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Power Brokers: Sandy Montag Drives Value with Persistence and Loyalty for Clients at The Montag Group

Derek Futterman
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Power Brokers: Sandy Montag Drives Value with Persistence and Loyalty for Clients at The Montag Group

Many of the sports media professionals represented by Sandy Montag and his team at The Montag Group are seasoned veterans who resonate with audiences and represent themselves in a professional manner. Whether it is Bob Costas, Mike Tirico or Jim Nantz, he works with them to ensure that they successfully sustain their brands as on-air talent and are fairly compensated. Many seminal industry moves involving Montag have shaped the sound of sports divisions within media conglomerates, and he is also someone to whom media executives turn for suggestions and advice. Although Montag keeps up with the news cycle, he is often prescient about key business negotiations and transactions well in advance.

Even though part of Montag’s job is to act as an agent for clients, he does not like the designation and believes it holds a negative connotation. Conversely, he thinks of himself and his colleagues as career guidance counselors, vernacular that places augmented emphasis on working in the best interest of clientele. The agency has talent, consulting, content and media services under its umbrella, and it looks to accommodate and support its patrons on a daily basis.

“A lot of agents are like, ‘Oh my God, if this client goes here, this client goes there, we’re going to make more money as an agency,’” Montag explained. “We’re in the service industry, so I don’t think about how much money we make. I think about servicing our clients, and if we’re doing a good job, everyone’s going to do well.”

Not all media talent utilize representation, but Montag contends that it holds value through access to comprehensive, recondite industry knowledge and foresight. Navigating corporate labyrinths and knowing how to facilitate conversation and close deals also provides reasons for people to explore representation.

“I just think it’s the power of you have to be represented by people who have the power to talk to people at the top of a network or the top of the team or a league and also be represented by people who are in the know and not surprised when something comes out,” Montag said. “….I don’t really like surprises.”

Maintaining a line of constant communication prevents Montag from being nonplussed or astonished with new developments or changes in client attitude. Rather than simply being involved in contract negotiations, he is regularly attending sports games and events where he interacts with stakeholders and networks. Furthermore, Montag remains accessible and routinely speaks with his clients, who could voice displeasure about assignments, losing rights to a broadcast property or another issue.

“One of the other perceptions is you do a five-year deal [and it is], ‘Okay, I’ll talk to you in five years,’” Montag said. “No, the way we operate is, ‘Alright, we did a five-year deal. I’ll talk to you tomorrow,’ and it’s more we’re not just dealmakers.”

Sports media professionals face heightened competition as more companies venture into broadcasting, including technology firms and digital-focused brands. For example, Netflix continues to assimilate into sports and entertainment through deals to broadcast NFL games on Christmas Day, WWE Raw and the FIFA Women’s World Cup tournament. Montag recognizes the importance of talent to be versatile and distinctive, part of which is having large social media followings to generate engagement and exhibit reach.

“A lot of our clients have millions and millions of followers on different social media platforms,” Montag said. “That’s how younger demographics are consuming sports, so I think it’s those ways where you can sign talent that can get to the demographic that really matters today.”

Before he began his own talent agency, Montag started working in the sports media business as a Chyron operator for CBS Sports broadcasts of NFL games with its lead broadcast team of Pat Summerall and John Madden. One day, someone informed him that Madden was looking for someone to travel with him by train since he had an aversion to flying. Upon interviewing and receiving the position, Montag started taking the long train rides and learned more about the former head coach and Super Bowl champion.

While working as Madden’s assistant, Montag was on the payroll for International Management Group (IMG), the company that represented him, and later ended up becoming his agent. One of his first major deals was with Greyhound Lines to provide Madden with a customized bus and drivers for advertising and speaking events. The vehicle became known as the “Madden Cruiser,” and it became synonymous with the football analyst and personality amid his three-decade broadcasting career.

“Just seeing the country on the ground, I think you just learned a lot about a lot of different things really,” Montag said, “and I was a 23-, 24-year-old kid having that opportunity to do that and see different types of people and different types of cultures throughout America.”

