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It’s A New Industry And Joe Fortenbaugh’s Right In The Middle Of It

“The sky’s the limit. We’re in 18 states right now and by the next election we could have as many as 24 or 25. And, the projections by 2025 have it at maybe 40 States so it’s similar to what happened with marijuana.”

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Joe Fortenbaugh grew up obsessed with sports. The Allentown, PA native’s favorite athletes included Allen Iverson and Donovan McNabb. In the fifth grade, Fortenbaugh’s class project was to give a speech about one of his role-models. While his other classmates talked about parents and family members, Joe expressed his appreciation of Barry Sanders. 

In 2003, Fortenbaugh graduated from Penn State and was on his way to Thomas Jefferson’s School of Law in San Diego. His reasoning behind getting a law degree was simple: learn contract law and become a sports agent. 

Since his mindset coming out of High School was to work in sports, he knew he needed one more thing along with a law degree to really make it, real-world experience. During his 1L year at Thomas Jefferson, Joe wanted to get an internship, so he searched for NFL agents that were based out of the San Diego area. This is how he came across the name Jack Bechta, San Francisco 49er George Kittle’s agent.

Joe put together his resume and a cover letter and mailed it to Bechta. To stick out from the norm, his plan was to send his resume and a different cover letter to Jack every single day for a month. If he didn’t hear from the agent after a month, his plan was to then start calling the agency every single day for another month. And, if he still had not heard back from them after two months, Joe was going to just show up at their door every single day for that third month.

After 23 days and 23 letters, Fortenbaugh received a phone call from Joe Palumbo (an agent that worked for Jack), who said, “enough of the letters, just come in and meet us”. 

The meeting went well and Bechta ended up giving him an unpaid internship that lasted his whole tenure at Law School. Post graduation, Joe had a job opportunity with the agency, but he wanted to  make money right away so he decided to go another route. 

Joe bounced around a little bit, which included stints of playing online poker and working in Minor League Baseball. While in the Minors, Joe received a call from Becha who was launching a website called National Football Post. Bechta wanted to bring Joe on as a jack of all trades to manage the website. Joe jumped at the opportunity, as he was making only $500 bucks a month working in the Minors despite working crazy hours. 

The website launched in August of 2008, and things were going great. He was writing, traveling, the whole nine yards. Then in August of 2011, while still working NFP, Joe decided he wanted to get into the gambling space. He foresaw it being the next big thing, so his plan was to move out to Las Vegas for one football season to get to know all the oddsmakers and learn about the industry. His thought process was that if sports betting was ever legalized, he might be of value to one of these bigger networks. From then on, Joe started doing more and more gambling related posts and even a video series with various gambling industry professionals.

Fortenbaugh would put together a solid resume, which included of course the NationalFootballPost.com, hosting “The Sharp 600″ sports betting podcast for Covers.com, being a San Francisco morning show host for 95.7 The Game, appearing as a sports betting analyst on dozens of radio shows around the country and doing freelance columns for USA Today and ESPN.com, among others.

Fast forward to 2018 and Fortenbaugh’s gamble paid off in a big way when the Supreme Court deemed the Professional and Amatuer Sports Protection Act of 1992 unconstitutional, thus allowing legal sports betting  to spread. While ESPN had showcased sports betting segments like Chris Berman’s “Swami Sez” and Scott Van Pelt’s “Bad Beats” for years on “SportsCenter”, gambling went to a completely different level after the ruling. 

PASPA Repeal Odds in NJ's Favor Following Supreme Court Hearing

As a result of the Court’s decision, Gambling spread into 22 total jurisdictions (if you count the four states that have passed legislation but haven’t launched wagering yet). Because of the big boom, ESPN dipped more than just their toes into sports gambling. By building a new Las Vegas studio to expand their focus on games and odds, I’d say they’ve gone all-in. 

That is where Fortenbaugh comes in. He has relocated to Las Vegas to do TV, radio and digital for ESPN, headlined by working alongside co-host Doug Kezerian on ESPN’s Daily Wager. He will also co-host both a new digital sports betting program (not named yet) and has joined the cast of GameDay, an ESPN Radio show every Saturday with Matt Jones and Myron Medcalf. ESPN began using Fortenbaugh as a guest in March of last year when the network launched The Daily Wager

But, it wasn’t all roses for Fortenbaugh, who faced many hurdles along the way. So many, that his dad had the “talk” with him about having a backup plan and he himself even looked into potentially going to school to become a blackjack dealer. 

