Here’s a prediction Tony Romo himself would like: He could become the first $10 million a year TV analyst in sports history.
Romo’s representatives are looking for a contract extension paying him “eight figures” annually to remain as CBS Sports’ top NFL analyst in 2020 and beyond, sources tell Sporting News.
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Romo and CBS have been a perfect marriage so far. The most likely scenario is still this: CBS extends its star commentator's deal with a nice fat raise.
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But Romo could also play out his rookie TV contract and become a free agent. He could draw suitors ranging from rival TV networks and startup football leagues to tech giants looking to stream games.
There's even a chance the young father and husband could walk away from TV to pursue his growing business interests, sources said. That would disappoint many fans who view Romo as the best thing to happen to sports media in many years. CBS declined to comment.
The former Cowboys quarterback currently makes $4 million a year under a three-year TV deal that expires after the 2019 NFL season. But in just two seasons on the air, the 38-year-old Romo has exploded as the most popular game commentator, in any sport, since John Madden.
The Cowboys' all-time passing leader is nicknamed “Romostrodamus” for his uncanny ability to see plays before they unfold. Romo knows today’s pass-happy NFL inside-out — unlike other color analysts who haven't played in decades. He educates TV viewers in a clear, entertaining way, without the Spider 2 Y Banana jargon of Jon Gruden at his worst. If CBS wants to keep their young superstar in the booth with play-by-play partner Jim Nantz, it will have double his salary and then some, sources said.
A $10 million salary sounds like a lot for an announcer. But consider some sports TV history.
At his zenith, Madden made $8 million a year, more than any active player at the time, according to The Ringer. That was decades ago. Troy Aikman, the Cowboys' Super Bowl-winning quarterback turned lead analyst for Fox Sports, makes about $7.5 million annually, sources said. Before he returned to the NFL as coach of the Raiders, Jon Gruden was pocketing $6.5 million a year from ESPN to call “Monday Night Football.”
You could make the argument that Romo would be foolish to leave CBS for a rival network. He's happy at CBS. The network surrounds him with some of the best production talent in the business. And here's the trump card for the Tiffany network. He gets to work with Nantz, the best play-by-play announcer in sports.
Nantz and Romo have bonded over their shared love of NFL football and golf. The all-world Nantz has patiently and generously helped mold Romo from broadcast rookie to TV sensation. If there's any justice, the duo should win the Emmy for their flawless performance in the AFC Championship Game. Although Super Bowl 53 was nearly unwatchable, Romo still came out smelling like a rose.
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Romo knows CBS took a risk by installing him, a TV rookie, as lead over the veteran Phil Simms in 2017. He's repeatedly expressed his appreciation for the faith shown in him by Nantz, producer Jim Rikhoff, sideline reporter Tracy Wolfson and CBS Sports bosses Sean McManus and David Berson. With CBS controlling the AFC game package, Romo gets to call the more exciting and interesting conference, with teams such as the Patriots, Steelers, Chiefs and Browns.
“I feel this is exactly where I should be,” Romo said about CBS during a Super Bowl preview in January.
But Romo’s also a savvy businessman who's got plenty of options. Pro football leagues want him. Rival networks want him. Madison Avenue wants him. Hollywood wants him. Tech giants want him.
Don't forget, Romo's not as invested in the history and tradition of the venerable CBS as his bosses across the table. Instead, he's a massive crossover star.
During Super Bowl week, Romo was treated like a rock star, drawing more attention than Patriots and Rams players. During a CBS press event, the media pack swarmed him on stage. He couldn't even get to his interview table. As Dr. Phil noted on a podcast with Romo: "He's the hottest man in football. And he’s not even playing."
Since retiring from the Cowboys, Romo has had offers to both play, and coach, in the NFL, sources said. Romo confirmed to Richard Deitsch of The Athletic he's had "legitimate offers" to return to the league. "Usually, it's a coach that reaches out," Romo told Deitsch.
MORE: Romo on Cowboys' OC rumors: "I'm happy with where I'm at"
Romo's old roommate, Jason Witten, left ESPN after only one season to return to the Cowboys. Who's to say Romo won't return to the gridiron to chase that elusive Super Bowl trophy for Cowboys owner Jerry Jones of the Cowboys or another rich owner?
With his natural charisma on camera, Hollywood has come calling too, sources said, offering Romo the chance to host game shows and the like.
Romo’s becoming a ubiquitous and well-paid endorser on Madison Avenue, appearing in ad campaigns for Corona, Skechers and Chaps by Ralph Lauren. The family-oriented Chaps campaign is particularly appealing to Romo because he co-stars with wife Candice Crawford and their three young sons.
Romo’s prowess at golf is well-known. He recently accepted a sponsor’s exemption to play in PGA Tour’s AT&T Byron Nelson Championship this May at his home course in Dallas. He previously won the 2018 American Century Championship pro-am in Lake Tahoe.
Romo has toyed with the idea of joining the PGA Tour. It wouldn't be shocking to see him walk away from TV to try his luck as a pro golfer. At heart, Romo is still a hyper-competitive athlete. He told Dr. Phil that competitive golf gives him the sweaty palms he can't get from playing football any more.
"It's a joyful obsession," said Romo about golf.
Romo earned a whopping $127.4 million during his 14-year career with the Cowboys, according to Spotrac. That's more than doulbe the $55.5 million Aikman earned in 12 seasons with America's Team.
Romo's still a young man. Despite the critical acclaim, he has the financial security to skip the TV route — or take a few years off and come back later.
Andrew Marchand of the New York Post reported in January that CBS was prepared to give Romo a “substantial raise” to prevent him from becoming a free agent. Marchand also reported Romo will likely start the bidding for his services at $10 million. CBS has the right to match any offer, Marchand said. But the network could decide, as ESPN has with its talent, that nobody's bigger than the CBS eye.
Then there are the wild cards such as Amazon, which has a “Thursday Night Football” streaming deal with the NFL.
Silicon Valley giants like Amazon would love to get a young, telegenic star like Romo. Amazon’s market capitalization has swollen to $870 billion as of March 2019. Tech giants like Amazon, Facebook or Google wouldn't blink an eye at a salary of $10 million. In fact, they might be willing to pay more.
"Even $20 million would be a rounding error for Amazon,” a source said.
SBJ: "The XFL is deep in discussions with Fox and ESPN, in a pair of deals that would see games on ABC and Fox." Deals could be announced as early as next week. Full story is behind the paywall. https://t.co/0O1YSORNU6
— John Ourand (@Ourand_SBJ) January 22, 2019
And don’t forget startup pro football leagues like the Alliance of American Football (AAF) and Vince McMahon’s reborn XFL.
Billionaire Tom Dundon just invested a cool $250 million into Charlie Ebersol's AAF. John Ourand of SportsBusiness Journal reported in January that the reborn XFL was “deep in discussions with Fox and ESPN, in a pair of deals that would see games on ABC and Fox."
McMahon’s personally worth $1.7 billion, according to Forbes. Showmen like Ebersol and McMahon would love to have a big star Romo serve as face and voice of their new leagues. Both leagues also own all the teams. So it's easier for them to pull the trigger on big decisions (Romo actually gave a shoutout to AAF for their "Sky Judge" innovation on the Dr. Phil podcast).
Of course, both sides are going to posture and spin. But the Romo talks are shaping up to be the most important contract negotiation in sports TV.
So will Romo stay or go at CBS?
For now, only "Romostradamus" knows.
