Next week, the annual mash up of sport, media, and capitalism begins. A week filled with product placement, exclusivity, and celebrity. Some stations have long moved on from the opportunity, while others still find ways to make the annual trek. Radio row, now rebranded as media row, officially begins as listeners await the unexpected from their local hosts as the familiar rat race of content creation gets underway.
I’ve managed on-site locations for more than seven Super Bowls during my sports radio career. Planning starts early, often as soon as October. Budgeting, sponsorships, guest inquiries, and travel expenses all blend together. The goal is simple: provide a unique experience for the listener, both on air and online, that brings them closer to the biggest football game of the year.
There is no manual, and every radio station approaches radio row differently. Still, I’ve found three keys that consistently lead to a successful experience and make it easier for management to justify the trip for next year’s budget.
Super Bowl radio row (yes, I will always call it radio row) is a business trip like no other, whether you’re a talent, producer, programmer, or engineer. It creates memories, connections, and opportunities rarely found elsewhere in the industry. It’s a convention blending traditional and digital, radio and television, influencers and sponsors, with podcasters everywhere.
You represent more than just the network or brand you work for. You represent yourself. The effort you put into face-to-face interactions will pay dividends later, helping you build relationships and solidify leads for the future. Save every email. Enter every contact. Keep every business card.
First Impressions Matter
The first key to a successful radio row experience is looking the part. Yes, jeans and hoodies will be everywhere. Still, the best dressed often draw the most attention. That doesn’t mean wearing a full suit and bow tie, although those do exist. Somewhere on you, the brand you represent should be visible.
Cameras and networks are always watching, hoping to catch a glimpse of your world while you sit with a celebrity or snap a selfie.
Presence matters too. Your table is a blank canvas. You may not have the budget of sportsbooks or major networks, but you shouldn’t leave it bare. Treat it like your studio. Table skirts or step-and-repeats are essential. Sponsored props help. If your title sponsor has a product, bring it and hand it out. Free samples double as icebreakers. The more thoughtful the product placement, the better.
The more professional you look, the more comfortable your guests will feel.
Who Are You Working For
The second key is knowing when to say no. Not every guest is worth the airtime. When I spoke with Matt Nahigian of 95.7 The Game, his philosophy was simple: book guests who move the needle with the audience. He’s 100% correct.
Book names that generate strong content you can repurpose online. You probably won’t get Roger Goodell, but you should avoid booking his second cousin promoting a detergent brand.
Radio row demands restraint. Turning down a handler is difficult, especially when they might represent a bigger name later. I’ve had to say no often to guests who didn’t align with the audience. Programmers making those calls must know whether their talent can turn an interview into a true lean-in moment.
The value of your trip isn’t measured by the number of guests you book. Defend your audience. They come to you expecting the best content possible. Never forget that.
Be Different Than Everyone Else
The final key is finding the unique. Radio row offers unmatched opportunities to connect talent and audience through the spectacle of the Super Bowl. There’s NFL Opening Night, the annual media gala, and access to countless parties and events.
Walk the host city. Sit in on a halftime show press conference. The experiences surrounding radio row are just as valuable as the interviews themselves. Go to those events. Too often, talent stays glued to their table all week. The “been there, done that” excuse doesn’t apply to a once-a-year event on this scale.
Radio stations receive access most people never will, yet they frequently pass it up for dinners or routine networking. The Super Bowl is a business trip, but it allows time to reconnect, explore, and still experience the game itself.
This mindset should extend to your content. Look for different questions and fresh angles. Many guests make dozens of stops over several days. The repetition is exhausting. Help them by making your interview feel different.
Listen to previous interviews. Ask handlers where the guest has already been. They are valuable sources of information. The more effort you invest in creating a unique experience for the guest, the better content you’ll deliver to your audience.
Swing Big, Don’t Miss
Radio row is a rare opportunity. It allows you to create content you simply can’t produce from a studio. Maximize the investment your company makes and deliver value for your brand, your network, and yourself.
Radio row doesn’t owe you anything. Not good guests. or viral clips. Not validation for the expense. Those are earned through preparation, discipline, and creativity.
The stations that continue to make the trip understand this. Showing up isn’t enough. You need a plan, a purpose, and something worth hearing when the microphone goes live.
When talent is prepared, content is intentional, and the experience is treated like the business trip it is, radio row remains one of the most valuable stages sports radio still has.
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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.
