When COVID-19 rocked the world, many of us were forced to reevaluate life as we knew it. Alberta accountant Jo Madden felt it too – but when the NHL lover lost work, she pivoted from commercial bookkeeping into something just slightly more exciting.
Harnessing her love for hockey and other sports, Madden transitioned from number-cruncher to sports bettor media star. In less than five years, Jo has made significant waves in a hyper-competitive industry. Fast-forward to now and you can find Jo at SportsGrid where she is one of the top on-air talents.
Between her busy schedule researching and broadcasting, Madden took some time to catch up with Playboy’s Gabriel Santiago. If you like Calgary, hockey, netball, major career changes or sticking it to the men, you’ll want to know all about Jo.
Playboy: Obviously, you do great work for SportsGrid, but before any of that, tell me about your upbringing. I hear you’re from Alberta, Canada?
Jo: I am from Alberta now but I’m going to throw a curveball at you. I actually grew up down in Australia. I moved to Canada at 15. This accent that you’re hearing right now is all morphed together except I can’t go back to the complete Australian dialect. It’s a mix of everything. You throw a couple drinks in and Australian words start popping out. However, I’ve been in Alberta since I was 15.
Playboy: Interesting! Upon leaving Australia, what’s your origin story with sports and athletics in Calgary?
Jo: At that age, I was being dragged to the hockey rink because my brother was a serious player. Also, I played netball for Team Alberta. I’m not sure if you know what netball is, but it’s really big in England, Australia and South Africa. It’s originally a North American sport to start. When I moved over here, I got into it. It’s becoming known across the world that there is a men’s and women’s league. It’s a lot of fun, so I kept busy with sports. I have a super competitive family, so we were always at games, watching games or talking about games.
Playboy: Sounds fun! In your personal opinion, what is the best aspect about attending a Calgary Flames game?
Jo: There’s something about the Saddledome. It’ll be different once the new stadium is built. It’s so old and so run down but the Saddledome has its character. You all know there’s a crack in the floor and you’ve got to watch your step here because things are uneven. It’s nostalgic. It has its draws and its drawbacks. You walk in there, you smell the ice, you know the hockey game has started. There’s just something about it. Hockey is an incredible sport.
Playboy: How did you start on your career path in sports media?
Jo: It’s really interesting since this is something that I never saw myself doing but once I started, I was completely hooked. I’ve never looked back. I was an accountant by trade. I had an accounting business. Also, I was running a liquor import business but then COVID-19 hit. Before everyone was forced out of office, we’d always stand around the water cooler and the first thing they’d ask me was about all the sports teams and how they were doing. They knew I had all the updates because I was so highly passionate. I was betting on the side and helping friends with fantasy teams and survivor leagues. So when COVID hit and businesses closed, I really took a look at my life. ‘Where do I want to go? I know it’s not accounting.’ Accounting wasn’t something I loved. It wasn’t where I wanted to be. And I figured, one day, sports will have to open again and this is what I absolutely love. I also loved the betting side of it, so I just jumped in with two feet. I let go of all my accounting clients, but the positive out of all the negative with COVID for me was getting into the sports space.
Playboy: To this point in your journey, who has been your favorite person you’ve interviewed or worked with?
Jo: I’m not going to tear up, I promise: Mike Davis of the then-Oakland/Los Angeles Raiders. I interviewed him and it was kind of flukey how we crossed paths. Of course, my name is Jo Madden. He thought I was John Madden’s long lost niece. So, Mike reached out on Facebook seeing me on there and seeing me covering football and the connections I had made. He was convinced I was related to John Madden, and when he reached out, I laughed, because of course I’m not Madden’s long-lost niece. But Davis said, “Well I talked to John and he thinks maybe you are.” We laughed it off, but when I ended up interviewing Mike, just his stories did it for me. He was famous for the key interception versus the Cleveland Browns that sent the Raiders to the conference championship. Hearing his stories of that, and even the small things like the oranges they used to eat on the bench. He completely warmed my heart and is such a wonderful man. I’m thankful to have grown such a friendship with him before his passing.
Playboy: That is very cool. Switching gears, can you describe your experience working in a male-dominated industry such as sports media?
Jo: It’s extremely rewarding and challenging all in one breath. Being a female in this space, there’s still some old-school thought from males in the industry that a female doesn’t know what they’re talking about. You experience it in daily life, even. I went out with a group of people and one of the men laughingly said, ‘So who feeds you your bets everyday?’ This is someone I’ve known for 10-15 years and it really made me step backward. I glared at them and said, ‘I come up with everything, I do all the research’ and one of them said, ‘See! I told ya, you owe me 50 bucks.’ They were betting on if I did or didn’t know what I was talking about, or if I’m just reading stats that were provided to me. It’s challenging in that way but so rewarding. I know that what I’m doing is all me. You can doubt me if you want.
