Keith Jackson, the folksy voice of college football who for decades weaved backwoods wit through Saturday afternoon ABC broadcasts, has died. He was 89.

Jackson died Friday night, according to ESPN and other media outlets.

In a 52-year broadcasting career, Jackson covered a wide variety of sports for radio and TV, but he was best known as ABC's voice of NCAA football — and for the homespun phrases he used in reporting it.

To Jackson, linemen were not guards and tackles, they were "the big uglies." Running backs didn't drop the ball, there was a "fuumm-bull!" Of an undersize player, he might say, "He's a little-bitty thing, a bantam rooster. But he's young. If he keeps eatin' his cornbread, he'll be man-sized some day."

And, of course, there was "Whoa, Nellie!" his signature phrase.

Or was it?

Strangers in restaurants, airports, stadium parking lots and downtown streets would sidle up to Jackson and bellow, "Whoa, Nellie!" Jackson, however, always maintained that he might have — might have, mind you — used the phrase a time or two early in his career but that mostly it was the work of impersonators, primarily Roy Firestone, who were responsible for the spread of the phrase.

"This 'Whoa, Nellie!' thing is overrated," he said frequently. "There were all kinds of stories going around. People said I had a mule in Georgia named Nellie. Well, we had a mule in Georgia, but her name was Pearl."

Despite his protests, however, Jackson enthusiastically proclaimed, "Whoa, Nellie!" in a beer commercial late in his career.

He was so entrenched in college football, that ABC wouldn't let him retire the first time he tried. He announced before the 1998 season that it would be his last, that, at 70, he was tired of getting on airplanes. But he was back in the booth in the fall of 1999, the network having lured him with a promise of keeping him close to his Los Angeles Oaks home by restricting his assignments to the Pacific time zone. He finally called it a career after describing the Texas-Southern California national championship game at the Rose Bowl in early 2006.

If Jackson was highly regarded by viewers and listeners, and he was, he was at least equally respected by many coaches.

"He's my hero," former Iowa coach Hayden Fry once told the Associated Press. He stands for all the good things associated with college football."

Penn State's Joe Paterno said: "Keith Jackson and college football. You can't say one without the other."

Jackson was born Oct. 18, 1928, in Carrollton, Ga., about 50 miles west of Atlanta, not far from the Georgia-Alabama border. He practiced broadcasting as a youngster growing up on a farm there — "My grandma once told my mama, 'The kid's walking crazy around the cornfield, talking to himself.' I was calling ballgames." — but it wasn't until he was in college at Washington State that he saw it as a possible career. And, at that, he sort of fell into it.

By then, it was the early 1950s. Jackson, after graduating from Georgia's Roopville High School, where he played on the championship basketball team, had served a four-year overseas stint in the Marine Corps and was attending Washington State University in Pullman, Wash., on the GI Bill, studying criminology and political science. The school had a radio station and as Jackson listened to a student broadcast of a football game, he thought, "I can do better than that."

He said as much to the professor in charge of the broadcasting program, was handed a tape recorder and told to go cover something. He chose a basketball game at Pullman High as his first assignment. "They turned the lights out at halftime," he told the Seattle Post-Intelligencer in 1999. "I didn't have the foggiest idea what to do, so I just told stories."

Whatever he did impressed the professor, and the world lost a budding criminologist, gaining a future sports broadcasting legend. By 1952, Jackson was calling Cougars games on the school station and, after graduating in 1954, went to work at KOMO-TV, a new ABC affiliate in Seattle, combining sports and news broadcasting.

Jackson joined the ABC radio network in 1965, freelancing TV assignments before settling in permanently at ABC when Roone Arledge needed someone to call a parachute-jumping segment for "Wide World of Sports" in 1968.

ABC quickly put him on college football and the fit, as Jackson might have said, was pert-near perfect.

Jackson, of course, had his opinions on developments in the sport that he loved — he favored a playoff system over the postseason bowl system, for example — but on the air, he kept them to himself, concentrating on the action. His broadcasting philosophy was a simple one: "Amplify, clarify and punctuate, and let the viewer draw his or her own conclusion."

"If I've helped people enjoy the telecast, that's fine," he said. "That's my purpose."