Major League Businessman: ESPN Executive Burke Magnus ’88 Hits Home Runs for Sports Fans Everywhere

From overseeing programming and scheduling for ESPN to his favorite sports movie, Magnus discusses his career trajectory and interests
January 15th, 2018 by 

Magnus during the 2016 SEC men's basketball Tournament at the Bridgestone Arena
Magnus during the 2016 SEC men's basketball Tournament at the Bridgestone Arena. Photo by Phil Ellsworth / ESPN Images

It’s not just athletes who start at the bottom and, after years of developing their skills in the minor leagues, break into the big time and sign major contracts. Sports businesspeople work just as hard as they rise through their industry and develop their negotiation skills until they can make multimillion-dollar deals for their corporation.

Case in point: Burke Magnus ’88, executive vice president of programming and scheduling for ESPN, who began his career as an intern and, today, travels around the world and negotiates contracts to secure broadcasting rights with European soccer leagues; international major golf and tennis tournaments; NFL, NBA and MLB games; and college football and basketball games — including many bowl games and the College Football Playoff.

But that’s half the job for Magnus, whose department also oversees ESPN’s content strategy and scheduling — in other words, deciding when to feature events so they will generate the most viewers while keeping sports fans happy.

Don’t blame him if ESPN doesn’t broadcast every basketball game involving must-see teams like the Cleveland Cavaliers, Boston Celtics or the NBA Champions Golden State Warriors. Squads dwelling at the bottom of the standings like the Philadelphia 76ers need time on the tube, too.

“Our agreement rights contract with the NBA specifies the maximum and minimum number of times we can put teams on. At the same time, we look at trying to build a schedule that will engage the largest possible audience,” says Magnus, who admits it can be a bit of a juggling act. But the bottom line is each league he negotiates with is just as interested in face time as it is in generating revenue.

“The business side of sports is more of a relationship business, and relationships work best when both sides are invested in building something,” he says. “The priorities of our TV partners are in growing their sports. It’s not just all about the money, but creating a true partnership and growing viewership for their league.”

When Magnus joined ESPN as a program associate in 1995, the cable network was available in about 65 million homes, according to Nielson. Today, ESPN produces more than 64,000 hours of live entertainment and studio programming and averages up to 115 million viewers a month.

“Sports programming is no longer just TV,” he says. “We produce content for mobile, online, social media, digital and radio. Our mission is to serve sports fans anywhere, anytime. But TV is still our primary vehicle.”

The Big Score

Magnus played sports with friends for fun while growing up and he joined the club rugby team while attending Holy Cross. “I realized as I matured that my DNA was getting in the way of a particularly spectacular career,” he jokes. “I played rugby for four years to not much acclaim. But it was fun to socialize and keep active.”

Magnus was a history major, and it was his history professors that set him on his sports career path. Professor William A. Green, his adviser, helped him during his junior year away in Washington, D.C., where he secured a position writing for the “National Catholic Reporter” newspaper.

“And Professor (David J.) O’Brien cemented me in the direction of loving the media business. I got the bug for journalism, and he encouraged me to write. I focused on sports writing and wrote for the sports section of ‘The Crusader’ — hard-hitting stories about intramural sports,” he says with a laugh.

Looking back at his time at Holy Cross, Magnus says, “My Jesuit, liberal arts education taught me how to think, how to question, how to communicate and how to write. It’s amazing what you can do and where you can go when the foundation of your education is solid.”

After graduation, he held a number of non-writing, non-sports-related positions, including several in the legal system. At one point, he contemplated law school, but he wasn’t ready to give up on a career in sports.

“Sports was a passion, the only thing I cared about morning, noon and night,” he remembers. “It nagged at me that I should make a career of it someday. I just loved it so much. But it was difficult to figure out how to get started. I knew nobody in the business. My parents had no connections. Then I learned about the sports management program at the University of Massachusetts.”

He earned a master’s degree in sports management in 1995. During his studies, he secured an internship in the programming department at CBS Sports, worked hard at his job, networked and made contacts at NBC, ABC, FOX Sports and ESPN, and sent out a pile of resumes. An executive at ESPN called for an interview, and he joined the network a few months after leaving UMass.

