The sports media landscape has shifted to favor outlets with inside access to sports organizations, teams, and athletes. This study interviews 21 NFL in-house reporters working at 19 official team websites to determine how they view their roles as sports journalists, including ethical standards and shifts in media boundaries. Qualitative interviews uncovered that cultivating a positive team image and protecting the interests of stakeholders supersede the production of objective news stories, even from those who started their careers as external sports (...) reporters. Internal reporters are often conflicted with their roles in the sports media ecosystem. Additionally, interviews reveal their efforts to maintain a balancing act between the established ideals of journalism with the positive spin that accompanies public relations. The present study illuminates how such positions both mirror and diverge from the expectations typically placed within sports journalism, while offering fruitful avenues for subsequent scholarly investigation. (shrink)