Jon Stojan
Image credit: Omaha Productions
Peyton Manning and Jamie Horowitz launched Omaha Productions in December 2020, reimagining sports media through innovative programming and authentic storytelling. The company’s rapid growth has led to a $400 million valuation and a portfolio spanning live sports, documentaries, and cultural events. Starting with a team of 3 and humble ambitions, they’ve built a media powerhouse that’s reshaping how audiences connect with sports and entertainment content.
When former ESPN and Fox Sports executive Jamie Horowitz approached NFL legend Peyton Manning about creating a production company, Manning had one requirement: the content must bring people together. This principle became the cornerstone of their partnership. Horowitz brought decades of experience crafting engaging sports programming, including his work pioneering talk formats like First Take and SportsNation. Manning contributed his deep understanding of football, natural charisma, and extensive network of relationships throughout professional sports. Their combined expertise created a foundation for storytelling that connects with both avid fans and casual viewers.
Manningcast Revolutionizes Sports Broadcasting
Their first massive breakthrough came with Manningcast, a fresh take on Monday Night Football featuring Peyton and Eli Manning providing casual commentary from their homes while chatting with guests like Barack Obama, Tom Brady, and Kevin Hart. The show drew 1.6 million viewers per broadcast and attracted viewers six years younger than the traditional Monday Night Football audience. The success earned them an Emmy for Outstanding Live Series and spawned similar formats across college football, NBA, and UFC broadcasts.
The show’s appeal lies in its authenticity. Rather than following traditional sports broadcasting formulas, Manningcastfeels like joining the Manning brothers’ living room and watching the game with them on the couch. The brothers break down complex plays in accessible language, share insider stories from their playing days, and maintain natural conversations with their guests. This approach has created a new blueprint for sports programming that prioritizes personality and accessibility over conventional commentary.
Netflix Teams with Omaha Productions for Success
The company further proved its storytelling abilities with the Netflix series Quarterback. The show followed NFL quarterbacks Patrick Mahomes, Marcus Mariota, and Kirk Cousins throughout the 2022-23 season, offering intimate glimpses of their professional and personal lives. Manning personally secured player access, ensuring authentic portrayals. The series captured 21.4 million viewing hours in its first week on Netflix.
Beyond the impressive viewership numbers, Quarterback broke new ground by securing unprecedented access to NFL quarterbacks during the season. The series revealed the intense preparation, personal sacrifices, and emotional challenges these athletes face. Through careful editing and thoughtful storytelling, the show balanced game-day drama with quiet family moments, painting complete portraits of its subjects.
From Receiver to Starting 5
Following Quarterback‘s success, Omaha Productions expanded its documentary slate with Receiver, tracking NFL stars like Davante Adams, Deebo Samuel and Justin Jefferson. The series captured the unique challenges wide receivers face, from precise route-running to split-second decisions. This intimate look at football’s most dynamic position paved the way for Starting 5, their groundbreaking NBA docuseries.
Starting 5 follows five NBA stars—LeBron James, Jayson Tatum, Jimmy Butler, Anthony Edwards, and Domantas Sabonis—through the 2023-24 season. The 10-episode series captures James’s relentless excellence in his 21st season, Edwards’s explosive rise to stardom, and the unique journeys of each player. By focusing on multiple stars across different teams, the series paints a rich portrait of today’s NBA, from veterans at the peak of their powers to emerging talents reshaping the game.
Full Court Press Transforms Women’s Sports Coverage
Omaha Productions made history with Full Court Press, a groundbreaking docuseries spotlighting women’s college basketball. The show captured the record-breaking 2023-24 NCAA season, following basketball phenomenon Caitlin Clark, UCLA’s Kiki Rice, and South Carolina’s Kamilla Cardoso. Manning’s personal connection to women’s basketball, through his friendship with late coaching legend Pat Summitt at Tennessee, drove the project’s vision.
The series premiered at a pivotal moment. The 2024 NCAA Women’s Championship between Iowa and South Carolina became the most-watched college basketball game in ESPN history. Clark’s electrifying play style and record-breaking performances created what became known as the “Caitlin Clark Effect,” driving ticket prices into the thousands and attracting viewers who had never watched women’s basketball before.
Expanding Beyond Sports
Omaha has also ventured beyond sports, helping produce cultural touchstones like The ESPYs and the CMA Awards. The ESPYs’ production aligns with their mission by supporting the V Foundation for Cancer Research. Under Jamie Horowitz’s leadership, these shows maintain high production values while emphasizing emotional storytelling and cultural impact.
With over 40 employees, Omaha Productions continues to expand. Their upcoming ESPN+ series, The Breakdown with Peyton & Belichick, pairs Manning with the legendary coach to analyze pivotal NFL plays, offering viewers unprecedented tactical insights.
Setting New Industry Standards
The company’s success stems from its founders’ complementary strengths. Peyton Manning’s industry connections and creative vision combine with Jamie Horowitz’s production expertise to create compelling content that resonates with audiences. Sports business analyst Joe Pompliano suggests the company could reach a billion-dollar valuation through its strategic partnerships and consistent delivery of high-quality programming.
The company’s rapid growth reflects its ability to identify and fill gaps in sports media coverage. Omaha Productions creates content that appeals to traditional sports fans by prioritizing authenticity and human connection while drawing in new audiences. Their productions consistently break viewing records and earn critical acclaim, proving the value of their approach.
In four years, Omaha Productions has established itself as an innovative force in media, proving that authentic storytelling and strategic programming can transform how audiences engage with sports and entertainment.