio Benefit From Hosting An Annual Upfront?
How many times have you heard this sentence uttered at conferences or in one of the trades; radio has to do a better job of telling its story. Sounds reasonable enough right? After all, your brands and companies stand a better chance of being more consumed and invested in the more that others know about them.
But what specifically about your brand’s story matters to those listening or spending money on it? Which outlets are you supposed to share that news with to grow your listenership and advertising? And who is telling the story? Is it someone who works for your company and has a motive to advance a professional agenda, or someone who’s independent and may point out a few holes in your strategy, execution, and results?
As professionals working in the media business, we’re supposed to be experts in the field of communications. But are we? We’re good at relaying news when it makes us look good or highlights a competitor coming up short. How do we respond though when the story isn’t told the we want it to? Better yet, how many times do sports/news talk brands relay information that isn’t tied to quarterly ratings, revenue or a new contract being signed? We like to celebrate the numbers that matter to us and our teams, but we don’t spend much time thinking about if those numbers matter to the right groups – the audience and the advertisers.
Having covered the sports and news media business for the past seven years, and published nearly eighteen thousand pieces of content, you’d be stunned if you saw how many nuggets of information get sent to us from industry folks looking for publicity vs. having to chase people down for details or read things on social media or listen to or watch shows to promote relevant material. Spoiler alert, most of what we produce comes from digging. There are a handful of outlets and PR folks who are great, and five or six PD’s who do an excellent job consistently promoting news or cool things associated with their brands and people. Some talent are good too at sharing content or tips that our website may have an interest in.
Whether I give the green light to publish the material or not, I appreciate that folks look for ways to keep their brands and shows on everyone’s radar. Brand leaders and marketing directors should be battling daily in my opinion for recognition anywhere and everywhere it’s available. If nobody is talking about your brand then you have to give them a reason to.
I’m writing this column today because I just spent a day in New York City at the Disney Upfront, which was attended by a few thousand advertising professionals. Though I’d have preferred a greater focus on ESPN than what was offered, I understand that a company the size of Disney with so many rich content offerings is going to have to condense things or they’d literally need a full week of Upfronts to cover it all. They’re also trying to reach buyers and advertising professionals who have interests in more than just sports.
What stood out to me while I was in attendance was how much detail went into putting on a show to inform, entertain, and engage advertising professionals. Disney understands the value of telling its story to the right crowd, and they rolled out the heavy hitters for it. There was a strong mix of stars, executives, promotion of upcoming shows, breaking news about network deals, access to the people responsible for bringing advertising to life, and of course, free drinks. It was easy for everyone in the room to gain an understanding of the company’s culture, vision, success, and plans to capture more market share.
As I sat in my seat, I wondered ‘why doesn’t radio do this on a local level‘? I’m not talking about entertaining clients in a suite, having a business dinner for a small group of clients or inviting business owners and agency reps to the office for a rollout of forthcoming plans. I’m talking about creating an annual event that showcases the power of a cluster, the stars who are connected to the company’s various brands, unveiling new shows, promotions and deals, and using the event as a driver to attract more business.
Too often I see our industry rely on things that have worked in the past. We assume that if it worked before there’s no need to reinvent the wheel for the client. Sometimes that’s even true. Maybe the advertiser likes to keep things simple and communicate by phone, email or in-person lunch meetings. Maybe a creative powerpoint presentation is all you need to get them to say yes. If it’s working and you feel that’s the best way forward to close business, continue with that approach. There’s more than one way to reach the finish line.
But I believe that most people like being exposed to fresh ideas, and given a peak behind the curtain. The word ‘new’ excites people. Why do you think Apple introduces a new iPhone each year or two. We lose sight sometimes of how important our brands and people are to those not inside the walls of our offices. We forget that whether a client spends ten thousand or ten million dollars per year with our company, they still like to be entertained. When you allow business people to feel the excitement associated with your brand’s upcoming events, see the presentations on a screen, and hear from and interact with the stars involved in it, you make them feel more special. I think you stand a better chance of closing deals and building stronger relationships that way.
