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Sarah Spain Is Being The Woman She Needed

“I think I need to approach my own career in life, with the same view that I am seeing women’s sports through which is to not cap my ambitions or limitations because of what I’ve seen before.”

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Meg Oliphant/Getty Images

For anyone starting a new job, having to navigate a new position, management and workload can be somewhat challenging. In the case of Sarah Spain, an additional obstacle was being the only woman within her department.  

In 2010, Spain started a new job as an update anchor at ESPN 1000 in Chicago. At the time, not only was she the only female voice on-air, she was the only female at the station in any sort of production role.

Courtesy: ESPN Images

In an industry largely dominated by middle-age white men, Spain’s small presence on-air at the beginning of her career was a large step for women entering the industry.

Her next leap came in January 2015, when ESPN announced that it was launching a new weekend radio show, Spain & Prim, with Spain and Prim Siripipat as co-hosts. It was ESPN’s first national sports radio show hosted and produced by women.

In 2016, ESPN launched The Trifecta, featuring Spain and co-hosts Kate Fagan and Jane McManus, further cementing her as a prominent figure in sports talk.

A simple Google search would tell you all this information, but what it wouldn’t openly tell you is that the sports radio industry was and still is dominated by men. Sure, you may be able to rattle off a list of 10-20 women’s names that occupy on-air roles on top stations and shows, but in comparison to the hundreds of men in these same roles, that number is minuscule.

Sarah Spain might not have seen it this way at the time, but what she has been doing since her update-anchor days, is inserting herself in a space occupied by men, so that the next female that wants to work in sports radio will see that it’s possible.

“There was a real pivot point at some point recently where I thought, ‘I’m prioritizing going out and being the woman that I needed when I grew up, being the person that other women need to see to try to reach higher heights, over just being liked,’” said Spain. “A lot of people don’t like ambitious women, a lot of people don’t like people who are confident and go out and say, ‘I’m good. I can do this. I’m qualified. I’m great. Hire me. See me.’”

This is an attitude that everyone – male or female – should have, but is it enough to erase the way an entire industry has operated for decades? Probably not.

So, what’s the solution?

“Well, for instance the hiring practices on the business side need to be more diverse so that those people who are making decisions are looking for a more diverse set of candidates, and there needs to be more risks taken,” said Spain. “It’s also, in my opinion, a lot of times about not risking anything in case people don’t like it, but then also never allowing for girls because they don’t diversify in any way.”

In March 2021, Spain quite literally put her money where her mouth is when she announced that she had become part of the new ownership group for the Chicago Red Stars of the National Women’s Soccer League.

Sarah Spain on Twitter: "Back in your day bobbleheads were for superstar  athletes on giveaway days ONLY.… "
Courtesy: Sarah Spain

Spain is a Chicago native and has been a fan of the Red Stars for years, but those weren’t the reasons she gave when asked why she decided to invest in the team.

“Changing the face of diversity across sports starts at the top, right?” said Spain. “If you have women making those decisions, then you might have women influencing hiring practices of coaches, assistant coaches, front office, etc,. Then you have them making decisions about what are the priorities and positions of the team in the league. Then it’s, how are we running this this league to make sure that we’re not falling into the same pitfalls that are affecting other sports leagues.

“So, it was really important to me when the opportunity came up to put my money where my mouth is and to say, ‘yeah, this is a massive growth opportunity.’”

Unlike sports radio, where women of influence are few and far between, the NWSL is a space where women are securing leadership roles with the goal of using diversity as a means to help the league grow.

Among other league and team investors are Serena Williams and Alexis Ohanian, not to mention a long list of high-profile female businesswomen, celebrities, and athletes.

“They’re saying this is a completely untapped market, that if just given the investment to grow will explode, and it’s been just held back by literally people who don’t believe in it,” said Spain.

Sports talk may never diversify itself the same way Spain and company – no pun intended – plan to diversify the NWSL, but would it hurt to try? It’s worked pretty well for Spain.

“I think I need to approach my own career in life, with the same view that I am seeing women’s sports through which is to not cap my ambitions or limitations because of what I’ve seen before,” said Spain.

