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Lincoln Kennedy Is The Sane One

Brian Noe

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You just don’t hear people in the sports radio business say negative things about Lincoln Kennedy. I’ve heard the opposite many times — person after person raving about him instead of being critical. Linc is one of the most highly respected individuals in the broadcasting business. It’s easy to tell why there is zero chance all of the praise is made up — he’s a genuine guy. Broadcasters also don’t dream up positive comments that are untrue about other broadcasters.

Image result for lincoln kennedy

Lincoln has moved to the radio booth alongside Brent Musburger this year to serve as the color commentator for Oakland Raiders broadcasts. He talks about the transition as well as his approach to calling games. Lincoln also serves as an analyst and commentator for the Pac-12 Network and co-hosts The Fellas each Saturday morning from 6-10am ET on FOX Sports Radio with Anthony Gargano.

Striving to avoid being known as a homer is a big deal to Lincoln. He also reveals what gives him the most satisfaction about being a broadcaster. Lincoln describes some of his former radio partners and provides a hilarious summary of The Marine, in which he made a cameo appearance. Let’s just say Linc isn’t beaming about the movie the same way people beam about him.

Enjoy.

Brian Noe: What do you enjoy the most about calling Raider games in the booth?

Lincoln Kennedy: I guess it’s a way for me to be around the game, be a part of the game, but not actually physically playing the game. I never thought I was going to be in broadcasting, so when I found my way to FOX Sports Radio, things kind of went from there. Given the opportunity to be a commentator — and I jumped at that opportunity — has been somewhat rewarding for what it’s worth.

Noe: Do you look back now and say, “I didn’t even know I was going to be in broadcasting at all and now I’m calling games in the booth”? Do you pinch yourself when it comes to that?

LK: For a number of reasons that’s true. I also pinch myself for the fact that I’m working next to a legend in Brent Musburger. Greg Papa was very good to me and he helped me out. I owe him a large debt of gratitude for getting me up to speed on how to do the things efficiently and effectively in the booth, especially for radio, because radio is a different calling aspect than it is for TV. There are differences between the two that you have to be able to switch back and forth like I do. That’s one of the other things that’s rewarding about it.

Noe: As a broadcaster how do you handle feedback from fans who are upset with the Raiders moving to Vegas pretty soon?

LK: You just be honest. You know, Brian, one of the things that I wanted to do when I got into broadcasting and started taking it as a profession, was I wanted to develop a voice. The way I look at it, my thoughts are I call it like I see it. I don’t pull any punches. I didn’t want to be described as a homer just because I was affiliated with the Raiders. That was a big deal to me.

Naturally when the news came down — and my affiliation with the organization as well as my affinity to the city of Oakland — I was disappointed. I was disappointed that they couldn’t get anything done. I also said within that time frame — I’ve been around this organization for 26 years — in that time they had many opportunities to get a stadium done. It just never happened. The team, to me, is one of the more iconic teams in professional sports. The fact that they have to share a stadium with a baseball team is embarrassing.

Image result for raiders baseball field

You point out those facts to people and then they kind of see it your way. Yeah, they’re losing their team. No doubt about it. It sucks. You also have to remember it’s a business and a lot of fans do agree, look they deserve their own stadium. They should have their own stadium. Why hasn’t anything gotten done? It’s sad that it had to come to this.

Noe: When it comes to developing your own voice and not being a homer — there are a lot of franchises that are very controlling in terms of the message that comes out. Has that ever been the situation with the Raiders where they say, “Hey, we want you to lean heavy in favor of the team”?

LK: No, that’s never been the case. The only time that’s ever happened to me — where somebody tries to steer your opinion or tell you which way that you should take the conversation — was when I was with the NFL Network. That was the only time. Other than that, you’ve got to be mindful. You can’t be too critical of the organization you work for. I think that there have been guys who have done that in the past and they haven’t lasted for very long because everything gets out. Everything’s heard. No one’s ever tried to censor me or tell me to steer clear or lean heavy one way or the other. Like I said I just call it like I see it.

