From the raucous roar of the Bryce Jordan Center to the hushed, high-stakes halls of NBA Headquarters, one Penn State alum's journey is a testament to passion and perseverance!
Ever wondered how a student navigating the vastness of a major university like Penn State can end up shaping the future of professional basketball broadcasting? Meet Ross Eisenberg, a key figure at the National Basketball Association, whose career path is as dynamic as the league he serves. Before he was managing broadcast partnerships, overseeing critical courtside operations for intense conference final games, or steering the NBA's ambitious ventures into streaming with giants like Amazon and NBC, Ross was simply a Penn State student with a dream: to work in sports.
Like many who find their way to Happy Valley, Ross's journey to Penn State wasn't a straight line. He initially began his college career at Roger Williams University. "I was a bit intimidated by the idea of a massive school at first," Ross admits, "but after seeing my friends' experiences, I realized I craved that big-time college sports environment, and that's what led me to Penn State."
Once at Penn State, Ross discovered his calling, gravitating towards writing and immersing himself in the John Curley Center for Sports Journalism. Classes with influential professors like Mike Poorman were instrumental in carving out his future. He started with the fundamentals of sports writing, then honed his visual storytelling skills in a photography class that granted him credentials to shoot Penn State basketball games. But it was the 2009 men’s basketball NIT title that truly ignited his passion. "The first time I walked into the BJC with a credential, it was so cool," he recalls. "I’ve never forgotten that feeling, even all these years later."
But here's where it gets truly serendipitous... A pivotal moment arrived unexpectedly. While pulling an all-nighter studying, Ross spotted a last-minute call for student runners for ESPN’s College Gameday posted by the Curley Center. He responded instantly and landed the gig. Working behind the scenes with ESPN's crew, even driving Kirk Herbstreit to the airport and managing production logistics, solidified his conviction: "working in sports" was his ideal career.
After graduating in 2010, Ross leveraged a connection made during that GameDay weekend to secure a project role as a stats associate at ESPN. While it wasn't the most glamorous job – largely involving data entry – it was an entry into ESPN, making every day feel surreal. "It was basically Sporcle for adults," he jokes, referring to the sports knowledge test required for the position.
With a clear objective to break into sports media, Ross began exploring other opportunities. Project roles offered limited stability. At one point, he even turned down an early offer from the NBA to pursue a full-time position at ESPN. Sadly, this didn't pan out as ESPN implemented a hiring freeze.
Four months later, Ross reconnected with the NBA. "I said, 'Remember me? I’m the idiot who turned you down. Any chance you’re still hiring?'" he quipped. They were, and Ross accepted a 10-month production project position. Twelve years later, he's still there, and now he's running the show!
Ross's career within the NBA has evolved in lockstep with the league's own transformation. He began as a broadcast assistant during the launch of the Relay Center, which allowed him to take on broader responsibilities in broadcast operations. Today, his role is multifaceted: he manages the NBA's broadcast systems, staffs national television games, oversees regional freelance crews, and serves as a courtside timeout coordinator for major broadcast networks. This position places him at the scorer's table during crucial conference final games, acting as the NBA's vital liaison with national broadcast partners, approving on-air audio, and ensuring a seamless game flow for millions of live television viewers.
One of his most cherished game memories is working the 2018 Western Conference Finals matchup between the Houston Rockets and the Golden State Warriors. "I always try to take 15 seconds," Ross shares, "just to realize where I am. If I could tell the younger version of me, he wouldn’t believe it."
Ross also played a key role within the NBA's COVID-19 bubble, a groundbreaking operation that transformed a college campus into a fully contained professional sports infrastructure. "You’re sitting in what feels like a high school gym, but on TV it looks like Game 7 of the Finals. That’s a huge achievement," he reflects.
And this is the part most people miss... As media consumption habits shift, so does Ross's role. The NBA's broadcast strategy now encompasses partnerships with Amazon and NBC, extending game coverage across platforms like Peacock and Amazon Prime Video. When asked about the strategy for expanding NBA broadcast coverage and increasing viewership, Ross offered a refreshingly candid response: "Throw things at the wall and see what sticks."
From cell-phone captured games in the Summer League to sky-cam-only broadcasts that mimic the immersive experience of NBA 2K, change is the constant. Ross thrives at the intersection of operations, relationship-building, and sheer 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, Ross credits Penn State's expansive scale and its professional-level athletic environment as the "perfect training ground." He states, "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."
More than a decade into his NBA career, Ross still makes annual pilgrimages to Happy Valley for football weekends with his wife, also a Penn State alumna, and their young daughter. He also actively hosts Penn State football players at the NBA offices for career exploration trips, fostering valuable connections among Penn State alumni in the sports industry.
Ross's advice for aspiring sports journalists? "Get good at your craft, because anyone can learn the sport." 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 the NBA's experimental approach to broadcasting the right way to capture new audiences, or does it risk diluting the core fan experience? Share your thoughts in the comments below!
