There’s a lot of things you can label Pat McAfee. Some positive, some negative. Trendsetter? Yes. Musician/Artist? Sure, but can’t anyone release music today? The face of ESPN? It’s growing harder to argue he’s not. The debate rages among pundits and viewers, but this argument really comes down to a single theory: McAfee is doing everything right now that Stephen A. Smith isn’t.
McAfee’s rise to ESPN may have cut against the grain of what traditionally has been accepted. Today, four years after joining College GameDay, he’s less “renegade” and closer to corporate. He’s mastered using ESPN to expand his influence, platform and brand while simultaneously giving ESPN more opportunities to use his.
The latest addition to McAfee’s plate is becoming part of ESPN’s Monday Night Football lineup. He’ll take The Pat McAfee Show on the road for a three-hour bonanza before taking the stage as an analyst on Monday Night Countdown. Every Monday this NFL season, that means five hours of Pat McAfee on ESPN for your viewing pleasure.
Different Directions
In comparison, Stephen A. Smith’s rise at ESPN took much longer to establish. Lately, his trajectory has moved in the opposite direction. The First Take host is focused more on expanding his influence, platform and brand away from ESPN instead of finding new ways to grow within the company that helped build him.
For instance, remember when it was a big deal when Stephen A. Smith made an appearance on Monday Night Countdown? He did three of them just last year, the first time Smith had done them. This season, no appearances have been announced as of yet.
Remember when Smith was part of boxing and MMA coverage for ESPN? That’s also out the window.
Remember last year when Smith had to clarify that he wasn’t pulled from his role on NBA Countdown? In fact, he admitted he just didn’t want to be a part of the show anymore, stating he had other things to do. To his credit, he negotiated it before signing his reported five-year, $100 million agreement in spring of last year.
Those other things Smith was focused on? Arranging a partnership with SiriusXM Radio to host two radio programs. One daily on Mad Dog Sports Radio and another, POTUS Politics radio, with his Straight Shooter program.
Does that benefit ESPN programming?
ESPMcAfee
For all the controversy that surrounds McAfee and his antics, he’s been the ultimate team player for ESPN. You want added visibility for the College World Series on ESPN? Send McAfee. Stephen A. isn’t headed to Omaha.
Need some help promoting The Patriot Games on ESPN and ABC? McAfee’s right there for you as the ambassador for the network, not Stephen A. Smith.
How about being on site for Team USA and the World Baseball Classic? Anything with the College Football Playoff? Any and every WWE premium live event? The NFL Combine in Indianapolis? You guessed it. McAfee was the choice for ESPN.
Have a hole in your programming lineup because the Knicks swept the Eastern Conference Final? McAfee’s there, crafting a two-hour block of exclusive interviews with league commissioners and ESPN commentators in a “State of Sports” special.
That’s the difference.
McAfee is the classic “yes man” for ESPN. It used to be what Smith once was. An opportunist who wants to milk the platform he’s on for everything it can provide his brand. Would Pat McAfee have made a record without being a part of ESPN? Doubtful. Would Pat McAfee have movie roles in upcoming feature films without the platform of the worldwide leader? No chance.
You could say the same about Smith as his appearances on daytime television soap operas, book tours and growing political aspirations get steam.
For The Brand (First)
It’s a classic you scratch my back; I’ll scratch yours. Both ESPN and McAfee are cashing in because of it. But ESPN is taking a risk by adding more to the plate. One that the network learned from Smith’s prior example of becoming oversaturated with too much ESPN programming. As much as McAfee has elevated the visibility of many ESPN partners, too much of a good thing isn’t always a good thing.
It’s fully understandable that paying McAfee a reported $60-65 million requires added real estate on the network. I’m sure ESPN has also had plenty of conversations about not doing too much, trying to avoid the mistakes it made in the past with Smith.
Still, there’s a reason ESPN continues to turn to McAfee. He says yes. More importantly, he understands that saying yes to ESPN doesn’t mean saying no to himself. Moreover, that’s what makes the relationship work. That distinction matters.
McAfee has taken the ESPN platform and turned it into a launching pad for his brand. In addition, simultaneously giving ESPN more places, events and programming to utilize him. Smith has earned the right to make his own decisions, especially after securing a massive contract and building a brand that extends well beyond television. There’s nothing wrong with that.
But every time another ESPN opportunity disappears from his schedule, another piece of that partnership disappears with it. That matters. That’s also why McAfee has increasingly become the face of ESPN.
Not because he’s quieter, safer or more corporate. In many ways, he’s none of those things. He’s the face of ESPN because he understands something Smith once understood better than anyone long ago and put it on steroids. If you want to grow your brand on a platform, you have to give that platform reasons to keep putting you in front of its audience.
McAfee is doing exactly that.
For now, the man who once looked like the biggest risk ESPN ever took may actually be the network’s best example of how to maximize the relationship without walking away from the brand that helped build it. That may be the biggest difference between Pat McAfee and Stephen A. Smith.
Both understand how to build a brand. McAfee just seems to understand that sometimes the best way to make your brand bigger is to make the platform that gave you the opportunity bigger, too.
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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.