This week we talk with Michael Brannon, Executive Vice President of Radio Alabama, about how their team is taking high school sports broadcasting to new heights—and making it profitable. Michael shares insights from his recent NAB panel, where he unpacked the real-world workflow and revenue strategy behind their successful local sports coverage model.

From live streaming and video integration to annualized sponsorships that span multiple sports seasons, Radio Alabama has created a replicable approach for engaging communities and generating revenue. Michael also shareshow they built a centralized content hub at https://www.radioalabamasports.net, how they're leveraging local partnerships and student talent, and why sports programming continues to be one of the most engaging—and sellable—formats in local radio.

Key Takeaways:

• Why high school sports broadcasting is a powerful and profitable tool for local stations

• How RadioAlabama structures sponsorships to create consistent, year-round revenue
• What tech they use for streaming, and why there’s no one-size-fits-all workflow
• How building a central sports hub boosts discoverability and listener engagement
• Why on-demand access to games and shows keeps clients happy long after the final whistle
• Opportunities for growth through school partnerships and student involvement

Contact Michael Brannon at [email protected]or visit https://www.radioalabamasports.net

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