He was quickly promoted from program associate to program planner, and rapidly rose through the ranks and gained more responsibilities. In 2000, as director of programming and acquisitions, he was responsible for ESPN’s men’s college basketball programming and scheduling. By 2008, he was senior vice president of college sports programming and winning accolades; in 2006, he was named to “Sports Business Journal’s” Forty Under 40, honoring the most promising young executives in sports business; he received the Distinguished Alumnus Award from UMass’ McCormack Department of Sports Management in 2011; and in 2013, he earned the National Football Foundation Legacy Award, for his support and leadership in promoting college football, while si.com — “Sports Illustrated’s” website — named him the fifth “Most Powerful Person in College Sports.”

Reflecting on his career and his hard work to rise to a top position in sports programming, he says, “The question people most often ask me — because I was a history major at Holy Cross — is ‘How did you end up where you are?’” He pauses a moment. “The whole world was telling me I had to be either a teacher or a writer. But I just kept asking myself: Isn’t there something else I want to do?”

Q&A with Burke Magnus ’88

If you could get a signed baseball, basketball or football, whose autograph would you want? I’m a big New York sports fan, so I’d want a baseball signed by Derek Jeter. And a basketball signed by LeBron James, because I have a connection with him: We did a deal to televise his high school games. I think he’s the greatest NBA player of all time.

What is your favorite sports movie? “Eight Men Out” (1988). I love the story of the Chicago Black Sox scandal. And I’m a big history buff.

What sports event in history do you wish you had seen? Tiger Woods winning his first Masters Tournament (1997). He gave an unbelievably dominant performance, and I like the way he handled being the first African American to win the Masters.

What is the strangest sport ESPN has ever televised? Trampoline dodgeball – it’s played just as it sounds, and it’s quite bizarre. And on every July Fourth, we televise Nathan’s Hot Dog Eating Contest. It’s a tradition.

Is chess a sport? Yes! My definition of sports is more broad than others’. Sports are competitions; they don’t have to be just an athletic endeavor.

Should Roger Clemens go into the Baseball Hall of Fame? (Pause.) Pass. I’ll just say I’m a Yankees fan.


Written by Benjamin Gleisser for the Winter 2018 issue of Holy Cross Magazine.

About Holy Cross Magazine

Holy Cross Magazine (HCM) is the quarterly alumni publication of the College of the Holy Cross. The award-winning publication is mailed to alumni and friends of the College and includes intriguing profiles, make-you-think features, alumni news, exclusive photos and more. Visit magazine.holycross.edu/about to contact HCM, submit alumni class notes, milestones, or letters to the editor.