“Before I broke in it felt like at every point before the next step happened I was almost at a breaking point where nothing was going to work out … A lot of heartbreak and coming up just short on jobs I wanted … A lot of 15-hour plus workdays.”

I asked him about his thoughts on the future of the gambling industry. Joe, like many others, is optimistic about the boom.

“The sky’s the limit. We’re in 18 states right now and by the next election we could have as many as 24 or 25. And, the projections by 2025 have it at maybe 40 States so it’s similar to what happened with marijuana … On the job front, this is going to open up a lot of opportunities for people. You’re going to need production people, camera people, sound people, makeup people, writers, audio, etc. and you’re going to see opportunity for everyone from a corporate standpoint as well.”

The only word of caution Joe gives is to make sure you vet out who you follow and listen to in the industry.

“It’s a new industry and everyone’s talking about spreads now. There are going to be people that understand the information, and there are going to be people who don’t. Some guys might not and you have to do what you do with a lot of your information. You are going to have to be diligent and sort through it just like news and politics.”

During our conversation, another hot topic, social media, also came up. I asked him about his advice on dealing with internet trolls. While he loves using Twitter as a creative resource, he doesn’t like the negativity and vitriol. In the end, he understands that comes along with the job. 

Fortenbaugh recited a family trip to Jackson Hole, Wyoming that changed his perspective on things. Seeing his kids running free outside and the beauty of the outdoors made him realize that there was more to life than being connected to his phone and social media in general. But, he gets it.

REVEALED: The Best of Jackson Hole Guidebook Cover Photo - Buckrail - Jackson  Hole, news

“I’d be lying to you if I said I didn’t pay attention to it. If you are going to use social media, it’s going to be very difficult to avoid the negativity. Trust the process and on the flipside, the trolls will keep you focused and hungry.”

As for advice to anyone trying to make it in the industry itself?

“Just start doing it. Just grind. Just start getting your reps. Do a podcast, do a livestream, do whatever you can. Right now is a wonderful time for young people who are trying to get into the industry because you don’t need to actually be hired to do it. You don’t need to wait for a newspaper to give you a job, you can start a blog, you can just start tweeting, you can do a livestream where you don’t need a great technical production because the best thing that’s going to happen is you’re going to get your reps in.

“I was awful on the radio, tv and in writing when I first started. By no means am I great now, but I’m a lot better than when I first started because I got the reps in and the experience. And, I study people in the industry who are very good.

“Let me tell you something if you’re single and you don’t have children, you have no excuse. Once you have kids, you’re going to want to be a Dad or Mom and you’re going to have to find that balance and the time is not going to be there like it used to be where you could put in 16 hours a day 7 days a week, so get it done now.”

Before we parted ways, I asked Joe a personal question. Being a gambler myself, I had to ask him about his favorite NFL bets for Week 1. 

“If the number gets to +3 (currently +2.5), I like the Los Angeles Rams in that Sunday night game against the Dallas Cowboys. I’ll also take the Minnesota Vikings -2.5 at home against the Green Bay Packers. I am not a fan of Green Bay this year. Look at their record in one score games, look at their turnover differential. They are kind of a house of cards. Rogers’ numbers are way down, second worst completion percentage of the last 12 years and his second worst quarterback rating of the last 11 years. They drafted Jordan Love so there’s going to be that pressure on him. And, I love Minnesota’s acquisition of Ngakoue, so they are going to be bolstered on defense.”

In 2003 Fortenbaugh had aspirations of becoming an agent. Fast forward 17 years later and his life has turned out very different than he imagined at that time. 

Cole on Twitter: "Joe Fortenbaugh from Daily Wager gave out Florida-7 this  morning on Sportscenter… "

“My ultimate goal was happiness. I wanted to grow up and do something that I loved.”

After speaking with him and from the looks of things, it worked out just fine. I’d even say, it all came up aces.

