Dare I say this country, just for a moment, felt normal again? That we were whisked away from the inauguration violence awaiting us, and the vaccines eluding us, by a dose of majestic postseason football? By a day that prompted shouts from the couch, texts to our sports friends and passionate analysis of play calls and penalties … the way life used to be?
Tom Brady’s midlife crisis continues to thrive — not with a clandestine affair or a Lamborghini but a 14th trip to a conference title game. Drew Brees’ career ends abruptly, with tears and blown kisses, amid dismal interceptions in the city he helped rebuild New Orleans after Hurricane Katrina. All after the disturbing sight of Patrick Mahomes, supposedly not human, wobbling cross-eyed into the arms of a teammate after his head had been smacked hard into the turf by Cleveland’s Mack Wilson.
Was Mahomes also limping on an injured toe that must function, along with his brain, if he is to win another AFC title and Super Bowl? Ruled out with a concussion, was he setting an absurd stage for Chad Henne, a 35-year-old relic who represents the anthesis of All Things Mahomes, to save the season by scrambling like a rodeo bull and diving head-first for 13 yards on 3rd-and-14 … then playing a role in one of the ballsiest play calls in football history?
Dare I say the NFL playoffs feel … commonplace? Aaron Rodgers heaving the football into the Lambeau stands, through snow flurries, as Packers fans belted out their bang-on-the-drum-all-day anthem. Hearts breaking again in New Orleans, where Brees beat himself and Brady played a smart, mistake-free game in his ongoing defiance of age, health and Bill Belichick. The Bills welcoming the NFL commissioner and his wife to the game as their raging fans rattled Lamar Jackson, who suffered his own wooziness.
Nothing is normal in America. Nothing will be normal for a very long time, if ever. To even utter the word “normal” is to foolishly ignore the madness that awaits us — I’m surprised Dana White isn’t in Washington promoting 25,000 National Guardsmen vs. Right-Wing Extremists — while expecting vaccines to be distributed equitably and efficiently. But at least the NFL is striving to make January as traditional as possible. And if it all seems force-fed and dangerous and still vulnerable to a Super Bowl virus outbreak, the league has succeeded like no other in deflecting our thoughts from COVID-19 to Championship 55.
“Take care,” Brady said to Brees at midfield after a warm embrace as the Tampa Bay Buccaneers, not the New England Patriots, advanced.
Said Brees, mercifully off to the NBC studio, asked if playing at age 42 was worth it after breaking 11 ribs this season and losing the final game: “I would never regret it. Never. No complaints. No regrets. Man, I’ve always tried to play this game with a great respect and great reverence for it. I appreciate all that this game has given me. From the injury to all this COVID stuff, It was worth every moment, absolutely.”
At one point, we thought Henne, a QB who succeeded Brady at Michigan, and Jameis Winston, the skittish QB who preceded Brady in Tampa Bay, were going to win as he lost. Lining up wide, then taking a pitch from Alvin Kamara, Winston came off the Saints bench and threw a 56-yard scoring pass against the team that dumped him. Turned out that was a desperation ploy by coach Sean Payton, who had lost faith in Brees. Brady marches on as a modern miracle in a show aired not on the History Channel, but Fox.
“We’ve got to go beat a great football team,” he said of the next matchup against Rodgers and the Packers in frigid Green Bay. “Aaron is playing incredible. We’re going to have to play great to beat him.”
Our collective troubles vanished all day. Such as when Henne, after his right tackle slapped himself on the butt to signal the play, rolled right in the shotgun formation — on 4th-and-inches at his own 49-yard-line, 1:16 left in the fourth quarter, Chiefs leading 22-17, Baker Mayfield salivating on the Cleveland sideline — found Tyreek Hill open in the flat for the game-ending play. Wasn’t this the moment that will define Andy Reid as the ultimate gambler in a high-rolling sport? Was Tony Romo screaming so madly in the CBS booth that we couldn’t hear Jim Nantz — never a bad thing, actually?
“#HenneThingIsPossible,” tweeted Mahomes, apparently coherent enough in the Kansas City locker room to locate an accompanying GIF of basketball great Kevin Garnett famously chanting the same message.
