From a week of work experience at a local newspaper in Bridlington to reporting for Sky Sports News, Ben Ibson’s journey into sports broadcasting is built on persistence, preparation and making the most of every opportunity.
Growing up in a small town, Ben learned early on the value of communication, resilience and showing up – traits that have become central to his career in front of the camera. Whether it’s hours of research behind the scenes or being ready to step in at a moment’s notice, his approach reflects the reality of working in one of the most competitive industries in sport.
In this Industry Insider Q&A, Ben shares how he broke into the industry, the lessons he’s learned along the way, and why staying ready — and staying curious – is key to building a career in sports media. From local journalism to national broadcasting, Ben Ibson shares his journey through sport and the lessons learned along the way.
Where did your story in sport begin?
My story in sport journalism began when I was 16-years-old, I volunteered for a week at our towns local newspaper, ‘The Free Press’ in Bridlington. Fast forward a few years to my second year of studying Broadcast Journalism at University. This is where my first opportunity came. There was a floor manager role going, for MUTV on the broadcasts of academy matches – a job that does not exist anymore. I sent an email and got an interview. When asked about myself, I mentioned that I was from a small town in East Yorkshire called Bridlington, the interviewer had an instant connection with the town I was from. What were the chances? The interview was spent talking about my home town, where I went to school, best fish & chips shops, etc… I was given the job and since then, I have worked incredibly hard, saying yes to every opportunity and trying my best to be in the right places at the right time.
What does your role involve that people don’t see?
Without a doubt, the biggest part of my role that people do not see, is the research. This is the cheat code to being good at the job. Research gives you confidence in what you are saying and the questions you are asking. You feel more involved in the environment around you when you have a good level of knowledge regarding the sport you are covering. Additionally, being available is key. I’ve lost count of how many friends birthdays I have missed, because I was asked to work, but I wanted to work. Being reliable is key to building trust and once you have that trust, more opportunities will come your way.
What has been the biggest turning point in your journey so far?
For me, this was when I completed my first shift for Sky Sports News. I’d like to think I am still young in my career, but this has been a goal from the very beginning. Getting my hands on the Blue and Red microphone was an incredible feeling and one that gave me great self-belief. It is a nice milestone to have but there is still plenty of hard work still to be done.
What’s something you’ve learned about working in sport that surprised you?
This might sound daft or cringey but the fact that we are all human. Many sportsmen and sportswomen are seen as global superstars, which yes, they are, but they are still human. They still enjoy having good conversations, eating nice food and laughing at the same things we do. I learnt very quickly that (most) sports professionals just want to be treated normally, especially when you’re there for professional purposes.
What skill has helped you most in building your career?
Back in Bridlington, my Dad owns a small Butchers shop in the Old Town. As a kid I would spend a lot of time there, watching customers come in and out of the shop. My Dad would have so many different conversations with different customers, yet he’d make each one feel as welcomed as the last. I believe this is where I gained my communication skills. Always showing interest in the person you are talking to, always making the effort to make people feel comfortable in your company. Also, there aren’t many opportunities when you grow up in a small town, so resilience is a key. This is an important skill that has constantly strengthened and helped me throughout my journey. When you come from a small town, you see things from a different perspective, everything becomes an opportunity.
What’s one challenge people don’t talk enough about in the sport industry?
I guess, the biggest challenge in the sports industry is the limited opportunities for people getting into the industry. Sports media goes in constant cycles of having money then having a lack of money. It can be very difficult to find openings directly related to the path you want to take. Also I understand more than most that the majority of opportunities are in big cities, this can be a real challenge for a lot of people.
What excites you most about the future of sport?
Without a doubt, the growth and expansion of the Women’s game. Not just in football but in all sports around the world. Women’s sport is not only a brilliant environment to work in, but for the families and fans that go to these games and follow these teams, it is such a beautiful atmosphere. It is very exciting to see more money being invested into the Women’s game, and hopefully it continues to be invested in the right way.
What advice would you give to your younger self – and to someone starting a career in sport today?
My advice would be enjoy every moment. Always be grateful for the small steps that you take and enjoy the good times because they do not last forever – especially in sport. A lot can be learnt in failure, building resilience is key. I will always remember seeing a quote in the tunnel of Reading’s stadium a few years ago: it read, “The harder you work, the luckier you become.” This has always stuck with me.
Quickfire questions
Three words that describes the sport industry?
Inspiring, rewarding and entertaining.
One word that describes your role?
Broadcaster
A book, podcast, or person that influenced you?
This is easy, Joe Thompson. Joe was an inspiration to not just me, but a lot of people. I was lucky enough to call him a great friend and work closely with him on many occasions. I learned so many things from Joe – not just about sports, but about how to be a good person – and for me, that counts more than anything.
Ben’s story is a reminder that there’s no single route into the sports industry – but there are common threads: preparation, persistence, and making the most of every opportunity that comes your way.
From early mornings spent researching to milestone moments on Sky Sports News, his journey highlights the reality behind the role and the level of commitment required to succeed in sports broadcasting.
For more insights from the people working across sport – from media and marketing to performance and leadership – explore more from our Industry Insider series and discover the stories shaping the industry behind the scenes.
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