Noe: Was it ever difficult that you couldn’t be completely honest when you worked for NFL Network?

LK: Yeah, it was difficult. The way I felt, especially living in this country you have freedom of speech. If somebody comes up and asks you a question, for example, “Why aren’t there more minority coaches in the National Football League?” When the question was posed to me, I thought because, “Hey, it’s a good ol’ boy network and they don’t want them.” That was my answer, but you couldn’t say that.

We stood clear of the conversation. We went back to, “So, when do you think Brett Favre is going to retire?” That type of thing. These were instances that I’ve had in my life, especially in broadcasting, that I’ve come into where people were trying to steer clear of a certain topic or subject, or try to steer you in a different direction.

Noe: It can be tricky to be mindful of who you are employed by, but still be honest at the same time. The Raiders are having a rough season. What are some of the positives that you look for and honestly articulate?

LK: I’m hoping to see improvement. I’m hoping to see consistency or better efficiency. When you are deficient and you know that you’re deficient in a certain area — for example the Raiders and pass protection. Well, then the following week when you come out, you want to see if they’ve made any adjustments. If they’ve done anything to get the led out to move in the right direction.

You want to see that type of progress rather than just hitting your head up against the wall and doing the same thing every single night. That’s what I’m looking for when I’m looking at this team, especially critiquing the team. I’m hoping that players play better or guys step up and play harder and just show effort. That’s what I’m trying to translate to the listeners.

Noe: Are there ever media members that didn’t play in the NFL that tend to get something consistently wrong while covering the NFL?

LK: I’m sure there are. I don’t know anything that stands out right off the top of my head.

Noe: I was just wondering as a former player if you ever look at a guy who covers the NFL and there is ever something they say where you’re like, “That’s not right at all.”

LK: You know what, I do know this — and I’ve experienced this — I feel for the beat writers or the writers that have to cover the sport, or have to go in the locker room because it is a different world. It’s a different world altogether and they have a job to do. They have a job that they want to translate whatever is going on with that team to the audience. So they have to ask you questions like, “How did it feel when you lost the game?” That type of stuff.

When I’ve interviewed players coming off the field, you try to get them relaxed. You try to get them to open up because there is a standard code of answers that players are going to give. Then you try to go a little offbeat if you will, “Hey man, I heard you like to play video games. What’s your favorite video game?” That type of thing — just to try to get them to relax a little bit, but that doesn’t always address what the listeners or the people who are reading the articles want to know. “I want to know what’s going on with my team. Why are they losing?”

You’ve got more players giving up more information than ever on their own – “I bumped up my ankle. Don’t start me on your fantasy team. I think I’m going to be out a couple of weeks,” on Twitter. These types of instances. These are the things that you are up against now so I kind of feel sorry for the beat writers, or journalists, or even us in radio. Our show doesn’t take call-ins. We don’t take a lot of guests. We generate the talk for four hours. I’ve been on shows that have and it’s hard to get something out of guys when they just don’t feel like talking about it.

Noe: What would you say is the most rewarding part of being in the booth and also the most rewarding part of doing sports talk radio?

LK: The most rewarding part about being in the booth is just being around the game. Being around the game, being able to watch the game. When I was on the sidelines I could sense the energy. I watched body language. I was right there in the thick of things. Same thing as now from a booth, it’s just a little different perspective.

For sports talk radio the reward is when people come up and say, “Hey man, that was a good show the other day. I listen to you on the way to work. I just love you guys.” Whatever it is, comments that are positive or negative because we have them all. It’s also the relationship that I’ve built with guys like Anthony Gargano who I’ve now known for, shoot, almost 10 years I think it is. The relationships and being on a medium that is worldwide. It’s not just in Arizona or California, it’s nationally. It really is a good, rewarding feeling.