BSM Writers

Jimmy Pitaro Deserves Some Credit For Monday Night

“Pitaro and ESPN’s executive team had to sign off on a broadcast in which Peyton and Eli were in separate remote locations, without a host to play traffic cop and guide continuity between plays. This all could have blown up in ESPN’s face.”

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Over the last several months, Jimmy Pitaro and ESPN got raked over the coals after the New York Times story on Rachel Nichols and Maria Taylor and the subsequent fallout that was effectively a mushroom cloud and the talk of the industry. Ultimately, the buck stops with the leader, but fairness should dictate that leaders also receive accolades for great accomplishments. After just one episode, we can confidently say that landing Peyton and Eli Manning for Monday Night Football qualifies in that regard.

Monday Night Football With Peyton and Eli Manning on ESPN 2, reviewed.
Courtesy: ESPN2

Every TV network executive would have walked from Alaska to Omaha to land Peyton Manning. Andrew Marchand has accurately referred to him as the “white whale of sports TV”; he was so sought after that CBS, who has arguably the best color commentator in all of sports in Tony Romo, tried to lure Manning to the booth before ultimately reaching a new deal with Romo. Any way you slice it, getting the Manning brothers for 10 episodes of Monday Night Football on ESPN2 was a major coup for Pitaro, ESPN, and Disney. 

Nonetheless, it was not without risk. Pitaro and ESPN’s executive team had to sign off on a broadcast in which Peyton and Eli were in separate remote locations, without a host to play traffic cop and guide continuity between plays. This all could have blown up in ESPN’s face. Imagine the chatter if the Manning broadcast was a dud, which it easily could have been given their format is unlike anything that has ever been tried before.

Instead, Peyton and Eli were a revelation. Peyton, with his combination of star-power, personality, and brain processing, is remarkably unique. During the fourth quarter of a close game between the Raiders and Ravens, he was somehow able to simultaneously interview Russell Wilson while immediately breaking down the film of all 22 players from key plays of a game he wasn’t even there for. Eli didn’t get as many words in, but when he did speak he had funny deadpan humor.

Full disclosure: I was traveling during the first half, which by many accounts was not as well executed as the second half, after they settled in.

There will undoubtedly be a number of attempts to replicate this announcing format, but it’s unlikely that any of them will work as well as this one, because none of them will have Peyton Manning. Remember how excruciating it was when TNT tried to do Players Only broadcasts for the NBA? Kevin Clark, speaking on The Ringer’s Press Box podcast with Bryan Curtis, called this a “Black Swan” event — it’ll never happen again because Peyton is one of one. 

Anyways, back to Pitaro and ESPN: They’ve certainly taken their lumps and that’s life when you lead an organization that is the bellwether of the industry, facing myriad challenges, some of which are structural (cord-cutting eating into hefty subscriber fees) and some of which are self-inflicted (if you’ve read this far you already know what many of those are and there’s no need to re-hash). 

Ryan Shirts

However, it bears mentioning that in addition to making the content compromises — and opening up the checkbook for millions of dollars — to land Peyton Manning, Pitaro and ESPN have had a lot of big wins over the last several years. They locked up a monopoly on SEC football rights (in a deal so substantial the conference lured Oklahoma and Texas to join), expanded their NFL deal to get into the Super Bowl rotation, bought up all the UFC rights (which, more than anything else, has propelled the growth of ESPN+ to 15 million subscribers), and brought back the NHL. Sure, all of these wins probably came as a result of bidding the most money, but I’m old enough to remember when ESPN was supposed to be on a death spiral. Reports of ESPN’s demise — at least in live rights; talk programming and journalism have not remained the priorities they once were — were premature. 

ESPN has been described as an ocean tanker, which turns very slowly. Jimmy Pitaro deserves some credit for his steering, in the macro, through some turbulent waters.

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BSM Writers

Did The Manningcast Work?

“The first show was great, but as is the case most of the time, there is room to grow.”

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Is it a variety show? Is it a podcast?  The first of 10 scheduled Manning MegaCasts, hosted by Peyton and Eli Manning, on ESPN2 proved it was a little bit all of the above. It was almost like Beavis and Butthead meets Statler and Waldorf. It was fun to watch the Manning brothers poke fun at each other and at the same time, criticize some of the action they saw on the field. 