Given that many local clusters have relationships with hotels, theaters, teams, restaurants, etc. there’s no reason you can’t find a central location, and put together an advertiser appreciation day that makes partners feel valued. You don’t have to rent out Pier 36 like Disney or secure the field at a baseball stadium to make a strong impression. We show listeners they’re valued regularly by giving away tickets, cash, fan appreciation parties, etc. and guess what, it works! Yes there are expenses involved putting on events, and no manager wants to hear about spending money without feeling confident they’ll generate a return on investment. That said, taking calculated risks is essential to growing a business. Every day that goes by where you operate with a ‘relying on the past’ mindset, and refuse to invest in growth opportunities, is one that leaves open the door for others to make sure your future is less promising.
There are likely a few examples of groups doing a smaller scaled version of what I’m suggesting. If you’re doing this already, I’d love to hear about it. Hit me up through email at JBarrett@sportsradiopd.com. By and large though, I don’t see a lot of must-see, must-discuss events like this created that lead to a surplus of press, increased relationships, and most importantly, increased sales. Yet it can be done. Judging from some of the feedback I received yesterday talking to people in the room, it makes an impression, and it matters.
I don’t claim to know how many ad agency executives and buyers returned to the office from the Disney Upfront and reached out to sign new advertising deals with the company. What I am confident in is that Disney wouldn’t invest resources in creating this event nor would other national groups like NBC, FOX, CBS, WarnerMedia, etc. if they didn’t feel it was beneficial to their business. Rather than relying on ratings and revenue stories that serve our own interests, maybe we’d help ourselves more by allowing our partners and potential clients to experience what makes our brands special. It works with our listeners, and can work with advertisers too.
Brandon Kiley Doesn’t Pretend To Be Someone He’s Not
“There was a time where the audience probably said, this guy isn’t a St Louisan. But this is home for me now and I’ve adopted it.”
There must have been something about Brandon Kiley that everyone saw as a young aspiring sports radio host. Nick Wright saw enough to bring him to Houston at SportsRadio 610 as an intern for a summer. Will Palaszczuk saw enough to urge him to apply for his old job in Columbia, MO at KTGR. Ben Heisler saw enough to know he’d fit perfectly with Carrington Harrison in afternoon drive at 610 Sports in Kansas City.
Maybe you can chalk it up to Kiley being able to make such great contacts. Or maybe it’s just that he was supremely talented at a young age. Odds are it’s a combination of both. But he was destined to be a sports talk host somewhere, it just turns out he’s having success over the air in a city he never imagined he’d work in.
A Kansas City kid, Kiley knew at 16 years old he wanted to be a sports radio host. He was even more sure of it when he started doing college radio at Mizzou. But it was in Houston where he got his real taste of what sports radio was like.
“I went to 610 in Houston for the morning show with Nick Wright,” Kiley said. “He basically just assigned me as an extra producer. We had known about each other through Twitter and I had a little bit of a relationship with him beforehand. I think he knew I was willing and able to take on more tasks than a typical intern would usually do. Essentially, I became an extra guest booker, cut audio for them, and came up with topics at night. It was like he had an extra producer for the summer and it was my first real experience doing something like that.”
Imagine the confidence he left Houston with as he traveled back to Columbia for another year of college at Mizzou. Few, if any, on campus could have claimed the kind of summer Kiley just had. He parlayed that experience into a once-a-week show at KCOU, the student radio station. The following semester, he pitched the idea of doing a daily show
“I told them I’d take any time slot available,” Kiley said. “The one that I got was the very glamorous 6-7 am time slot. There weren’t a whole lot of college kids that wanted to wake up that early every morning. I ended up having a rotating cast of co-hosts and it ended up being super valuable because I learned how to work with a lot of types of personalities.”
He excelled as a host and found his style behind the mic, and soon after, he got his first big break. In March of 2014, Will Palaszczuk contacted Kiley and told him he was taking another radio job outside the market. The two knew of each other, seeing as both were in Columbia and covering the same games in town. Palacsuk told Kiley he needed to apply for the spot he was leaving at KTGR.
