Former NFL All-Pro Marcellus Wiley believes sports media is moving toward a new business model in which personalities build their own audiences before partnering with major networks.
Wiley used ESPN’s relationships with Stephen A. Smith and Pat McAfee to explain the difference between traditional network talent and independent creators. In his view, McAfee’s path could become the blueprint for the next generation of sports media personalities.
Marcellus Wiley Compares Stephen A. Smith and Pat McAfee
Wiley sees Smith and McAfee as examples of two very different approaches to building leverage in sports media.
ESPN helped turn Smith into a national sports media star through “First Take” and its broader platform. Even with his reported five-year, $100 million contract, Smith remains part of a traditional network structure, with ESPN controlling the show and its distribution.
McAfee took a different route. McAfee took a different route. He built “The Pat McAfee Show” into an independently operated platform before ESPN brought the program onto its platforms in 2023, although McAfee’s work with ESPN dates back to 2019.
Now, he’s reportedly negotiating an extension worth $60 million to $65 million per year, further highlighting the leverage of his independent platform.
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Wiley believes that distinction could become increasingly important. “I think this is the new model. I think the Pat McAfee model will be the future and I don’t think the future is dark or dim. I think it’s bright. Why? Because we’re living in a world of cross-promotion,” Wiley said.
Why Wiley Sees McAfee’s Model as the Future
According to Wiley, one of the biggest advantages of independent shows is their ability to bring together diverse audiences and personalities.
A single-host commentary show can eventually reach a limit, while creators like McAfee can attract active players, celebrities, and other major personalities. The relaxed atmosphere of his show also gives guests a different setting than traditional studio programs.
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That creates a steady flow of new audiences.
For a network like ESPN, partnering with an established creator also provides immediate access to a loyal, younger, digital-first audience. Instead of spending years building that audience internally, the network can plug into an existing ecosystem.
How ESPN Benefits From Both Smith and McAfee
ESPN appears to be working with both approaches rather than relying on just one.
With Smith, the network continues to benefit from a major television personality while giving him more room to focus on high-profile appearances and his personal brand.
With McAfee, ESPN gets an established digital operation that connects traditional television viewers with streaming audiences.
For Wiley, that combination points toward where sports media could be heading.
The McAfee model shows that modern sports personalities do not necessarily need a major network to build their audience first. By creating their own platform and owning their audience, they can approach media companies as partners rather than simply seeking employment.