Montag recognized that Madden was a popular presence among advertisers and would usually receive inquiries from companies rather than having to pitch their services. Yet he estimates Madden to have declined opportunities nine out of 10 times and always signed multi-year contracts, staying true to his values and demonstrating loyalty to brands. In fact, he once declined a seven-figure offer from an airline to fly from San Francisco to Oakland and say, “These fares are so low, I’ve started flying again.”

“It’s a lot easier to negotiate when you have leverage really, and clearly as a broadcaster, there was no one like him really,” Montag said. “He was so far better and in a different category than anyone else at that time, and any time his network contract was up, we just always had every network really interested in talking to us about it. And I think because of that, he did the rare thing of essentially working for every network in his career.”

Since Montag was affiliated with IMG, he would watch incoming tapes during the offseason of broadcasters and begin to differentiate skill levels. Under the guidance of Mark McCormack, Barry Frank and Jean Sage, he learned more about representation and listened to phone conversations on office couches. After some time with the company, Montag began to land more clients and continued to showcase his skills.

“A lot of it was just I was the low man on the totem pole when it came to representation,” Montag said. “When there was interest in signing someone else, a lot of times I was the person, and just really in the late ‘80s and 1990s, I just started building out a client roster.”

As Montag worked his way to become the head of client representation over 31 years with IMG, the company was sold several times. Upon Ted Forstmann passing away in 2011, the company was purchased by William Morris Endeavor and Silver Lake for $2.3 billion. Montag was then given the opportunity to run the clients division with President Mark Shapiro, but he informed co-chief executive officer Ari Emanuel that he was not interested.

“At the time really, [it] was something that I wanted to do,” Montag said, “and [I] had a lot of loyalty from my clients who came with me and several key employees who started it with me.”

Within the first four years of business, the firm merged with IF Management and Vision Sports Group, bolstering the venture and adding further expertise. Furthermore, the company adopted the verbiage of ‘group’ in its name because of Montag’s belief in teamwork and that several people should work with each client. The agency has a team of experienced professionals with comprehensive business proficiency, some of whom include Maury Gostfrand, Alex Flanagan, Nick LoPinto and Matt Massimino.

“There should be no internal competition on, ‘Hey, don’t talk to my client,’” Montag said. “It’s our client, and I think that we have a culture of teamwork, and I clearly represent a lot of our high-end people, but I also get involved in everyone’s clients just from helping out and from helping them grow and using our connections. And so to me, the team approach is extremely important [in] what we do and important in representation.”

Montag and his colleagues help guide their clients through the expeditious information highway and interact with the media, but they also refrain from breaking confidentiality clauses or trying to plant stories. Even though he conveyed there to be misinformation being circulated regarding salaries, there is a widespread desire to conceal pecuniary figures and other details. Montag does not feel that there is any significant advantage to having a salary in public, classifying it as a bit of a game in sports media.

“It’s a little different on free agency [with] team sports and positioning your client and all that, I just think,” Montag said. “We’ve never consciously put out a client’s salary to give us an advantage in negotiation. I know what everyone makes in the industry, and if I were to use any information like that, I’d use it privately in a negotiation, not publicly.”

Montag does not surmise the best deals for his clients as those that do not leave any money on the table. While he ultimately wants to receive as much money as possible for a client, there can be perdurable effects and other aspects that may factor in surrounding the role and services. Montag discerns that a good deal benefits both parties and tries to preserve harmonious synergies and concordance for the future.

“Say it’s a five-year deal, you then have to live with that deal for five years, and that’s servicing the client, managing the relationship between the network and the client,” Montag said, “and if you’re going to leave that negotiation with a bad taste in your mouth from the other side, there’s going to be some ill will going forward.”

Wasserman acquired The Montag Group as part of a transaction in January 2022 that allowed the firm to continue operating under its name. The impetus of entering this transaction was based on recognition that the companies could help one another in certain genres. At the time, Wasserman did not have a bonafide media division, while The Montag Group had a dearth of access to current athletes. The deal has helped facilitate movement into these spaces, such as Montag’s company representing New Orleans Saints defensive end Cameron Jordan, who will work with FOX Sports for Super Bowl LIX.

“It’s an extremely competitive landscape,” Montag said. “Almost every athlete [says], ‘Oh, I’ll just go into television when I’m done playing,’ and there’s just not enough jobs really to go around for that, so you really have to start thinking about your post career during your current career, and I think we form relationships and help athletes really work on that craft while they’re still playing.”