ESPN Signs Sarah Spain to New Multi-Year Deal - ESPN Press Room U.S.
Courtesy: ESPN Images

According to Sarah, if you asked her when she started her career at ESPN 1000 if one day she would have her own national radio show with her name on it, or have won an Emmy and a Peabody, or become part owner of a professional sports team, she would have said no.

“It’s a lesson to me to stop putting those limits on myself and instead keep pushing, and then allowing other people to see that and push it for themselves,” said Spain.

Because of people like Spain, the idea of going from weekend update anchor to team owner doesn’t seem so impossible.

BSM Writers

Keeping Premier League Games Shouldn’t Be A Hard Call For NBC

“Beyond its massive global fanbase, the Premier League offers NBC/Peacock a unique modern 21st-century sport for the short attention span of fans.”

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NBC Sports is facing some tough, costly decisions that will define its sports brand for the rest of this decade.  A chance to connect with viewers in a changing climate and grow Peacock’s audience as well.  However, making the right choice is paramount to not losing to apps like Paramount+ (pun intended).

NBC is currently in the business of negotiating to continue airing the Premier League as their current deal ends after this 2021-2022 season.  NASCAR is contracted to NBC (and FOX) through the 2024 season.

NBC’s tentpole sports are the NFL and the Olympics.  

Negotiations for the EPL are expected to go down to the wire. Rather than re-up with NBC, the league is meeting with other networks to drive up the price. NBC has to then make a decision if the rights go north of $2 billion.

Should NBC spend that much on a sport that is not played in the United States? It’s not my money, but that sport continues to grow in the US.

If NBC re-ups with the Premier League, will that leave any coins in the cupboard to re-up with NASCAR? Comcast CEO Brian Roberts hinted that there might be some penny pinching as the prices continue to soar. This may have been one of the reasons that NBC did not fight to keep the National Hockey League, whose rights will be with Disney and WarnerMedia through ESPN and TNT, respectively.

“These are really hard calls,” Roberts said. “You don’t always want to prevail, and sometimes you’re right and sometimes you’re wrong, but I think the sustainability of sports is a critical part of what our company does well.”

Roberts was speaking virtually at the recent Goldman Sachs 30th Annual Communacopia Conference. He told the audience that between NBC and European network Sky, that Comcast has allocated approximately $20 billion towards these sports properties.

Comcast CFO Michael Cavanagh spoke virtually at the Bank of America Securities 2021 Media, Communications and Entertainment Conference and echoed that the company is in a good position to make some strong choices in the sports realm. 

“The bar is really high for us to pursue outright acquisitions of any material size,” Cavanagh added. “We got a great hand to play with what we have.”

While the European investments involve a partnership with American rival Viacom, the US market seems to have apparent limits.

Last Saturday’s NASCAR Cup Series at Bristol Motor Speedway was seen by around 2.19 million people. It was the most-watched motorsports event of the weekend. That same week eight different Premier League matches saw over 1 million viewers. More than half of those matches were on subscription-based Peacock. 

Beyond its massive global fanbase, the Premier League offers NBC/Peacock a unique modern 21st-century sport for the short attention span of fans. A game of typical soccer fan is used to a sport that is less than two hours long. The investment in a team is one or two games a week. 

My connection to the Premier League began before the pandemic.  When I cut the cord in late 2017, I purchase Apple TV.  Setting it up, it asks you to name your favorite teams.  After clicking on the Syracuse Orange and the New Jersey Devils, I recalled that my wife has family based in London, England.  They are season ticket holders for Arsenal, and that family redefined the word “die-hard” fans.

I’ve long been a believer that sports allegiances are best when handed down by family. I love hearing stories of people loving the New York Giants because their parents liked them, and they pass it down to their children.

I’ve successfully given my allegiance to the Devils to my young daughters. 

By telling Apple TV that I liked Arsenal, I get alerts from three different apps when the “Gunners” are playing. The $4.99 is totally worth it to see Arsenal.

Whenever I told this story, I was amazed to see how many other American sports fans had a Premier League team. Students of mine at Seton Hall University rooted for Tottenham Hotspurs, while an old colleague cheers on Chelsea.

