The Missouri State High School Activities Association issued a public apology in November 2024 after inappropriate commentary during a playoff football broadcast drew widespread criticism from viewers and families. The incident exposed gaps in oversight for high school sports streaming services that serve thousands of viewers across the state.
MSHSAA broadcasts reach approximately 50,000 viewers weekly during football season through their streaming platform. When commentary crosses professional boundaries, the impact extends beyond the game itself to affect students, families, and the credibility of the entire high school sports system, necessitating a clear apology from MSHSAA for its football broadcast.
The Incident That Sparked the Apology
During a Class 4 District Championship game on November 8, 2024, between two Missouri high school teams, broadcast announcers made comments that viewers immediately flagged as inappropriate, prompting MSHSAA to issue an apology. The commentary included personal remarks about players that went beyond game analysis and crossed into unprofessional territory.
Multiple viewers filed complaints with MSHSAA within hours of the high school football broadcast. Parents and coaches reported that the announcers made disparaging comments about individual players’ abilities and used language that sounded more like casual conversation than professional sports commentary. Some remarks were perceived as mocking rather than analytical, raising concerns that led MSHSAA to issue an on-air apology during the next broadcast.
The complaints centered on three main issues:
- Personal attacks on student-athletes during live play
- Unprofessional tone that lacked objectivity
- Failure to maintain the educational focus expected in high school sports coverage
MSHSAA’s streaming service operates differently from professional sports broadcasts, emphasizing the importance of community engagement in football championship coverage. The association relies on contracted announcers who often work multiple games throughout the season. These individuals receive payment for their services but don’t always undergo the same rigorous training and oversight found in college or professional broadcasting.
The November 8 game had approximately 2,800 live viewers, and the archived broadcast was accessed an additional 1,200 times before MSHSAA removed it from their platform on November 10. This swift removal followed the complaint volume reaching levels that necessitated immediate action from the association’s leadership.
MSHSAA’s Official Response and Statement
MSHSAA Executive Director Dr. Kerwin Urhahn released a statement on November 11, 2024, acknowledging the broadcast issues and the need for a personal apology to affected viewers. The statement read: “We sincerely apologize to the student-athletes, families, and schools affected by inappropriate commentary during our recent playoff broadcast. This does not reflect the standards we set for representing Missouri high school athletics.”
The apology addressed several key points:
- Recognition that the commentary violated professional standards
- Acknowledgment of the impact on students and families
- Commitment to review all broadcast procedures for high school football.
- Promise of corrective measures to prevent future incidents
Dr. Urhahn’s statement also confirmed that MSHSAA had terminated its relationship with the announcers involved. The association declined to name the specific individuals, citing personnel matters, but confirmed they would not work any future MSHSAA broadcasts.
The response timeline matters when evaluating how organizations handle mistakes. MSHSAA took three days from the incident to issue a formal apology. Critics argued this delay suggested the association only acted after complaints became impossible to ignore. Supporters countered that three days allowed for proper investigation rather than reactive decision-making.
What the Controversy Reveals About High School Sports Broadcasting
High school sports broadcasting exists in a unique space between amateur athletics and professional media coverage. Missouri contracts approximately 40 announcers who cover football games, basketball, and other sports throughout the year. These individuals bring varying levels of experience, from former college broadcasters to local radio personalities.
The pay structure for high school sports announcers ranges from $150 to $300 per game, depending on the sport and level of competition. This compensation attracts people passionate about high school sports, but doesn’t always draw professionals with extensive broadcast training. The result is inconsistent quality across different high school football games and announcers.
Other state associations have faced similar challenges in high school football broadcasts. Kansas terminated two announcers in 2023 after inappropriate comments during a girls’ basketball game. Illinois implemented mandatory training in 2022 following complaints about biased commentary favoring certain schools, as part of MSHSAA’s response to improve broadcasting quality. Texas requires all announcers to complete an online ethics course before working UIL broadcasts.