The show debuted as an alternative to the regular Monday Night Football broadcast and was met with rave reviews. To me, there was some great, some not so great, and definitely some room to grow. 

Raiders – Ravens: Peyton, Eli Manning on 'MNF' best moments
Courtesy: ESPN2

I love the concept, providing an alternative for those that would rather be entertained than tune into a traditional broadcast. Now, as a play-by-play broadcaster, it makes me pause to think about what the future may hold. There will always be a spot for a traditional broadcast, especially with viewers that have a rooting interest in the game. I’m not sure that hardcore fans of the Ravens and Raiders were tuned in for more than a passing glance. Those folks want to see the game, not the fluff or interviews and the like, offered on the alternative broadcast. That fluff though is what will earn ESPN those fringe viewers that are curious and intrigued by what a “ManningCast” might have to offer them. 

Sitting down to watch the game, I wasn’t really sure what to expect. I know that Peyton has a personality that in some cases is larger than life. I was pleasantly surprised to see what Eli brought to the table as well.  The guys played off each other well, each taking a turn to take a shot at the other. I’ll get into some of the best of those barbs a little later. 

Peyton is comfortable in front of the camera and has no trouble talking. That was the issue I had early in the game. The elder Manning really dominated the conversation. There were no times in the first few minutes of the first quarter that I felt I could take a breath because so much was coming at me. They really didn’t allow the game to breathe at all. The constant conversation while entertaining at times just kept on coming. Peyton was talking fast and once in a while he was talking over Eli. 

It didn’t help that the Manning’s were in different studios. I wondered if there was a “delay” in their feeds and if that was the reason for talking over one another at times. The delay was quite evident when Seahawks quarterback Russell Wilson joined the brothers for the later stages of the game. Wilson seemingly couldn’t get a word in, because Peyton and Eli were talking over him. 

Peyton has that quality to be able to teach the game in a way that it’s understandable. Some of his commentary was a look behind the curtain at how he played and viewed the game. Knowing what to expect when coming to the line of scrimmage, understanding the coverages and realizing what teams are trying to do to disguise things. It was fascinating to hear the brothers go through play calls and how it is relayed from the coordinator to the quarterback and finally to the team. You aren’t going to get that on a traditional game broadcast. 

It was also impressive to hear the guys interview both former players, current players and Charles Barkley. It so often is the case that the current athletes are very guarded in what they say to a regular ole member of the media. That was not the case in the Manning Cast. From Travis Kelce not knowing who the Chiefs were playing next, to Russell Wilson calling out the NFL overtime rule.  Ray Lewis was a fascinating guest, providing some great stories and terrific insight into the game he once played at such a high level. Charles Barkley, well, he’s Charles Barkley. In other words, he was as fantastic as you’d expect. 

The guests added to the broadcast and made me realize that if this Manningcast actually had a host, it wouldn’t have worked as well. A broadcaster would have gotten in the way to me. Yeah, they could have used a professional at times. Maybe someone to get them into and out of the commercial breaks, because that was a little rough early in the game. But that’s the only a host could have fit in. 

The first show was great, but as is the case most of the time, there is room to grow. I really think the Manning Cast would be so much better if the guys were actually in the same room. The dynamic between them, which was already great, would be that much better. Imagine them demonstrating plays on each other. Both putting on helmets and doing what they probably did as kids in their basement, roughing each other up.

Ok, so they’re a little older now, but I seriously think having them in the same place would make things much smoother. With all the technology out there, eliminating that dreaded delay between the Manning’s and their guests would improve the telecast as well. 

Monday Night Football With Peyton and Eli Manning on ESPN 2, reviewed.
Courtesy: ESPN2

This alternative broadcast would be a great place to teach some casual fans all about the great game of football. Not sure why this came to my mind, but like the old days of the NHL, when “Peter Puck” an animated hockey puck would teach you the game. “Peter” was part of the NBC game of the week broadcast. An animated Peyton and Eli teaching those that need to know the finer points of the game, would be spectacular. 

