Lenny Daniels was elevated to president of Turner Sports in July 2014. In this expanded role, Daniels oversees all aspects of Turner Sports’ day-to-day management including production, programming, scheduling, league relations, business development, ad sales, marketing, digital, talent, events and operations. Daniels also helps advance the development of Turner's data infrastructure and business capabilities to grow revenue and consumer insights across all of the brands within the sports portfolio. In 2015, he added oversight of Turner Studios to his responsibilities, leading its continued evolution to a next generation production facility. Daniels is based in Atlanta and reports to David Levy, president of Turner Broadcasting System, Inc.
Previously, Daniels served as executive vice president and chief operating officer of Turner Sports, a role he assumed in 2009. In that position, Daniels worked closely with Levy on leading overall strategy for the division including acquisitions, programming and expansion of the company’s sports media rights. He was an integral part of Turner’s negotiations with the National Basketball Association in 2014 to extend the partnership to more than 40 years; Major League Baseball in 2012 to expand and enhace the company’s existing media rights partnership; as well as Turner’s negotiations in 2010 with the NCAA to secure a 14-year agreement for the Division I Men’s Basketball Championship. In 2012, Daniels also played a primary role in Turner’s acquisition of Bleacher Report, a leading digital and mobile multi-sport destination.
In 2014, Daniels was widely credited with the development of ‘teamcast’ for Turner’s presentation of the 2014 NCAA Division I Men’s Basketball National Semifinal games airing across TBS, TNT and truTV. In addition to TBS airing the traditional Final Four National Semifinal game telecasts, Turner Sports, along with its partner CBS Sports, introduced team-specific presentations tailored to the individual school’s competing in both games that aired simultaneously on TNT and truTV. The innovative ‘teamcast’ concept – under the banner “Your Team, Your Way” – presented the game with unprecedented local flavor, including comprehensive team and player storylines, custom music, graphics and show packaging, additional cameras and team-specific replays, and custom halftimes with school features.
The “teamcast” initiative was widely successful in driving huge audiences to Turner networks for the NCAA Final Four. In 2015, the NCAA Final Four generated the top two most-viewed college basketball games in the history of cable television including Kentucky/Wisconsin ranking as the most-viewed program in the history of Turner Broadcasting. Overall, NCAA Tournament coverage averaged 11.3 million total viewers across TBS, CBS, TNT and truTV to deliver the most-viewed tournament coverage in 22 years.
Under Daniels’ guidance, the NBA on TNT continues to net the highest-rated and most-viewed NBA telecasts on cable television, with each of the NBA’s tent pole events over the last season – Opening Night, Christmas Day, NBA All-Star and the NBA Playoffs all garnering the highest-rated and most-viewed programs in primetime across all of cable television. Additionally, Turner Sports generated audience increases across its MLB Postseason on TBS coverage in 2014 and during its PGA Championship on TNT telecasts in 2015.
Prior to assuming his current role, Daniels served as executive vice president and chief operating officer of Turner Sports. In this capacity, Daniels was responsible for overseeing all day-to-day operations and strategic planning for the division’s linear and digital properties. Daniels was also responsible for strategically planning and implementing business operations and initiatives across the entire Turner Sports portfolio including the NBA, Major League Baseball, the NCAA Division I Men’s Basketball Championship and professional golf, as well as the company’s digital portfolio including Bleacher Report, NCAA.com and PGA.com and accompanying collection of mobile websites and connected device apps. He was also responsible for oversight of Turner Sports Ad Sales. Turner Sports and the NBA also jointly manage NBA Digital and its vast portfolio including NBA TV, NBA.com, NBA LEAGUE PASS, NBA Mobile, the NBA Game Time App, NBADLEAGUE.com and WNBA.com.
Previously, Daniels was senior vice president of production and new media, Turner Sports, a position he held since 2005. He was responsible for overseeing the day-to-day operations of the division’s new media initiatives, the Creative Services Sports Unit, and remote and production management. In this role, Daniels played an instrumental role in the development of new partnerships with leagues and organizations including PGA.com, PGATour.com and NASCAR.com, as well as creating a content and advertising partnership with Yahoo Sports. Additionally, he was instrumental in developing a landmark partnership with the NBA to manage the league’s digital portfolio.
Earlier in his tenure, Daniels served as vice president and senior director for TNT’s coverage of the NBA and professional golf, in addition to TBS’ coverage of college football and Atlanta Braves baseball. As senior director, he was responsible for coverage of the NFL on TNT, NBA All-Star Weekend and Wimbledon. Daniels began his career at Turner Broadcasting in 1996 as a Director and rose through successive sports production leadership roles.
Prior to joining Turner Sports, Daniels served as director for ESPN’s SportsCenter and NFL Primetime from 1992-1995. He began his sports television career at NBC Sports, where he served five years in various roles including electronic graphics operator, production assistant, technical director and associate director. While at NBC, Daniels worked on Major League Baseball, the NFL and the 1988 and 1992 Olympic Games coverage. He served as a director for the 2000 and 2002 Olympic Games coverage. Prior to NBC, Daniels freelanced for the NCAA and local news and sports affiliates in Miami, Florida.
Turner Sports, a division of Turner, is an industry leader in the delivery of premium sports content across all multimedia screens. Turner Sports’ television coverage includes the NBA, Major League Baseball, NCAA Division I Men’s Basketball Championship, ELEAGUE and professional golf, along with the UEFA Champions League and UEFA Europa League beginning in Summer 2018. The company also manages some of the most popular sports destinations across digital and social platforms including Bleacher Report and its top-rated app, NCAA.com and the critically-acclaimed NCAA March Madness Live suite of products, PGA.com and the Sports Emmy Award-winning PGA Championship LIVE, as well as an accompanying collection of mobile sites and connected device apps. Turner Sports and the NBA jointly manage NBA Digital, a robust collection of offerings including NBA TV, NBA.com, NBA LEAGUE PASS, the NBA App and NBAGLEAGUE.com.
Turner Broadcasting System, Inc., a Time Warner company, creates and programs branded news, entertainment, animation and young adult media environments on television and other platforms for consumers around the world.