The educational mission of high school sports creates higher expectations than professional broadcasts, particularly during the state championship events. Parents expect announcers to treat student-athletes with respect and maintain focus on athletic development rather than entertainment. When commentary shifts toward mockery or personal criticism, it undermines the developmental purpose of high school athletics, particularly during events like the De Smet football championship.
Broadcast standards for high school sports, particularly high school football, should include:
- Objective analysis focused on gameplay and strategy, akin to what an analyst would provide in a professional setting.
- Respectful language when discussing student-athletes in school football.
- Avoidance of personal commentary unrelated to athletic performance
- Professional tone that reflects the educational context of high school football.
- Awareness that audiences include the families of participants
The challenge comes from balancing authenticity with professionalism. Viewers want announcers who sound natural and enthusiastic during championship football broadcasts, not robotic or overly scripted. Finding that balance requires both natural talent and proper training.
Changes MSHSAA Implemented After the Incident
MSHSAA announced several policy changes on November 18, 2024, designed to improve broadcast quality for high school football and prevent similar incidents. The association allocated $75,000 from its annual budget to support these initiatives, demonstrating financial commitment beyond words.
The new policies include:
- Mandatory pre-season training for all broadcast personnel
- Written standards document that announcers must sign
- Real-time monitoring system with staff watching live broadcasts during high school games to ensure compliance with standards.
- Immediate feedback mechanism for viewer complaints
- Three-strike policy for announcers who violate standards, as outlined in the MSHSAA football broadcast apology guidelines.
The monitoring system represents the most significant operational change. MSHSAA hired two part-time staff members whose sole responsibility is watching broadcasts and flagging problematic content related to high school football. These monitors can contact announcers during games if commentary crosses boundaries, though this intervention would only occur in extreme situations.
New Announcer Guidelines and Training
The training program launched in January 2025 requires six hours of instruction before announcers can work games. The curriculum covers ethics, appropriate language, bias awareness, and techniques for maintaining professional distance while staying engaging.
Dr. Sarah Mitchell, a sports communication professor at Missouri State University, developed the training content. Her program includes recorded examples of both good and problematic commentary, helping commentators understand the line between analysis and inappropriate personal remarks in football games.
Announcers must also complete a yearly refresher course. This requirement ensures that standards remain fresh and that announcers stay updated on evolving expectations. The refresher takes two hours and includes case studies from the previous season.
How This Compares to Other State Associations
A survey of 15 state high school athletic associations revealed that only six had formal training requirements for broadcast personnel before 2024. Missouri now joins a growing group of states recognizing that volunteer or low-cost broadcasting of high school football still requires professional standards.
California’s CIF system requires background checks and a four-hour training course for all broadcast personnel. Their program costs approximately $125,000 annually but has resulted in zero formal complaints about announcer conduct over the past three years.
Ohio implemented a tiered system where announcers earn different certification levels based on experience and training completion. Higher-level announcers work championship games and receive premium compensation. This structure incentivizes professional development and rewards quality.
Florida takes a different approach by partnering with a commercial streaming service that provides its own trained announcers. Schools pay higher fees for this service, but it removes the burden of quality control from the state association. The tradeoff is less local flavor in broadcasts and reduced opportunities for community members to participate, especially in events like the Nixa football championship.
What Viewers and Families Should Know Going Forward
MSHSAA broadcasts remain available through the association’s streaming platform at a cost of $10.99 monthly or $69.99 for an annual subscription. The subscription provides access to multiple Missouri high school sports throughout the school year, with football generating the highest viewership numbers.
Viewers who encounter inappropriate commentary can now file complaints through a dedicated form on the MSHSAA website. The form asks for specific information, including the game date, time of the incident, and description of the problematic content. MSHSAA commits to reviewing all complaints within 48 hours and responding to the complainant within five business days.
The association also created a feedback option for positive experiences. This addition acknowledges that most broadcasts of Missouri high school sports meet professional standards and that announcers deserve recognition when they do excellent work. The positive feedback gets shared with announcers and factors into assignment decisions for high-profile games.