As Montag continues to assist his clients in this new year, he remains grateful to have fostered meaningful relationships with industry professionals and the chance to work alongside his children. With professionals situated coast to coast, he continues helping to drive the proverbial cruiser on a road towards prosperity for each of his clients, who set and adjust the route accordingly. Montag immerses himself in the lives of those he represents, and he appreciates receiving thanks for being responsible for a portion of their success.

“I love the people I work with, represent and work within the industry,” Montag said. “They’re lifelong friends, and we’ve kind of lived through our business lives and our personal lives together. If I didn’t do this, I have no idea what else I would do.”

Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.

Radio Stations Like KFI, KNX, and KABC Were There During a Natural Disaster — Will Yours?

Perry Michael Simon
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Radio Stations Like KFI, KNX, and KABC Were There During a Natural Disaster — Will Yours?

Well, yeah, if you’re watching much of Los Angeles burn down on TV from a few thousand miles away, it is surreal. But for stations like KFI, KNX, and KABC, it was real life.

The fires did not get down to where we used to live, but they absolutely devastated areas with which we were very familiar, where friends lived and we shopped and dined and drove around gawking at the sights. It’s hard to watch, hard to imagine even though it’s right there on TV and one of the reasons we moved was the fear of wildfires (not that moving to Hurricane Alley is much better).

You don’t know the terror of wildfires until you get the dreaded evacuation order and the flames are in your neighborhood. Everyone who’s lived in the L.A. area, including us, has had the experience of looking out the window and seeing flames on a hillside, or smelling the smoke from a fire many miles distant, blown in your direction by the Santa Ana winds.

And everyone from L.A. also knows the weird feeling far away from the fires, business going on as usual while entire neighborhoods burn down. “Hey,” you think, as the entire area smells like an ashtray, “it’s the Palisades and I’m in Palos Verdes. It’s safe to go get Starbucks.”

You can’t imagine what it feels like when the wildfires start unless you’ve been through it.

And, once again, it’s radio’s time to shine, and, from all accounts, it did. KFI and KNX were on it around the clock, they had boots on the ground, and they had all the information residents needed to survive. So did television, with incredible visuals as well, but if you’re in the process of evacuating your home, you’re not toting your 85-inch OLED; you’re racing to get out of Dodge in your car.

Television can’t help you there, and nor can social media, especially when cell phone signals are spotty and your mind is split between losing your home and possessions and where the hell you’re going, because no matter how prepared you are, circumstances get in the way and a simple question like “where do you go if you have to leave your house” gets complicated by traffic and no-vacancy hotels and not knowing where it’s safe. Radio’s there for you. X and Facebook aren’t. Spotify isn’t.

All of this raises some points we’ve made here before. Emergency planning is essential for all broadcast stations, including not just staffing and getting practical (and accurate) information on the air, but setting up alternate studio and transmission and STL facilities. You can’t assume your regular studio or transmitter will be available.

For a time, the main TV and FM antenna farm on Mount Wilson/Mount Harvard was threatened by fire, and stations without auxiliary facilities on other mountains faced going dark at the worst possible time. (Television can still pump out programming to cable systems through fiber, but radio doesn’t have that option.)

Fires, hurricanes, tornadoes – if your station’s in the path of the storm, you need to be ready to broadcast from someplace else and through some other antenna, and the importance of being on the scene means that switching to the studio of a sister station in another market hours away won’t cut it.

This costs real money. Good luck getting radio operators to spend for that. And that’s the biggest concern for radio: the one thing it can do that can’t be done better by any other medium — emergency information in a ubiquitous, uninterrupted manner — is dependent on budgets that a lot of stations just don’t have. What happens if a disaster happens in a smaller market on which the station owners don’t think it’s worth spending?

I don’t want to think about that. I also don’t want to think about the fires, and the friends and others who are losing all their possessions and homes. Can’t help it, though, and at least radio’s coming through for them. We can put the “radio is dead” argument aside for the moment and appreciate its service in this emergency, can’t we?

Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.

Should Radio Worry About Advertising Competition From Best Buy and United Airlines Entering The Media Space?

