Our series on the voices behind the Southeastern Conference returns. Regions Bank is a proud sponsor of the SEC and college athletics, where passions across our footprint run deeper than the roots of an oak tree.
Peter Burns landed a pretty cushy sales job after college. He also had ample time on his hands as he crossed the highways of Texas and Louisiana for hours at a time.
“I was working in the oil and gas industry in South Texas,” Burns said. “I spent a lot of time in the car and started really listening to sports talk radio.”
An early favorite was Fox Sports Radio, and timing proved fortuitous when they announced they were having a contest for host of the day. On a whim, Burns sent in an audition tape and won a trip to Los Angeles “where I got to be (popular host) Andrew Siciliano for a day. And I thought, ‘I could make a living at this.’”
A whim became a wish. And a successful career was jettisoned for the gamble of a lifetime.
A whim became a wish. And a successful career was jettisoned for the gamble of a lifetime.
Today, Burns is arguably the face of the SEC Network. He kicks off Saturday football coverage with a pregame show on the SEC Network and hosts the fast-paced “SEC Now” throughout the week, both in studio and on location for major events. He also returns to his roots on ESPN Radio and “SEC This Morning,” the latter a SiriusXM SEC Radio fixture.
His latest venture is the new podcast, “Regions Extra: SEC Stories,” which focuses on the stories, rivalries and personalities that make the SEC extraordinary. The show debuts the week of Oct. 11 ahead of the Red River Rivalry, and Burns will be joined by former Florida Gators star football star and SEC Network personality Chris Doering.
But embarking on this path had just one problem: sports talk jobs are hard to come by.
He initially landed a role at a radio station in San Antonio. But instead of going on the air, he took the only position they offered.
“They said you could be commission-only salesperson. I didn’t care. I spent the first year in a cubicle with a phone book, cold calling businesses in San Antonio. But I believed in the product. Even selling ads, I had the gift of gab. After a year, I said I need to prove myself. I need to be on the air.
The station granted his wish – a Sunday morning show “where we probably had two listeners.”
With his sales background, he knew the station was missing an opportunity for revenue. They had a national show, but if they did a local one it meant an extra five minutes of advertising. The station agreed under his one stipulation: he’d do the show for free but take half the advertising income from the extra inventory.
“I did that for three years,” he said. “Honestly, I was doing really well, the show was, too, and I was making a lot of money selling ads. But I became a bit of prima donna, and I get let go. That was a humbling experience. No matter how important you think you are, you’re replaceable.”
In 2010, he got back in the radio business at a station in Denver. Not on the air but selling country music ads. When he approached the top sports talk station about a job, he was rejected.
“So, I went to the rival. I said, ‘Let me buy out your morning show.’ I’ll produce the morning show, sell it. I didn’t have a wife or kids then. If there was ever the time to take a chance, this was it.”
The show caught fire. He began streaming online and partnered with the biggest newspaper in town. When the Denver Broncos headed to New York for Super Bowl XLVIII, he took his show on the road. An agent caught a bit of the show and asked him if he’d ever considered being on TV.
Why not?
The agent landed him a trip to ESPN headquarters in Bristol, Connecticut, where he thought he’d be vying for jobs on the monster network. But his visit coincided with auditions for the fledgling SEC Network. As a native of Baton Rouge, that was karma calling.
Introductions were made. An audition was set up. Then came the unexpected: they wanted him to try out for an anchor role.
Introductions were made. An audition was set up. Then came the unexpected: they wanted him to try out for an anchor role.
“I originally turned it down because I’d never done television. Not only had I never anchored, but I’d never read from a teleprompter. I didn’t want to screw it up.”
He informed his agent – thanks, but no thanks. And the agent immediately questioned his sanity.
“I said, ‘I don’t want to be horrible,’” Burns remembered. And the agent responded succinctly with three words: “just try it.”
“I walked into the building saying this will be the worst audition you’ve ever had. But I caught them at the right time,” Burns said. “Twelve years later, I’m still kicking.”
It’s a different career than the one he began after graduating from college. Then again, it was always in his blood.
Growing up in Louisiana, where he played all sports, he would create postgame car rides home that probably left his parents perplexed.
“After every game – even after playing a video game – I’d have a press conference, where I’d ask and answer my own questions,” Burns chuckled. “It was part of the event.”
Today, Peter Burns’ childhood playful pastime has become a reality, proving a whim and a risk can pay rewardingly.
5 Questions with Peter Burns
If you were named college football czar, what’s the first thing you do?
I would pause everything. In the last couple of years, we’ve tried to change so much – From a 12-team or 14- team playoff to NIL. I would pause for a couple of years and let people realize that the sport isn’t broken. Ratings and attendance have never been higher. That’s why I respect (SEC Commissioner) Greg Sankey. He realizes, you can’t rush a plan.
What’s your favorite scene from a live broadcast?
I’ve covered plenty of championship events. My favorite moment: Mississippi State’s Morgan Williams hit the game-winner against UConn (sending the Bulldogs to the 2017 NCAA women’s basketball championship game while ending the Huskies’ 111-game winning streak). I love Starkville and seeing this little underdog program knock off the biggest and best in the sport was an incredible moment. I’d add another: watching Alabama with the electric, walk-off win against Georgia for the (2018) national title in football.
Let’s get down to the nitty gritty. How many SEC teams make the College Football Playoff this season?
It feels like there are 10 right now that I could see making the field. Ultimately, I think, you’re looking at four. The SEC and college football look more like the NFL now, with so much parity. But the SEC remains the best and the deepest.
It’s early, but do you see any locks for the CFP yet?
There’s a lot of football to be played. But having seen them firsthand, this is a special LSU defense. They remind me of some that Nick Saban had there. As we’ve learned with Saban and Kirby Smart, championship defense travels. So, if there’s one team I locked in it would be LSU.
You were a golfer in college. If you could pick celebrities to join you in a foursome on the course, who would you choose?
I’d start with Steve Spurrier. He likes to play fast and he’s a great storyteller. Then, I’d add Bo Jackson. He’s such a legend and enigma. He’d be on that list. Finally, I’d use a time machine for my last pick. To me, Robert Neyland was one of the most incredible people ever. I’d love to pick his brain about everything, from building that stadium (at Tennessee) to chasing Pancho Villa in Mexico and serving in World War II. They don’t make people like that anymore.