Image result for lincoln kennedy radio

Noe: What would you say is the toughest part of being in the booth covering the Raiders and also doing a sports radio show?

LK: It’s not tough for me to be in the booth at all. I know the game. I don’t want to sound arrogant in a sense, but it’s not hard at all. It’s really just like having a simple conversation because what I do is I call what I see. If it’s a good run, I’ll say it’s a good run. If a guy got ran over, I’ll say it needs to be blocked a little bit better. You know, that type of thing. That’s not difficult at all.

The challenge for sports talk radio is — be in the know about all of the sports you have to talk about. My strengths are basketball and football. Those are big sports in this country, but I strive with periodicals and articles and stuff that I read to be better at baseball. To be better at hockey. All the other sports — to be better at golf — to be able to hold a conversation so when something big happens, you can talk about it and you’re not just a football junkie.

Noe: You talk about painting a picture while being in the booth, so if you were to paint a picture about what Anthony Gargano is like as a sports radio host what would you say?

LK: What is he like as a sports radio host? Well, what’s interesting about our chemistry — our birthdays are a day apart and we’re so like-minded. Sometimes it’s like a couple — we can finish each other’s thoughts. The way we pattern our show is like a couple of guys just sitting at the sports bar just talking about sports. That’s why we call ourselves “The Fellas.”

Image result for anthony gargano

We try to bring the rest of the crew in, so it’s just easy. It’s whatever subject you bring up, it’s just easy. “Hey, let’s talk about the Thursday night game. Did you see the Seahawks and the Packers? Yeah, man.” It’s just that simple. We’re doing four hours and the way we look at it, it’s just bullshit. We just bullshit with one another. (laughs)

We get some stats out there and we do some things that are important like we’ll pick games and stuff like that, but for the most part we’re not a hot topic per se show. We’re not an argumentative show. We’re not combative in the ways where we have to get our point across. It’s just really, really easy and really, really mellow if you know what I mean.

Noe: How would you paint a picture if someone was unaware of Brent Musburger and his extensive resume? What would you say about him?

LK: It’s absolutely surreal to work with him because he’s a legend. He’s been in sports and he’s got stories galore that you just sit back and waste days at a time if you can just talking about stuff. It’s really easy. Working with Brent has been really easy.

He’s helped me make the transition from the sideline to the booth because it is a different perspective. I miss the sidelines. I miss that energy and the booth is different. Because of my size, I’ve got to sit down so people behind me can see. I’m used to standing up when I’m doing a broadcast. I’m not used to sitting down. Things are different, but it’s absolutely surreal.

Noe: One of your first radio partners was Bruce Jacobs. How would you describe him?

LK: Oh, well that was (laughs), Bruce was a wild man. He really was. We had some good times together. All of my partners from Mike North, to Bruce Jacobs, to Dan Moriarty, all these guys were all different. I appreciate the fact that I think it helped me grow and not get penciled into one specific type of way.

Mike North was combative, so he wanted to argue with me about everything. Bruce was this, I don’t even know what his political affiliation is, but he’s hard-nosed like that. He wants to try to beat you down with a point. So you had to stand there with the punches. There were times where I was like, “Are you kidding me? Are you serious right now?” But it is what it is.

Noe: How would you describe yourself from the point of view of a listener? What do you think a listener would say if they were giving an accurate critique of your style?

LK: Well, especially when you talk about the partners that I’ve had, I’m sort of the sane one if you will. (laughs) I’m the one who’s a lot more mellow because I’m not yelling and screaming or getting off a point. I think many people have described me as sort of a view of logic if you will. Because I approach as much as I can logically. Given certain scenarios what would do — I was asked today about the Kevin Durant situation and Golden State with Draymond Green. How would I handle it? I use life experiences to sort of hone in and try to figure out the best possible way, but I try to think things through with the questions I’ve been asked.

Noe: What was the movie that you were in with John Cena?

LK: The Marine.

