When it comes to crafting compelling narratives in sports, Rob Alberino Jr, Vice President of Content and Production for the Kansas City Chiefs, is in a league of his own. From creating captivating story arcs that resonate across demographics to leading a powerhouse production team, Rob’s expertise seamlessly bridges creativity with strategy. Rob jumped on Storyteller ahead of Super Bowl 59 and shared his formula to great storytelling, some unforgettable personal anecdotes, and the story behind the Chiefs’ legendary content powerhouse, 65 Toss Power Trap.
“Think Like the Audience”: Rob’s 3 Pillars of Great Storytelling
When asked what makes a great story, Rob didn’t hesitate — okay, maybe a little—but he delivered gold:
- Think like your audience. Whether it’s a ten-year-old or a 70-year-old, you’ve got to understand what they care about.
- Humanize the athlete. “People don’t root for the logo on your helmet, they root for the guy underneath it,” Rob said. That’s why his team tells stories that reveal the person behind the pads.
- Believe what you’re selling. Rob’s a diehard Chiefs fan who actually loves the people he works with. “It makes our job easy because we believe what we’re selling.”
That authenticity? It’s what turns fans into superfans and creates content that connects.
What Position Did You Play?… Producer
Rob doesn’t just tell remarkable stories, he lives them. During his incredible career, which spans decades and includes stints with iconic NFL franchises like the Eagles, 49ers, and Chiefs, Rob has seen just about everything. But one particular story stands out, and it’s as unexpected as it is unforgettable.
During the Chiefs’ Super Bowl win against the 49ers, Rob was in the end zone capturing the game’s defining moment — Mecole Hardman’s game winning touchdown catch in overtime. Immediately after the play, Rob sprinted toward the 50-yard line and pulled up, knowing something didn’t feel right in his knee.
“I tore my ACL,” Rob recounted, laughing as he looked back on it. Despite the injury, his spirits remained high. “At least I can say I tore my ACL at the Super Bowl, that sounds really cool!”
Why 65 Toss Power Trap Isn’t Just a Play, It’s a Production Philosophy
Dating back to Super Bowl IV, “65 Toss Power Trap” was the legendary call that clinched the Kansas City Chiefs’ first-ever Super Bowl victory. Fast-forward to today, and the play serves as both a metaphor and moniker for the Chiefs’ award-winning production studio. “It’s just one of those iconic moments that symbolizes everything we’re about—strategy, teamwork, and execution,” Rob explained.
What makes their operation extraordinary is not just the non-stop pace, but the storytelling muscle behind every piece produced. From live player Q&As to cinematic features like The Franchise—their long-form docuseries chronicling the Chiefs’ epic season—Rob and his team consistently deliver content that defines greatness.