Main Street Sports Group Inks Deal With Omaha Productions, Launches Original-Content Division

New division will create and produce content for owned channels and partners

Main Street Sports Group, owner of FanDuel Sports Network, and Peyton Manning’s Omaha Productions are getting into business together. As part of a new strategic content partnership announced today, the two will co-develop and co-produce premium sports content across linear, streaming, and digital platforms. In addition, the regional-sports giant is launching Main Street Sports Productions, a division dedicated to creating and producing content for both owned channels and third-party partners.

“This is a transformative moment for us,” says Norby Williamson, president, production and programming, Main Street Sports Group, who will also lead the new production division. “Partnering with Omaha Productions, one of the most respected and creative brands in sports entertainment, sets the stage for what’s next. Main Street Sports Productions allows us to take what we do best and expand it to new audiences, platforms, and partners.

WATCH: SVG’s One-on-One Conversation with Norby Williamson

Main Street Sports Productions will leverage the parent company’s broadcast infrastructure and production expertise to expand its creative footprint. According to a joint announcement, the partnership with Omaha Productions will also include content sharing, cross-promotion, and joint production initiatives.

“FanDuel Sports Network has built a strong reputation by serving local sports fans and tapping into the passion of fanbases across the country,” says Jamie Horowitz, co-founder/president, Omaha Productions. “At Omaha, we’re thrilled to partner with them and create content that speaks directly to those fans in fun and meaningful ways.”

Main Street Sports Group and its 15 owned-and-operated regional sports networks have made original programming a priority since Williamson took over production and programming in January. In June, FanDuel Sports Network launched Golic & Golic, a daily, two-hour sports show hosted by father/son duo Mike Golic Sr. and Mike Golic Jr., and has seen significant viewership increases since its debut. Later this month, the RSNs will launch FanDuel Sports Network Countdown Live, a one-hour whip-around show hosted by former ESPN SportsCenter anchor Stan Verrett.

The partnership and the launch of Main Street Sports Productions underscore FanDuel Sports Network’s continued evolution into “a fully integrated local-sports media platform that unites live game coverage, original programming, and now full-scale production capabilities,” according to the announcement.

Meanwhile, Omaha Productions has become one of the hottest media companies in the industry since Manning launched it following his retirement from the NFL. The company executive-produces ESPN’s Emmy Award–winning Monday Night Football With Peyton and Eli, along with alternative telecasts for college football, NBA, golf, Formula 1, and the UFC. Last month, the company teamed up with T-Mobile and PGA of America to produce T-Mobile Breakfast at Bethpage during the Ryder Cup.

For Netflix, Omaha executive-produced Quarterback, Receiver, and Starting 5 documentaries and produced Full Court Press and King of Collectibles: The Goldin Touch. Additionally, it produces VICE’s Calipari: Razor’s Edge and NFL Classics: After Further Review, HULU’s It’s All Country, and ESPN+’s PLACES franchise. Its scripted division develops projects across streaming and broadcast, including HULU’s recent Chad Powers series. The Omaha Audio Network provides award-winning sports-talk shows in partnership with ESPN, and Omaha’s Creative Agency has produced campaigns and content for more than 30 brands. Omaha has also teamed with the NFL to reimagine the Pro Bowl and launch NFL FLAG Championships, a youth flag-football tournament airing on ESPN.