Noe: The Marine. Yeah, I saw it not too long ago and I was like, “It’s Linc!” Do you have any funny stories from that movie?

Image result for the marine john cena

LK: What happened was, how I got into that movie, I used to play poker with a producer. He was like, “Look, I’ve got this perfect part for you in the movie.” When I saw it and I read the script, I was like, “This is some garbage.” I can’t believe anybody would make this. It was just corny, corny, corny. I went and did the shoot. It was fun and I got a chance to see John Cena and the actors. They were all there and it was just cool being on a movie set — not really saying much, just doing your part just trying to look mean.

Everyone who knows me said, “Dude, you’re trying to look hard. You’re tying to look mean. You don’t have that look about you.” I said there’s not a hard look about me. They put all this liquid sweat on me, or whatever the stuff was. They were trying to make me look hard like I’m working in the sweatshop and it didn’t work, but it was funny because of the response we’d get. Everybody loved the movie and I’m so surprised at that.

Noe: With all the cool things that you’ve been able to do after your playing career, is there anything else that you would like to accomplish that you haven’t yet?

LK: I guess it would probably be a dream come true for me to call a big game. Maybe like a playoff game or a bowl game or something like the Super Bowl or something like that. You know what I mean? That would be a great one because that would be a lifetime memory.

Noe: What would you say is your peak highlight — maybe not your best achievement — but your fondest memory of being a broadcaster?

LK: I guess what really tickles my fancy if you will is just the fact when people come up and say, “I heard you on the broadcast and I love your take,” or, “The way you do things.” Being appreciated, and you know this, for what we do and what we put out there because we do service the people, it’s always gratifying to be appreciated.

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Noe: That’s a good way to look at it because you get to reach the top numerous times.

LK: Exactly. It’s like you just want to be appreciated. You just want to be respected for what you do. I get more people that come up to me — and it could be because of my size and they’re smarter than the average bear — or it could be they really appreciate the product. (laughs)

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Sports Radio Advertising is a Great Alternative to Expensive Team Sponsorships

There are plenty of creative ways to tie into sports radio stations, where the fans listen daily, and the investment is often much less than team sponsorships.

Jeff Caves

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Photo of Citi Field in New York
Photo Credit: Stadium Sponsorship

Not everyone can afford to sponsor a local NFL or college football team. However, there are plenty of creative ways to tie into sports radio stations, where the fans listen daily, and the investment is often much less than team sponsorships. Here are some ideas:

Pitchmen for Hire: Leverage Local Personalities

Thousands of listeners tune in to hear local sports personalities discuss their favorite teams. Hiring these “football expert” personalities to represent your business can significantly boost your ad response. Their endorsement can help you rise above the fray and double your ad response.

Get More Bang for Your Buck: Stand Out

Tie into station activities that make your brand stand out. Sponsor the local team poll on the station’s website, host a remote broadcast the day before a big game, or sponsor a charity promotion and donate to the cause. Breaking through the clutter of commercial breaks requires creativity and involvement in station activities.

Tie into Local Teams Without Sponsoring Them

You don’t have to sponsor the local team to run a promotion about them. Consider running ads offering discounts if the team wins and even more significant discounts if they lose. Your ad rep can help you phrase these promotions to avoid legal issues. True fans listen to sports radio weekly for team-related content, so tap into that passion.

Become a Title Sponsor

Be the title sponsor for interview segments with local players. If the station is conducting regular player interviews, sponsor these segments. If shows don’t run many interviews, consider sponsoring newscasts that feature excerpts from these interviews.

Hire Retired Fan Favorites

Retired players beloved by fans can be an excellent asset for your business. They are often less expensive than current stars but still hold significant appeal. Think of players like Mike Alstott, Ed “Too Tall” Jones, or Nate Newton. These personalities can do spots or appear at your location, adding a memorable touch to your advertising efforts.

