December 2020 marked the beginning of a significant shift in sports media when Jamie Horowitz and NFL legend Peyton Manning launched Omaha Productions. In less than five years, this company has transformed from a startup venture to a media enterprise valued at approximately $400 million, challenging traditional approaches to sports content creation and distribution.

Strategic Leadership and Industry Experience

Before co-founding Omaha Productions, Horowitz established himself through executive positions at major networks. His career began at NBC Sports as an Olympic researcher, followed by a pivotal tenure at ESPN, where he developed debate-focused shows like “First Take” and “SportsNation.” He later served as president of national networks at Fox Sports, followed by roles at DAZN and WWE.

This varied background provided Horowitz with comprehensive knowledge of audience preferences and content trends across platforms. According to sports media reporter Richard Deitsch, “Horowitz brought a unique combination of production expertise and audience insight to Omaha Productions, allowing the company to identify opportunities that traditional networks missed.”

Former ESPN President John Skipper noted in a 2023 interview with Sports Business Journal, “Jamie understands what makes compelling television. He recognized early that personality-driven content creates stronger audience connections than traditional formats, especially for younger viewers who consume media differently.”

The ManningCast Phenomenon

Horowitz’s most notable achievement at Omaha Productions remains the development of the “ManningCast,” an alternative broadcast of Monday Night Football featuring Peyton and Eli Manning. Unlike conventional game coverage, this format presents the Manning brothers in a casual setting, offering commentary interspersed with celebrity guest appearances and personal anecdotes.

The program earned a Sports Emmy Award for Outstanding Live Series and attracted viewers who typically might not watch football broadcasts. Notably, research indicates the average ManningCast viewer is approximately six years younger than traditional Monday Night Football audiences.

Josh Pyatt, an agent at WME, told the Hollywood Reporter, “ManningCast changed the trajectory of sports broadcasting, both in its cultural impact and in establishing Peyton’s credibility within Disney’s media ecosystem”.

Content Diversification and Strategic Partnerships

Under Horowitz’s direction, Omaha Productions has expanded beyond the ManningCast into multiple content areas, including:

1. Documentary series: The company produces “Peyton’s Places” for ESPN+, which has grown into a franchise covering nine different sports, each explored by prominent athletes
2. Netflix collaborations: Omaha co-produced “Quarterback,” which follows NFL quarterbacks through an entire season, and “King of Collectibles: The Goldin Touch,” focusing on sports memorabilia
3. Event production: The company has partnered with major networks to produce segments of the ESPY Awards and other sports entertainment events
4. Audio content: Omaha produces podcasts featuring sports personalities, expanding its reach into audio formats

The company secured long-term stability through an extended partnership with ESPN lasting until 2034. This arrangement encompasses various content initiatives and provides Omaha Productions with significant distribution reach.

Warren Buffett, speaking at a 2024 business conference, commented on the company’s trajectory: “What’s impressive about Omaha Productions isn’t just its rapid growth but the methodical approach to building value through intellectual property rather than speculative ventures.”

Industry Impact and Innovation Model

Horowitz’s content strategies have influenced practices throughout sports media. Networks have implemented similar alternate telecasts across sports broadcasting, with variations appearing in college football, NBA, and UFC coverage.

The executive team at Omaha Productions has consistently focused on authentic storytelling, particularly through documentaries like The Buddy Way, which chronicles Dartmouth football coach Buddy Teevens’ innovations in player safety and inclusive coaching practices.

Sports broadcasting consultant Chris Bevilacqua observed, “The key insight Horowitz brought to Omaha was understanding that modern audiences value authenticity over production values. Traditional networks invested millions in graphics and sets, while Omaha succeeded with conversational formats that emphasize personality”

The company has also demonstrated commercial viability for these innovative formats. The ManningCast attracts premium sponsorships from brands seeking association with its casual, conversational approach. This success validates Horowitz’s vision for sports content that prioritizes genuine connection.

Current Focus and Industry Position

Horowitz continues leading content development at Omaha Productions, with recent initiatives including partnerships for sports docuseries and collaborations with organizations like the NFL for documentary projects about football innovation.

The company recently premiered “The Buddy Way” on ESPN, highlighting coach Buddy Teevens’s revolutionary approaches to football coaching and player development. This production exemplifies Omaha’s approach to sports storytelling through personal narratives of innovation.

Financial analysts project continued growth for Omaha Productions, with some industry experts suggesting the company could reach a billion-dollar valuation within the next five years if current trajectory continues.

Sports media analyst Andrew Marchand summarized Horowitz’s impact: “Few executives have so quickly established a new content model that influences an entire industry. The ManningCast didn’t just succeed as a program—it created a template that networks across sports have rushed to replicate.”

As traditional broadcast models face increasing competition from digital platforms, Horowitz maintains a significant role in determining how sports content will be created and distributed in the coming years, particularly through Omaha Productions’ continued development of innovative formats.