I can’t wait to see how they improve from last week to this week and who the guests will be this time around. Hopefully, they iron out some of the small issues that plagued them in the first telecast and continue to improve. I realize that this show is unscripted and it’s supposed to be a little looser than a normal show might be, but there are some slight fixes as I’ve pointed out that will make it even better.

With all the success the Manningcast had, I can’t help but wonder how all of these accolades are being taken by the regular MNF booth. ESPN in effect has promoted and created competition for its own product. Perhaps the novelty will wear off? Maybe, but it almost seems like the Manning’s are being groomed for a possible move to the main booth. I’m not sure what the feeling is amongst all the parties, but it’s certainly a dynamic worth watching. 

Here are some of my favorite moments from Manningcast show number one, in no particular order:

  • Derek Carr with an overthrow on the Raiders first play from scrimmage, leading Peyton to say about the Raiders season, “Lookin’ at ah 6-11, 6-11 right now.”
  • Raiders’ fans were loud during an offensive series leading to a bad snap and a few false start penalties, leading to this exchange: 

“They aren’t used to it”, said Eli Manning. Then Peyton responded, “Drink your beer, quiet down and let [Derek] Carr play quarterback.” 

  • Peyton putting on a football helmet to demonstrate the calls at the line for the Ravens. The helmet was way too small. “Helmet doesn’t fit”, Peyton said. “Shocking that a helmet doesn’t fit you”, Eli commented. “They didn’t have a XXL helmet for that forehead.”  
  • With Charles Barkley as a guest, Peyton asked him what position Michael Jordan would play if he were in the NFL, “Tight End”. Then Barkley was asked about Larry Bird playing a position, “there’s no place for no slow 6’10” guys in the NFL”, said Barkley.  

Eli: “Punter”

Charles: “that’s about it…”

  • Also, with Barkley on the show…

Peyton: “Hey Charles, you ever get booed at home? Never happened to you, right?” 

Barkley: “I played in Philadelphia, Pennsylvania. That was a regularity.” “You were lucky, Peyton. Everybody liked you. Eli knows what it’s like to get booed at home.”

Eli: “He had that stadium trained. The fans would get fined if they talked when the Colts were on offense. If a guy was trying to order a beer, everyone would tell him to quiet down until the defense was on the field.”

Eli’s fire alarm goes off in the middle of the show. 

Peyton: “Eli what’d you do?”

  • With Ray Lewis on the show, the trio recalled a game where the Giants played the Ravens in Eli’s rookie season as the starting QB. The younger Manning leading the team to the line of scrimmage, calling out the defense…

Eli: “Hey #52 (Lewis) is the Mike (linebacker)”

Lewis: “No, I’m not the mike. He’s the Mike!”

Eli: “Yeah Ray’s right, the other guy’s the Mike”

It was also revealed in that game in 2004, Eli had a quarterback rating of 0.0 and of course Peyton pointed out, “the same GPA Belushi had in ‘Animal House.’”

  • Chiefs tight end Travis Kelce on the Manningcast

Kelce: “[Watching this game] I’m not trying to get too technical because I think we’re playing the Chargers this week. Oh wait, maybe we’re playing Baltimore. I don’t even know — I’m getting lost in the season already.” 

  • Peyton about 5 minutes later: “Hey, Travis, just so you know, you do play the Ravens next week, so make sure you don’t fly to Los Angeles to play the Chargers.”

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BSM Writers

What Is The Next Advertising Money Cannon?

“In states where betting is legal, stations are having to squeeze live reads and segment sponsorships in wherever they can. Everyone is trying to make sure they aren’t leaving money on the table.”

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If I could tell you that I know beyond a shadow of a doubt that I know there is another advertising revenue stream out there that can repeat what sportsbooks did for sports radio AND that I know exactly what it is, I could handpick my next employer and name my price.

A Supreme Court decision to make sports gambling a state issue and not a federal one completely changed the advertising landscape. In states where betting is legal, stations are having to squeeze live reads and segment sponsorships in wherever they can. Everyone is trying to make sure they aren’t leaving money on the table.