Adopt a ‘Mattress Mack’ Strategy

Make an offer based on the local team’s success, like Gallery Furniture in Houston‘s Jim “Mattress Mack” McIngvale. In 2022, he offered customers double their money back if the Astros won the World Series. Such promotions generate significant publicity and engage the local community, even if the offer is temporary.

Sponsoring a local NFL or major college football team may be out of reach for many clients. Still, numerous creative strategies exist to maximize a sports radio advertising investment. By leveraging local personalities, participating in station activities, and creatively tying your promotions to local sports teams, you can effectively break through the clutter and make a lasting impression on listeners. Engaging fans with innovative offers and memorable endorsements enhances your brand’s visibility and builds a loyal customer base.

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Caitlin Clark Media Coverage is Good for Everybody in the WNBA

By tuning in to see what Clark does, viewers are also noticing the many other great WNBA players.

John Molori

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Screengrab from ESPN's Get Up covering Caitlin Clark
Screengrab: ESPN Get Up

It’s time to talk about Caitlin Clark. The rookie guard for the WNBA’s Indiana Fever has become a legit phenomenon in the media. She has singlehandedly, and I repeat, singlehandedly put the focus on a league that has been largely ignored by mainstream sports talk shows for a quarter century.

Nobody wants to admit that one person can change a sport or a league. It is viewed as a slight to people who came before that special athlete and that special athlete’s contemporaries, but it has happened on numerous occasions, and we’ll get to that.

From a marketing and media standpoint, Caitlin Clark is a human tidal wave of interest, excitement, and anticipation. She quite literally brought tens of millions of eyes to the 2024 Women’s NCAA Basketball Tournament, and deservedly so, she will most likely earn tens of millions of endorsement dollars from a variety of corporations and their products. She has inspired congratulations and controversy, especially with her recent exclusion from the USA Basketball Women’s National team.

The reaction to Clark’s success and attention from some members of the media and WNBA players has been shocking. Tremendous commentators such as Andraya Carter, Chiney Ogwumike, and Rebecca Lobo have, at times, come off as apologists for WNBA players who are just plain jealous of Clark’s unprecedented popularity.

As ESPN’s Stephen A. Smith has explained eloquently, these critics are missing the point from a marketing and economic perspective. Clark has not only helped herself with her play, but has also brought attention and focus to women’s hoops as a whole.

By tuning in to see what Clark does, viewers are also noticing the many other great WNBA players. Clark is that rare breed of athlete who is truly changing the game, making it better and more profitable not only for herself, but for everyone involved at all levels.

On recent editions of ESPN’s First Take, Smith has gone toe to toe with Carter, Ogwumike, and Monica McNutt on the Caitlin Clark issue. The fascinating exchange between Smith and McNutt on the June 3 edition was a watershed moment in recent sports television.

Smith, McNutt, and host Molly Qerim were discussing the hard foul/shove that Chicago’s Chennedy Carter laid on Clark in a WNBA game. The course of the discussion moved toward the rise in WNBA ratings mainly because of Clark’s presence in the league.

The debate eventually came down to a back-and-forth between Smith and McNutt. Smith reiterated his longtime dedication to the WNBA and women’s sports in general. In response, McNutt said that with Smith’s platform, he could’ve been talking as much about the WNBA three years ago, long before Clark’s debut.

Smith was visibly angered and disappointed by McNutt’s comments. On The Stephen A. Smith Show podcast that same day, he defended himself and his show, saying that First Take has been at the forefront of promoting gender, race, age, and all forms of equality and respect.

Smith is 100% correct. This chap has been a champion of women, minorities, and even older media personalities, such as Christopher Russo, whom he has brought to a whole new audience on First Take. Stephen A. Smith is the Arsenio Hall and David Letterman of sports talk. When the syndicated Arsenio Hall Show hit the airwaves in 1989, he was the first late night host to bring hip-hop artists to center stage on a regular basis.