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Lecture: Activist Leader Corinne Kumar to Speak on Global Human Rights
4/4/2018
McFarland Center for Religion
Carol and Park B. Smith Hall Rehm Lib
Corinne Kumar is secretary general of El Taller International,...
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Working Writer Series: Jen Chang
4/5/2018
English
Edith Stein Hall 120
Open to the Public
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COES Real Estate Club Meeting
4/5/2018
COES Professional Program & Prebusiness Program
Edith Stein Hall 124
The Real Estate Club exposes students to a broad range of topics including residential,...
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COES Sales Club Meetings
4/5/2018
COES Professional Program & Prebusiness Program
Edith Stein Hall 118B
Explore the sales and management industries of business and gain the tools to...
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Lecture: Literary Critic Terry Eagleton to Muse, 'Was Jesus a Revolutionary?'
4/5/2018
McFarland Center for Religion
Carol and Park B. Smith Hall Rehm Lib
Terry Eagleton is a renowned British literary theorist, critic...
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Annual Fund Giving Challenge
4/6/2018
Physics
Swords Hall Swords Atrium
We will have a table set up in the Swords Atrium where students will be taking...
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COES Agency Club Meeting
4/9/2018
COES Professional Program & Prebusiness Program
Edith Stein Hall 217
The Agency educates students who are interested in learning about the fields of...
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City Year Info Table
4/9/2018
Center for Career Development
Henry M. Hogan Campus Center Lobby Table 2
Stop by the City Year Info Table to learn more about this...
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COES Finance Club Meeting
4/10/2018
COES Professional Program & Prebusiness Program
Edith Stein Hall 216
The Finance Club focuses on Wall Street - including sales & trading and ibanking...
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Economics & Accounting Career Night (Event canceled)
4/10/2018
Center for Career Development
Henry M. Hogan Campus Center Suite B/C - 4th Fl
Come hear from a panel of economics and accounting alumni...
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Latinidad Identidad Practice
4/11/2018
Office of Multicultural Education
Henry M. Hogan Campus Center 401
Regular practice for this Afro-LatinX dance groupOpen to Campus Community...
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COES Women in Finance Meetings
4/11/2018
COES Professional Program & Prebusiness Program
Edith Stein Hall 216
Open to Campus Community Only
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Economics & Accounting Career Night
4/11/2018
Center for Career Development Open to Campus Community Only
Henry M. Hogan Campus Center Suite B/C - 4th Fl
Hear from a panel of economics and accounting alumni...
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Erin McAleer, Project Bread
4/11/2018
Sociology and Anthropology
Henry M. Hogan Campus Center 519
Open to the Public
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Conference - Francis the Pilgrim: From Personal Devotion to Papal Diplomacy
4/11/2018
McFarland Center for Religion
Carol and Park B. Smith Hall Rehm Lib
This conference will take Francis’ own devotional life,...
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The Skin of Our Teeth
4/12/2018
Theatre
Fenwick Theatre 2nd Floor O'Kane Hall
The Pulitzer Prize-winning play is a kaleidoscopic comedy about...
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COES Real Estate Club Meeting
4/12/2018
COES Professional Program & Prebusiness Program
Edith Stein Hall 124
The Real Estate Club exposes students to a broad range of topics including residential,...
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COES Sales Club Competition
4/12/2018
COES Professional Program & Prebusiness Program
Smith Laboratories 155
Join us for the annual Sales Club Competition. Watch as HC students pitch their...
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Administrative State Conference POLS
4/12/2018
Political Science Open to Campus Community Only
Carol and Park B. Smith Hall Rehm Lib
Keynote Address for a conference on the American administrative...
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COES Sales Club Meetings
4/12/2018
COES Professional Program & Prebusiness Program
Edith Stein Hall 118B
Explore the sales and management industries of business and gain the tools to...
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Conference - Francis the Pilgrim: From Personal Devotion to Papal Diplomacy
4/12/2018
McFarland Center for Religion
Carol and Park B. Smith Hall Rehm Lib
This conference will take Francis’ own devotional life,...
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The Skin of Our Teeth
4/13/2018
Theatre
Fenwick Theatre 2nd Floor O'Kane Hall
The Pulitzer Prize-winning play is a kaleidoscopic comedy about...
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The Skin of Our Teeth
4/14/2018
Theatre
Fenwick Theatre 2nd Floor O'Kane Hall
The Pulitzer Prize-winning play is a kaleidoscopic comedy about...
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Hospitality Management Workshop
4/14/2018
COES Professional Program & Prebusiness Program
Edith Stein Hall 216
Alumni-led workshop with Mary D'Argenis-Fernandez '93, Managing Director for MDA...
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Lecture: Lewis Glinert to Speak on His Book, 'The Story of Hebrew'
4/16/2018
McFarland Center for Religion
Carol and Park B. Smith Hall Rehm Lib
In recognition of Yom Ha’atzmaut, Israel’s 70th birthday,...
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COES Agency Club Meeting
4/16/2018
COES Professional Program & Prebusiness Program
Edith Stein Hall 217
The Agency educates students who are interested in learning about the fields of...
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COES Finance Club Meeting
4/17/2018
COES Professional Program & Prebusiness Program
Edith Stein Hall 216
The Finance Club focuses on Wall Street - including sales & trading and ibanking...
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Creating an Inclusive Campus: Skills & Practice
4/17/2018
Office of Diversity and Inclusion
Henry M. Hogan Campus Center 320
This workshop will take diversity and inclusion from theory to practice;...
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Latinidad Identidad Practice
4/18/2018
Office of Multicultural Education
Henry M. Hogan Campus Center 401
Regular practice for this Afro-LatinX dance groupOpen to Campus Community...
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COES Women in Finance Meetings
4/18/2018
COES Professional Program & Prebusiness Program
Edith Stein Hall 216
Open to Campus Community Only
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The Skin of Our Teeth
4/19/2018
Theatre
Fenwick Theatre 2nd Floor O'Kane Hall
The Pulitzer Prize-winning play is a kaleidoscopic comedy about...
See More >>