“There was literally one sports station and one sports show in town and it was that one,” Kiley said. “I applied to him the previous semester and said, hey man, if you guys have anything available I would love to come work there. It just so happened he got a job elsewhere and he called me up and said, ‘Hey man, I don’t know what your plans are, I’m about to take another job and they’re going to post my job available. I don’t know if they’re going to make it a producer or co-host gig, but I think you should apply because I think you’d be good at it’. Will’s good work helped a ton in terms of me landing the gig. I graduated and told them I wanted to make it full-time.I was essentially a producer and co-host for the afternoon show. I never even applied anywhere outside of Columbia”
For two years, Kiley stayed at KTGR and covered the Missouri Tigers. He was fresh out of college and living in a college town doing what he loved in his early 20’s. It wasn’t a bad life. But one night in Columbia changed his entire professional career. It just so happened it occurred on the rooftop at Harpo’s, one of the most well-known establishments in town.
“My roommate at the time, we both worked at the radio station in Columbia,” said Kiley. “He worked at the hit music station and I worked at the sports station. We all went out one night at Harpo’s and he said, ‘Hey, I just want to let you guys know I’m getting out of radio and moving to Kansas City.’ I was like, oh shit, what am I going to do? Our lease was up in two months, so the timing worked out well and I was looking at Barrett Sports Media looking where I could go next.”
“My girlfriend at the time, now my wife, was from St. Louis and there was a job available there. I had always thought, that’s not a place I want to live, why would I ever want to live in St. Louis? They didn’t have a football team, it just didn’t seem like a great fit for me. But my buddy tells me he’s moving and I’m like, St, Louis it is! That night I ended up applying for the job and got a call back from Chris “Hoss” Neupert, who at the time was the PD here, and asked if I would be interviewed with him and Kevin Wheeler, whose show I would be producing.”
So off to St. Louis he goes. For three and a half years, Kiley embraces his new city and tries to work his way up at 101 ESPN.
But the Kansas City kid felt a pull back to his hometown. Oddly enough, Ben Heisler even reached out to tell him he was leaving the station to pursue another opportunity in sports. It felt like the perfect time to pursue his dream of doing sports radio at the station he grew up listening to.
“I’m from Kansas City and grew up listening to 610 Sports Radio,” Kiley said. “A guy I listened to growing up was Nick Wright. I also listened to a bunch of Carrington Harrison, Danny Parkins and Ben Heisler. Those guys had what I consider one of the best shows in Kansas City sports radio history. I got to know them through Twitter and Heisler sent me a text. He knows I’ve always been interested in moving to KC. He tells me he’s about to get out of radio and into more fantasy football stuff and his job is going to come open.
“I had applied for multiple other jobs in KC over the years and had never gotten any real consideration. When Heisler left, I knew Carrington and thought this might work out. I ended up getting in contact with their PD Steven Spector and it felt like a real opportunity. I got what I considered to be my dream job, producing in the afternoons and hosting a Saturday show at 610 Sports. I thought, what could there be more in life than this? This is the best.”
But life happened and he had to make a decision around three months after moving to Kansas City.
“2-3 months later it became clear, it was going to be difficult for my girlfriend, now wife, to move to Kansas City with all of the family ties she had in St. Louis,” said Kiley. “It was the decision of, do you stay in Kansas City and chase the dream or do we alter the dream, in terms of the job, and see if there’s anything in St. Louis?”
He never thought his best years and most successful years as a sports radio host would come in St. Louis but they have. It’s a city he loves and he’s worked hard in hopes it will love him back. But he’s also not going to pretend to be someone he’s not. Though it can sometimes be hard for St Louisans to accept someone that’s not from there, Kiley doesn’t act like he attended World Series games in 1982, listened to Jack Buck growing up or watched Kurt Warner at the Edward Jones Dome. He’s himself.
“That wasn’t my love and I can’t pretend that it was,” said Kiley. “Have there been times, especially early on where that was a potential issue for me? Yeah it was. There was a time where the audience probably said, this guy isn’t a St Louisan. But this is home for me now and I’ve adopted it. It does in a lot of ways remind me of Kansas City, where if you take the time to know what the soul of the city really is, in terms of sports, I think people can appreciate and respect it.”
