The Paradox of Sports Radio: Why LA’s Third Station Might Just Work
There’s a peculiar irony in the world of sports radio, and it’s this: the best markets aren’t always the ones with the most passionate fans. They’re the ones with the most miserable ones. Let me explain.
Los Angeles, a city often dismissed as a fair-weather sports town, is about to get its third sports radio station. Yes, you read that right—third. On the surface, it seems absurd. LA fans, the stereotype goes, are more interested in being seen than in the game itself. But here’s the thing: Audacy, the company behind 97.1 The Fan, isn’t in the business of making bad bets. They’ve built empires in cities like Philadelphia and Detroit, so when they see potential in LA, it’s worth paying attention.
What makes a sports radio market thrive?
Personally, I think it’s not about the number of teams or even their success. It’s about the emotional rollercoaster those teams put their fans through. Take Raleigh, where I live. We’ve got college powerhouses and a top NHL team, but there’s no unifying misery. UNC, NC State, and Duke fans are too busy hating each other to rally around a shared struggle. In contrast, cities like Philadelphia or Kansas City thrive because their teams—and their fans—are perpetually on the edge. A big win or a clock management blunder doesn’t just affect the team; it affects the entire city’s mood.
What makes this particularly fascinating is how this dynamic plays out in LA. The city has eight major pro teams, yet it’s never been considered a sports radio powerhouse. But maybe that’s changing. The launch of 97.1 The Fan suggests that Audacy sees something the rest of us might be missing: a fanbase ready to engage, not just as spectators, but as participants in the conversation.
The LA Sports Radio Landscape: A Crowded Field
One thing that immediately stands out is the competition. LA already has two established sports stations, and now 97.1 The Fan is entering the fray. But it’s not just about radio. They’re up against YouTubers, podcasters, and every other platform vying for the attention of LA’s sports fans. From my perspective, this isn’t a weakness—it’s an opportunity. In a city with so many teams and so much noise, there’s room for a station that can cut through the clutter and give fans something they can’t get anywhere else.
What many people don’t realize is that sports radio isn’t just about reporting scores or analyzing plays. It’s about creating a sense of community, a shared experience. In Philadelphia, John Kincade can talk about the Eagles every day of the year, and the audience eats it up. In Atlanta, it’s about being a melting pot, catering to fans who root for teams from all over the country. LA, with its diverse fanbase, could be a unique hybrid of these models.
The Role of Misery in Sports Radio
Here’s where it gets interesting: a great sports radio market doesn’t need a winning team. It needs a team that can unite fans in their misery. Think about it—when your team is consistently good, there’s less to talk about. But when they’re struggling? That’s when the phone lines light up. Fans want to vent, to debate, to feel like they’re part of something bigger than themselves.
Take Houston, for example. The Astros’ recent struggles have given sports radio hosts plenty to talk about. But it’s not just about negativity. It’s about engagement. As Cole Thompson from SportsTalk 790 put it, it’s a delicate balance. You can’t just complain for the sake of complaining—you have to give fans something to latch onto, something that makes them feel heard.
The Future of Sports Radio: Impact Over Fame
If you take a step back and think about it, the days of sports radio hosts being larger-than-life figures are over. In the age of podcasts and YouTube, fans have more options than ever. What this really suggests is that success in sports radio isn’t about fame—it’s about impact. Can you start a conversation that the entire city is talking about? Can you make fans feel like they’re part of the story?
Personally, I’m rooting for 97.1 The Fan. It’s been a long time since we’ve seen a fully-staffed sports talk station launch in a major market. Sports radio is expensive, but in the right place, with the right approach, it can still be radio’s best bet.
So, is LA that place?
In my opinion, it just might be. The city’s sports landscape is complex, its fanbase diverse, and its potential untapped. What makes LA fascinating isn’t its teams—it’s the conversations they inspire. And if 97.1 The Fan can tap into that, they might just prove that LA isn’t just a sports city—it’s a sports radio city, too.
This raises a deeper question: what does the future of sports radio look like? If LA can support three stations, it’s a sign that the medium is far from dead. It’s evolving, adapting to a new era of fandom. And that, to me, is the most exciting part of all.
