SVG All-Stars: Rusty West, Coordinating Producer of Live Events Technology, NBC Sports Bay Area & NBC Sports California

The California native has innovated sports broadcast all over the world prior bringing his talents back home

As the pace of change in sports production shows no signs of slowing, a new class of innovators and decision-makers is shaping the industry’s future. Now in its second season, our SVG All-Stars series spotlights the rising leaders driving that transformation, offering a look at their career paths, leadership philosophies, creative and technological contributions, and vision for what comes next. Each conversation introduces you to the people redefining the workflows, culture, and possibilities of live sports production.

It turns out, you can go home again. Just ask Rusty West.

The Coordinating Producer of Live Events Technology for NBC Sports Bay Area and NBC Sports California works at the same network where he once interned. Only, the path back was anything but a straight line.

When West first walked in the door in the early 2000s, it was still Fox Sports Net Bay Area. Since then, he’s touched some of the world’s biggest events. He freelanced for Sportvision, served as an associate producer on CBS Sports’ NFL “A” game, and built a budding career in NASCAR with ESPN, TNT Sports, and NASCAR itself.

His inventive streak flourished on NBC’s Olympic coverage in 2008 (Beijing) and 2010 (Vancouver), where he helped pioneer Sportvision’s “StroMotion” system — extending the concept behind football’s Yellow First & Ten Line to events like ski jumping, speed skating, snowboarding, and more.

One of the highlights of West’s career was playing a key role for Intel Sports. Here he works as a Director/Producer/Tech Manager/EIC during an event in the early days of the venture with (from left) technical director Brady Dunn, Analyst and A1 Brian Irizarry, and announcer J.B. Long.

That innovation carried him to Thursday Night Football at CBS and a lead on FOX’s player pointer graphics and ESPN’s nostalgic “glow puck” reboot at the 2016 World Cup of Hockey. In 2017, West joined Intel to lead the True VR project, delivering large-scale 4K VR productions with Turner Sports, CBS, and Oculus during the 2018 NCAA Men’s Basketball Tournament — a Sports Emmy–nominated effort that paved the way for immersive experiences across the NFL, NBA, MLB, PGA TOUR, and the Olympics.

Now back in San Francisco, West is helping modernize coverage of the Giants, A’s, Warriors, Kings, and Sharks. His projects include RAPS productions, cloud-based workflows, digital media hubs, player tracking, augmented reality graphics, Next Gen Stats, and advanced camera systems.

In this edition of SVG All-Stars, West reflects on his journey, the technologies shaping the industry, and his advice for those looking to break into the ever-evolving world of live sports production.

What are the key responsibilities of your current role?
As Coordinating Producer of Live Events Technology for NBC Sports Bay Area & NBC Sports California, I design, integrate, and deploy innovative broadcast technologies—such as cloud production, augmented reality graphics, player tracking, digital media hubs, enhanced camera and audio systems—to elevate live sports coverage.

I partner with producers, directors, and technical crews to deliver next-level storytelling tools that enhance the viewer experience while also recruiting, training, and mentoring technical staff, fostering a culture of innovation and operational excellence. Additionally, I collaborate with leagues, vendors, and technology partners to pilot and integrate emerging tools that keep NBC Sports Regional Networks at the forefront of live event production.

West works a gymnastics event during the 2008 Beijing Summer Olympics for NBC Sports.

What is one key industry trend that you believe is having a major impact on your organization right now?
Cloud production is transforming the operational workflow of live sports broadcasting, allowing for greater flexibility, scalability, and efficiency. Artificial Intelligence is already assisting with daily production tasks, from automated highlights to advanced audio mixing, but the real disruptor on the horizon is volumetric video. When combined with existing innovations, volumetric capture has the potential to completely redefine how we produce and consume sports—opening the door to immersive experiences, interactive storytelling, and entirely new business models. For regional sports networks in particular, this convergence represents both a challenge and an opportunity to reinvent the fan experience and secure long-term relevance in a rapidly evolving media landscape.

What is one core philosophy you try to live by when managing your team/operation?
I believe innovation in live sports broadcasting is as much about consistent, incremental improvements as it is about bold, game-changing projects.

West (left) speaks with Bobby Hayden, a senior producer of a virtual reality presentation of the 2019 NCAA Men’s Basketball Final Four at U.S. Bank Stadium in Minneapolis. (Photo: Leticia Rangel)

Working within a budget, I focus on using creativity and rapidly evolving, cost-effective technology to deliver enhancements that compound over time—small upgrades that collectively elevate the overall quality of our shows. My goal is to take a few strategic “home run swings,” but also to ensure that the steady stream of subtle improvements makes viewers say, “That broadcast feels top-tier.”

Beyond technology itself, I also like to focus on the audience of tomorrow. Sports networks often rely on “the way it’s always been done,” but younger viewers consume sports differently than older generations. Having three children under 12 gives me a firsthand perspective: my dad will always watch the Pirates out of loyalty, but my kids need something more interactive, engaging, and tailored to their habits if they’re going to become lifelong fans. That perspective drives me to experiment with enhancements and new storytelling tools that don’t just improve the broadcast technically, but also create connections that can turn casual viewers into passionate fans.

What is your favorite event(s) you’ve ever worked?
The 2008 Beijing Summer Olympics was the most unforgettable event I’ve ever worked on. The sheer scale, operational precision, and collaboration between the Olympic Committee and NBC created an incredible environment where technical and creative professionals from around the world came together to deliver something extraordinary. It was a once-in-a-lifetime experience that left a lasting impact on me.

But the event I’m most proud of was the 2018 NCAA March Madness with Intel, where we partnered with Turner Sports as the Virtual Reality provider for the tournament. We built a custom 4K production truck specifically for VR—in just four weeks. My favorite moment was walking behind a tech manager I deeply respected and overhearing them say, “You hear they built that truck in four weeks?” That recognition, paired with the challenge and innovation of the project, made it one of the highlights of my career.

West worked as an associate producer and Next Gen Stats operator during Super Bowl XLVIII at MetLife Stadium in February 2014.

How did you get started in sports production? What was your first real job in the business?
I got my start as an intern at what was then Fox Sports Net, now NBC Sports Bay Area, working under Devon Fox (now Sr. Director of Live Events & Special Projects for NBC Sports Bay Area and NBC Sports California) and Sean Maddison (NBC Sports California Sharks Producer). That internship gave me my first real break—operating the yellow first-and-down line for ESPN college football. From there, I built my career step by step, and in an incredible full-circle moment, I now work for Devon and Sean again, 22 years later, in what has become the defining role of my career.

What’s one piece of advice you have for someone just starting their career in this industry?
Internships and networking are the best way to get your foot in the door in this industry. Sports production is a small world—everyone knows everyone—so if you work hard and bring a positive attitude, people will notice and opportunities will follow. At the same time, always remember to treat everyone with consistent respect. This business is built on relationships, and the way you treat a college runner should be no different than how you treat an executive producer.