“There is no question about the significant impact sports betting has had on revenue, both from the station side as well as for our on-air personalities who have become brand ambassadors,” Dennis Gwiazdon, VP and Market Manager of Cromwell Broadcasting’s Nashville cluster told me.

Stations in states that are yet to legalize gambling can see the boom and know it is coming eventually. What about states where gambling is already legal? What about states like Alabama or Utah, which are routinely viewed as two that could realistically never legalize sports betting? Is there a boom on the horizon for them?

I spoke with managers in three different markets. I wanted to know where they saw reason for optimism. The answers were interesting.

Earlier this month, John Ourand of Sports Business Journal took a look at the deal FOX signed with crypto.com. The site is the title sponsor of the network’s College Football Extra. Ourand theorizes that could open the door for crypto companies eventually spending money on sports television the way sportsbooks do.

What is the outlook for radio? Jeff Tyler, iHeartMedia’s area president in Wisconsin, is intrigued by the idea, but he isn’t telling his sellers to go rushing out to make deals.

“There are a lot of variables around crypto,” he told me via email. “So as a company we have a plan to work within this category but not put the company at risk or do anything that could negatively affect our listeners and partners.”

Jeff Tyler (@JeffTyler) | Twitter

Ken Brady, the sales manager at 1010XL in Jacksonville, knows that cryptocurrency has a buzz around it right now. He is not sure what the appetite for it is in terms of an ad market or what the industry’s appetite is for radio advertising.

“There is little chatter about cryptocurrency in our market or with partners,” he says. “This is something we need to understand and explore better.”

I asked all three men if there was a sector where they saw potential. Tyler had an interesting answer. He sees potential in eSports. He thinks teams and companies could benefit from connecting with stations with a dedicated listener base.

“Our brands could help them grow their fan base and activate them to attend more events in person and online.”

Gwiazdon has his eye on another vice. Just like gambling came out of the shadows and now functions under government regulation, it is only a matter of time he thinks before marijuana does the same.

“What immediately comes to mind is the legalization of marijuana at the state and, eventually, federal level,” he says. “There’s so much money in that industry – as evidenced where it has already become legal – that it could easily equal or surpass what’s happening with sports betting right now.”

What is interesting is that amongst this trio, Gwiazdon is the only one that lives in a state where there is absolutely no legal marijuana. What he sees as a potential boom for Tennessee is already legal in both Wisconsin and Florida, albeit exclusively for medical purposes.

A lot of sellers have big plans for pot and cannabis products where they are legal. Very few of them know all the answers though. That is why the RAB has a marijuana FAQ section on its website and advertising agencies specializing in marijuana have sprung up.

For 1010XL, the boom never really materialized according to Ken Brady.

100+ "Ken Brady" profiles | LinkedIn

“We have had little success with this category, the players who have come in seem to be interested in demos outside our strengths or have been flakey with no real appetite for a solid campaign that will work.”

Businesses built by someone following their passion for marijuana are flaky? Well, color me shocked!

Jeff Tyler told me iHeart is looking at this on a market by market basis. Wisconsin has made medical marijuana legal. Tyler can’t have his sellers approaching businesses the way sellers in neighboring states like Illinois or Michigan, where it has fully been decriminalized can.

“Until it’s fully legalized the advertiser revenue is very limited,” he said. “We have a team that leads this vertical for iHeartMedia and have states like Colorado that already have fully legalized marijuana so we have a solid plan and guidelines to follow with these advertisers. CBD is a small category with some hit spots in some markets.”

There may never be another category like sports betting. The money cannon that industry was ready to fire was unpresedented. You can’t bank on it happening again.

I asked Dennis Gwiazdon if it was possible that the radio industry will have to play a very proactive role in creating the next boom. He told me that may be the best way to think about it. What he is sure of is that no idea can be dismissed as the industry looks to find another stream of revenue that has the potential of the sportsbooks.

“We definitely have to get smarter at how we generate revenue. Relying on the old, tried and true ways won’t hold up forever. The good news is our business model is already undergoing a sea of change in terms of how we scale our radio/digital/entertainment assets for wider distribution and access. But some of us are further down the road than others. The audio industry is still the ultimate personal experience. How we continue to maximize – and monetize – our relationships with fans is the key to our survival.”

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