Selling the NFL Draft is a welcome opportunity to a sports radio station…usually. The event has presented a great opportunity for not only stations in or near NFL cities but to all that can sell it to the local sports bar. The draft is held late in April over several days.
The NFL announced a few details for this year’s event this week and still have a lot of work to do. They haven’t decided how many fans in Cleveland can attend the draft or how they will be socially distanced. They are still waiting to announce who will perform over 3 days of concerts as well. We do know though that this draft will include many more in person appearances than last years total virtual performance. Goodell will be there announcing picks in person and a ‘Draft Theatre’ will include select, vaccinated fans of each team. Some draft picks are expected to be in Cleveland, as are some NFL legends. The NFL is preregistering fans who want to attend the events and it is likely that the NFL will design pods for that to happen, and masks will likely be required. It is anticipated that over 6,000 reporters and employees will be registered to work at the draft.
So, what will your station do?
I asked Steven Griffin, who is the President & General Manager of Seven Bridges Radio and WJXL-AM 1010 & WJXL-FM 92.5 in Jacksonville, Florida, about their 2021 NFL draft plans. 1010XL carries the Jaguars, complete with new coach Urban Meyer and the #1 pick in the draft. As of the end of February, 1010XL planned to work alongside the Jaguars. In the past, they have broadcast the first round from a Jaguars’ fan watch party at TIAA Bank Field. The day started with the afternoon drive show from 3-6:00pm, and then a special Jaguars Draft Show til midnight. The show is heavy on player highlights/rundowns and interviews with the radio play-by-play team of Frank Frangie, Jeff Lageman and Tony Boselli. The station also had access to interviews from the Head Coach, GM and first round pick(s). As of March 24, no public decision has been announced on the event but things look good for it to happen. If it is allowed, the station will send their morning show, The Drill with Dan Hicken, Jeff Prosser and Beef, to Cleveland.
Is it time to invite your listeners down to a venue to mix and mingle and hold a draft promotion? I think it is the perfect time, local guidelines allowing, to get back to the classic bar promotion. Get a plan together and approach management for approval. Look for outdoor venues.
If you want details on a ‘You Be The GM’ promotion with on air and on-site activation, email me at jeffcaves54@gmail.com. It’s basically a mock first round of the draft and designed to work in social, web and on air with any local show broadcasting the day leading up to the draft. Get drafting.
Jeff Caves is a sales columnist for BSM working in radio and digital sales for Cumulus Media in Dallas, Texas and Boise, Idaho. He is credited with helping launch, build, and develop Sports Radio The Ticket in Boise, into the market’s top sports radio station. During his 26 year stay at KTIK, Caves hosted drive time, programmed the station, and excelled as a top seller. You can reach him by email at jeffcaves54@gmail.com or find him on LinkedIn.
