Zero Hour with James Poulos: Episode 99 - Behind the Collapse of Legacy Sports Media Featuring Sage Steele

Release Date: May 25, 2025

1. Introduction to Sage Steele

James Poulos welcomes Sage Steele, a seasoned sports journalist known for her 16-year tenure at ESPN and her extensive coverage of major sports events like the Super Bowl, Masters, and NBA Finals. Beyond her professional achievements, Sage serves on the boards of the Boys and Girls Club of America and the V Foundation for Cancer Research.

James Poulos (01:02): "From the national spelling bee of the Miss America pageant to 16 years at ESPN, what hasn't she done? Sage Steele joins us today."

2. Transitioning from Traditional to Modern Media

Sage reflects on her departure from ESPN in 2023, highlighting the drastic transformation in the media landscape. She describes leaving a "protective bubble" and stepping into a rapidly evolving world of media that's markedly different from when she began her career in 2007.

Sage Steele (01:47): "It has been surreal to make the change. And even though I knew it was coming, it's still been kind of shocking."

3. The Evolution and Future of Sports Media

The conversation delves into the decline of cable TV and traditional sports networks like ESPN. Sage observes a shift towards opinion-based content, debates, and talk shows, moving away from pure news. She speculates whether the future lies in podcasts, streaming, or a combination of both.

Sage Steele (02:21): "I think it continues to go in that way. It's interesting when you look at my friend Stephen A. Smith... he's an incredibly hardworking, very, very smart man."

4. Embracing Authenticity in Content Creation

Sage emphasizes the importance of authenticity in journalism. She critiques the scripted nature of traditional broadcasting and advocates for genuine, unscripted interactions to foster trust with the audience.

Sage Steele (16:10): "I never got political on the air. It was intentional. I wanted to make it genuine and real."

5. Navigating Social Media and Public Scrutiny

The discussion shifts to the impact of social media on personal and professional lives. Sage shares her struggles with online negativity, including receiving death threats, and how she manages her mental well-being by avoiding engagement with trolls and focusing on positive interactions.

Sage Steele (20:57): "If we base our self-worth on likes, we're screwed."

6. Balancing Professional Ambitions with Personal Values

Sage recounts her experiences during her time at ESPN, including pushing back against scripted questions to seek more authentic responses. She underscores the significance of staying true to her values, even when faced with potential professional setbacks.

Sage Steele (15:11): "I was always just a good friend and still is. I love him and he's probably the most underappreciated person at that network."

7. The Role of Faith in Sage Steele's Journey

A significant portion of the conversation delves into Sage's deep-rooted faith and how it has been a cornerstone in navigating personal and professional challenges. From her upbringing in the Catholic Church to her current spiritual practices, Sage illustrates how faith provides her with resilience and guidance.

Sage Steele (32:36): "My faith is super important. And it is the way that I have gotten through the crap over the last 10 years, 15 years for sure."

8. Involvement in the Trump Campaign

Sage details her unexpected involvement in Donald Trump's 2024 campaign, describing it as an organic progression rooted in her faith and trust in a higher plan. She shares memorable moments from the campaign trail, including witnessing the assassination attempt and supporting Trump through turbulent times.

Sage Steele (47:25): "Every time I took a chance like that, I've been... assured. I got you. That's just how I choose to feel it and choose to believe it."

9. Personal Anecdotes and Handling Adversity

Sage opens up about her personal life, including her divorce, the challenges of moving states, and raising three college-aged children. She candidly discusses her regrets about not maintaining certain relationships but emphasizes the strength gained from these experiences.

Sage Steele (50:18): "I just haven't been able to keep up and I'll have a list of people to text... I've been bad about that."

10. Conclusion and Future Endeavors

As the interview wraps up, Sage encourages listeners to engage with her current projects, including her YouTube show, "The Sage Deal Show." She expresses gratitude for the support she's received and reiterates her commitment to authentic storytelling and meaningful conversations.

Sage Steele (60:55): "It's the Sage Deal show, and I'm just having a blast having conversations like this one with you."

Key Takeaways:

• Media Transformation: Traditional sports media is shifting towards opinion and debate formats, driven by the rise of digital platforms and changing viewer habits.

• Authenticity Matters: Genuine and unscripted content fosters deeper connections with audiences, contrasting sharply with the scripted nature of legacy media.

• Social Media Challenges: Navigating public scrutiny and online negativity requires resilience and strategies to maintain mental well-being.

• Faith as a Pillar: Personal faith provides strength and guidance, helping individuals navigate professional and personal challenges.

• Adapting to Change: Embracing new media formats like podcasts and YouTube is essential for longevity in the ever-evolving media landscape.

Notable Quotes:

• Sage Steele on Authenticity:

  "I never got political on the air. It was intentional. I wanted to make it genuine and real." ([16:10])

• Sage Steele on Social Media:

  "If we base our self-worth on likes, we're screwed." ([20:57])

• Sage Steele on Faith:

  "My faith is super important. And it is the way that I have gotten through the crap over the last 10 years, 15 years for sure." ([32:36])

• Sage Steele on Taking Risks:

  "You will regret not trying. You gotta do it even if you've fallen." ([11:04])

• James Poulos on Hate as a Signal:

  "The hate is a signal that you're about to blow up." ([22:10])

Where to Find Sage Steele:

Listen to Sage's ongoing conversations and insights on her YouTube channel, "The Sage Deal Show," available on YouTube and all major podcast platforms. Stay updated with her latest episodes featuring diverse guests from various industries.

This episode offers an intimate look into Sage Steele’s transition from traditional to modern media, the challenges of maintaining authenticity in a digital age, and the profound role of faith in her life. Her candid reflections provide valuable insights for anyone navigating the complexities of media, personal growth, and public life.