LEAGUE STILL LOOKING FOR A RADIO PARTNER

As the NFL faces the challenge of maintaining revenue levels in a bad economy, the league currently is negotiating a new arrangement for its primary radio partner. Per SportsBusiness Journal, the current deal with Westwood One has expired, and the rights for 2009 and beyond have been available since December. The NFL met with various potential suitors in the week before the Super Bowl. The contenders are Westwood One, ESPN Radio, Sporting News Radio, and Sports USA Radio. The league wants to do only a two-year deal, and ESPN is looking for something longer than that. There’s also a sense that ESPN is becoming too powerful. Westwood One is having serious financial issues, as evidenced by the fact that its shares have been de-listed by the New York Stock Exchange. Though roughly 20 percent of the $20 million-plus rights fee for the next two years reportedly has been placed into escrow, the NFL could ultimately find itself chasing the other 80 percent via bankruptcy proceedings. And so Sporting News Radio and Sports USA Radio could be possible destinations for the package. Per SBJ (which is owned by the same parent as SNR), Sporting News Radio is “offering an alternative model that includes a revenue-sharing component for the two-year package.” Though regarded (per SBJ) as a “long shot,” Sports USA Radio already broadcasts 34 NFL games per year, with a panel of analysts and sideline reporters including Dan Fouts, Terry Donahue, and Ross Tucker. It’s unknown when a decision will be made. But, as SBJ points out, the clock is ticking regarding the period for selling ads for the 2009 season.