Bob Costas is more than a sports broadcaster. He’s a storyteller, a voice of nostalgia, and a walking archive of some of the most iconic moments in sports history. Over a career spanning more than four decades, Costas has covered 12 Olympic Games, countless World Series, Super Bowls, NBA Finals, and everything in-between. But what truly sets him apart are his stories—moments behind the mic and behind the scenes that reflect both his personality, his art for storytelling, and his passion for sports journalism.
Through creative humor and storytelling, Costas shared plenty of experiences he had with renowned celebrities and athletes during a keynote at the recent Food Shippers Annual Conference in Palm Desert, CA. He also shared how he got into sports broadcasting: “I grew up listening to sports commentators such as Red Barber, Mel Allen, Vin Scully, Lindsey Nelson, and Marty Glickman—and couldn’t even separate the games from their voices. Then, in high school, my baseball coach suggested I consider broadcasting because I knew a lot about baseball and was always talking.”
In business, it’s important to find mentors—or at least someone to look up to. The same is true in broadcast journalism.
Costas cited sportscaster Howard Cosell as a key influence to him, although he didn’t mimic Cosell’s style. Where Cosell was fire, Costas was finesse. Coming onto the national stage in the 1980s, Costas took a more polished and intellectual approach to sports broadcasting. With a deep knowledge of history, an unmatched gift for language, and a love of sports, he brought storytelling to the forefront of coverage.
Instead, he respected Cosell’s substance: the belief that sports matter because they reflect culture, identity, and values. Like Cosell, Costas was never afraid to speak his mind, but he did so with a more measured tone.
Common advice from business coaches is that you should be your authentic self. This is reflected through Costas’ stories of Bob Uecker, which are legendary and endlessly entertaining. One of the most beloved stories Costas tells about Bob Uecker (otherwise known as “Mr. Baseball”) is equal parts hilarious and heartwarming.
Uecker was authentically himself— famous for his dry, self-deprecating humor. He used to tell people that whenever he went to baseball games, he always got “the best seats in the house.” One time, Costas was with Uecker at a game when Uecker proudly pointed out his seat—front row, just as he said. But there was a catch.
“It was in the front row, yes, but directly behind a steel pillar,” recalled Costas. “You couldn’t see anything. He thought it was hysterical—and honestly, it was.”
Costas has told a few memorable stories about famed baseball player Yogi Berra over the years, usually centered around Berra’s famous mistaken use of words in place of similar-sounding ones, and his one-of-a-kind charm. Costas reflected on how Yogi Berra was much smarter than people gave him credit for. His “Yogi-isms” were funny, but they also carried a surprising depth.
“Yogi had a way of saying things that made you laugh and think at the same time,” Costas said. “He was unintentionally profound.”
The most famous “Yogi-ism” by Berra is almost certainly: “It ain’t over till it’s over.”
Why is it so iconic? At first, it sounds obvious, but it perfectly captures the spirit of perseverance. It has been widely used in sports, politics and business. In fact, even people who don’t know Yogi Berra know this quote.
Berra said it during the 1973 baseball season when his New York Mets were struggling but still had a shot at the playoffs. And sure enough, the Mets came back and won the division, proving Yogi right.
Don’t always take yourself seriously in your career. With this in mind, Costas talked about his experience during the 2014 Sochi Winter Olympics, when he contracted a serious case of pink eye—on live international television. What could’ve been embarrassing turned into a self-deprecating saga that fans still joke about today.
Costas said he powered through a few days before having to step back temporarily. “I don’t know what they’re putting in the borscht,” he quipped, always able to find humor even when things got weird. It was a rare moment of vulnerability from a guy usually in full control—and it made him more relatable than ever.
Costas said a common sports debate involves the question: Who is the best pro basketball player in history? He believes the debate comes down to Michael Jordan versus LeBron James.
He quoted Kareem Abdul-Jabbar as saying that he’s not offended his name isn’t mentioned in the debate because it just means people didn’t see him play.
Costas argued that LeBron James, despite his skill, hasn’t had the same impact as Michael Jordan. Jordan was 6 for 6 in the NBA Finals (winning the championship in all six seasons he played), while LeBron was 4 for 10.
Michael Jordan had many “endow moments” such as winning an NCAA championship as a freshman and being part of the first true Dream Team. Also, the NBA’s transition from CBS to NBC during Jordan’s era meant his games were heavily promoted on popular network television shows.
Costas laments: “No little old lady has ever said ‘I’d love to play bridge with you tonight, Mildred, but I have to watch LeBron.’ But a million little old ladies like that said that about Michael Jordan.” Michael Jordan had a star presence and charisma that is hard to quantify.
During the Baseball Hall of Fame induction for Mickey Mantle in 2001, Costas gave a eulogy that’s often cited as one of the most powerful speeches in sports broadcasting history. With poise and emotion, he spoke of Mantle’s flawed humanity and enduring greatness.
It was the kind of moment that proved Bob Costas isn’t just about stats or play-by-play. He’s about heart. He understands the narrative power of sports—the joy, the tragedy, the redemptive arcs.
As in all his tales, Costas’ stories aren’t just memories—they’re part of the sports culture itself. His voice is woven into moments of magic, and his tales bring those moments back to life.
Now more than ever, professionals consume info on the go. Distributed twice monthly, our "Food For Thought" e-newsletter allows readers to stay informed about timely and relevant industry topics and FSA news whether they're in the office or on the road. Topics range from capacity, rates and supply chain disruption to multimodal transportation strategy, leveraging technology, and talent management and retention. Learn More