A former Universal Studios is taking the role of President of Local Sports at Sinclair Broadcast Group.
It’s a newly created role that sees this industry veteran take control of Sinclair’s recently acquired regional sports networks (RSNs); digital and internet sports channel Stadium, and Sinclair’s high school sports division, which operates in local markets across the country.
The job is going to Steve Rosenberg, who Sinclair says “will be instrumental in fully integrating all of Sinclair’s new sports assets into the company, further positioning Sinclair as a leading name in sports.”
Sinclair’s holdings now include 23 RSNs formerly owned by FOX; rebranding is expected to occur soon. The wild card, however, is the novel coronavirus pandemic, which is putting increased concerns on the health of Major League Baseball, National Basketball Association and Major League Soccer athletes.
Despite the cloud over pro sports’ return in 2020, Rosenberg said he is “thrilled” to be taking on the new role at Sinclair, furthering its sports media presence. “This represents the culmination of decades working in the broadcast industry, and I am excited to be able to combine my love for TV entertainment and distribution with my passion for sports,” Rosenberg said.
Rosenberg reports to President of Broadcast and Chief Advertising Revenue Officer Rob Weisbord. He’ll also work closely with Sinclair RSN COO/CFO Billy Chambers starting July 20, and assume the role of President on Sept. 1. That’s when current RSN President Jeff Krolik will retire, Sinclair revealed in the Rosenberg announcement.
At Universal Studios, Rosenberg worked in sales before rising to VP/Eastern Sales and NSM. He later was promoted to EVP/Sales, responsible for all domestic television revenue, for both programming and advertising sales. This was some 25 years ago, as Rosenberg in 1997 was was named president of Universal Domestic Television. In 2001 he added duties as co-president of Universal Television and World Wide Distribution, where he was responsible for all programming, production, distribution, legal and business affairs, content development, promotion, marketing and all new media activities across all markets globally.
“For three decades, Steve has proven himself to be at the forefront of TV distribution and has consistently brought an entrepreneurial mindset into the corporate world,” said Sinclair
President/CEO Chris Ripley. “Without Steve’s pioneering efforts, TV would not be enjoyed
the same way it is today, and we are excited to bring this dynamic leader onto our growing
team. Sports represents a pivotal pillar of Sinclair’s future and we couldn’t be more excited to have Steve leading this charge.”
In addition to his personal passion for sports, Rosenberg has been a part-owner of several minor league baseball teams.
Sinclair offered details regarding Krolik’s retirement at the end of May.
Krolik, who is 63, served as President of the Regional Sports Networks since August 2019, coming from FOX with the purchase of the 23 RSNs. He had been President of the FOX RSN Group from 2013 to 2019 and EVP of the FOX RSN group from 2007 to 2013. Before that, Krolik spent 12 years as SVP/GM of FOX Sports Bay Area from 1995 to 2007. Prior to that, he held various sales and marketing positions at HBO, finally as Vice President of HBO International.
“This August marks the one-year anniversary of the Sinclair closing, as well as the integration of the network into the group,” Krolik said. “There could be no more perfect time to hand over the reins.”
The search that netted Rosenberg was led by Los Angeles-based Nolan Partners Inc.