Omaha Productions, the fast-rising content company launched by Peyton Manning and Jamie Horowitz, is entering a bold new chapter. The company recently signed a first-look scripted television deal with Disney’s 20th Television, signaling its formal move into premium scripted programming. The announcement comes just weeks after a new investment from a venture launched by Endeavor Executive Chairman Patrick Whitesell and backed by Silver Lake Partners, with Whitesell also joining Omaha’s board of directors.
“Omaha’s strong track record of creating engaging content puts them in a strong position to capitalize on new opportunities across entertainment and sports,” said Whitesell in a statement to The Hollywood Reporter. “Partnering with Peyton, Jamie, and the Omaha team is such a clear choice as the first investment for our new venture, given their impressive track record, the strength of the business, and commitment to applying the same energy to continuing the company’s growth.”
Founded in December 2020, Omaha has grown from a nimble three-person operation into a thriving studio now valued at approximately $800 million. The company was built on a simple but resonant mission: to “bring people together” through smart, personality-driven storytelling. Its ability to scale quickly while maintaining a clear creative identity has made it one of the most closely watched media companies in the industry.
Their vision—pairing Manning’s deep sports knowledge and cultural resonance with Horowitz’s production instincts and media strategy—has fueled Omaha’s rapid rise in an increasingly competitive landscape.
Before co-founding Omaha Productions, Jamie Horowitz had already made an indelible mark on sports television. Described by many as “the father of modern sports talk,” Horowitz revolutionized sports programming during his time at ESPN by developing debate-style shows that put personalities at the forefront.
“I continue to believe that the best leadership philosophy is to oddly have no philosophy,” Horowitz once said about his approach to management. “I think it’s more effective—though harder—to try to understand each person and then tailor your leadership to that individual.”
This people-first mindset has guided his journey from producing First Take, SportsNation, and Undisputed, to shaping Omaha into one of the most buzzed-about content studios in the industry. His ability to read audience preferences and develop formats that resonate has become a defining asset as the company expands into new genres.
With past executive roles at ESPN, Fox Sports, and DAZN, Horowitz brought a wealth of experience to Omaha, giving the company a head start in navigating both the sports and entertainment sectors.
Omaha’s first major breakout hit was ManningCast, the alternate Monday Night Football broadcast featuring Peyton and Eli Manning providing casual, unscripted commentary. The format was instantly embraced by fans and critics alike, averaging 1.6 million viewers per episode and bringing in younger demographics.
The relaxed and improvisational tone of ManningCast made it stand out from traditional sports broadcasting. With its mix of sibling banter, sharp analysis, and live reactions, the show created a new kind of sports viewing experience—one that felt like watching the game with two of the smartest, funniest quarterbacks in NFL history.
Its influence has been undeniable: ManningCast won a Sports Emmy Award in each of its first three years on the air, a rare feat that cemented its place as a broadcast innovation. The show’s popularity has also drawn a steady stream of high-profile guests, with famous sports fans regularly dropping in to talk football with Peyton and Eli. Among the celebrities who’ve appeared: Paul Rudd, President Obama, Dana White, Kevin Hart, David Letterman, Caitlin Clark, and Condoleezza Rice.
By combining football expertise with cultural accessibility, ManningCast has not only redefined how games can be covered—it has broadened the audience for live sports in the streaming era.
Building on ManningCast’s momentum, Omaha launched several successful sports docuseries, most notably through its growing partnership with Netflix. The hit series Quarterback, which followed Patrick Mahomes, Kirk Cousins, and Marcus Mariota throughout the 2022–23 NFL season, offered unprecedented access and drew strong critical and fan praise.
That model expanded with Receiver and Starting 5—series that spotlighted NFL wide receivers and NBA superstars, respectively, with the same behind-the-scenes intimacy and personality-driven storytelling. Omaha’s ability to secure elite talent and deliver fresh, unfiltered access helped cement its reputation as one of the leading creators of modern sports documentaries for streaming.
In parallel with its Netflix work, Omaha has also seen success producing docuseries for ESPN. One standout is Full Court Press, which chronicled Caitlin Clark’s historic college basketball season alongside South Carolina’s Kamilla Cardoso and UCLA’s Kiki Rice. The series was both a critical and audience success, and Omaha is now producing a second season—this time spotlighting Notre Dame’s Hannah Hidalgo and LSU’s Flau’jae Johnson as they rise to national stardom.
With the recent Disney/20th Television deal, Omaha is now extending its storytelling approach to the world of scripted content. The first-look agreement gives 20th access to Omaha’s slate of narrative projects, as the company aims to bring the same personality-first lens to scripted entertainment.
Another hallmark of Omaha’s content strategy is its ESPN+ franchise, Places. What began with Peyton’s Places has grown into a multi-sport anthology hosted by icons across different disciplines.
From Eli’s Places (college football) to Abby’s Places (soccer), Vince’s Places (basketball), Rowdy’s Places (combat sports), and McEnroe’s Places (tennis), the franchise explores the history and culture of sports through intimate storytelling and charismatic hosts.
The Places universe reflects Omaha’s ability to scale formats across genres while keeping the core storytelling DNA intact—something that bodes well as the company moves into scripted work.