From the Booth to the Sidelines

For nearly two decades, Jordan Hassler has been the steady voice and driving force behind BEK TV and its sports programming. As the network’s Chief Operating Officer and longtime sports announcer, Jordan has lived and breathed North Dakota athletics since he helped launch sports broadcasting on the network nearly 20 years ago. Since then, he has overseen more than 6,000 games, mostly high school matchups, that showcase the best of what North Dakota sports have to offer.

Jordan has worn every hat along the way, from hauling cables and setting up equipment to calling live events and managing full operations. For him, there’s no task too small if it means getting the games on the air. Why? Because he believes deeply in the power of local sports. “We have great schools and great athletics in North Dakota, and these athletes need to be showcased,” Jordan says. “Sports are a lifeline in North Dakota, and there are so many moments in athletics that create lasting memories.”

One of Jordan’s most powerful reminders of why BEK’s sports coverage matters came years ago, when he read the obituary of a woman from Parshall. In her final words, she thanked BEK TV for broadcasting her grandchildren’s games, which allowed her to cheer them on from home when she could no longer attend in person. “That was it,” Jordan recalls. “I knew then that what we were doing was making a difference and creating important moments for families.”

Jordan’s passion for athletics runs deep. He grew up playing football, wrestling, track, and baseball at both the high school and collegiate levels. Today, he sees BEK’s broadcasts as the “greatest reality TV ever,” because the players on screen are not strangers but neighbors, classmates, and family members. “It’s always about someone’s son or daughter, someone’s grandchild or friend. It’s personal.”

And now, as the fall sports season kicks off, Jordan’s passion is as strong as ever. High school football, volleyball, and other fall favorites are filling the BEK TV schedule, and Jordan remains dedicated to making sure these games reach fans across the state. Whether you’re in the stands or watching from your living room, BEK TV is capturing the excitement, the rivalries, and the memories that define North Dakota athletics.

That same spirit carries over into Jordan’s life off camera. For the past five years, he has spent his weekends coaching youth sports, from baseball to 3rd and 4th grade tackle football. While he has coached his own sons, he’s quick to point out that his love for coaching goes beyond family ties. “There was one year I coached without having any kids in the program,” he explains. “I do it because I still get the goosebumps when I see an athlete succeed.”

![]()

Jordan sees strong connections between playing, announcing, and coaching. Each brings the same thrill of seeing growth, effort, and breakthroughs. “When I see a very young athlete have a lightbulb moment, it’s everything,” he says. He encourages his players to aim for small victories, whether it’s hitting their first ball or mastering a new skill, and to celebrate each achievement. “You never know what a child’s life is like off the field. If I can use practice time to take them away from their troubles and make them a winner for 90 minutes, that’s what it’s all about.”

For Jordan, success isn’t measured in wins or losses but in the joy of seeing kids experience sports for the first time. “When I see a kid hit his first ball and run to the base for the first time, that’s it. I live in that moment.”

From the broadcast booth to the sidelines, Jordan Hassler has dedicated his career and his heart to making sure North Dakota athletes shine. As the fall season unfolds, one thing is certain: Jordan and the BEK TV team will be there, ensuring that athletes, families, and fans alike never miss a moment.

Don’t miss your moments! For a schedule of sports events on BEK TV, visit the BEK TV Schedule, and watch all the action live on your local BEK TV channel or live and on demand on BEK TV+.