The first week of the NFL preseason is in the books. Training camp broadcasts are, for the most part, wrapped up. Now, local sports radio content is turning to second- or third-string guys fighting for a special teams slot, and to high draft picks either living up to expectations or underperforming—fueling fan frustration about why they were taken so high.
The collective shift has begun. Across the country, sports radio stations are pivoting from baseball or whatever else filling airtime to football. Play the hits, as they say.
But here’s the challenge: For a medium whose core audience isn’t getting younger, what’s fresh? What’s the new layer of content or fresh face of analysis that will grow audience share and revenue streams this football season for your local sports radio brand? Or will this season play out as predictably as the programming shift we see every August?
Let’s be honest—if you’re only now figuring out what new wrinkles you’re adding to your football coverage, you’re already way behind. The best-run stations begin plotting the next season right after the Super Bowl, using that window to review the prior year’s wins and set big goals while the biggest television event in America is still fresh in clients’ minds.
A new season always brings hope, aspirations, and challenges. For sports radio stations, budgets are shrinking, expectations are climbing, and resources are tighter than ever. So how do you deliver more with less?
Welcome to sports radio in 2025.
Your Competition Could Be Your Best Partner
So, what are some ideas that can capture the audience with little to no overhead?
Borrow From the big leagues. If you’re not paying attention to what ESPN and Fox Sports are doing, you’re missing the boat. Both are leaning into licensed content—bringing in creators and podcasters with established audiences and giving them a broadcast platform. It’s a win-win: creators get new exposure, and networks fill content gaps without building talent from scratch.
For local stations, inventory is your biggest weapon. Offering a few 30-second units to a creator can bring in a new advertiser and fresh content. Going outside of your current client list and attaching a new client could have lasting impact post-football season. Add the creator to your “football roster,” and you’re not just filling airtime—you’re bringing in a built-in audience and giving sales another bullet in the chamber.
Tap your local media partners. Partnerships with local TV and print outlets can be just as valuable. Sports time on local TV has been slashed, and newspaper sports departments have shifted almost entirely to digital and social. News does not get broken in the local paper anymore—it’s all about social engagement. Just look at your local staff of sports reporters and see how often a story breaks with a link to an article first.
If you’re already bringing these reporters on as guests, why not build something bigger? A weekly roundtable show, for example, could be sold as a package, with a cut of the revenue going to the participating talent.
Local TV and print, like radio, live in the attention economy. They want new audiences just as badly as you do, and each partner comes with its own loyal following. That’s sales ammo without adding to your payroll.
Digital Creativity Earns the Dub
Get social or get left behind. If you’re not digitally savvy with images and video, it’s time to learn. Social reach depends playing in the trends. If you can insert your station into the conversation, you’ll grow your audience.
Have a Getty account? Great. If not, there are other options. Yes, visuals cost money, but if your sales team can pitch them on impressions and engagement, you’ll make it back.
If you’re at a game, don’t just take notes and enjoy the halftime eats. Get social with game images, which are updated immediately. End-of-quarter graphics asking for reaction on the trending topic work great. End-of-game works even better.
Haven’t filmed a quick 45-second game wrap on your phone yet? Try it—the best in the business already do. Haven’t tested a live digital watch-along during the second half of a local NFL game? You’re missing a chance to connect with fans who want a companion experience.
Don’t fear AI. Artificial intelligence isn’t going anywhere, so use it to your advantage. AI tools can turn around dynamic promos in minutes, no voice talent required. Custom graphics that fit the mood of an amazing win or tough loss can catch eyes in the social feed. Sometimes creativity is about speed and timing, not artistry.
Be Bold, Be Different
The point is: predictable is death by a thousand cuts.
Avoid predictability at all costs. In sports radio, audiences can get football talk anywhere. Why should they choose your station? Give them reasons to that are new, fresh, and exciting.
Think of your coverage like a cheeseburger. Sure, everyone loves one—but they can get it anywhere. What toppings, sides, or combinations can you offer that no one else can? What’s your extra layer that makes people raise an eyebrow and give you a shot—on air and online?
If you can evolve your product just a little every year by providing your sales team with weapons to head to market, you’ll keep winning. That’s how championship teams are built during football season.
Game on.
Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox
John Mamola is Barrett Media’s sports editor and daily sports columnist. 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. He is a five-time recognized top 20 program director in a major market via Barrett Medi’s Top 20 series and has been honored internally multiple times as station/brand of the year (Tampa, FL) and employee of the month (Tampa, FL) by iHeartMedia. Connect with John by email at John@BarrettMedia.com.
