LeBron James is bringing his legacy to Philadelphia. Now 97.5 The Fanatic is renaming itself for the occasion, temporarily.
What We Know: 97.5 The Fanatic has rebranded as 97.5 LeBron… Home of King James effective immediately. Moreover, the change spans on-air imaging, the station’s website, its app, and social media. It arrives right after James agreed to sign with the 76ers. In addition, as the team’s flagship station, The Fanatic will deliver breaking news, interviews, and analysis all day, with updates available at 975TheFanatic.com.
What They Said: Paul Blake, Vice President and Market Manager of Beasley Media Group Philadelphia: “”As the flagship station of the Philadelphia 76ers, we knew we had to celebrate this moment in a way that matched its magnitude. This is one of those rare days that changes the course of a franchise and energizes an entire city. Becoming ‘97.5 LeBron… Home of King James!’ is our way of celebrating alongside Sixers fans everywhere.”
Scott Masteller, Program Director of 97.5 The Fanatic: “These are the moments sports radio is built for. Philadelphia has been waiting for this day, and every conversation is about LeBron and the Sixers. From the first show this morning through the final segment tonight, we’re bringing fans everything they need to know about one of the biggest stories in NBA history.”
What Remains Unclear: How long the rebrand lasts remains unclear, since Beasley Media Group has called it temporary. The station also stresses no affiliation, sponsorship, or endorsement by James is implied.
What It Means: Sports radio should own moments like the one that LeBron James created with his signing in Philadelphia. Additionally, credit to Beasley Media management on the temporary rebranding to celebrate the moment. In addition, the rebrand shows how quickly sports radio can capitalize on major news. Moreover, for Beasley Media Group, it doubles as a marketing moment that connects listeners to a franchise-altering trade. Meanwhile, the coverage reinforces The Fanatic’s role as Philadelphia’s go-to source for Sixers news and play-by-play this coming season.
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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.