Similarly, Letterman’s “Late Night” on NBC showcased new talent in comedy and music, while bringing irreverence and originality to the tired old talk show format. Smith has done the same. He has made stars out of Ryan Clark, Mina Kimes, Marcus Spears, Kimberley Martin, and many others. He has also raised the profile of already renowned commentators such as Shannon Sharpe, Qerim, and the aforementioned Russo.

Smith has been a stalwart of equity, but that’s not what McNutt was saying. She was saying that with his audience, Smith could’ve talked about the WNBA thereby creating popularity and exposure for the league long before now.

McNutt’s jarring comment put Smith in a humbled position and really hit at his very core, but he took his game to a whole new level the very next day. McNutt was back on First Take, which right there shows the utter gumption that Smith possesses. He could’ve easily let things settle down a bit before he brought McNutt back on the show, but he didn’t. That’s classic Smith – encouraging discourse and disagreement.

When you get to the level of a Stephen A. Smith, you welcome a debating challenge. The last guests you want are sycophantic suck-ups who cowardly agree, no matter what the subject. Smith’s high point on the June 4 episode was when he said in a loud voice, “Caitlin Clark is white.”

He acknowledged the fact that it makes a difference. He also stated that black players who have been just as talented as Clark have not been given their rightful attention – also true. Regarding the perceived negative treatment of Clark by some WNBA players, Smith made it clear that they should not go easy on Clark on the court, but their mindsets need to recognize that Clark is benefitting the WNBA and putting dollars in their collective pockets.

Whether you agree with Smith or not, the fact is that this is what special players like Caitlin Clark do. They raise the level of discussion and simultaneously raise the profile of their respective sports. The WNBA is now in the A-block on highly rated shows like First Take and ESPN’s Get Up.

The league and its players are on the front burner of discussion for Smith, Nick Wright, Colin Cowherd and many other top-tier, multimedia sports debaters. This fact was straight up impossible one year ago. This is what Caitlin Clark has done.

Clark’s impact and stamp on women’s basketball is not unique. There are precedents where one person has made such a difference.

Larry Bird looked different, played different, restored a dead Celtics franchise, and made his mark in a sport that was on life support in terms of media coverage and fan interest. Bird and Magic Johnson rescued the league – a black man on the west coast and a white man on the east coast, two wunderkinds who changed the NBA forever. Caitlin Clark is Larry Bird.

Tiger Woods burst onto the PGA TOUR and won the Masters in 1997, embarking on a run that would see him change the game of golf from a competitive, performance, historic standpoint, and social standpoint. He was charismatic, focused, and yes, an African American phenom smashing records in a white-dominated sport. Caitlin Clark is Tiger Woods.

In 1965, Alabama quarterback Joe Namath eschewed the NFL’s St. Louis Cardinals and signed with the AFL’s New York Jets. He raised the profile of the league and garnered more attention and dollars than established AFL stars which made him a target. As the league’s popularity grew however, opposing players recognized his significance beyond the field. They did not go easy on him during games, just ask his knees, but they knew that his success was theirs as well. Namath was the key figure in the eventual AFL/NFL merger. Caitlin Clark is Joe Namath.

Serena Williams was smart, savvy, athletic, fashion conscious, and just plain great. Williams shattered the traditional mold and became an iconoclastic figure in women’s tennis with both her play and personae. The lineage with her sister Venus ushered in a new era in the sport. Serena attacked the game in a unique way. She was exciting and original, and lifted her sport and fellow athletes. Caitlin Clark is Serena Williams.

I am not saying that Clark will have a legendary or Hall of Fame career akin to these illustrious athletes, but the immediate impact she has had on her sport and the media coverage of her sport is similar.

As Smith so often states, Clark is “box office.” You can debate the reasons why, but you cannot debate the fact that she has supremely raised the profile and the financial prospects of women’s basketball and its players.

