This past weekend, the nation sat back and enjoyed another weekend at Augusta. The Masters. One of golf’s four majors, and easily the one most rooted in tradition. The same course, rules, and customs that other sports lost long ago.
It’s a tournament that doesn’t change with trends. Fans have the same expectations each year, from those watching on television to the many lucky enough to attend in person. While networks continue to lean into nostalgia in their presentations, The Masters consistently delivers a tradition unlike any other.
That got me thinking about sports radio and how signature events once considered tradition have seemingly disappeared over time. While going down a rabbit hole, I began to wonder if sports radio has forgotten that signature events can become a tradition unlike any other.
The last time the Barrett Sports Media conference was held in Los Angeles, I attended a panel on sports radio promotions. Jason Barrett opened the discussion with a simple question: Name the best sports radio event in the country.
The answer was nearly unanimous. The Wing Bowl, created by Sportsradio 94 WIP’s Angelo Cataldi and Al Morganti in 1993. The problem with that answer? The Wing Bowl was last held in 2018.
Since that conference, sports radio brands have faced more cuts, which has meant fewer opportunities for promotions. I can attest to this personally. When I began running WDAE, the station hosted two annual golf tournaments. Both raised funds for local charities and showcased the best of the station, our partners, and the local listening community.
Now, my former station holds no signature annual events. No traditions that help the brand stand out. When cuts happen, excuses tend to follow. Is the cost worth the return? Can a team realistically rally together when everyone is already pulling double or triple duty more than ever before?
This isn’t to say that’s the case everywhere, but the format as a whole has scaled back. Across the country, it’s encouraging to see stations still taking fans to sporting events through ticket trades with local partners. The occasional pub crawl remains a personal highlight. Some brands even continue to host annual golf tournaments.
However, what is sports radio’s next Wing Bowl-type event? Is there one? What will capture the attention of peers across the industry and inspire them to replicate that success in their own markets?
It’s a fair question. As sports radio battles for attention while podcasting continues to chip away at audience share, shouldn’t that be even more reason to create in-person connections through signature events?
That’s why sports radio should look to The Masters for inspiration. What makes it a tradition unlike any other?
The first element is the event itself. A golf tournament set in a stunning location. Yes, there’s history among the azaleas, but at its core, it’s still golf presented with a “wow” factor. For sports radio, what location could create that same feeling? When you give your audience access to something special, the setting matters. It’s often the difference between a one-time event and an annual tradition.
The second element is affordability. Yes, tickets to The Masters aren’t cheap. However, once inside, nothing feels overpriced. You can still get a ham and cheese sandwich and a beer for under $10. Food and drink prices remain reasonable and don’t break the bank. We’ve seen similar approaches in the NFL, minor league baseball, and college athletics. Keeping the in-event experience affordable helps fans overlook the initial ticket cost.
The third element is identity. The Masters knows its audience. It understands what its patrons value and delivers it year after year. For sports radio, that means looking at your local community. What do people enjoy doing on weekends? What events already draw attention and align with your audience? From there, the challenge becomes finding a unique twist that makes the concept your own based on your research.
The Masters has, does, and always will have a built-in audience. It has evolved from a golf tournament into a piece of golf culture by refusing to abandon what makes it unique. Its setting, pricing, and commitment to delivering an exclusive experience have shaped its legacy.
It doesn’t chase a new audience because it has always served its core audience exceptionally well.
That’s what sports radio must reclaim by building traditions of its own with the core audience that continues to support you.
Because the truth is, events like The Masters didn’t become iconic overnight. They became essential by committing to an identity, protecting it, and showing up for their audience the same way year after year.
Sports radio doesn’t need to chase viral moments or reinvent itself every six months. It needs to plant a flag. Create something listeners can circle on their calendar. Something they talk about months in advance and remember long after it ends.
The next Wing Bowl doesn’t have to involve eating wings. It doesn’t have to be outrageous. It just has to be yours. A can’t-miss weekend in a signature setting that creates a shared experience and turns listeners into a community.
Most importantly, it requires a commitment to do it again next year, and the year after that, until it becomes part of your brand’s fabric. That’s the lesson—not just from Augusta, but from every great event that has stood the test of time.
Stop asking what sports radio lost, and start building what it can own next.
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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.