COES Real Estate Club Meeting
4/19/2018
COES Professional Program & Prebusiness Program
Edith Stein Hall 124
The Real Estate Club exposes students to a broad range of topics including residential,...
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COES Sales Club Meetings
4/19/2018
COES Professional Program & Prebusiness Program
Edith Stein Hall 118B
Explore the sales and management industries of business and gain the tools to...
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Sustaining Ourselves: Courageous Self-Care Workshop
4/19/2018
Office of Diversity and Inclusion
Dinand Library Levis Browsing Room
Social justice activists often experience burn out. This interactive...
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Lecture: Jews, Intersectionality and Contemporary Anti-Semitism
4/19/2018
McFarland Center for Religion
Carol and Park B. Smith Hall Rehm Lib
Katya Gibel Mevorach, professor of anthropology and American studies...
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The Skin of Our Teeth
4/20/2018
Theatre
Fenwick Theatre 2nd Floor O'Kane Hall
The Pulitzer Prize-winning play is a kaleidoscopic comedy about...
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Lecture: Geshe Georges Dreyfus on Tradition and Inquiry in Tibetan Buddhism
4/20/2018
Philosophy
Carol and Park B. Smith Hall Rehm Lib
Georges Dreyfus, Jackson Professor of Religion at Williams College,...
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The Skin of Our Teeth
4/21/2018
Theatre
Fenwick Theatre 2nd Floor O'Kane Hall
The Pulitzer Prize-winning play is a kaleidoscopic comedy about...
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Startup Day
4/21/2018
COES Professional Program & Prebusiness Program
Edith Stein Hall 216
Want to know how to turn your idea into a startup? Come to this day-long workshop...
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Physician Assistant Panel
4/22/2018
Biochemistry
Henry M. Hogan Campus Center Suite B/C - 4th Fl
Open to Campus Community Only
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Farmer's Market
4/22/2018
Featured
Kimball Hall Kimball Quad
Farmer's MarketFeaturing local products, the farmer's market will have items...
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COES Agency Club Meeting
4/23/2018
COES Professional Program & Prebusiness Program
Edith Stein Hall 217
The Agency educates students who are interested in learning about the fields of...
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Lecture: Writer and Critic Randy Boyagoda to Speak on Catholic Literature
4/23/2018
McFarland Center for Religion
Carol and Park B. Smith Hall Rehm Lib
Randy Boyagoda, a Catholic writer and professor of English at...
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25th Annual Leonard C. Sulski Memorial Lecture
4/23/2018
Mathematics and Computer Science
Smith Laboratories 154
The 25th annual Leonard C. Sulski Memorial Lecture in Mathematics will be given...
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COES Finance Club Meeting
4/24/2018
COES Professional Program & Prebusiness Program
Edith Stein Hall 216
The Finance Club focuses on Wall Street - including sales & trading and ibanking...
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Finance Club Mock Superday Dinner
4/24/2018
Center for Career Development
Henry M. Hogan Campus Center 406
Open to Campus Community Only
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COES Women in Finance Meetings
4/25/2018
COES Professional Program & Prebusiness Program
Edith Stein Hall 216
Open to Campus Community Only
See More >>


COES Real Estate Club Meeting
4/26/2018
COES Professional Program & Prebusiness Program
Edith Stein Hall 124
The Real Estate Club exposes students to a broad range of topics including residential,...
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COES Sales Club Meetings
4/26/2018
COES Professional Program & Prebusiness Program
Edith Stein Hall 118B
Explore the sales and management industries of business and gain the tools to...
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Holy Cross Concert Band Spring Concert
4/29/2018
Music
Henry M. Hogan Campus Center Ballroom & 328
Open to the Public
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COES Agency Club Meeting
4/30/2018
COES Professional Program & Prebusiness Program
Edith Stein Hall 217
The Agency educates students who are interested in learning about the fields of...
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COES Finance Club Meeting
5/1/2018
COES Professional Program & Prebusiness Program
Edith Stein Hall 216
The Finance Club focuses on Wall Street - including sales & trading and ibanking...
See More >>


COES Women in Finance Meetings
5/2/2018
COES Professional Program & Prebusiness Program
Edith Stein Hall 216
Open to Campus Community Only
See More >>


COES Real Estate Club Meeting
5/3/2018
COES Professional Program & Prebusiness Program
Edith Stein Hall 124
The Real Estate Club exposes students to a broad range of topics including residential,...
See More >>


COES Sales Club Meetings
5/3/2018
COES Professional Program & Prebusiness Program
Edith Stein Hall 118B
Explore the sales and management industries of business and gain the tools to...
See More >>


COES Agency Club Meeting
5/7/2018
COES Professional Program & Prebusiness Program
Edith Stein Hall 217
The Agency educates students who are interested in learning about the fields of...
See More >>


Phi Betta Kappa Ceremony
5/24/2018
Phi Beta Kappa
Carol and Park B. Smith Hall Rehm Lib
Open to Campus Community Only
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MAG Meeting
6/13/2018
Audio-Visual Services
Henry M. Hogan Campus Center Suite A - 4th Fl
Open to Campus Community Only
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See All