From a Penn State student's dream to the NBA's broadcast command center, one man's journey proves that passion and a little grit can lead to extraordinary heights!
It's easy to feel lost in the shuffle at a big university, but for Ross Eisenberg, Penn State wasn't just a stepping stone; it was the launchpad that propelled him from the Bryce Jordan Center to the very heart of the National Basketball Association. Today, he's a managing broadcast partner for the NBA, orchestrating everything from the electrifying atmosphere of conference finals to the cutting-edge world of streaming partnerships with giants like Amazon and NBC. But how did a student, initially daunted by the sheer scale of a major university, find his footing and rise to such a prominent role?
Eisenberg's path to Penn State wasn't a straight line. He began his college journey at Roger Williams University, finding the prospect of a massive institution a bit overwhelming. However, witnessing his friends' vibrant college experiences at a larger school ignited a desire for that very same big-time college sports environment. This realization led him to transfer to Penn State, where he discovered exactly the kind of immersive experience he was seeking.
Once at Penn State, Eisenberg found his calling in writing, particularly within the John Curley Center for Sports Journalism. Under the guidance of professors like Mike Poorman, he began to sculpt a clear vision for his future career. His early coursework included an introduction to sports writing, followed by a photography class that equipped him with the credentials to capture the action of Penn State basketball games. The 2009 men's basketball NIT title provided an unforgettable experience, as he recalls the thrill of walking into the Bryce Jordan Center with his first credential: "It was so cool. I’ve never forgotten that feeling, even all these years later."
But here's where it gets truly serendipitous... During an all-night study session, a last-minute email from the Curley Center caught his eye. It was a call for student runners for ESPN's College Gameday. Eisenberg seized the opportunity, responding immediately and landing the role. This behind-the-scenes experience, from chauffeuring Kirk Herbstreit to the airport to managing production logistics, solidified his conviction: working in sports was his ideal career path.
After graduating in 2010, Eisenberg leveraged a connection made during GameDay weekend to secure a project role as a stats associate at ESPN. While the job primarily involved data entry – he jokingly described it as "Sporcle for adults" – it was an incredible opportunity to be part of ESPN. His sights, however, were set on breaking into sports media more broadly. Project roles offered limited stability, and Eisenberg even turned down an early offer from the NBA to pursue a full-time position at ESPN. Unfortunately, this didn't pan out due to a hiring freeze at ESPN.
Four months later, Eisenberg circled back to the NBA with a bold, almost humorous, inquiry: "Remember me? I’m the idiot who turned you down. Any chance you’re still hiring?" Fortunately, they were, and he accepted a 10-month production project position. Twelve years later, he's still there, now leading the charge.
Eisenberg's career has mirrored the NBA's own evolution. He began as a broadcast assistant at the launch of the Relay Center, which allowed him to expand his responsibilities in broadcast operations. Today, he's instrumental in managing the NBA's broadcast systems, staffing national television games, overseeing freelance crews, and serving as a courtside timeout coordinator for major networks. This pivotal role places him at the scorer's table during crucial conference finals, acting as the NBA's liaison with broadcast partners, approving audio, and ensuring the seamless flow of live television.
His most cherished memory? Working the 2018 Western Conference Finals between the Houston Rockets and the Golden State Warriors. "I always try to take 15 seconds," he shared, "Just to realize where I am. If I could tell the younger version of me, he wouldn’t believe it."
Eisenberg also played a key role within the NBA's COVID-19 bubble, a monumental undertaking that transformed a college campus into a self-contained professional sports hub. He described the surreal experience of being in a setting that felt like a high school gym but looked like Game 7 of the Finals on television, calling it a "huge achievement."
And this is the part most people miss... As media consumption habits shift, so does Eisenberg's role. The NBA is actively expanding its broadcast strategy, forging partnerships with Amazon and NBC to bring games to platforms like Peacock and Amazon Prime Video. When asked about the strategy for increasing viewership, Eisenberg offered a candid, "Throw things at the wall and see what sticks." From innovative cell-phone shot games in the Summer League to unique sky-cam-only broadcasts, change is the constant. Eisenberg thrives at the intersection of operations, relationships, and pure experimentation.
"It's a relationship-building job," he emphasizes. "When things go wrong, you need to know exactly who to call and what to do."
Looking back, Eisenberg credits Penn State's high-scale, professional-level athletic environment as the "perfect training ground." He elaborates, "The stakes are as high as they are anywhere. But at Penn State, you’re basically working in a pro sports environment as a college student."
Even now, over a decade into his NBA career, Eisenberg remains connected to Happy Valley. He returns annually for football weekends with his wife, a fellow Penn Stater, and their young daughter. He also actively hosts Penn State football players at the NBA offices for career exploration, fostering a strong alumni network within the sports industry.
Eisenberg's advice to aspiring sports journalists is simple yet profound: master your craft. "Anyone can learn the sport," he states. For him, that meant writing, but for others, it could be analytics, operations, or communications. Ultimately, a passion for sports might open the door, but it's your honed skills that will keep you in the room.
What do you think? Is Eisenberg's approach of "throwing things at the wall" the best way to navigate the ever-changing media landscape, or do you believe a more structured strategy is needed? Share your thoughts in the comments below!
