Jamie Horowitz, president and co-founder of Omaha Productions, has established himself as a transformative figure in sports media since partnering with NFL legend Peyton Manning in December 2020. Their joint venture has reshaped sports broadcasting through innovative approaches to content delivery and audience engagement.
From Researcher to Media Executive
Horowitz began his media career as an Olympic researcher at NBC Sports before joining ESPN, where he developed programs including “First Take” and “SportsNation.” These shows helped redefine the sports talk format with debate-centered programming that prioritized personality and opinion.
His professional path continued through executive positions at Fox Sports, where he served as president of national networks, followed by roles at DAZN and WWE. According to his professional profile, Horowitz graduated from Amherst College and played basketball during his collegiate years.
Media analyst Peter Kafka notes, “Horowitz’s track record shows a consistent ability to identify formats that generate audience engagement across different demographics, particularly in finding ways to make traditional sports content more accessible to casual viewers.”
The Creation of the ManningCast
The “ManningCast” represents Horowitz’s most significant innovation at Omaha Productions—an alternative Monday Night Football broadcast featuring Peyton and Eli Manning commenting on games from their homes. The format differs substantially from conventional game coverage by emphasizing casual commentary, celebrity guest appearances, and conversational analysis.
This approach earned recognition from the television industry when the ManningCast won a Sports Emmy Award for Outstanding Live Series. Research data indicates the average ManningCast viewer is approximately six years younger than the traditional Monday Night Football audience, a crucial metric for networks seeking to reach new demographics.
ESPN reporter Adam Schefter described the format: “What the ManningCast does brilliantly is combine expert football analysis with the feeling of watching a game with friends. The Manning brothers break down complex plays in ways that even casual fans can understand, but they do it without the formality of a traditional broadcast booth.”
Building a Media Company
Under Horowitz’s leadership, Omaha Productions has grown beyond the ManningCast. The company now produces the “Places” franchise on ESPN+, which began with “Peyton’s Places” and expanded to cover nine different sports. These documentary-style programs feature star athletes exploring the history and culture of their respective sports.
The company’s portfolio also includes documentary collaborations with Netflix, including the series “Quarterback,” which follows NFL quarterbacks through an entire season, and “The Buddy Way,” a documentary about innovative football coach Buddy Teevens.
Financial publications report that Omaha Productions reached a valuation of approximately $400 million after just four years of operation. The company secured long-term stability through an extended partnership with ESPN running through 2034.
Industry Influence and Format Innovation
Horowitz’s content strategies have influenced broader industry practices. Networks have implemented similar alternate telecasts across sports broadcasting, with variations appearing in college football, NBA, and UFC coverage. This “megacast” approach has become increasingly standard, offering viewers multiple ways to experience live sports.
The company maintains an active presence across media platforms. Their social channels regularly showcase behind-the-scenes content from productions and highlight collaborations with athletes and celebrities.
Sports Business Journal reporter John Ourand observed, “The format pioneered by the ManningCast represents the most significant innovation in live sports broadcasting in the last decade. Networks recognized that audiences want options beyond traditional play-by-play, and Horowitz identified this shift before most executives.”
Advertisers have embraced these alternative formats, with the ManningCast attracting sponsorships from brands seeking association with its more casual approach. This commercial validation demonstrates the business potential of Horowitz’s vision for sports content that emphasizes authentic connection over conventional presentation.
Current Focus and Future Directions
Currently, Horowitz continues to develop new content models at Omaha Productions. Recent initiatives include partnerships with Netflix for sports docuseries and collaborations with organizations like the NFL for documentary projects about football innovation and player development.
The company recently premiered “The Buddy Way,” documenting Dartmouth football coach Buddy Teevens, who revolutionized the sport through safety innovations and inclusive coaching practices.
Horowitz’s professional trajectory from network executive to co-founder of a production company represents an increasingly common path in sports media, where industry veterans leverage their expertise to build independent content studios focused on specific audience segments and storytelling approaches.
The continued growth of Omaha Productions suggests Horowitz maintains a significant role in determining how sports content will be created and distributed in coming years, particularly as traditional broadcast models face increasing competition from digital platforms and alternative viewing experiences.