Today 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.

Launched 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’.

Sport 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 Goodstuffers 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.

One 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 officialSix Nations podcast (open for sponsorship).

Then of course there’s the long established connection radio hosts build with their listeners, 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.

You 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.

Sam Austin  |  Radio Account Director