Omaha Productions, co-founded by Peyton Manning and Jamie Horowitz, has forged a new partnership with Vice Sports for “The NFL Playback,” a series applying the company’s personality-driven approach to classic NFL games. The show will premiere this September on Vice TV, airing six one-hour episodes on consecutive Wednesday nights, marking Omaha’s second collaboration with Vice following their “Razor’s Edge” docuseries about coach John Calipari.
Alternate Viewing Format for NFL Classics
“The NFL Playback” will deliver a picture-in-picture commentary experience where former players and celebrity fans react to legendary NFL matchups, providing behind-the-scenes perspectives on iconic moments. The show aims to fill a programming gap in the weekly football viewing schedule.
“Football games are usually absent on Wednesdays, so it’s the perfect night to offer fans something fresh and fun,” said Pete Gaffney, president of Vice TV, adding that their previous experience with Omaha Productions on “Razor’s Edge” assured them of quality production values.
At a Manhattan reception announcing the partnership, Manning highlighted the type of insider commentary viewers can expect. He specifically mentioned his interest in featuring Super Bowl XLII—his brother Eli’s famous upset of the undefeated Patriots—saying he’d like “to have Eli kind of take people behind the ropes in that game”.
The format builds upon Omaha’s Emmy-winning ManningCast, which revolutionized sports broadcasting with its conversational approach to live game coverage. Under Horowitz’s direction, Omaha Productions has adapted this successful formula across multiple properties and platforms since the company’s founding in December 2020.
This approach to sports content reflects Horowitz’s background in developing personality-driven programming. Before co-founding Omaha Productions, Horowitz earned his reputation creating debate-centered shows including “First Take” and “SportsNation” at ESPN, prioritizing personality and opinion over traditional analysis.
“At Omaha, our goal has always been to make content that makes people feel closer to the sports and personalities they love,” Manning stated when announcing the Vice partnership, a sentiment that aligns with Horowitz’s proven approach of placing authenticity and personality at the center of content development.
Broader Media Strategy Takes Shape
The Vice Sports collaboration comes amid significant growth for Omaha Productions. In March 2025, the company secured a minority investment from Patrick Whitesell’s Silver Lake-backed venture, followed by a first-look scripted television deal with Disney’s 20th Television. These moves position Omaha beyond sports content creation into a full-spectrum media company.
The company has diversified its portfolio with notable productions including Netflix’s documentaries “Quarterback” and “Receiver,” as well as ESPN’s “Full Court Press” featuring women’s college basketball stars. Omaha has also expanded its “Places” franchise beyond Manning’s flagship program to cover nine different sports, each hosted by prominent athletes.
Omaha’s first investment action came in March 2025, when the company led a $45 million funding round for Good Good Golf, a digital golf content brand targeting younger audiences.
Industry valuations of Omaha Productions have varied from approximately $400 million to over $500 million—remarkable growth for a company founded just over four years ago. The rapid valuation increase stems from successful content production and key partnerships positioning Omaha for continued expansion across sports media.
