<p>On October 13th, students from the Tisch Institute for Global Sport and the Center for Publishing graduate programs at New York University had the opportunity to visit the ESPN headquarters in Manhattan and hear from professionals specializing in content creation, storytelling, and production. This interdisciplinary visit gave students the opportunity to listen and ask questions of industry experts about the art of storytelling within the sports and entertainment industries. Five ESPN team members – Brian Lockart, Isabella Seman, Catherine Sankey, Marquis Daisy, and Ashley Bembry-Kaintuck – shared insights into their career journeys and their roles in telling athletes’ stories, while appealing to target audiences. </p>
<p>Brian Lockhart, Senior Vice President, ESPN Storytelling Studio, oversees all the brands that make up ESPN’s storytelling studio, including the award-winning E60 series, as well as original series and studio shows on ESPN+, ESPN’s direct-to-consumer streaming service. Lockhart explained the challenges and rewards of creating longer-form documentaries while also serving the everyday sports fan. Discussing ESPN’s portfolio approach to storytelling, Lockhart said, “We market in multiple ways and try to show up where our fans are.” </p>
<p>Isabella Seman, Associate Producer, ESPN Films 30for30, touched on several topics, including the complexities of being a woman in the sports industry and how she steps into her role with confidence. A former college athlete, Seman was selected for the ESPN Next program as a production assistant following her graduation from Elon University. She acknowledged that women can be marginalized when working in sports and emphasized the importance of being confident in your skills and authentically yourself. She shared, “I’ve been in rooms where I’ve felt inferior. You are put in those rooms for a reason; it is better to ask a question than let someone else ask it.”</p>
<p>Ashley Bembry-Kaintuck, Producer, ESPN Originals and ESPN+, emphasized the importance of building trust when working with athletes, noting that it is essential to be honest and transparent throughout the process. Discussing the business side of sports storytelling, she explained that success requires balancing financial goals with creative expectations. She stressed that focusing solely on generating revenue and views can lead to missed opportunities for deeper storytelling. </p>
<p>Catherine Sankey, Director of Production Management for ESPN Original Content, plays an important role in the development of the stories that ESPN produces. With oversight of the master budget, Sankey helps determine whether a project is feasible. With approximately 20 pitches coming in each week, she helps decide which stories are worth pursuing and aligned with ESPN’s brand. She also offered insight into determining the right time to publish a story: “Ideas can sit on a shelf if it isn’t the right time to tell the story.”</p>
<p>Marquis Daisy, Producer, ESPN, has built his career telling stories about people, with a focus on those who are under-represented. He explained that he tries to make sports just one part of a story’s overall narrative, creating content that can appeal to an even broader audience. “The portrait of a person is the story you want to tell,” he said. Daisy also discussed how certain topics are often pitched repeatedly, making it essential for a director to find a unique approach to telling a story. However, when the right story comes along, ESPN finds a way to tell it. </p>
<p>Each speaker shared valuable knowledge and offered practical advice for students looking to begin their careers. Students left the visit with a deeper understanding of the power of sports storytelling and the skills required to bring compelling sports stories to life. </p>
<p><i><b>Molly MacKenzie</b> is a current graduate student in the MS in Publishing Program. She currently works at a law firm, Kreindler & Kreindler LLP, and one day hopes to transition to an editorial role in the book publishing industry.</i></p>