One of the biggest distribution agreements in radio this year is about to dramatically expand the reach of local broadcasting.
Audacy and SiriusXM have announced a new partnership that will bring 42 Audacy sports, news, and talk stations to the SiriusXM platform. The rollout begins September 1, when all 23 Audacy sports stations become available, with 19 news and talk stations joining later this year.
Nine of the company’s biggest sports brands—including WFAN New York, WSCR Chicago, KRLD-FM Dallas, KGMZ San Francisco, WIP Philadelphia, WEEI Boston, WXYT-FM Detroit, KDKA-FM Pittsburgh, and WKRK-FM Cleveland—will be carried on SiriusXM’s satellite service. The remaining sports outlets, along with the news and talk stations, will be accessible through the SiriusXM app and in vehicles equipped with the company’s 360L platform.
Audacy says the agreement significantly expands the reach of its market-leading local brands by placing them in front of SiriusXM’s nationwide subscriber base while creating additional opportunities to connect with listeners wherever they consume audio.
According to The Athletic, the arrangement includes a licensing agreement under which SiriusXM will compensate Audacy for the programming while also selling its own advertising inventory within commercial breaks. The report also indicates the partnership could open the door to increased collaboration between personalities from both companies through guest appearances and cross-promotional opportunities.
The agreement represents a notable shift in the audio landscape, bringing together two companies that have traditionally competed for listeners. For broadcasters, it also gives many of the country’s most influential local sports, news, and talk stations a significantly larger national footprint.
On The Dial covers breaking radio industry news, including layoffs, programming changes, talent moves, and broadcast trends across the United States.
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