Nothing in sports broadcasting is a guarantee. There have been countless “sure things” that turned into nothing, and many more “nothings” that have blossomed into superstars. It’s nearly impossible for anyone to truly have a pulse on whether someone coming from the field will make a great sports broadcaster. That’s why I’m astounded by reports that Mike Tomlin has networks lining up at the door for his services.
Why? Is Mike Tomlin a guaranteed star in the making for network television?
While some may see something others do not, Tomlin is not a guarantee either. He’s never done the role in any true capacity on a regular basis outside of what he’s delivered at the podium. Instead of predicting whether Tomlin is a star in the making, I choose to look at the networks themselves. This feels like the latest attempt at one-upping the competition when the true star of a network is never a singular person.
There is no denying Tomlin’s coaching resume in the NFL. The man never had a losing season in 19 years leading the Pittsburgh Steelers. He owns a Super Bowl ring, albeit from almost two decades ago. His ability to manage talent, egos, and sometimes oddball NFL players was always a defining characteristic of what made him unique. He’s a players’ coach who demands accountability and carries a relentless desire for victory above all else.
Now, “The Standard,” as he was dubbed, is being positioned as the most attractive free agent in sports media.
Based on what? That’s the puzzling part.
Ask yourself this. Do you ever remember a time when you made time to hear what Mike Tomlin had to say? Maybe it was about a key play that altered the outcome of a game, or a pointed criticism of sports media. I can’t recall a single moment when I felt compelled to seek out Mike Tomlin’s thoughts.
Nick Saban always delivered nuggets of blunt truth and honesty. Jimmy Johnson was entertaining at the podium. Even Bill Cowher gave viewers something to chew on and became a destination for content in sports media.
Tomlin is different. He has personality, no doubt. Substance, however, is what remains uncertain. Of course, there’s the occasional one-liner, but every coach has those.
From my perspective, this discussion says more about the networks than it does about Tomlin. For years, FOX Sports has failed to think through exit plans for Terry Bradshaw and Howie Long. Bradshaw’s fastball is long gone, while Howie continues to play his role at a high level. Both have been fixtures of the NFL on FOX since its inception in 1994.
CBS Sports is also in a state of transition. Boomer Esiason and Phil Simms are no longer part of the picture. In recent years, Matt Ryan and Nate Burleson were added to the mix. Ryan has since departed for the Atlanta Falcons, while Burleson continues to explore media opportunities away from football.
NBC Sports already carries a massive roster of analysts, including two former head coaches in Jason Garrett and Tony Dungy. Adding a third former head coach to pair with Football Night in America’s three former NFL players would only crowd an already bloated lineup.
Let’s not get into how many talent ESPN has for Monday Night Football.
Would Prime Video step up to the plate for Tomlin? Their NFL pregame show lacks a former NFL head coach’s perspective to complement its four ex-players. If there’s a destination that makes sense from a personality and talent standpoint, that might be it. Add in the NFL awarding Prime more attractive playoff games, and it could represent a longer-term play for both the network and Tomlin.
There’s also Netflix and potentially YouTube TV, but the likelihood of either building a full analyst roster right now feels slim.
With every potential destination, there’s no clear answer. Yet reports suggest networks are willing to shell out big-time money for an unproven entity. FOX Sports did it with Tom Brady. CBS Sports did it with Tony Romo. But are they actually attracting more viewers to the games they call? Are audiences going out of their way to hear their analysis every week?
There’s also the personal side. Would Tomlin want to return to life on the road after more than two decades of it? Would he prefer the comfort of a studio six months out of the year over constant travel, meetings, and relentless social media feedback, both positive and negative?
That’s why, instead of asking whether Tomlin will be great, the better question is why networks aren’t finding other ways to make their programming more compelling. The NFL pregame show experience has lost its appeal. It used to be a destination. Now, for many viewers, it’s background noise. While overall viewership may not suffer, the importance of these shows has lost its luster.
Instead of assuming one former NFL head coach can fix the problem, why not rethink what actually matters to fans today? How do networks connect with audiences in real time through digital platforms instead of offering another sit-down filled with little substance? News matters before games, not recycled analysis. Betting lines, injury reports, weather updates, and the details between the numbers carry the most weight.
Not another former NFL player or coach telling me how well they played last week, praising former teammates, and recycling content viewers already consumed all week.
The NFL network television experience on gameday needs a new direction, not just new blood.
Mike Tomlin may very well succeed in sports media if given the opportunity. He’s smart, respected, and accomplished in ways few coaches ever are. But respect doesn’t automatically translate into relevance, and pedigree alone doesn’t fix a broken model.
The obsession with landing the next “name” ignores the bigger issue. NFL studio shows didn’t lose their edge because they lacked star power. They lost it because they stopped evolving. They became predictable, sanitized, and interchangeable. No single hire, no matter how decorated, changes that reality.
Until networks shift their focus from chasing headlines to building smarter, sharper, fan-first programming, the result will remain the same. More money. More familiar faces. Less impact.
The problem isn’t who’s sitting at the desk. It’s what they’re being asked to do once they get there.
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John Mamola is Barrett Media’s sports editor and daily sports columnist. He brings over two decades of experience (Chicago, Tampa/St Petersburg) in the broadcast industry with expertise in brand management, sales, promotions, producing, imaging, hosting, talent coaching, talent development, web development, social media strategy and design, video production, creative writing, partnership building, communication/networking with a long track record of growth and success. He is a five-time recognized top 20 program director in a major market via Barrett Medi’s Top 20 series and has been honored internally multiple times as station/brand of the year (Tampa, FL) and employee of the month (Tampa, FL) by iHeartMedia. Connect with John by email at John@BarrettMedia.com.