I understand that other WNBA players want their share of the credit for improving the league. I also understand that WNBA commentators want fairness and equity in terms of attention and the spotlight. However, both groups need to realize that Clark is the main reason that they are getting this increased exposure. On the court, be competitive against Clark and try to beat her and her team. On the air, be critical of Clark and analyze her game, but on a larger scale, understand, accept, and embrace that Caitlin Clark’s most important assist might just be to you.

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Joe Tipton Turned Sports Graphics Into a National Reporting Role With On3

“There’s definitely a competitive aspect of it, which I really enjoy actually because it just kind of keeps you on your toes.”

Derek Futterman

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(Illustration) | Courtesy: On3

In the moments when athletes make a monumental decision about their playing careers, news outlets frequently try to cover the story in a timely and accurate manner. Whether it is signing with a new team in free agency, inking a new endorsement deal or retiring, basketball has plenty of these occurrences annually. These announcements are sometimes accompanied by graphics, adding visual elements of branding and allure to the development. Joe Tipton learned the nuances of photo editing and graphic design at a young age, leading him to create images of NBA players and share them on social media. Observing a lack of interest within the space, he considered doing the same for high school players nearing college commitments.

Tipton Edits, an independent business venture that he began shortly after starting in sports graphic design, provides athletes with a free edit in which their new uniform is superimposed onto an image divulging their new team. These recruits then share the photos on social media and tag Tipton. Especially at the start of the entrepreneurial property, he viewed gaining followers as remuneration, an invaluable currency as digital media continues its swift proliferation.

“I didn’t start making the graphics at 17 to have a job in it – I was just kind of doing it on the side for fun and then just kind of [seeing] where it would go,” Tipton said. “Since I was one of the first people to make graphics for these high school players in their recruiting decisions and now transfers, and now that I’ve built up the presence online and the credibility and the reputation, a lot of them will flock to me, and I think that’s what’s so sustainable about it now.”

The transfer portal keeps Tipton busy in creating and delivering graphics to collegiate athletes moving to a new school. Remaining prepared to create an enticing visual featuring the player in their new uniform and distributing it on social media requires a commitment to the craft. Even though he was a marketing student at the University of Alabama in Huntsville, he was still trying to determine the best path forward and ended up transforming his hobby into a sustainable career.

“I was able to communicate with high-level basketball players and create something for them – and all of it free of charge – in exchange just for a tag on Instagram and Twitter, which helped propel me and grow my brand and following online,” Tipton said, “and over the years, [it] got me to where I am now.”

By designing these graphics in advance, Tipton was privy to coveted information and recognized that he could effectively reveal where players were signing. His work has been featured on various sports outlets such as ESPN and Bleacher Report and shared by NBA legends including Shaquille O’Neal and Scottie Pippen.

On3, a digital sports media brand that delivers news, analysis and insights to consumers regarding college sports, recruiting and NIL, added Tipton as a national basketball reporter after he graduated from college. Since that time, he has established himself as a distinguished journalist covering high school and college basketball.

“[I] had an opportunity to join On3 because basically what I was doing when supplying the graphic to a high school recruit and even transfers now in the portal, I am being gifted the knowledge of where a player is going,” Tipton said, “so I’m able to report that information, and that’s basically what I serve as now for On3.”

Joining On3 provided him with another platform to disseminate this information and expand his audience while assisting the company in its own growth. Shannon Terry founded On3 in 2021, and the platform has continued to expand with dedicated coverage of NIL, the transfer portal and the NFL Draft, along with adding subsidiary verticals such as On3 Elite and On3 HER.

“When it comes to the transfers and their decision making, it’s so rapid fire, and there’s so many players that enter the transfer portal because of NIL, because of instant opportunities and also the ability to play right away and not have to sit out like the previous rules stated,” Tipton articulated, “so it increased the need for what I do and just the coverage of the transfer portal in general has taken a significant leap, which is great for those who cover the portal and recruiting in general.”

