The Voices of the Game

When Pro Set entered the football card market in 1989, it immediately reimagined what a card set could look like. Known for bold ideas, expansive checklists, and a willingness to experiment, Pro Set gave collectors something entirely different. Among its most unique- and, in hindsight, most charming- creations was the Announcers insert set, a tribute to the voices that brought the NFL into living rooms on Sunday mornings and Monday nights. 

A Novel Idea: Celebrating the Voices of the Game

By the late 1980s, the NFL had begun airing games on cable television (ESPN and TNT), as well as the traditional network broadcasts, and the league had become just as much a television product as it was a sporting product. Networks suddenly looked for broadcasters whose larger-than-life personalities would capture a generation of viewers. 

Pro Set tapped into the connection fans had made with the announcers with a simple but inspired concept: why not put the broadcasters on cardboard?

The 1989 Pro Set Announcers insert broke from tradition by spotlighting the men in the booth rather than the players on the field. It was a recognition that figures like John Madden and Pat Summerall were just as central to the NFL experience as the athletes themselves. 

Who Was Included?

The 30-card set reads like a who's who of late-'80s NFL broadcasting and includes a range of prominent broadcast personalities from the major networks covering the NFL at the time: ABC, CBS, and NBC. Subjects include legendary play-by-play voices and color commentators, including John Madden, Pat Summerall, Dick Enburg, Merlin Olsen, Al Michaels, Frank Gifford, and Vern Lundquist. Also included was Steve Sabol, president and co-founder of NFL Films. 

Design and Presentation

Visually, the Announcers cards fit within the larger Pro Set aesthetic- clean, colorful, and straightforward. The front typically featured a studio-style or sideline photo of the broadcaster, often in a blazer or network gear. That alone made the cards stand out immediately in a pack. For former players, an action shot from their playing days was used on the front. 

The backs were where Pro Set leaned into storytelling. Instead of statistics, collectors got biographies: career highlights, broadcasting history, and occasional anecdotes that tied the announcer to memorable NFL moments. It gave fans a different kind of information- less about yards and touchdowns, more about careers and voices. A headshot is included on the back of each card, as well.

 Insert Status and Rarity

In a product known for its massive print run, the cards added an element of chase to collectors. Cards were inserted one per Series Two pack, so they are by no means rare. 

Why They Mattered

At first glance, announcer cards might seem like a novelty—and in some ways, they were. But they also captured something deeper about the era.

The late 1980s represented a peak in personality-driven sports broadcasting. Fans had strong opinions about who called games and how they did it. Hearing John Madden break down a play with his signature enthusiasm or listening to Al Michaels deliver a big call was part of the emotional fabric of watching football. By putting those figures into the set, Pro Set acknowledged that fandom extended beyond the field. It validated the idea that the experience of watching the NFL was shaped by the people describing it.

Collector Reception Then and Now

At the time, reactions were mixed but intrigued. Some traditionalists preferred sticking to players, rookies, and stars. But many collectors—especially those who grew up immersed in televised games—appreciated the creativity.

Today, the Announcers set has taken on a nostalgic charm. While it doesn’t command high prices in the secondary market, it holds strong appeal for collectors who value storytelling and uniqueness over scarcity. 

A Lasting Legacy

The 1989 Pro Set Announcers insert set remains one of the more distinctive ideas in football card history. It expanded what a football card could be.

In an era when most sets were focused solely on the action between the lines, Pro Set took a moment to recognize the people who narrated it all. And for those of us who experienced this "golden era" of broadcasting, flipping through the cards is like turning on an old broadcast. You can almost hear the voices again.