Amy Rosenfeld’s mission was clear when she joined NBC’s Olympics team two years ago: reimagine the production of one of the world’s most-watched events. Mission accomplished.
Fresh from a storied career at ESPN, overseeing production for the World Cup, X Games, and Indy 500 and launching the ACC Network in 2019, Amy Rosenfeld was primed for a new and even bigger challenge.
Amy Rosenfeld: We wanted to return the Olympics to what they used to be when we gathered around the screen. However, we knew everyone in the United States would know the results by prime time, so how could we get them to watch? We aimed to give viewers a more immersive experience, filling in the story by showing things like what the families were doing in the stands, what athletes said on the bus ride home, and what was happening at the Athlete’s Village.
NBC also sought to attract younger viewers through pop culture integrations, featuring influencers like Snoop Dogg and showing a Beyoncé video. Rosenfeld’s vision also extended beyond the spectacle to stimulate viewers’ need for unity with good stories paving the way. “I believe human beings want to care for others,” she said. “The challenge for us is explaining why people should care and doing that quickly. We did that by shifting from long-form features to snippets with a good storyline.”
Photo courtesy Sports Video Group
Making that all happen is challenging because it requires building a successful production team for a colossal event. “We have a core of maybe 50 people who have worked for two years to set something like this up,” Rosenfeld said. Then, almost 3,000 more joined, and they had to get up to speed quickly, which they did. The secret is to hire people with a can-do spirit, tireless work ethic, and limitless patience. My goal is to get a group to perform at a level they never thought possible and feel good about what they accomplished together. That’s important because (in the end) it is not my show; it is our show.”
Rosenfeld credits Molly Solomon, NBC Olympics executive producer and president, for influencing her personal leadership style. “I thought I was a decent leader until I worked with Molly. She is a unicorn, coupling the highest level of emotional intelligence with tremendous content chops. Molly makes the human side of the job a focus; everyone knows she cares.”
Kathleen Francis, Chair and President of Women in Sports and Events (WISE), echoed Rosenfeld’s sentiments on leadership and preparation. “Amy is a testament to the power of preparation and the impact of women in sports leadership.” Her work is a shining example of how female leadership can drive innovation and excellence in the industry.”
Rosenfeld credits her career evolution to being able to stay the course and adapt to challenges. ‘When I was younger, I’d make a mistake and put my head in my hands. I quickly realized that in the time you spend lamenting that mistake, you might make three more. The game doesn’t stop for you,’ she said.
Others are taking note. Rosenfeld recently received the Colin Jose Media Award from the National Soccer Hall of Fame, becoming the first woman and the first television producer to be honored. “The Wall Street Journal just interviewed me, and I know my dad is up there somewhere acknowledging that it was okay that I didn’t go to business school,” Rosenfeld explained. “I can’t wait to tell my siblings that I didn’t have to go to Wharton or Sloan for that to happen!”
Amy Rosenfeld is a powerful example of how dedication, vision, and leadership. As Kathleen Francis aptly put it, “Make the effort. Take the risk. Go for your gold.” That’s Amy Rosenfeld.
Before you break your arms patting yourselves on the back, check camera angles with a focus group. Could be done MUCH better! I know, because even my wife agrees with me!