Dr. Ed Cohen
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Should Radio Worry About Advertising Competition From Best Buy and United Airlines Entering The Media Space?

As if radio needs more competition for advertising dollars, it appears that nearly every major retailer has figured out that it makes sense to get into the advertising business. A recent article from Modern Retail (December 30, 2024) covered what to expect from retail media networks in 2025.

The contemporary retail media network business began at Amazon in 2012 with the introduction of the Amazon Ads Platform (AAP). In 2023, AAP generated $39.5 billion in US ad revenue. Yes, that’s more than twice what the entire US radio industry generated. 

Amazon was the pioneer, but it appears that just about every major retailer has determined that their stores and online presence are media, which means advertising can be sold. According to Modern Retail, Amazon, Walmart, and Target are the big three. The three were expected to take in around a fifth of the $140 billion spent on retail media in 2024, per eMarketer. Newcomers to the field include not only traditional retailers like Best Buy, but Chase Bank, United Airlines, and RE/MAX. 

As an example, Lowe’s Media Network offers four channels: email, in-store audio, paid search, and direct mail for installation services. You can also procure a good spot in the Lowe’s app. Home Depot has similar offerings under the Orange Apron Media banner. Dollar General Media Network claims to reach “unique audiences”, especially rural customers. Kroger Precision Marketing offers “full funnel retail media solutions” and had a suite at CES last week.

According to eMarketer, in-store retail media ad spending will increase by about 47% in 2025. That’s not a typo and I did not neglect to include a decimal point…the prediction is a gain of 47%.

When you think about it, the idea of retail media networks makes a lot of sense. Radio’s portability has always been a strong argument for reaching customers just prior to purchase, especially for “bricks and mortar” retailers. Radio advertising can help direct traffic to the stores as a complement to the retail media supposedly reaching customers at the actual point of purchase.

It all makes sense if only buyers would think a little outside the “big box” and realize that while advertising at the point of purchase can be very useful, radio can be an inexpensive addition to layer on more persuasion. When I go into a Lowe’s or Best Buy, I generally know why I’m there and what I plan to buy. With Amazon, I’m always cautious about the product that comes up first as it’s usually from an ad rather than reviews or the best fit for my needs. Radio could help.

This leads us to the issue that has bedeviled commercial radio for so long, the spot load. Radio people all seem to agree that we run too many spots, but no one has figured out the holy grail to run fewer spots without a corresponding loss of revenue, yet we know that too many spots chase listeners away. Broadcast and cable TV are learning the same lesson, the hard way. Recent trade press articles have noted that even some podcasts have increased spot loads to a point where the “annoyance factor” may be triggered.

When you walk into a store, how much advertising are you willing to tolerate? Do you pay attention to retail video ads, for example, Grocery TV or Gas Station TV? Grocery TV is in over 5,000 stores and the latter, which prefers to be known as GSTV, claims they provide more than two billion moments of attention and action. A study by comScore cited on their website claims GSTV reaches over 115 million unique viewers a month.

I find it amazing that when I visit the doctor’s office I’m assaulted by ads, even in the exam room. “Yeah, I know I’m only in for a checkup, doc, but could you please prescribe the last two meds that were on the screen? An ounce of prevention is worth a pound of cure, right?”

Will there be a backlash as we’ve seen in radio and television? Or will Americans simply accept the volume of messages and persuasion as a part of modern society? Can radio somehow take advantage of this evolution of advertising dollars? Can the industry find a way to partner with the retail media networks to pick up some new business?

Lots of good questions, but there are no obvious answers. In the meantime, the next time you’re in a retail store, see if you’re being reached by the billions of dollars being spent. Judge for yourself how retail media looks when you’re the target.

Let’s meet again next week.

Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.

Learfield Renews 16-Year Relationship with Mississippi State Athletics in a Long-Term Agreement

BSM Staff
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Learfield Renews 16-Year Relationship with Mississippi State Athletics in a Long-Term Agreement

Mississippi State Athletics and Learfield announced a renewal of their 16-year relationship with a long-term agreement for Learfield to continue as the exclusive rights holder managing all multimedia and sponsorship agreements.