Kiley doesn’t hold on to his Kansas City roots on the air, in terms of the topics he talks about. He’s a Chiefs fan and even writes for Arrowhead Pride, but he’s not going to talk a lot about the Chiefs in a city that doesn’t have an NFL team. He’s also a Mizzou grad and talks about the teams on Rock M Nation, but again, he’s rarely, if ever, going to do several segments a day on the Tigers. Instead, he knows the audience wants to hear about the Cardinals. Blues talk is clearly next in line. Everything else falls down the order if not off of it completely.
Kiley grew up watching baseball, so he can easily break down what issues the Cards’ offense may be having in the middle of May, but hockey was different. He didn’t grow up around the game and the transition to having in-depth conversations on the Blues was a more difficult task.
“When I came here the first time it was during the middle of a Blues’ playoff run. At that time I was just plopped into this thing, and I didn’t know shit about hockey. I had probably watched about 10 hockey games in my entire life. I’m looking at Kevin Wheeler like, I’ve got to be honest I don’t have a lot on hockey I’m going to be able to help you with. If you could help bring me along with it, that would be great. Over the years I’ve been able to take it in. I used to host a show with Jamie Rivers, who’s a former Blues player. If you told me five years ago I’d be able to do that, much less enjoy doing that, I would have said you’re out of your damn mind.”
Whereas most sports radio shows in football markets are searching for content to help fill segments, this is one of the sweetest times of the year for Kiley and everyone at 101 ESPN. The Blues are deep in the playoffs and the Major League Baseball season is underway. His show BK and Ferrario covers it all every weekday from 11 am – 2 pm.
Kiley never thought this would be his life, but he loves what he’s built in St.Louis and doesn’t give off the vibe he’s looking to leave anytime soon. He’s a great example of someone who didn’t pigeonhole himself into just one market. He was willing to look outside of his hometown and has found true success.
Will Middlebrooks Has Been The Breakout Star Of The Red Sox Season
“If I was going to work for an organization or a regional sports network, why not the Red Sox, for someone that I’m actually a fan of?”
The Boston Red Sox experience in 2022 is just different. In every way.
The team has struggled out of the gate. They certainly aren’t the team that was two wins away from the World Series last year.
Fenway Park doesn’t even accept cash anymore.
But it’s not just that the Red Sox are different on the field or at the ballpark – they are different on television too.
When loveable, longtime Sox broadcaster Jerry Remy died in October 2021 at the age of 68, we knew that consuming the Red Sox on TV would never be the same.
There is no replacing Jerry Remy. One person can’t do it. No way.
And the fans know it.
The bosses at the NESN know it too. They haven’t tried to replace Remy on the broadcasts with just one person.
In fact, they’ve brought in several new people to the broadcast team. A group of people just rotating in, giving viewers a different experience and a different perspective every night.
They’ve added former Red Sox players Kevin Youkilis and Kevin Millar to the broadcast booth roster. They’ve added Tony Massarotti of 98.5 The Sports Hub as well.
And in the pre- and post-game studio, they’ve taken a similar approach, which is an extension of previous years, mixing and matching host Tom Caron with a slew of former Red Sox players including Jim Rice, Tim Wakefield, Ellis Burks, Lenny DiNardo, and former Sox infielder Will Middlebrooks, who will be in the studio for about 40 games this season.
I think that NESN has found a formula that works. It’s been fun and informative – and different. In a year that serves as a constant reminder of what’s been lost as a viewer, it’s refreshing to realize that these broadcast teams are giving you something gained.
A star is born.
When I mentioned to Caron that I wanted to write a piece on Middlebrooks, he said: “He’s a rising star.”
And it’s easy to see why he feels that way.
Will Middlebrooks is young (33), accessible, opinionated, active on social media, and he has the playing resume to legitimize his point of view.
But it took some real coaxing to get into the business in the first place. After a devastating leg injury ended his playing career in 2019, Middlebrooks was unhappy.
“I sat around and sulked and was angry about it for about three months,” he said. “And my wife, Jenny (Dell), finally said, ‘You need to get off your butt and do something, find not just, work, but find something you’re passionate about again.’”
He didn’t know at that time that he was passionate about media work, but Dell, who works for CBS Sports, volunteered him to do a show at CBS Sports HQ in Ft. Lauderdale, near where their family resides.
