Play by play rights are always a popular conversation, especially in the sports radio business. Millions of dollars are spent to become the signature home of a local sports team because the association with a local team in your market can provide an immediate boost to your station’s ratings, revenue and promotions.
The Boston Globe once reported that WEEI’s 10-year radio rights agreement with the Red Sox cost roughly 200 million. The New York Daily News once suggested that the deal to move the Yankees to WFAN cost the station 15 to 20 million per year for 10 years. Most recently in Canada, Rogers Sportsnet signed a landmark 12- year 5.23 billion dollar deal for NHL rights, and the price continues to climb with other deep pocket groups like Facebook, YouTube, Amazon, and DAZN interested in sports rights.
Big sporting events can do something that almost no other content can do – attract a large audience comprised of many different types of people. But looking at these dollar amounts and company names can really make your head spin! Not every company can afford to compete. It takes deep pockets and major resources, and the stakes are extremely high!
Maybe you work for a company that can’t play that game. Maybe your company doesn’t have a market position strong enough to lure a big team away from its staple home of 20 years. That puts your brand in a tougher position, especially in a competitive market.
Just because you’re not a rights holder though, doesn’t mean you can’t play the same game. There’s nothing stopping you from making it sound like you own the team. In fact, it opens the door to many possibilities.
And it starts with imaging.
There are simple and effective ways to make your imaging sound like you own the team, that won’t cost you millions.
-Topical imaging relating to the team. If there’s a major trade, injury or news about a player – write a promo and get it on the air, asap! Use audio clips of your on-air talent talking about the breaking news. Wrap up the promo with some in-game audio or listener reaction. Constantly update this promo throughout the day with fresh audio and reaction and get a couple in rotation.
-Update fresh quick sweepers including player, coaching and caller reaction. Example: Be ”The source for better Cardinals coverage.” – let the rights holder station run its generic HOME OF sweepers, while you’re delivering topical engaging imaging.
– Create donuts and scripting around various game scenarios and breaking news. Have your morning show producer fill those donuts with game audio, coach interviews, and listener reaction. Some simple examples:
”Antonio Brown is leaving Patriots fans feeling a little dirty (insert audio – listener reaction reflecting how they feel seeing Brown on the field) As Sunday’s game inches closer against the Jets, will Brown make a week three appearance? (on-air talent clips debating if he will play or not) React and talk about it right here (insert quick caller reactions) On your exclusive home for Patriots Monday and Friday…Boston’s Sports Station, WEEI”
Offensive collapse! (insert game clip) as the Cards drop their 3rd straight! (insert more game audio and reaction). Can the Cardinals stay alive in a winner take all Game four (insert audio clip) or will the DC Martinez crew drive the final nail in a Cards Cinderella story? (insert reaction from coaching and/or listeners)…react and talk about it right here, on your source for the BEST playoff Cardinals coverage…101, ESPN!
Right away, you’re owning the after-party. Listeners are tuning in to get your exclusive perspective. Integrate their participation and your station’s participation into these forms of branding, and you’re going to make great strides in becoming the destination for “local team” fans! Just because you don’t own the game, doesn’t mean you can’t own the story!
So, the next time a local team plays a game that you don’t have the rights to, watch or listen to it. As you follow along, identify the key stories that people will care about and start writing/producing like you own the franchise! Give your brand an edge over the competition by using great topical local team imaging. It’ll help you own the weekday conversation.
EXCLUSIVE TO BSM READERS: Contact Justin today and he’ll hook you up with free sports imaging SFX just for reading this article! He can be reached by email by clicking here.
Justin Dove is the owner/operator of Core Image Studio Inc – a production boutique specializing in custom sound design and audio branding for sports radio: www.coreimagestudio.com