“Learfield is a long-time trusted partner of Mississippi State,” MSU Director of Athletics Zac Selmon said in a statement. “We are excited for this opportunity to extend our relationship and grow our collaboration with them. This new agreement is integral to Mississippi State Athletics’ success as we continue elevating our revenue generation, sponsorship opportunities, content and storytelling, NIL activations for student-athletes and fan experience in the new, ever-evolving world of college athletics.”

By aligning with Learfield’s flagship multimedia rights division, digital solutions leader SIDEARM Sports, digital ticketing and marketing platform provider Paciolan, and ticket sales and development arm Learfield Amplify, Mississippi State Athletics says it will also maximize opportunities for revenue growth through access to fan data from Learfield’s Fanbase infrastructure.

“From my first interactions with Zac – dating back years ago, and now as he leads the organization at Mississippi State – I’ve been so impressed by his creativity and tenacity, which are needed more than ever in college athletics,” said Cole Gahagan, President and CEO of Learfield. “We’re beyond fortunate to now extend our partnership with Zac and his team, pairing those extraordinary characteristics with our unique leadership around fan data management, NIL opportunities, global sales, and revenue optimization. The future is bright in Starkville!”

Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.

ESPN Announces Coverage Plans for Vikings-Rams NFL Wild Card Matchup

BSM Staff
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ESPN Announces Coverage Plans for Vikings-Rams NFL Wild Card Matchup

ESPN will broadcast an NFL Wild Card game for the fourth consecutive year, televising the action as the Minnesota Vikings face the Los Angeles Rams. As wildfires have been devastating the Los Angeles metropolitan area, the game was moved in an interest of public safety to State Farm Stadium in Glendale, Ariz., the home of the Arizona Cardinals.

The Rams are remaining the home team in the matchup and will look to eliminate the Vikings, who are the first 14-win team in NFL history to play in the Wild Card round. ESPN Monday Night Football play-by-play announcer Joe Buck, analyst Troy Aikman and sideline reporters Lisa Salters and Laura Rutledge will be on the call for the traditional broadcast airing on ESPN and ABC.

Buck and Aikman have called more than 60 NFL playoff games and six Super Bowl championships in their 23 years working together. Salters is working in her 12th NFL playoff game, while Rutledge will be on the sidelines for the fourth time in postseason play. Russell Yurk, former NFL officiating executive, is making his playoffs broadcast debut for ESPN as its rules analyst. The Monday Night Football broadcast property averaged 15 million viewers, its second most-watched season since 2006, and reached 112 million fans.

The fourth season of Monday Night Football with Peyton and Eli concludes with the Wild Card Game presentation with a lineup of special guests that will be announced in the coming days. Bill Belichick, eight-time Super Bowl champion and new head coach of the North Carolina Tar Heels football team, will be on the show for most of the first half. The alternate broadcast averaged 1 million viewers per episode during its 10-game regular-season slate.

ESPN studio programming will air live from State Farm Stadium, beginning with a special edition of NFL Live from 3 to 5 p.m. EST. Rutledge will host the show alongside Ryan Clark, Mina Kimes, Dan Orlovsky, Marcus Spears and Adam Schefter. One hour later, Monday Night Countdown will begin with Spears, Clark and Schefter, along with Scott Van Pelt, Jason Kelce and Michelle Beisner-Buck. The two-hour program until 8 p.m. EST, with kickoff of the matchup preceding shortly thereafter.

Ahead of the other games on Wild Card Weekend, two editions of Postseason NFL Countdown will air, both of which begin at 10 a.m. EST. Mike Greenberg will host the show with Tedy Bruschi, Rex Ryan and Alex Smith providing analysis. Schefter will contribute with insights and reports surrounding the games, and ESPN betting analyst Erin Dolan will provide information and analysis about the betting lines. Furthermore, the show will have reporters situated around the country at all of the games, including Jeff Darlington, Dan Rgaziano, Kimberley A. Martin, Sal Paolantonio and Lindsey Thiry. ESPN digital platforms are also covering Wild Card Weekend with articles available on ESPN.com and ESPN+.

A new episode of NFL Matchup will air on Saturday at 6:30 a.m. EST on ESPN followed by multiple editions of SportsCenter in the morning. Moreover, the latest edition of The Breakdown with Peyton Manning and Bill Belichick is available on ESPN+ and will air several times on ESPN2. To conclude each day, NFL Primetime will be live on ESPN+ following the last game of the night with Chris Berman and Booger McFarland.