Cracked Henne, an 11-year journeyman with his third NFL team: “I don’t think a #HenneGivenSunday or #HenneThingIsPossible hashtag is going to be on LinkedIn. … I’m always a competitor. All through the years, if it went my way or didn’t, I’ve always loved the game. This is why I play: Prepare each week to be the best me.”
As for the conspiracy theorists in Cleveland, who never will forget a killer fumble in 1988, why didn’t officials see a violent hit to the head late in the first half, helmet to helmet, that should have resulted in first-and-goal instead of a Rashard Higgins fumble being ruled a touchback? If the Browns had scored there, might they be going to Buffalo for the title game?
Somehow, Reid would have found a way to win anyway. How prepared is this man? He made sure Henne played in Week 17 against the Chargers, sitting Mahomes and other starters. Saturday night, he went though every possible option with Mahomes — and Henne — in that scenario. “Fourth-and-1 to win the game? What do you want? And that play happened to be there,” said Reid, the only coach in creation who would have taken a chance with a backup QB who’d just thrown a bad interception.
Did Reid even hesitate about the gamble? “No doubt. My coaches were on board,” he said. “There’s no tomorrow. Let’s go.”
And how is Mahomes doing? “He kinda got the wind knocked out of him and everything else with it. He’s doing great now. So that’s a positive,” reported Reid, not noting the five-step concussion process this week. “He passed all of the deals he had to pass.” Meaning, Bills Mafia can stop the Labatt’s toasts for now. Mahomes won’t be missing the game.
How fitting, in a country where older and younger factions rarely have been more divided, that two conference title games will be defined by a generational chasm. At the most important and glamorous position in sports, Gen Next is trying to shove aside Gen Legends in a transitional quarterbacking drama. The NFC will be represented in Tampa by either the incomparable Rodgers, who is 37 and wears black cleats that make him look older, or Brady, who would be trying to win his seventh Super Bowl. Countering for the AFC will be Mahomes — who continues to challenge another senior citizen in his world, LeBron James, as the Face Of American Sports — or Josh Allen, who, at 24, has become such a commanding presence and unifying force that he made people forget about those racist high-school tweets that surfaced on draft night.
Roger Goodell doesn’t need Nickelodeon to engage young audiences when he has such a compelling story line, for all demographics. Seems everyone has a QB to root for in the Final Four, and seeing how Rodgers and Mahomes have mastered the art of throwing a touchdown pass and immediately starring in another State Farm ad, they will garner the most attention. They’re also most likely to advance to Super Bowl LV — LV should be marketed as Live or Love — because the Packers and Chiefs are playing at home as No. 1 seeds who were the only teams allowed rest via bye weeks. It isn’t a format the league should embrace beyond this year, because we’d see only top seeds winning titles, but it’s a byproduct of Pandemic Ball that works.
After all, Rodgers and Mahomes rule the sport and should face each other as the reigning playmakers of their respective age classes. But here’s what you need to know about their 12-year difference: Rodgers is trying to wipe it out and prove, like some sort of football Benjamin Button, that he’s still the coolest kid. You’d think a hardened veteran who has seen it all wouldn’t be fazed by 8,456 fans who, for the first time this season at the venerable Green Bay stadium, were allowed to socially distance and drink Wisconsin’s finest Saturday. Rodgers grew teary-eyed and said the Packers were inspired by the small but raucous crowd that brought back, well, a sense of normalcy.
“Just thinking about what we’ve been through got me emotional with the crowd out there today,” he said after the 32-18 victory. “Talk about just pure joy running out of that tunnel. It felt like 50,000 when we ran out of the tunnel, it really did. It was such a special moment. Forgot how much you truly, truly miss having a crowd there. It felt like 50,000, 60,000.”
The fans used signs and snow boots to bang on Lambeau’s steel foundation, not typically audible when 81,500 are in attendance. It created a home-field advantage that will continue Sunday in Rodgers’ first NFC title game in Green Bay, against Brady and the warm-weather Bucs, with an afternoon forecast of snow showers and highs in the mid-20s. “Hopefully, it’s a little colder,” said Rodgers, aware of the narrative at work. As the Packers were riding a robust running game and Rodgers’ quick strikes for 484 yards of offense against the Rams’ top-rated defense, did you see the game’s signature moment? Rodgers, looking 25, raced toward the end zone, pump-faked, deked Leonard Floyd out of his pants, then won the race to the pylon. He whipped the ball into the stands, then stared at the heavens and shouted something. This will sound Boomerish, probably, but Rodgers has been channeling the 2002 movie “Austin Powers In Goldmember” during end-zone celebrations as a tribute to Packers offensive coordinator Nathaniel Hackett, who likes the movie.