Tipton earned a contract extension at On3 earlier in the year, but he has always operated with a chip on his shoulder to prove that he is more than just a graphic designer. While he is a recent graduate and continuing to shape his identity and forge relationships, he believes the process has been considerably slow to this point. Nonetheless, he remains optimistic that working with On3 will be able to propel him to the next level.

“They didn’t view me as a reporter even though I was breaking news, so especially in the earlier stages, I wasn’t getting credit for breaking the news just because I guess they didn’t view me as a reporter [or] traditional media outlet,” Tipton said. “But ever since joining On3, that’s kind of painted me in a new light, and people will look at me a little bit differently, especially with the coverage that I’m able to provide for On3 and then just the overall stories broken.”

There is an aspect of fluctuation that has become more embedded in college basketball, rendering it fundamental to verify information ahead of its circulation. For example, if a player informs Tipton that they are committing to a certain school, he will oftentimes call the coaches or athletics department to safeguard against complicating miscommunication between the two entities. In the end, he is never releasing graphics or reports without extreme confidence in its veracity.

“There’s definitely a competitive aspect of it, which I really enjoy actually because it just kind of keeps you on your toes,” Tipton said. “It’s kind of a rush as well to be able to get it out first, but the first year on the job with On3, there was an incredible amount of pressure that I put on myself to just achieve this at a high level, but there’s also a great deal of stress that comes with it because a lot of what I do is time sensitive.”

Although he has a stellar reporting record dating back to his days solely creating graphics, there are moments when other reporters or outlets beat him to the story. In these situations, the power of his brand and its identity assists in overcoming these impediments, indicative of his broad appeal and widespread reach. Establishing himself as a brand rather than being a graphic designer or reporter within a larger entity has been a key differentiator within his formative years in the business.

“I think it’s the key to sustainability and a way to separate yourself from other people, so I’m incredibly fortunate that the players believe in me, trust in me and then On3 does the same because I’m a source for the player that they can come to and trust, and we all grow together,” Tipton said. “I help grow the player, [and] I help grow On3. On3 helps grow me [and] the player helps grow me because they’re all posting my stuff, we’re posting them, so we’re all on this together, so it’s really nice.”

Tipton never envisioned himself appearing in front of the camera, but he is now doing so regularly for On3. As part of its content, he frequently discusses the latest news regarding recruitment, the transfer portal and NIL in addition to synthesizing player rankings.

“[I am] obviously only just scratching the surface of the on-camera stuff, but I think that is a strong potential avenue for me moving forward in my career,” Tipton said, “but then also my ability to break news at a high level and also the relationships that I have just when it comes to the recruiting insider portion of my job as well.”

Later this month, Tipton will see some of the players for whom he has created graphics soon enter the NBA when the NBA Draft takes place from Barclays Center in Brooklyn, N.Y. Although he has not assimilated into reporting on the NBA, he is competitive and has thought about his future work. Yet he understands that a majority of his verve is in college basketball and is focused on breaking news beyond recruiting.

“The good thing about me and kind of how I was brought up was I wasn’t raised in a family that was a fan of a specific team; in fact, my parents aren’t even sports fans at all,” Tipton said. “Sports was just not on at all growing up, so I never grew up a specific fan or a diehard of any specific program.”

Reflecting back on his journey thus far, Tipton feels that he stumbled into his career with fortuitous timing. The versatility he has developed, along with his persistence, networking and inexorable work ethic, has contributed to the growth of Tipton Edits and his role with On3.

Tipton found a way to cut through the media ecosystem, investing his time and effort into a niche that did not exist with the level of cache and emphasis that it currently possesses. The industry moves with unrelenting momentum and can seem imposing to shrewdly understand and cover, but Tipton aims to masterfully keep up while enjoying his journey to an unknown destination.

“We live in a world where, especially younger people, they’re keen on growing their social media presence,” Tipton said, “so On3, Tipton Edits and others alike are able to grow their channels, so they’re encouraged to utilize services like mine to help kind of propel their following and for it to reach a large number of people.”

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