ESPN will also be broadcasting a game within the divisional round of the playoffs as part of The Walt Disney Company’s 10-year media rights deal with the NFL, reportedly worth $2.7 billion annually. The sports media company will broadcast the Super Bowl at the conclusion of the 2026 and 2030 seasons as well.

Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.

Trident MMP Launches Promotion Marketing And Artist Management Company

BMM Staff
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Trident MMP Launches Promotion Marketing And Artist Management Company

This week, Trident MMP launched a promotion, marketing, and artist management company.

Led by industry veterans Chris Siciliano, Elana Riggle, Todd Haller, and Val Garris, Trident offers customizable services, including artist radio promotion, full-scale digital and social campaigns, promotional tours, and marketing plans.

CEO/Founder Chris Siciliano said, “With the industry shrinking every day, we believe that a back-to-the-basics, focused approach to marketing and management is more important than ever.”

“I have brought together some of the most respected professionals from all aspects of the business. Our team is exceptionally knowledgeable, driven, and committed to the same basic cause: breaking artists.”

Find out more at tridentmmp.net

Reach Siciliano by email here.                

Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.

GoFundMe Launched for KNX News Reporter Nataly Tavidian After Losing Home to Los Angeles Wildfires

BNM Staff
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GoFundMe Launched for KNX News Reporter Nataly Tavidian After Losing Home to Los Angeles Wildfires

KNX News reporter Nataly Tavidian has been on the front lines of coverage as the Los Angeles Wildfires continue to rage. However, she has become part of the story as her home was one of countless that have burned to the ground due to the inferno.

Earlier this week, Tavidian spent all night covering the fires that continue to ravage the region. At around 5 AM the following morning, she received word that her Pasadena home had been lost due to the blaze.

“I have not slept all night,” Nataly Tavidian told KNX News on Thursday. “I was covering this until about two in the morning and had to leave. Every single street here in Upper Hastings Ranch on the east side of Pasadena was filled with cops saying get out, and all people could do, all everybody was telling me was, ’Let’s hope that our home is here in the morning.’”

She added that while her family is safe, her mother is “hysterical” over the loss of the home the family purchased in 1998. Tavidian added that her father had passed away in recent years, with the home holding sentimental value to the family.

A family friend has launched a GoFundMe campaign for Nataly Tavidian and her family after the total loss.

“Nataly is a beacon of strength, kindness, and compassion—not only for her family but also for her community,” the fundraising page says. “She has hardly slept, balancing the heartbreak of her personal loss with the demands of her work. She is holding her family, herself, and her community through this unimaginable time. Now, it’s our turn to hold her.”

As of this publication, more than $15,000 has been contributed to the GoFundMe account launched to help Tavidian and her family.

Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.

Music Radio Remembers Bakersfield Personality Doug DeRoo

BMM Staff
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Music Radio Remembers Bakersfield Personality Doug DeRoo

Music Radio is remembering longtime Bakersfield personality Doug DeRoo. DeRoo passed away in Bakersfield at the age of 73.

DeRoo began his career at KERN in 1972. The station was Top 40 at the time.

Kenn McCloud, morning co-host and Music Director for Buck Owens Country, KUZZ Bakersfield, said, “Doug DeRoo was the DJ most people in Bakersfield grew up with. He was one of those who used his voice, his quick wit and radio savvy to entertain every time he cracked open a mic. We were competitors first, then friends. He was born to be behind the mic…and really embodied the title of ‘Radio DJ.'”

Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.

Taylor McGregor is Focused on the Moment with ESPN, Marquee Sports Network

Derek Futterman
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Taylor McGregor is Focused on the Moment with ESPN, Marquee Sports Network

Taylor McGregor had planned how she would navigate a pregame interview with Colorado Buffaloes head coach Deion Sanders at the Valero Alamo Bowl, ensuring she addressed an important topic from the beginning. Sanders was preparing to coach the final game with his sons Shedeur and Shilo, and although McGregor did not know how she would ultimately phrase the question, it was situated at the top of mind. Aware that she may only get to ask one to two questions due to time constraints and the length of his answers, she planned to inquire about the game if there was additional time.