Playboy: Let’s start the on-field talk with NFL rookies. The AP OROY race is becoming quite interesting. Who do you like among this very talented group?
Jo: I’m so excited. I grabbed Jayden Daniels before the season at six-to-one odds. I know Washington doesn’t want to run Daniels too much, they want to get the pass game under control, but he proved his dual-threat ability in the win over Cincinnati. Daniels had a 91.7% completion rate on Monday Night Football, a rookie record. I was blown away by him and his confidence back there in the pocket. The offensive line has been strong for him, so you have to look at Jayden Daniels in this market. I’m also high on Marvin Harrison Jr., as well. I think Caleb Williams will be elite, but with the Bears, they have no run game right now. He needs more time. In two-three years, we are looking at Williams being phenomenally strong with Chicago. Finally, give some love to Bo Nix for what he has been able to do in Denver. I’m impressed by many rookies but it’s clear cut for me: Jayden Daniels.
Playboy: Staying with futures, Patrick Mahomes and the Kansas City Chiefs are attempting to make history by winning three consecutive Lombardi Trophies. K.C. began 2024 with +300 odds to win the AFC and +500 odds to win Super Bowl LIX in New Orleans. Is there another team you are betting on in either market to stop the Chiefs’ title streak?
Jo: This is hard because the Chiefs seem unstoppable, right? We’ve seen Kansas City many games coming down to those final minutes. You know if you give Patrick Mahomes the ball in those final minutes, it doesn’t matter what happens for 98% of the game. If he’s got that ball with 2% of the game left, they’re able to get the win. He’s been so phenomenally strong. I do question his depth on the offense this season. We know Travis Kelce has been completely invisible, but I’m not even worried. When push comes to shove, Kelce is out there getting things done. But for a team to three-peat, it is so incredibly hard. I love what the Baltimore Ravens have. I still think they could challenge the Chiefs but there’s also the Jets. I love what Aaron Rodgers is doing. The first couple weeks, New York’s defense wasn’t as strong as I expected it to be, but I have a lot of faith in them and Rodgers. Also, the NFC North is loaded. That division is so extremely strong. I wouldn’t be shocked if the Vikings, Lions or Packers made it to the Super Bowl.
Playboy: Flipping over to your beloved Los Angeles Chargers, what are some early takeaways of the Jim Harbaugh regime?
Jo: I hate to see Justin Herbert and Joey Bosa both going out of the game with injuries, and then we also had Derwin James get ejected and suspended for targeting. But under Jim Harbaugh, these are not the same ol’ Chargers. This is a team that started so strong before losing to the Steelers, and how can you not love T.J. Watt. He is a wrecking ball on the field. You have a question mark on depth right now. I still don’t trust Herbert’s plantar fasciitis injury. I think that’s going to come back to haunt him during the season. Still, I love what Harbaugh has done with this team. You no longer need Herbert to throw for 200 yards to win, but I do miss that style with Herbert since he has such a fantastic arm. I just want to see those long bombs. But if Harbaugh is going to come in here, turn around this team and put a running emphasis and actually get them somewhere, I’m all for it. You gotta love his quirky personality.
Playboy: It’s Week 5, the Bucs and Falcons are set for a divisional clash in Atlanta on Thursday Night Football. Do you have a betting lean for this game?
Jo: I love what Kirk Cousins has been able to do with the Falcons. We’ve seen him finally shake off that negative primetime connotation. When you look at the Bucs, I’m not a big buyer on Baker Mayfield. Tampa Bay’s offensive line is banged up. They have injuries and Mayfield is not getting that protection. When I look at that matchup, I can see Atlanta getting the win at home. It’s going to be interesting. We know Cousins can put points on the board for the Falcons but can Tampa score points against Atlanta’s defense, a unit that has been playing phenomenally well. I’m going to roll with the home team: the Atlanta Falcons.
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Playboy: Flipping over to college football, it’s been an interesting year on account of an expanded playoff field and several universities changing conferences. With the 2024 season off and rolling, are there any CFB futures that you’re monitoring?