“I love gold!” he shouts.
The red zone, you see, has become known as the gold zone in the Packers’ locker room, befitting a team that leads the league in scoring efficiency inside the 20-yard line. “One of my New Year’s resolutions is definitely Mike Myers in a gold suit in Green Bay or Zoomed into Green Bay,” Rodgers said.
As for Mahomes, Rodgers is growing weary, in a half-joking sense, about constant references to his no-look passes and similar on-field magic. “Late in the game, I had — they wouldn’t show it because I play for the Packers — but I had a pretty sweet no-looker to Davante (Adams) in the last drive that kind of set up for a few plays,” he said on a recent radio appearance.
“I’m so thankful Patrick Mahomes brought that into the NFL,” said host Pat McAfee, oozing sarcasm.
“Yeah, I know,” Rodgers said. “Since none of us have been doing it for a long time.”
Damn right there’s a friendly rivalry that should extend beyond their TV commercials, though Mahomes has enough problems with now to taunt a boomer. And damn right Rodgers doesn’t want anyone telling him that he’s culturally obsolete, just because he’s 37. He can reclaim the world by beating Brady, then winning his second Super Bowl a full decade after winning his first and only. “It’s been a long time,” Rodgers said. “There’s been a lot of ball between now and February 6, 2011, which was a beautiful day.”
If a city has claimed the nation’s allegiance this season, it’s Buffalo. Who doesn’t feel for a place that dealt with four consecutive Super Bowl losses in the 1990s, then sunk into NFL oblivion when the Bills are their identity and reason for being? A small market, characterized by a rowdy and surprisingly generous fan commune called Bills Mafia, is enraptured by Allen, a small-town kid from Firebaugh, Calif. — 45 miles west of Fresno, middle of nowhere — who played college ball at Wyoming and became a fireball in western New York. He could have been a quick NFL bust if those ugly tweets, which he dismissed as being “young and dumb,” had been followed by more immaturity. But after struggling with on-field inconsistency in his first two seasons, Allen has emerged as a dual-threat badass who is such a central part of what the Bills do, they abandoned their running backs Saturday night in beating the Ravens.
He won’t win the league MVP award this year. That’s going to Rodgers, with Mahomes a close second. Nor will he go to Kansas City and beat the Chiefs, despite Mahomes’ issues. But Allen, at 6-5 and 240 pounds, is a monster who will win trophies of all sorts the next decade. He has become a popular leader who dances with his teammates before practices and loves the fans. Noting how Bills Mafia members literally jump through tables, Allen vowed on a radio show to jump through several tables if the Bills win a Super Bowl.
“And light them on fire. Let’s do it,” he said.
The Mafia, meanwhile, continues donating to causes that wouldn’t cross the minds of fans in other cities. It’s understandable when they raised tens of thousands to a children’s hospital — Allen’s favorite charity — after the death of his grandmother. But now they’re donating to a Jackson-related charity after the Baltimore quarterback suffered a concussion that forced him out of the game, assuring the Bills’ first AFC title game appearance since 1994. This after 6,700 fans, after documenting negative tests for coronavirus, had tormened Jackson with noise that resulted in offsides flags on a wickedly windy night.
“What a great environment. I know all of our fans couldn’t be in the building, but it was loud again. Great atmosphere,” said head coach Sean McDermott said, who has changed the culture in four years when so many predecessors could not. “We came here with a vision, and seeing it move forward in the right direction feels good.”
The Bills can’t take the fans with them to Kansas City, where the Chiefs have their own unique home edge in a pandemic. But the matchup will be no less fascinating — Mahomes vs. a Bills defense trying to knock him out — as Brady tries to rekindle the New England blood on the frozen tundra. Chances are, we’ll be seeing a three-hour State Farm ad in Raymond James Stadium, sandwiched around a Weeknd concert at halftime.
But the very fact we’re discussing such football matters, when no one knows what this country resembles or whether it exists in a few days, is a throwback blast we needed. I would thank the NFL with a handshake, except, the league still might infect me.
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.