With every passing day, it becomes harder to be unique in sports media. Technological advancements have made entry easier, but breaking through is far more difficult. When Matt Jones launched Kentucky Sports Radio in 2005, the podcast space wasn’t cluttered, and social media didn’t drive engagement. Blogs were the new way fanbases connected with their teams through personalities, marking the start of a new era in content creation.
“I get kids all the time asking me, ‘How can I do what you do?’ Don’t follow my path,” said Jones, explaining how he approaches advising the next generation of content creators. “You will fail. My path was particular for its time. You could start websites in 2005, and the web wasn’t so crowded. You could find an audience if you were good. Now, I don’t know how you do that like I did.”
Twenty years later, what Jones began as a hobby has turned into one of sports media’s biggest success stories. What began as a blog and a podcast has become a radio program with over 50 affiliates and a brand synonymous with one of the SEC’s most recognizable universities, the University of Kentucky.
The 47-year-old Duke Law School graduate focused his passion on sports and attempted to find a niche audience for the content he wanted to present. When asked for advice from creators, he insists the lessons are not in the past but more in what’s to come.
“Go figure out what’s next, and be the first one to do it. The barrier of entry on the new is much lower than the barrier of entry on the old,” said Jones. “Think about what’s next and do that. So, when it becomes the thing, here I am. How do you get on the forefront of that so when the world catches up, they see you?”
Staying True to Your Crew
Kentucky Sports Radio recently celebrated its 15th anniversary. The show, which launched in 2011, quickly became popular across Kentucky and now broadcasts to more than 50 affiliate stations. It’s a hyper-local program focused on entertainment over analysis.
“I don’t think listeners care if you’re an expert. I really don’t,” explained Jones. “Listeners want experts, but they want them when they want them. When they listen to an entertainment show or a podcast, they want to be entertained. They’re not trying to go to school. People forget that sometimes. This is not brain surgery; this is entertainment.”
Jones runs his media empire with a by-the-fans, for-the-fans philosophy, reflecting the conversations an average Kentucky fan might have in a bar on game day. Surrounded by core team members Drew Franklin and Tyler Thompson, he values consistency and trust in his staff.
“The three of us have been together for a long time. That’s huge,” said Jones. “We have always been big on treating people well. I was big on paying people well from the beginning when I was making nothing from it. We all like each other. For me, I don’t hire anyone I don’t like.”
This stability allows KSR to develop talent internally. Over the years, the brand has expanded into digital content and a network of podcasts, giving Jones and his team opportunities to grow their influence in content creation.
“Sometimes founders and creators wait way too long to keep it just about them. You have to build stars around you. You can’t be the person forever to have a sustainable brand,” said Jones. “I’ve always looked for opportunities for people to go out and do things.”
The Birth of NFL Cover Zero
The newest opportunity came for Jones with the launch of NFL Cover Zero, an iHeartMedia podcast in partnership with the NFL and their NFL Podcast Network, which launched on the media brand in 2021. Jones said he had been actively approaching iHeartMedia about doing something national within the company for some time without an idea sticking.
In June, Jones was approached by iHeart about doing a podcast to add to the NFL Podcast Network.
“iHeart’s idea was, ‘Let’s partner you with an NFL player, but let’s make it fan-centric.’ We batted that around, and then I said, ‘If you want to make it fan-focused, let’s make it fans and not have players,’” explained Jones. “Thankfully, when I pitched that vision to iHeart and the NFL, the NFL was behind it. We did a test show, and they really liked it.”
Jones hosts the podcast alongside his KSR co-host Franklin twice a week, discussing NFL headlines as fans typically would. Two buddies who love football, with inherent built-in chemistry from years of working together. For Jones, it only made sense to pair up with Franklin for NFL Cover Zero.
“I wish more employers and people who booked shows would not try to create chemistry. Just see where it is,” said Jones.
Over two decades, Jones has worked across sports radio, podcasts, and syndicated national programs. His experience informs his perspective on the differences between formats, particularly the laid-back entertainment style of podcasts versus traditional analytical radio.
“I think sports radio screws up. Nobody cares about the specifics; people want to be entertained and have fun,” said Jones. “Sports radio is all about live, in-the-moment reaction. You can’t get away from that. If I’m in sports radio, I lean into what works on podcasts—personality and fun—while embracing what it’s good at: reacting to live, in-the-moment stuff.”
Talking Politics and Sports His Way
Another sign of the times is sports media personalities diving into political conversations. Jones is no stranger to this himself, even co-writing a book entitled Mitch, Please!: How Mitch McConnell Sold Out Kentucky (and America, Too). However, after observing the differences in how sports radio hosts approach politics, he sees a major gap in his approach compared to others.
“If you’re going to talk about a subject, you need to be honest with the audience about how much you do or do not know,” explained Jones. “I talked about politics because I loved it. I don’t love it anymore. Modern politics is awful; it’s one of the least interesting things to talk about. But because Trump has made politics entertainment, politics is now pop culture and entertainment. People like Stephen A. Smith and Paul Finebaum are entertainers. They think they need to be involved in that because it’s the entertainment space. I have no interest in that.”
There have been multiple times over Jones’ career that he considered running for office in Kentucky. While never going fully through with it, Jones says the core reason is that he isn’t interested in being part of the “circus” that politics has become.
“I’m fine with sports people [talking politics]. It would be hypocritical of me to say they can’t give their opinion. I just want them to be honest about the extent to which they know what they’re talking about,” noted Jones. “To what extent are you actually concerned with the nitty-gritty of this, or are you just talking about it to talk about it?”
Jones made a clear distinction in his approach to political conversation on KSR versus many of his contemporaries.
“When I talk politics on KSR, I’m talking about what’s happening in Kentucky because it affects my listeners’ lives,” said Jones. “I try to talk about policy in Kentucky, not the circus. I just think a lot of the talk these sports [media] folks are doing is circus. If you want to do it, that’s fine. But we have a lot of people proclaiming to be experts on things they are not. That’s just frustrating to me.”
While many may say that sports [media] talent branching out into political conversation could help with reach, Jones says that concept is far from the truth.
“If you’re doing it because you think you need to put your voice into it, that’s a mistake,” said Jones. “If these folks are just doing it and really aren’t in it, I don’t think it helps. As to whether or not they should, it’s up to them. I don’t think it hurts sports radio to have sportscasters talking about politics. However, if they just want to be a voice in the thing everyone’s talking about, I don’t think that’s helpful.”
What continues to drive Jones, over two decades later, is the amount of fun he’s having while expanding the Kentucky Sports Radio brand. While there have been highs and lows along the way, Jones enjoys a unique approach: catering to a growing following by simply being himself.
A fan at heart, he continues to build a community of listeners and buddies that will last a lifetime.
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.
