If you follow the NFL, you know Richard Sherman. His career began in Compton, California and rose to prominence at Stanford. It continued through eleven seasons at the highest level in the National Football League. Sherman’s success has carried into his post-playing career, reaching rare heights at just 38 years old.
Since his playing days, Sherman has become one of sports media’s fastest-rising personalities. Recently, he earned his second Sports Emmy nomination in the Outstanding Sports Personality category for emerging on-air talent. As he enters his fifth season as one of Prime Video’s Thursday Night Football analysts, he remains humbled by the recognition.
“Grateful that people are recognizing the hard work you’re putting in year after year. It’s also a testament to the people you have around you,” said Sherman. “It’s a fun job to come to with Prime Video, and it’s good that people can see that.”
For Sherman, a role in sports media was always part of the plan. Football is a game he grew to love at a young age, and he couldn’t imagine not being around it in some capacity as a career.
While still a player, Sherman took advantage of opportunities such as the NFL Broadcast Bootcamp, alongside others including Jason Kelce, Nate Burleson, and his partner during the event, Jason McCourty.
Prime Time Player
Utilizing that training, Sherman received a call about a potential opportunity with Prime Video before deciding to sign with the Tampa Bay Buccaneers in 2021. Since stepping away from the league after that season, he says he has grown “leaps and bounds” as an analyst. He transitioned immediately from the field to broadcasting.
“It was a lot easier to grow because Ryan Fitzpatrick and Andrew Whitworth were doing the same thing that I was doing. Going straight from the field to the desk. That made it easier because it provided a locker room type of environment,” said Sherman. “We’ve grown together in our roles with great help from producers and staff who constructively critique your performance to help you improve.”
Those critiques are ones Sherman holds in high regard. He remains a student of the game. Sherman says he’s always looking to incorporate characteristics and approaches from his colleagues in media into his own work on Prime Video. While there’s no true formula for what makes a great analyst, Sherman says his approach centers on three key principles.
“Being honest, organic, and genuine to who you are. Not trying to create some character of who you are, but being transparent and simplifying the game,” said Sherman. “Not every fan knows the game as well as we do. So, to take complex points and simplify them for people so they can understand and enjoy the game as much as you do… That’s key.”
Branching Out the Brand
That same approach carries over to his highly successful Richard Sherman Podcast. For nearly four years, Sherman has teamed up with The Volume to provide another outlet for fans to connect with him on a deeper level.
“When you do a podcast, it allows you to be more variable and wider breath of opinion than when I was a player during press conferences,” said Sherman. “The podcast space is pretty crowded today. There’s a variety of opinions and perspectives out there. I just try to give my best version of what I think and see the game.”
Sherman says the podcast focuses on the game while highlighting the stories of the players who compete. While he admits he isn’t overly focused on data related to consumption, he emphasizes the importance of connecting with the audience on a human level.
“You can admit when you’re right, but more importantly admit when you’re wrong. People have a respect level for that when you admit you’re wrong. Nobody is perfect. These are human beings, and things can change in a heartbeat,” said Sherman. “You must be flexible and adapt to the environment you’re given while remaining authentic. People respect that.”
While he surveys the digital landscape for additional information to help shape his weekly discussions, Sherman says he does not base his opinions on the views of other creators. However, he does study how other podcasters present content and conduct their shows, believing there is always something to learn.
As a former player, Sherman avoids making his critiques personal. While some creators lean heavily into personal criticism, his experience in the locker room provides a different perspective.
“In terms of players that are playing, I try not to take any personal shots. I will try to keep it about the game. I’ve probably fallen victim once or twice to going after a guy that I wasn’t playing well… But that was something I tried to avoid when I entered this industry, because I know what it’s like to be personally attacked,” explained Sherman.
Offering Advice to the Next Generation
With success on and off the field, Sherman isn’t afraid to offer advice to those who seek it. With the NFL Draft beginning this evening, he reminds every player selected that the draft is only the start of the journey.
Sherman was drafted in the fifth round of the 2011 NFL Draft. He understands how easy it can be for players to feel they’ve arrived. However, his advice is to stay grounded and focused on what lies ahead.
“Keep the main thing the main thing, and stay focused on the bigger picture,” said Sherman. “it’s realizing a dream, and there should be excitement and celebration around that. If you get too lost in that, that’s when you start to slip and things start to move really fast.”
During his time traveling with Prime Video over the past four seasons, Sherman has also shared this advice with current players, especially those interested in pursuing a media career after their playing days.
“I have a lot of those conversations, and I try to advise and mentor as best I can. There’s only so many seats on television, and so many spots in sports media overall,” said Sherman. “That’s why I always suggest the NFL Broadcast Bootcamp that I attended run by Tracy Perlman… You have to get your reps. Not everybody is going to get the opportunity fresh off the field like I was blessed to get.”
Although Sherman is content in his current role with Prime Video, he hasn’t ruled out a future in the broadcast booth. He prefers the desk for pregame and postgame coverage. Even if he’s auditioned for booth roles with FOX Sports and CBS Sports.
However, he felt he did not yet have enough experience to meet his own standards at the time of those auditions. He remains open to future opportunities as they arise.
With a continued desire to stay connected to the sport he loves, Sherman hopes to keep adding new experiences to his resume.
“Long term, I want to be near the league. If there’s other avenues that I can help the NFL, I’m also open to those. I’m going to try to shadow a few general managers. I’d like to start exploring that avenue to see if that’s a fit for the future… I want to be as well-equipped as I can be if that opportunity ever arises,” said Sherman. “I’m kind of playing it by ear and staying prepared for any opportunities that are out there. But I’m enjoying my time with my teammates at Prime Video and see myself doing that for the foreseeable future.”
In many ways, Richard Sherman’s second act looks a lot like his first—driven, intentional, and rooted in preparation. The same traits that carried him from Compton to Stanford to an All-Pro NFL career are now shaping a voice that resonates just as strongly off the field.
Whether it’s on Thursday nights, behind a microphone, or mentoring the next generation. Richard Sherman isn’t chasing relevance—he’s building it, one honest, thoughtful rep at a time.
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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.
First act was one too many.