As Sanders walked on the field to participate in the interview, McGregor could see that he was tearing up. Recognizing what was taking place, she chose not to ask about the game and instead asked about what he was envisioning in the moment. Sanders gave heartfelt answers that helped provide context for viewers, denoting a compelling pregame interview that garnered plaudits from viewers.

“That interview was really just trying to be in the moment and give viewers an insight into what Deion Sanders was feeling in that moment,” McGregor said. “And to me, he was feeling the weight of being a dad and almost like your sons are leaving the house.”

Throughout the inaugural season of the expanded 12-team College Football Playoff, McGregor has been on the sidelines reporting and delivering information during games. Part of her job involves making astute observations and speaking to the right people, requiring that she does not become fatigued. Having recently broadcast the Chick-fil-A Peach Bowl, which averaged 17.3 million viewers, she knows that moments can feel big when the entire country is watching.

“Sometimes it feels surreal, and there are often times in this business where you just get focused on the grind and you forget to take in the moment,” McGregor said. “If there’s been anything I’ve done over the last couple of weeks is I’ve really just taken in the moment and just been very grateful for kind of what I have in front of me because if you can’t enjoy these types of moments, then it’s like, ‘Why are you even doing this job?’”

Ahead of a typical Bowl game, McGregor is trying to determine the starting lineup and report on interesting stories with both teams. By watching film and conversing with players and coaches, she can accumulate intel that can help guide her reporting as the game is taking place. The conversations are especially valuable to glean insights on game strategy and real-time adjustments, and McGregor has been able to effectuate a proverbial formula throughout the week.

“For me, I love catching up with coaches before the game,” McGregor said. “I think you can get a lot of really great stuff, last-minute stuff. Bowl games are a little bit different, but during the regular season before a big game, even a little nugget from an offensive coordinator; like, ‘Hey, opening series – what are you seeing of this, this and this?,’ I’ve gotten some great stuff with that.”

McGregor primarily worked with Dave Pasch and Dusty Dvoracek this past season, traveling the country to cover college football games on ESPN platforms. Within her profession, she is ultimately looking to impart candor and credibility, removing any potential sources of doubt and further cementing herself as a trustworthy journalist.

“We just want things that are factual and accurate, so as long as that’s like the bottom line – even if someone’s having a really tough season, it’s a fact,” McGregor said. “So I think ultimately if you can just kind of – Joe [Tessitore] says it to me all the time, ‘Say what you see’ – and I know that’s a little bit different in baseball, but if you’re saying what you’re seeing, your eyes aren’t lying. You’re just reporting the facts, and ultimately that’s what nobody could ever deny is the facts.”

Through growing up around the Colorado Rockies and developing a penchant for baseball, McGregor was able to leverage her familiarity and passion to disseminate insightful reports and stories surrounding the team reporting on regional broadcasts. The connection to the organization and city made it all the more difficult to depart when she learned of an opportunity to join the brand-new Marquee Sports Network working in a similar role on Chicago Cubs broadcasts.

McGregor initially declined the idea, but as people around her divulged that changes may not yield a full-time role with AT&T SportsNet, she recognized the value in relocating. The decision to join Cubs broadcasts was prudent with Warner Bros. Discovery divesting its regional sports networks three years later.

“We hear it all the time [that] people around Major League Baseball love our show because of the things that we do,” McGregor said. “We’re still investing in making our broadcast good. When everybody else is stripping back and cutting cameras and doing all the things because of money, Marquee is still willing to invest and make it a better show, which we’re very grateful for.”

Even though McGregor admits that baseball is challenging because of the sheer number of games, she also views it as rewarding for the same reason. Spending time around the team can foster more detailed reporting and anecdotal commentary, ultimately cultivating a more distinctive viewing experience. At the same time, she is able to learn from Jon “Boog” Sciambi and Jim Deshaies, broadcasters who have shaped her views and perspectives on the sport. No matter the event or the platform though, McGregor values authenticity and seeks to convey as such on the air.

“If you try to kind of hone it in a little bit or try to be more than you are, it’s just going to come across as disingenuous, and ultimately, I want to be genuine, and so I think the things that come across on TV are our genuine personalities,” McGregor said. “And when we’re off the air, we’re poking fun at each other, we’re laughing, and that’s a lot of what you see show up on the broadcast.”

