Sports radio was built on being the way to connect sports fans to their favorite teams in a 24/7 manner. Consistent conversation. Holding organizations accountable. Celebrating the wins and drowning together in the losses. With the ongoing Walt Disney Company carriage battle with YouTube TV. More than ten million people are now without a way to watch the sports they love on the platform they pay for.
Hello? Sports radio? Are you listening and paying attention to what’s going on here?
There are listeners, sports fans, and overall just angry people not able to watch college football, NFL, and NBA basketball at the moment because a multi-trillion-dollar company is looking for a bargain with a multi-billion-dollar company. Has there ever been a more perfect opportunity for sports radio to serve as the connection in the fan’s time of need?
In full disclosure, I have no personal skin in this game. I subscribe to the ESPN direct-to-consumer product. I’m also blessed to have a Spectrum cable subscription as part of my rent. However, not everyone is so lucky.
Embrace Opportunity
Since going dark on the evening before Halloween, YouTube TV subscribers have missed out on the opportunity to watch their favorite teams. It’s created anger in the sports community. Pundits are losing their minds, and many are calling for closure.
Audiences have continued to find more ways to consume sports content than ever before. Sports radio stations have taken the majority of the blow with the rise of podcasts and shortened attention spans attracted to reels and clip culture.
There are several ways that sports radio can reconnect with lost audience. How about even gaining new audience during this carriage agreement that currently sees no end in sight.
Last time I checked, sports radio stations do have broadcast agreements with teams in their individual markets. Also syndicated play-by-play agreements as well. Marketing campaigns on air and online to push YouTube TV subscribers to listen to the games for free seems like a pretty unique idea. There are ten million people looking for a place to consume game content. Own the moment and call out the big boys by providing your play-by-play product on your station for free.
Let’s get creative. Why not work with your local franchises to relax some rules with the geofencing of broadcasts. As a public service to the sports fans in your community. It puts more focus on your local rights and your syndicated agreements. Giving the fans what they’re in need of the most during this difficult time.
Don’t want to focus on the play-by-play on your own station, or don’t have play-by-play in the first place? Everyone loves a watch party, and most sports radio stations can draw a crowd for live game viewing parties. In fact, why not a party where, if you can prove you’re a YouTube TV subscriber, the first couple of cocktails are on the radio station dime? Make it an event by hailing it as sports being the great unifier, causing more clamor for an agreement to be made between Disney and YouTube TV.
We talk a lot about how sports radio doesn’t do enough with putting shirts on listeners during major sporting events. Would you had out free shirts saying “I survived the ESPN YouTubeTV war of ’25” with a station logo plastered on the sleeve or back? The first 50 YouTube TV subscribers get a free tee in an effort to rally the troops and get a deal done.
The time window is short, but sports fans are in need of a place to stay in tune with their teams.
Be The Public Service
If sports radio was built on the concept of connecting sports fans to their favorite teams, has there ever been a better time to be that public servant than right now?
Sure, sports radio talent can yell and scream about their disgust over the issue. They can tweet out their anger over not being able to watch the games just like any other fan. That’s not enough in today’s society, where connection is the top reason why people consume content and buy products.
Sports fans want something to believe in and connect with. COVID-19 taught everyone how important connections are in our everyday lives. There’s no better way to connect in society today than the positive influence that sports bring upon society.
YouTube TV and ESPN (The Walt Disney Company) are currently forgetting that. It’s time for sports radio to pick up their ball and run with it for as long as this carriage dispute continues. If connection, growth, and revenue are what sports radio stations across the nation seek, this is the moment; this is the time.
“Great moments are born from great opportunity,” said Herb Brooks.
While sports radio didn’t earn this opportunity that lies in front of them, it is incumbent upon the format to serve the sports fan in their time of need.
Otherwise, what good is the service of sports radio to connecting fans to their favorite teams?
Get to your keyboards and write your imaging. Call your partners and organize with your clients. Use AI to help draft the single greatest social messaging content you can create together. These are the times when sports radio is called upon to be great and as creative as ever.
Meet the moment, while it lasts.
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.
