When I started out in sports journalism more than twenty years ago, the relationship between media and athletes looked a lot different. Back then, if you wanted an interview, you requested it through the team’s PR rep, waited for the right moment in the locker room, and hoped the player was in a talkative mood. There was a clear boundary between the press and the athletes. We were there to tell their stories, but we were outsiders.
Today, that line is blurrier than ever. With social media, podcasts, YouTube channels, and behind-the-scenes docuseries, athletes have become their own storytellers. Fans don’t have to wait for the postgame interview to hear what a player thinks—they can watch a vlog from inside the locker room or read a personal statement on Instagram. And from a journalist’s perspective, that shift has completely changed the way we cover the game.
The Rise of the Athlete-Content Creator
One of the biggest changes I’ve seen is how empowered athletes have become in shaping their own narrative. Take someone like LeBron James. He doesn’t just play basketball—he produces documentaries, runs his own media company, and shares unfiltered thoughts with millions of followers. That kind of access simply didn’t exist when I was coming up. Back then, if a player had something to say, it went through us. Now, they say it themselves.
As a producer, I have mixed feelings about it. On the one hand, I think it’s great that athletes have a platform. They can speak directly to their fans, show their personalities, and highlight causes they care about. But it also makes our job a little more complicated. When a player breaks news on Twitter or tells their side of a story on a podcast, it can feel like we’re playing catch-up.
But here’s the thing: the audience is smart. They still crave context, insight, and storytelling that goes deeper than a tweet. That’s where experienced journalists and producers like me come in. Our job has evolved. We’re not just chasing sound bites anymore. We’re crafting narratives that add value to what fans already know.
The Importance of Trust
With access changing, trust has become more important than ever. Back in the day, you built relationships with athletes by showing up consistently, being respectful, and telling fair, accurate stories. That hasn’t changed. What has changed is how quickly that trust can be lost—especially in the age of viral clips and hot takes.
I’ve always believed in earning my spot in the room. When I walk into a locker room or onto a practice field, I know I’m there as a guest. The players have a job to do, and if they’re going to let me in, I need to bring something to the table. That means doing the homework, asking thoughtful questions, and knowing when to put the camera down.
Some of the best stories I’ve ever produced came from moments of quiet trust—an offhand comment after a game, a thoughtful conversation at practice, a rare glimpse of who an athlete is beyond the uniform. You can’t manufacture those moments. You earn them over time.
The Challenge of Authenticity
In a world where everyone has a platform, authenticity is king. Fans are smart—they can spot a rehearsed answer or a media-trained sound bite from a mile away. What they respond to is realness. Vulnerability. Honesty.
That’s why shows like “Hard Knocks” or the “Drive to Survive” series have struck such a chord. They pull back the curtain and show the human side of sports. As a producer, that’s the kind of storytelling I live for. Getting access is only half the battle. The real magic happens when you capture something raw, something true.
I remember working on a feature with a young player who had just broken into the league. He was shy, not used to the spotlight. But we took our time, got to know him, and let him tell his story in his own words. By the end of the piece, viewers saw not just a rising star, but a kid trying to make sense of his new world. That kind of authenticity is what cuts through the noise.
The Role of the Journalist Today
So what does all this mean for someone like me? For Rick Saleeby, a guy who’s been in the trenches of sports media for over two decades?
It means adapting. It means recognizing that while athletes now have more control over their stories, there’s still a role for journalists who know how to listen, dig deeper, and create compelling content. It means working harder to earn trust and access, and being willing to tell stories that go beyond the surface.
It also means embracing the evolution. I don’t see the rise of athlete-driven media as a threat. I see it as an invitation to step up our game. Fans want depth, context, emotion—and we can still deliver that. The tools may have changed, but the mission hasn’t.
Access will keep evolving. Technology will keep changing. But the heart of sports storytelling will always be the same. It’s about people. Passion. Perseverance.
As someone who still gets a rush every time I walk into a stadium or sit down to produce a piece, I’m excited for what comes next. Because no matter how the game changes, the stories will always matter. And I’ll keep chasing them—from press row to the sidelines and everywhere in between.