Over the summer, McGregor made history when she took part in the first all-women broadcast team in Cubs history, taking part on an announcing crew with Beth Mowins and Elise Menaker. Reflecting on the venture with Marquee Sports Network, McGregor articulated that she had looked up to Alanna Rizzo and Charissa Thompson in her youth because they were reporters for the Rockies. Although they served as inspirations for her career path, the full breadth of the industry and where she could contribute was somewhat unknown.

“Well, it was only women on the sidelines,” McGregor said. “There was no such thing as a female play-by-play or a female analyst, and so I never even dreamt of that for myself because I never saw women in that chair. But the more we’re seeing females in these chairs, I think the more it’s giving young women an opportunity to dream and therefore become knowledgeable and being qualified to do so. So I’m really looking forward to 20 years from now looking back and seeing how it’s all been shaped.”

Amid her work with local and national entities, McGregor is keeping faith that things will move in her best interest and trusts that her future is bright. Whether she is broadcasting from Chicago or another locale, she is committed to broadening the scope of coverage with penetrating storytelling and reporting to keep viewers informed and entertained through the action. Although most of her work is concentrated in baseball, McGregor cherishes her time in college football and is grateful to have had opportunities to cover matchups with colossal implications.

“It’s a dream come true, and I mean that in the best way,” McGregor said. “I got into this business because I wanted to do college football, and I love baseball too, but I wanted to do college football. That’s what I wanted to do, and I wanted to do it on the biggest stage, and obviously these College Football Playoff games are the biggest stage, and I’m just so thankful to be in this position with ESPN.”

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Mike Breen: There is No Formula for Double ‘Bang!’ Calls

BSM Staff
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Earlier in the week, ESPN presented a prime time broadcast of a matchup between the two teams with the most wins in the NBA. The Cleveland Cavaliers ended up defeating the Oklahoma City Thunder at home, extending their winning streak to 11 consecutive games and adding to the overall win total. Mike Breen, who delivered the play-by-play call of the matchup, recently appeared on the Dan Patrick Show where he divulged that the matchup felt like a potential preview of the NBA Finals. Breen also utilized his signature “Bang!” call on a three-point shot from Donovan Mitchell late in the fourth quarter that extended the Cavaliers’ lead to seven points.

The game averaged 1.87 million viewers on Wednesday night, indicative of a 20% proliferation from the comparable game last year, according to data from Nielsen Media Research. ESPN finished first in prime time television in several key demographics, including persons under 50 and persons and males aged 18-34, 18-49 and 25-54. Moreover, the game peaked with an audience of 2.5 million viewers on the network. On Thursday morning, Patrick asked Breen how often he was stopped by people and asked to exclaim “Bang!”

“When I go into arenas, it’s all the time, and I take it as a compliment and I’m flattered like you wouldn’t believe that the people say that, but when the kids start shoving the phone in your face and they’re yelling, ‘Say ‘Bang!’ Say ‘Bang!’,’ sometimes it gets a little much,” Breen explained. “But again, I’m so flattered by it that this one word has been so good to me.”

There are times when Breen will oblige with the request but say the word in a less pronounced, understated manner. After games, he has told people that he lost his voice and is unable to say it. Patrick then followed up by asking what would constitute a double bang call, something Breen had done only eight times in his career entering the 2024-25 NBA season.

“There’s no formula,” Breen said. “Yeah, it’s strictly off the flow of the game, what’s going on and, ‘Wow, this is unbelievable.’ It really just comes out. I wish I had a better answer, I’m sorry. You know what? Next time we’re on, I’m going to come up with a better answer.”

Breen conveyed that he learned former Boston Celtics radio play-by-play announcer Johnny Most used the “Bang!” call during games. He was informed as such by Most’s son, Jamie, and concurrently decided to dedicate one of his calls to Most during a Celtics game thereafter. Breen elaborated on the situation when Patrick asked if he had copyright over the call and T-shirts.

“Back in the day, if you weren’t in that town, you didn’t know or listen really to the radio voices of other teams,” Breen said. “Now you could listen to entire broadcasts of other teams no matter where you are, but I didn’t know it at the time.”

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