Jo: It’s got to be the Heisman for me. Cameron Ward from Miami-FL has been so strong. He’s +350 right now for the Heisman Trophy, but there is so much talent in here. I was really high on Quinn Ewers. We know Ewers has dealt with injuries and we saw Arch Manning come out so strong. Are they going to give the ball back to Quinn? It’s crazy to think that they wouldn’t but Manning has played elite. I was looking at Ewers in this market, but with the back-and-forth at quarterback for Texas, it’s really interesting. There’s also Jaxson Dart out of Ole Miss as well. I love what Dart brings to the table. But I really do think it’s Cameron Ward. For another college future, I sprinkled Texas, Ohio State and Miami all for undefeated season. I think all three programs have the ability.
Playboy: That could be quite profitable. Well, the 2024-25 NHL campaign is about to start. What are you most excited for?
Jo: I just can’t wait for the first puck to drop. I posted the other day, “I. Will. Not. Bet. Preseason. Hockey.” and then I saw myself looking at those lines. I love the hockey betting market. It’s so intriguing in all the different things you can do and it seems like the sportsbooks are a little slower catching on to those trends. Over 1.5 first period goals is where I like to look. Also, the market of both teams to score in the first period can offer fantastic plus-money odds. I’m excited to find those little quirks. Every season is a little bit different. The books always adjust. But the puck dropping, I can’t wait. I’m particularly interested in how Connor McDavid and the Edmonton Oilers come out—I think very strong.
Playboy: Who on the Calgary Flames’ current roster gives you the most confidence at goalie?
Jo: This is hard because we’ve got Dan Vladar and we all love Vladar. He was strong last season and had solid numbers. Dustin Wolf, though, this young kid has got the city of Calgary behind him. We’re all excited to see him in goal, he just needs to gain a bit of size. You can tell Wolf is a younger player out there in that regard. I really do think they’ve got to start Vladar and then put Wolf in during situations to build his confidence. If you throw a younger goalie out there against a high-octane offense like the Oilers, you’re going to kill his confidence out there. I’m going to miss Jacob Markström who left for the New Jersey Devils. I’m sad to see Marky go but he needed to move on. Further out, I think Wolfie will be the main goalie next season.
Playboy: Has anyone ever confused you with being the former manager of the Chicago Cubs?
Jo: Yes, I’ve gotten a couple of weird messages and it’s taken me a second to realize who they think they are talking to. I’m like, ‘Sorry, this is Jo Madden! Drop the ‘e.’ So no, I’m not related to him and I’m not related to John Madden. It is how a lot of conversations start. People have always been really great about it.
Playboy: What’s your favorite thing about working for SportsGrid?
Jo: SportsGrid is so incredible to work with. I love the culture and the people I get to work with. The VP of Marketing there, Rebecca Harrelson, is a mentor of mine on the social side and helps guide me in different ways. She has so many phenomenal ideas. Also, working with all the guys at SportsGrid has been incredible. I haven’t been with a company where I’ve been taken so seriously by everyone right out of the gate. They never ask me questions that they wouldn’t ask another male. They take me as an equal and I love it. The opportunities that I get to work with all the different personalities on the network have been fantastic. I love everything about it, not gonna lie.
Playboy: Would you mind talking me through “a day in the life of Jo Madden”?
Jo: ‘A day in the life of Jo Madden’ isn’t that exciting to be honest. It starts off with a lot of coffee. Hence, my ‘Cup of Jo’ videos because I’m still wanting to hold that cup of coffee in my hands. It’s from when I wake up to at the end of the night that I constantly have a coffee. I’ve got one sitting here beside me right now. From there, I walk the dogs and head off to the gym. Then I come home and start on my ‘Cup of Jo’ video which takes a lot of work because I’m looking over everything and it’s one of my best bets of the day. ‘What am I really liking on this day? Where do I want to put my money?’ So going through all of that, coming up with picks and predictions, getting those over to producers, and of course, my coffee. Next, it’s taking the dogs for another walk then getting ready to do those live shows. Being on-air is so much fun and fills you with so much adrenaline. It’s almost like bungee jumping, the high you get right after you’ve been on-air. It gets more and more the longer you’ve been on-air. When I do the four-hour show, I am all the way up. After that, I start looking ahead at betting lines for the next games. That’s about it. If anyone is ever guessing what I’m doing, if you’re not seeing me on-air, I’m probably drinking a coffee with the game on, looking at new lines for the next day.
Editor’s note: The advice provided by the author does not represent the views of Playboy. Taking any advice will not guarantee a successful outcome. Always use your own judgment when participating in sports betting. Still, for daily bettors, the best insight anyone ever gave me was to stay away from parlays.
