Shrove who’s-day?

is a special day for two reasons. Firstly, it’s that time of year to impress
your families with your mad pancake tossing skills. But hold the sugar and lemon, today also celebrates the 6th
World Radio Day.

in 2012 by UNESCO to celebrate radio’s ability to bring people together, this
year the theme for World Radio Day is ‘Radio and Sports’.

is a Goodstuff passion; from the 3rd Annual TalkSport Ping Pong AGP, our ongoing
commitment to the Henley Half Marathon, the London 10 Mile and this year three
brave Goodstuffer are making their first venture into the London Marathon on
the 22nd April (including me, what have I done?). More
professionally, it’s a fantastic year of sport, from the current drama of the
Six Nations, the PyeongChang 2018 Winter Olympics, this summer’s 2018 FIFA
World Cup in Russia and the Ryder Cup to name a few.

of the wonderful things about radio as a sporting medium is the passion it can
convey, listening to people who love a sport chatting about it is incredibly
compelling on a basic human level. A higher level version of something every
sports fan can relate to – arguing over the nuances of the game with your
mates.  This is equally true in podcasts
as it is in live radio, sometimes more so, which tend to attract a slightly
more obsessed fan. We’re tapping into this with Harry’s recent sponsorship of
the official ITV Six Nations podcast, and our own Rob
Donnellan’s not quite official Six Nations podcast (open
for sponsorship).

of course there’s the long established connection radio hosts build with their
, again it’s the intimacy of the listening experience which develops this
over time. What cricket fan can’t claim to have felt a genuine sadness when
Blowers departed TMS after 45 years? These personalities are like old friends,
voices we know and trust.

can’t readily replicate that in other channels. Reading match reports just
doesn’t deliver the emotion and drama of a last minute goal like live
commentary can (particularly while you’re trying to stifle your reaction and
pretend you’re working at your desk). Twitter and social delivers immediate
feedback from fans on the ground, but lacks the depth of knowledge and polish
of the broadcasters.

There are of course many
ways for brands to align with sport, but to tap into a passionate, interested
and committed audience, Radio in all its forms is hard to beat.

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