“She said, like it or not, you have a show in three days. You’re going to try it out, and if you’re good at it, they’re going to hire you,” he recounts of their conversation. “I was like, I don’t want to do it. I’m not ready to talk about baseball. I hate baseball right now. I just have such a bad taste in my mouth from everything that happened over the past year.”
But that didn’t deter Dell from pushing her husband to take the chance.
“She said, well, I don’t care. I already told them that said you would do it,” he says. “So she kind of threw me to the wolves, but for the best. And I went in and I gritted my teeth and just got it done and then talked baseball. I did it a couple of more times and they said, ‘Hey, you’re decent at this. We’re going to hire you on for a year!” “And here we are, I’m four years into it,” he joked.
And over those four years, Middlebrooks has ballooned into one of the most recognizable follows for baseball fans. In addition to working at NESN and CBS Sports, he’s also one-half of the Wake and Rake podcast, has appeared on ESPN Radio, has done color commentary for college baseball, and has more than 155,000 Twitter followers.
Resonating with Boston
When I ask Middlebrooks about landing the NESN gig for 2022, he beams through the phone. He says he wanted the challenge of working in Boston and he welcomed the opportunity to expand his media footprint.
It’s evident that he loves the Red Sox – and the city of Boston. How couldn’t he? He made his Major League debut with the organization, played parts of three seasons with the team, won a World Series with the Sox, and met his wife in the city.
“If I was going to work for an organization or a regional sports network, why not the Red Sox, for someone that I’m actually a fan of?” he said.
While it’s clear that Will loves Boston, and it’s clear why NESN loves him, what needs more unpacking is the attachment that the Red Sox fans have to him considering he spent just those three seasons there and doesn’t live in New England full-time.
Middlebrooks can’t quite figure out why the people of the region hold him so close, but he does have a good hypothesis.
“I think that if I left anything, it was people saying, ‘well, he played hard. He gave everything he had,’ he said. “And I know that’s really important in Boston, just the blue-collar mentality of ‘keep your head down, work, play as hard as you can, even if things aren’t going well, just bust your butt and be a good teammate and all that.’”
But there just may be something else at play.
“I think a lot maybe had to do with when the marathon bombings (2013) happened…I’m pretty outspoken on social media about that stuff and with my teammates, we all rallied around each other,” he said. “I think I was just lucky enough to be a part of a team that was really special to everybody in Boston. So they embraced me after that.”
The Family Dynamic
Dell has been in sports media for more than a decade as a host and sideline reporter for CBS and NESN before that. She knows the business and its nuances. She understands when and how to look at the camera and when and how to ask questions of athletes. She knows the expectations of her husband’s current employers. She’s undoubtedly a great resource to have.
But as Middlebrooks finds his own footing in the business, and as his star grows, what is that dynamic like? She has the answers to the tests already, but how does he balance using that resource versus figuring things out on his own?
“I’m very open to anything she has to say,” he said. “I’ll come out of my office, like, ‘Hey, that was pretty good!’ And she’s like, ‘Yeah, it was good…but…”
“She always has something, and at first it used to really annoy me, because I’m like, man, I thought I was doing really good,” he said. “And she’s like, ‘No, you are doing good. I’m just trying to help you get to that next level. There are just little things here and there that you don’t know.’ And as a competitor, it’s really frustrating. But you know, after a couple of minutes I walk away, I’m like, you know what? I’m really appreciative to have that access to someone that can help.”
At such a young age with such already vast experiences, it seems plausible that even bigger media steps could be in play for the former infielder. I asked him if he has a goal he’s working towards. Sunday Night Baseball? The MLB Network? Something else?
“One thing I’ve really learned is to not look too far down the road and kind of just live in the moment and enjoy the moment,” he said. “I’m really happy with being with with CBS and with NESN, and within that umbrella, of course, I would like to grow. Does that mean in the booth? Does that mean more games pre and post? Sure I’m up for anything where they want me, because what I’m doing right now, I feel like is a dream job outside of playing and I’m so happy with it.”
Middlebrooks has been on the NESN broadcasts all week and will continue through this weekend as the Red Sox host the Mariners in a four-game series.