SBJ/January 29 - February 4, 2001/This Weeks Issue

Florida State lines up network for baseball broadcasts

Florida State University is planning to launch a baseball radio network next month.

"Baseball has been such a success [that] we thought the program deserved the extra exposure," said Scott Kull, director of Seminole Athletics Marketing.

The radio network will include flagship station WNLS-AM in Tallahassee and 10 affiliate stations statewide in its first year, Kull said. Game coverage for this season will include 14 home series, against teams including Florida, Michigan State, North Carolina, Clemson and Miami.

The network eventually is expected to add value to the overall corporate marketing program, which brings in more than $3.5 million annually, Kull said.

Profits from the radio network are not expected in the first year, Kull said. "We see this as an investment for the long term," he said.

The marketing department is working on integrating baseball radio spots and radio sponsorship opportunities into Florida State's overall corporate marketing inventory.

The long-term plan will be to grow the number of affiliate stations to 25 to 30 and add more sponsorship opportunities such as title sponsorships for games, Kull said. So far only a few of the athletic department's corporate partners have signed on to buy baseball radio network advertising. Those include Blockbuster Video, Chick-fil-A and Nature Coast Eye Care.

Baseball is the third program in Florida State's athletic department to get its own radio network. Football has a network of 46 stations, and men's basketball has a network of 26.

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