Global Is Cool': The Growing Appeal of Premier League Soccer in America
Courtesy: Morning Consult

This is not meant to say that NBC should sign the EPL on my account. The key for any US-based soccer fan is that between Bundesliga, Serie A, and other leagues, there will be no shortage of soccer available on both linear television and streaming services.

Besides, Dani Rojas did say that “Football is life.”  NBC, originator of the Ted Lasso character, should make keeping its Premier League US connection a priority.

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BSM Writers

Media Noise – Episode 45

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Today, Demetri is joined by Tyler McComas and Russ Heltman. Tyler pops on to talk about the big start to the college football season on TV. Russ talks about Barstool’s upfront presentation and how the business community may not see any problems in working with the brand. Plus, Demetri is optimistic about FOX Sports Radio’s new morning show.

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BSM Writers

6 Ad Categories Hotter Than Gambling For Sports Radio

“Using sports radio as a back page service for gambling will have a limited shelf life.”

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For years sports radio stations pushed sports gambling advertisers to early Saturday and Sunday morning. The 1-800 ads, shouting, and false claims were seedy, and some stations wouldn’t even accept the business at 5 am on Sunday.

Now, with all but ten states ready to go all in on sports gambling, sports radio stations can’t get enough of that green. Demetri Ravanos wrote about the money cannon that sports gambling has become for stations. Well, what if you are in one of those ten states where it isn’t likely to ever be legal like California or Texas? Where is your pot of gold?

A Pot of Gold Articles - Analyzing Metals
Courtesy: iStockphoto

Or, let’s face it, the more gambling ads you run, the more risk you take on that the ads will not all work as you cannibalize the audience and chase other listeners away who ARE NOT online gambling service users and never will be. So, what about you? Where is your pot of gold?

Well, let’s go Digging for Gold. 

The RAB produces the MRI-Simmons Gold Digger PROSPECTING REPORT for several radio formats. In it, they index sports radio listeners’ habits against an average of 18+ Adult. The Gold Digger report looks at areas where the index is higher than the norm – meaning the sports radio audience is more likely to use the product or service than an average 18+ Adult who doesn’t listen to sports radio. The report, generated in 2020, indicates that sports radio listeners are 106% more likely to have used an online gambling site in the last thirty days. That’s impressive because the report only lists 32 activities or purchases a sports radio listener indexes higher than an average adult. I looked at those 32 higher indexes, and I think we can start looking for some gold.

Using sports radio as a back page service for gambling will have a limited shelf life. The gambling companies who commit significant money to get results will continue advertising and chase the others away. So, the future of sports radio needs to include other cash cows.

If it is evident to online sports gambling services that sports radio stations are a must-buy, who else should feel that way?  I looked at the Top 32 and eliminated the media companies. ESPN, MLB/NHL/NFL networks, and others aren’t spending cash on sports radio stations they don’t own in general. But Joseph A Bank clothing, Fidelity, and Hotwire should! Here’s your PICK-6 list I pulled together that’s hotter than sports gambling:

  • Sportscard collectors, Dapper Labs, Open Sea- read about Sports NFT $.
  • Online brokerage firms-Fidelity, Charles Schwab, Robinhood, Webull, TD Ameritrade
  • Golf courses, resorts, equipment, etc.- we play golf at home and vacation
  • Hotwire.com, Booking.com, TripAdvisor, Airbnb, Carnival Corporation, and Priceline.com- we’ve used Hotwire in the last year.
  • FedEx, UPS, U.S. Postal Service, Venmo, PayPal, Zelle-we wired or overnighted $ 
  • Jos. A. Bank, shein.com, macys.com, nordstroms.com- we went to Jos. A. Bank in last three months

The sports card/NFT market is 32% hotter than the sports betting market for sports radio listeners. Everything on the PICK-6 is at least 100% more likely to purchase than an average 18+ Adult who doesn’t listen to sports radio. All listed are at or above indexing strength compared to sports betting. The individual companies I added are industry leaders. Bet on it! Email me for details. 

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