I listen to a lot of radio. Local DC/Baltimore radio, national radio, radio in other markets and SiriusXM. Well a few weeks back the satcaster partnered with Netflix for a new comedy channel called “Netflix is a Joke”. Two companies who have changed radio, TV and movies partner for another comedy channel on SiriusXM.
I was interested to hear the new channel partnership so I checked it out this week. Like many of the other comedy channels on SiriusXM it features pieces of comedian routines but the hook here is that these clips come only from Netflix exclusive comedy specials.
This made me think of you and your sports radio station. What partnerships are possible that you aren’t taking advantage of? They would bring something to your station–PR, advertising, new listeners, content, money, any of the things you need.
In my days at The Score in Chicago, Marketing and Programming guru Jeff Schwartz had cooked up a great trade deal with the Chicago Sun-Times. The Score got a daily banner ad in the Sports section in exchange for sponsorship of the bottom of the hour updates. While it was good pub for the newspaper, the daily ad created the opportunity for some classic marketing campaigns for the Score back when the local sports page was a big deal.
Clearly a partnership with the local paper has less value than it did back then. Instead, you will hear (and see) partnerships nowadays between sports radio stations and local/regional cable sports networks. You can catch a lot of local and national sports radio shows on TV:
- “Boomer and Gio” WFAN/New York– CBS Sports Network
- “Zolak and Bertrand” & “Felger and Mazz” 96.5 The Sports Hub/Boston–NBC Sports Boston
- “The Sports Junkies” WJFK/DC –NBC Sports Washington
- “The Dan Patrick Show” Fox Sports Radio — DirecTV
- “Tiki and Tierney” CBS Sports Radio Network–CBS Sports Network
There are many benefits to both parties for this very common cross-promotional opportunity. Cost savings, reaching new listeners/viewers, station branding just to name a few.
But what other partnerships are out there for your radio station? With sports betting being legalized in more and more states, it’s definitely a hot growth area for sports radio. Stations partnering with VSIN are barking up the right tree.
VSIN is the Vegas Sports and Information network, anchored by legendary broadcaster Brent Musburger. The entire lineup airs on SiriusXM, plus VSIN’s “Action Updates” air on over 100 stations nationwide. But the sports betting craze doesn’t stop at VSIN. Local sports books are opening up around the country and are terrific broadcast spots for talk shows around big sporting events.
Don’t limit your potential partners just to sports. If there’s a local TV station in your market that just dominates the news ratings, talk to them and figure out where your interests overlap. Clearly the world lives on-line and in phone apps. Identify emerging apps or platforms and figure out the right fit for you.
Especially now, when radio is looking to cut wherever it can, partnerships can fill some of your needs and may even save you some money. Partner up!
Matt Fishman is a former columnist for BSM. The current PD of ESPN Cleveland has a lengthy resume in sports radio programming. His career stops include SiriusXM, 670 The Score in Chicago, and 610 Sports in Kansas City. You can follow him on Twitter @FatMishman20 or you can email him at FishmanSolutions@gmail.com.
