A Man of Many Hats
by K.C. Neel -- Multichannel News, 10/12/2008 8:00:00 PM EDT
In this story:
'Man of the People'
Pushing Further
George Bodenheimer wears a lot of hats — any one of which would keep most executives busy enough. But Bodenheimer seems to thrive on all the activity. He's president of ESPN and ABC Sports and he also serves as co-chairman of Disney Media Network, sharing that role with Anne Sweeney.
Bodenheimer grew up professionally with ESPN and has expanded his expertise of management, the industry and sports in general over the last 29 years. He started fresh out of college in ESPN's mail room in 1981. But the sports network wasn't his first choice. He was actually more interested in sports and entertainment than TV and he tried to get a job with various teams and leagues to no avail.
“I was a Connecticut native and ESPN was based there, so it seemed like a good thing to try next,” Bodenheimer said of his application to the fledgling network. “I had an interview with the folks in HR and they told me I was qualified to be driver so that is what I did. It's been quite a ride.”
In many respects, Bodenheimer's story defines ESPN, said Sean Bratches, executive vice president sales and marketing. He came up from the bottom and has risen to become one of the cable industry's most successful and powerful executives.
ESPN's trajectory is similar. Launched in 1979, it is now in over 96 million homes around the world. The company's programming is available on TV, on the Web and via mobile devices.
“George has demonstrated that you can come in at the bottom and, if you're smart and work hard, you can get to the top,” said Advance/Newhouse Communications chairman Bob Miron. “His vision has taken ESPN to new heights and he has expanded the brand beyond anyone's expectations.”
Bodenheimer values teamwork and long-term commitments. When he was named the network's president in 1998, he needed to find his replacement as executive vice president of sales and marketing. He hired Bratches, who characterizes his two decades at ESPN as “a great run. I'd do it again in a heartbeat.”
'Man of the People'
One reason people tend to stay at ESPN as long as they do is because “George is a collaborator. He is a man of the people,” Bratches said, noting that his early experience as a lowly mail room employee coupled with his steady rise up the corporate ladder helped ground him as a leader. “He's as comfortable dealing with the NFL commissioner as he is with a production assistant in Bristol [Conn., ESPN's headquarters].”
ESPN is run like a family business and that is partly the reason for its success, Bodenheimer said. He's proud of the teams ESPN and ABC Sports and Disney Media Networks have assembled. “The quality of our people across every platform and the world are second to none,” he said.
Bodenheimer's driving quality coupled with his ability to amass smart people has been key to the company's success, Bratches said. “His strongest asset is his ability to understand, lead, manage, and negotiate with people no matter who they are,” Bratches said. “He has strong analytical skills and he can organize people around a mandate like no one else.”
After various affiliate marketing gigs in New York, Chicago, Dallas and Denver, Bodenheimer found himself back in Bristol in 1996 after being tapped executive vice president of sales and marketing. Three years later, he became ESPN's fifth president and has led the company through an unprecedented period of growth.
Bodenheimer's ability to connect with people has helped the network launch new networks, expand into new lines of business and cement relationships with sports leagues.
The company that launched with one network now also boasts ESPN2, ESPN Classic, ESPNews, ESPN Deportes, ESPN HD, ESPN Regional Television, ESPN International (34 international networks and syndication), ESPNU, ESPN Radio, ESPN.com, ESPN The Magazine, ESPN Enterprises, ESPN PPV, ESPN Zones restaurants, ESPN360.com, ESPN Mobile Properties, ESPN On Demand and ESPN Interactive.
“One of George's strongest characteristics is his ability to drive a bargain that may not always be very popular,” Miron said. “But he has managed to retain the respect of the cable industry and the operators.”
Bodenheimer, who counts his dad and University of North Carolina basketball coach Jim Valvano among his heroes, said that one of the best things about being in the cable industry is that “it's filled with great people. Personal relationships are important but most people realize that business is business and that when we disagree, it's not personal. We all try to be respectful of who we are working with. We want to treat people the way we want to be treated and that goes for everyone here.”
Pushing Further
Despite his vast accomplishments at ESPN, he's not finished pushing the envelope when it comes to ESPN/ABC Sports' brand and reach. ESPN/ABC will be in on the bidding process for the 2014 Winter Games and 2016 Summer Games, when the International Olympic Committee begins the auction process over the next year, Bodenheimer said earlier this summer.
As president of ABC Sports, he oversees one of the broadcast industry's most comprehensive sports programming schedules, which is now branded “ESPN on ABC.” Among the premier programming are the NBA Finals, college football and basketball, World Cup Soccer, the British Open, the Belmont Stakes, Little League World Series, the IndyCar Series featuring the Indy 500, NASCAR, and others.
At the same time, Bodenheimer works closely with Sweeney overseeing Disney-ABC Television Group, ESPN Inc., Walt Disney Internet Group, ABC-owned television stations, and a supporting headquarters group. Marketing, research, sales and communications functions also exist within the segment.
He admitted that it is sometimes a challenge keeping all those balls in the air. But he said he has put a good team in place and noted that he couldn't find a better partner in Sweeney.
“George surrounds himself with good people and empowers them to make good decisions,” Bratches said. “And it's like that up and down the organizational chain. No one individual can make all the decisions and George knows that. He also ensures people are well positioned to succeed. The attention he gives to every level of employee is genuine. Everyone gets the same respect and everyone respects him.”
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