One of the most crucial factors in securing a radio station’s brand identity is being ‘on’ when news breaks. In the competitive world of sports radio, timeliness and engagement are everything. Two of the largest and most successful sports radio brands in the country, 98.5 The Sports Hub and WEEI 93.7FM, both call Boston home and always find themselves going head-to-head in covering major stories.
On Wednesday night, just after 10:30 PM ET, the Boston Red Sox made waves by signing the most sought-after free agent remaining on the market. Infielder Alex Bregman signed a three-year, $120 million deal with reports indicating that the $40 million annual salary was at least $10 million higher per year than what other MLB teams were willing to offer the nine-year pro, making this a blockbuster move for Boston.
Given the late-night timing of the signing, both stations were broadcasting national syndication at the moment the news broke. This presented an interesting opportunity to evaluate how these powerhouse brands captured the moment on social media and how their respective morning shows handled the news as Boston sports fans woke up to the headline.
Morning Show Breakdown: WEEI vs. The Sports Hub
A direct comparison of the first 30 minutes of the key 7 AM hour on each station provided a clear contrast in coverage approaches. WEEI’s Greg Hill Show dedicated significantly more time to discussing Bregman’s signing than The Sports Hub’s Toucher and Hardy did.
As expected, both stations led off their morning drive hours with sports updates, with Bregman’s signing featured as the lead story. However, the similarities largely ended there. WEEI seamlessly transitioned into a segment called The Lead, during which all four show members reacted to the signing. The discussion extended beyond just the contract details, diving into how this acquisition reshaped the Red Sox’s standing among Boston’s professional teams and their potential path back to championship contention. The energy and engagement made it clear that this was a major moment for Boston sports.
However, the remaining portion of WEEI’s 30-minute window was more varied, touching on online mock drafts about ‘Who Killed President Bradford,’ mentions of the Bruins’ upcoming schedule—even though the NHL is on break until February 22nd—and a feature called They Said It, which focused on Travis Kelce’s comments regarding his NFL future. Even so, WEEI bookended the half-hour with another reference to Bregman, as co-host Courtney Cox’s trending report once again placed the signing at the forefront.
Meanwhile, over on The Sports Hub, the difference in coverage was stark. Outside of a brief mention in the top-of-the-hour update, there was no other discussion of the Bregman signing during the Toucher and Hardy show’s 30-minute span. Instead, the conversation centered around rock-jock Eddie Trunk’s obsession with 1980s hair bands, the latest nominees for the Rock and Roll Hall of Fame, and a segment critiquing former Patriots GM Michael Lombardi’s analysis on CBSSports.com. The absence of any substantial discussion on Bregman’s signing was notable, especially considering its impact on Boston sports.
Social Media Engagement: WEEI Takes the Lead
In today’s digital landscape, sports radio stations must not only dominate the airwaves but also establish a strong presence across social media platforms. Here, WEEI once again demonstrated a more proactive approach to engaging with its audience.
Shortly after the news broke, WEEI took to its social media channels—including Instagram, X (formerly Twitter), and Facebook—with original station-branded creative content announcing the signing. By early Thursday morning, the station had already posted two clips from The Greg Hill Show reacting to the signing, ensuring that their audience could engage with the content even if they missed the live broadcast. Additionally, WEEI’s website featured an article on the signing as well as a reaction piece by Red Sox beat reporter Rob Bradford by 8 AM. Both articles were shared across Facebook and X, generating engagement, shares, and discussions among fans.
By contrast, The Sports Hub’s social media presence was noticeably subdued. As of 8 AM Thursday, the station had yet to post anything about Bregman’s signing on Instagram, neither in a standard post nor as a reel or story. On X and Facebook, the station did post the news, but with minimal engagement-driving elements. While a reaction column by Tony Massarotti was available on The Sports Hub’s website, it was not actively promoted on the station’s social media channels, further limiting its reach.
Conclusion
In the constant battle for audience attention, being first to react and providing engaging content when major sports news breaks is a crucial element of sports radio dominance. In this instance, WEEI emerged as the clear winner, delivering a more robust, engaging, and timely response across both its on-air programming and digital platforms.
While The Sports Hub boasts strong overall listenership and an established brand, its lack of immediate engagement with the Alex Bregman signing highlights an opportunity for improvement when it comes to capitalizing on breaking news. Meanwhile, WEEI ensured that its audience not only received the news but also had multiple ways to engage with it as the sun rose on Thursday morning.
As the sports media landscape continues to evolve, it’s these moments that define which brands stay ahead of the curve. In this particular head-to-head showdown, WEEI proved to be Boston’s sports original, capturing the city’s biggest sports story in real time while The Sports Hub chose to lean into pop culture and alternative content the morning after a major news story happened with the local team.
This serves as a case study in how critical it is for sports radio stations to remain agile, reactive, and fully engaged—both on the air and online—when major news drops in their market. Because when it comes to sports radio, the competition isn’t just about having the best hosts or the highest ratings; it’s about being there when your audience needs you most.
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John Mamola is a columnist for Barrett Media. He brings over two decades of experience (Chicago, Tampa/St Petersburg) in the broadcast industry with expertise in brand management, sales, promotions, producing, imaging, hosting, talent coaching, talent development, web development, social media strategy and design, video production, creative writing, partnership building, communication/networking with a long track record of growth and success. Honored to be a five-time recognized top 20 program director in a major market via Barrett Media and honored internally multiple times as station/brand of the year (Tampa, FL) and employee of the month (Tampa, FL). Connect with John by email at John@BarrettMedia.com.
