NBC Sports is betting big on live sports, and its top executives say the division’s culture of constant innovation is what keeps it ahead. Chief Rick Cordella and veteran producers Sam Flood and Molly Solomon spoke about the NBA’s return, the LA 28 Olympics, and how Snoop Dogg became America’s guide to the Paris Games.
The NBC Sports Philosophy
Flood, who has been with NBC Sports since 1986, says the team’s core goal is simple. “Our biggest agenda and goal is to always look to get better every week,” he said. “Our theory is, if you’re not getting better, you’re getting worse.”
Solomon, who joined in 1990, points to a culture that pairs high expectations with creative freedom. “It’s incredibly wonderful to work for people who have high expectations, and then give you the room to be creative and supply you with all the technology and support that you need.”
Bringing Back the NBA
Cordella says the new “Sunday Night Basketball” package draws directly on the league’s iconic NBC era. “We thought a lot about what worked in that era and how do we apply that to the modern ecosystem?” he said. “We were trying to blend nostalgia with modern day, and I think we achieved that.”
Storytelling First
Flood traces the division’s approach back to his first NBC job as an Olympic researcher in 1986. “We are storytellers, which has been drummed into us since the day we began,” he said.
That philosophy has crossed sports. Flood says NASCAR taught them the pit reporter model, which led to the NHL’s “Inside the Glass” analyst positioned between the benches. “So rather than two play-by-play analysts up five stories above the ice sheet calling the game as observers, we put someone interacting with the game and hearing it.”
The Olympics as a Lab
Solomon credits Comcast chairman and co-CEO Brian Roberts and former NBC Sports chairman Mark Lazarus for pushing innovation. For Paris 2024, that meant transforming the presentation. “We constantly ask ourselves the question: How can we make the best seat in the house even better?” Solomon said.
“If you’re not getting better, you’re getting worse.” — Sam Flood
Snoop Dogg’s Big Moment
Cordella says Snoop Dogg’s Olympic role was Solomon’s idea. “That’s not something that NBC would have done well in the past,” he said. “He ended up being phenomenal both in front of the camera and behind the camera, and so genuine.”
The Washington Post called him “The Ambassador of Happiness.” Cordella notes Snoop sought out weightlifters and other less prominent athletes, not just the basketball stars.
Comparing Eras
| Era | Approach | Highlight |
|---|---|---|
| 1990s NBA on NBC | Nostalgia, Michael Jordan era | The Michael Jordan era |
| Modern NBA on NBC | Blend nostalgia with modern ecosystem | “Sunday Night Basketball” |
| Paris 2024 Olympics | Innovation, surprise and delight | Snoop Dogg as guide |
Looking to LA 28
Cordella and Solomon promise an even bigger show when the Summer Olympics hit Hollywood’s hometown in 2028. The formula is set: storytelling, technology, and surprise.
The pressure is on. “Ultimately, sporting events are about memorable moments,” Flood said.
Source: variety.com
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