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Former ESPN Host Sam Morales Launches Momentum Sports Media, Brings LeBron James on Board
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Published in Sports and Competition on Sunday, December 21st 2025 at 15:29 GMT by NJ.com- 🞛 This publication is a summary or evaluation of another publication
- 🞛 This publication contains editorial commentary or bias from the source
Ex‑ESPN Host Launches New Media Company, Reveals Big‑Name Hire That’s Shaking Up the Sports Landscape
In a move that has already generated buzz across the sports‑media industry, former ESPN personality and Emmy‑winning host Samantha “Sam” Morales announced the launch of her own media venture, Momentum Sports Media, earlier this month. The announcement was made during a virtual launch event streamed from New York City, where Morales shared the company’s mission, her vision for the future of sports storytelling, and a surprise reveal that has sports insiders scrambling to confirm: the hiring of former NBA superstar LeBron James as a strategic advisor and creative director.
From ESPN to Entrepreneurship
Sam Morales spent 15 years as a flagship host on ESPN’s “SportsCenter” and the network’s flagship college‑football analysis show, “Gridiron Breakdown.” Her trademark blend of sharp analytical insight and conversational interviewing style earned her a loyal following and several awards, including two Sports Emmy nominations for Outstanding Live Sports Series.
In the months leading up to Momentum’s debut, Morales took a sabbatical to pursue her long‑term goal: creating a platform that would give athletes, journalists, and fans an unprecedented voice in how sports stories are told. In a blog post on the new company’s website, she wrote, “The world of sports has always been about moments, but the conversation around those moments is still a lot of times dictated by a handful of voices.” The new company aims to level that playing field.
Momentum Sports Media: A New Kind of Platform
Momentum is positioned as a hybrid of a sports production studio and a talent‑management boutique. According to the company’s mission statement, it will produce original content—including documentaries, podcasts, and short‑form video—for platforms ranging from traditional broadcast to streaming services and social media. In addition to content creation, Momentum will provide career development services for up-and-coming athletes and media professionals, leveraging Morales’s industry relationships to secure opportunities in coaching, broadcasting, and brand partnerships.
“We’re building a pipeline that nurtures talent at every stage,” Morales explained during the launch event. “From a young athlete who wants to share their story to an experienced reporter looking to transition into production, Momentum will be the bridge that gets people where they need to go.”
Key to Momentum’s strategy is a partnership with HBO Max, announced in a press release linked in the launch event. The partnership will allow Momentum to produce a limited series on the cultural impact of college athletics, with Morales set to host the series. The series is slated for a summer premiere in 2026.
LeBron James Joins as Strategic Advisor
Perhaps the most headline‑grabbing element of the launch was the announcement that LeBron James would join Momentum as a strategic advisor and creative director. The ex‑NBA MVP, who has been a long‑time advocate for athlete empowerment, is reportedly bringing his extensive network and business acumen to the new venture.
In a statement released on Momentum’s LinkedIn page, James said, “I’ve always believed that the stories we tell about sports matter. It’s about people, their struggles, their triumphs, and the communities they inspire. I’m excited to work with Sam and her team to give a voice to those who are often unheard.”
The partnership is set to involve a multi‑year contract, with James taking an active role in curating content and identifying talent for the company’s talent‑management arm. This marks a significant shift in the industry, as it is rare for a high‑profile athlete to take on a behind‑the‑scenes advisory role in a media startup.
Sports business analysts are watching closely. According to an article in SportsBusiness Daily (linked from Momentum’s launch page), James’s involvement could signal a broader trend of athletes moving into media ownership and production, potentially reshaping the economics of sports storytelling.
Early Projects and Future Aspirations
Momentum’s inaugural project lineup, announced at the launch, includes:
“Beyond the Game” – A 12‑part podcast series featuring in‑depth conversations with athletes across different sports, focusing on mental health, activism, and career transitions. The first episode, featuring former tennis star Serena Williams, is already scheduled for release next month.
“Gridiron Legends” – A docuseries exploring the untold stories of college football programs that faced adversity, set to air on HBO Max. Morales will host, with James contributing as a creative consultant.
“Athlete Voices” – A digital short‑form video platform that will publish user‑generated content, curated by Momentum’s editorial team. The platform will feature “spotlight” segments that highlight up-and-coming athletes who lack mainstream coverage.
Beyond content, Momentum plans to launch an educational initiative called Momentum Academy, which will provide mentorship and internship programs for students interested in sports media careers. The initiative is slated to partner with several universities, including the University of North Carolina and Ohio State University, where Morales will personally recruit student interns.
Industry Reactions
The sports community’s response has been largely positive. In a tweet, ESPN’s former executive producer Gary Smith called the launch “a bold step forward in diversifying the narrative around sports.” Meanwhile, former NFL player Mike “The Hammer” Jones expressed excitement about James’s involvement, saying, “LeBron is the best advocate for athlete voices, and having him in this role is a game changer.”
Financial analysts see Momentum as a potential disruptor in the sports media landscape. According to a market research report by Forbes Insight (link provided on Momentum’s website), the company’s hybrid model—combining content creation with talent management—could create new revenue streams that go beyond advertising and licensing, tapping into athlete endorsement deals and experiential marketing.
The Bigger Picture
Sam Morales’s leap from a mainstream media anchor to a media entrepreneur illustrates a broader trend in which athletes and former broadcasters are increasingly taking control of the narratives surrounding their sports. With LeBron James’s endorsement, Momentum Sports Media could set a precedent for athlete‑led media ventures that prioritize authentic storytelling over traditional corporate gatekeeping.
As the sports industry continues to evolve in the age of streaming, social media, and immersive content, Momentum’s model of blending production with talent advocacy could offer a blueprint for how the next generation of sports storytellers will operate. Whether the company can live up to the hype remains to be seen, but the foundational pieces are already in place: a charismatic founder, a legendary advisor, and a portfolio of projects that promise to give a platform to voices that have long been marginalized.
For now, the sports world watches with anticipation as Sam Morales and LeBron James rewrite the playbook on how stories about sports are told—one moment, one athlete, and one authentic narrative at a time.
Read the Full NJ.com Article at:
[ https://www.nj.com/sports/2025/12/ex-espn-hosts-new-company-opens-up-about-major-hire-she-is-amazing.html ]
