Netflix’s Quarterback Season 2 premiered July 8, 2025, featuring Joe Burrow, Jared Goff, and Kirk Cousins, demonstrating the effectiveness of Jamie Horowitz’s relationship-driven production approach. As president of Omaha Productions, Horowitz has developed a content methodology centered on leveraging authentic connections between athletes and storytellers.
Showrunner Joseph Zucco revealed how Horowitz’s system operates: “The first step is usually a conversation between the quarterback and Peyton Manning. With Peyton as executive producer, the quarterbacks know they have one of their own on the inside, and that goes a long way towards putting them at ease with the process.” Rather than relying on traditional media relationships, Horowitz positions Manning as the primary point of contact with featured athletes.
Directors Shannon Furman, Tim Rumpff, and Steve Trout embedded with their respective quarterbacks throughout the 2024-25 NFL season. Each filmmaker captured mic’d-up moments during games and one practice per week, plus behind-the-scenes access to recovery sessions, family interactions, and weekly preparation routines. Zucco emphasized that the directors “have an incredible amount of experience working closely with NFL players. They know how to be efficient in the capture process.”
Netflix’s Top 10 rankings have included the series every day since its launch, validating Horowitz’s emphasis on personality-driven content over traditional sports analysis. Kirk Cousins’ return as the first player to appear in multiple seasons provides continuity while showcasing different career phases across teams and personal circumstances.
Scaling Access Across Multiple Productions
Horowitz has successfully replicated this quarterback-centric access model across Omaha Productions’ broader content portfolio. Netflix’s partnership with the company now includes Receiver, Starting Five, and multiple seasons of quarterback-focused programming, each employing similar relationship-building tactics developed during his tenure at ESPN and Fox Sports.
His background creating debate-style programming at ESPN informed his current approach to sports documentaries. “I believe that the best leadership philosophy is to oddly have no philosophy,” Horowitz explained during recent interviews. “It’s more effective—though harder—to try to understand each person and then tailor your leadership to that individual.” This personalized approach extends to director assignments and production scheduling.
Omaha Productions has applied this methodology beyond Netflix to ESPN programming including Full Court Press and the Emmy-winning ManningCast. Each project maintains consistent production values while adapting to different sports and personality types. Patrick Whitesell’s Silver Lake-backed venture valued Omaha at over $800 million in March 2025, reflecting confidence in Horowitz’s content development capabilities.
Whitesell stated: “Omaha’s strong track record of creating engaging content puts them in a strong position to capitalize on new opportunities across entertainment and sports.” Investment supports Omaha’s expansion into scripted content through its 20th Television deal, demonstrating how Horowitz’s relationship-driven approach can scale across entertainment genres while maintaining authentic storytelling principles that resonate with diverse audiences.
Measuring Success Through Audience Engagement
Netflix’s confidence demonstrates through continued investment after Quarterback Season 1 generated over 21 million viewing hours during its first week, establishing the template for subsequent sports documentaries. Success metrics extend beyond viewership numbers, as Quarterback Season 2 attracts younger demographics compared to traditional sports programming.
Similar demographic shifts occurred with the ManningCast, which brings audiences six years younger than typical Monday Night Football viewers. Industry executives recognize this demographic expansion as crucial for sports media’s long-term viability. Horowitz’s content approach emphasizes emotional storytelling over statistical analysis, featuring Burrow’s injury rehabilitation, Cousins’ career transition following his torn Achilles tendon, and Goff’s leadership development with championship aspirations.
Brand partnerships further validate the approach. Bud Light’s sponsorship of Quarterback Season 2 includes marketing campaigns featuring Manning that connect directly to the series’ authentic sports culture documentation. Todd Allen, Bud Light’s senior VP of marketing, noted the partnership “mimics some of the scenes that you’ll see in the show” regarding player preparation rituals.
Omaha Productions has produced over 30 television shows and films across major networks and streaming platforms since its December 2020 founding. Horowitz’s relationship-driven production methodology has become the foundation for this rapid expansion, proving that authentic athlete access can generate sustainable content businesses in competitive entertainment markets. The company’s scripted content expansion through its Disney deal demonstrates Horowitz’s confidence applying these principles across genres beyond sports documentaries, positioning Omaha as a diversified entertainment company rather than a niche sports producer.