It’s no secret in the radio business that Cumulus Media have been dealing with challenges after filing for bankruptcy in November. Among them included giving up the play by play rights in Chicago to the Bulls and White Sox.
Such news had created concern about the future of the San Francisco Giants play by play contract. The franchise has been a mainstay on KNBR 680 for four decades and the single most important piece of real estate on the radio station’s airwaves. To lose the partnership would have been a crippling blow to San Francisco’s top rated sports brand.
But despite the initial anxiety, Cumulus San Francisco folks can now breathe a sigh of relief. CEO Larry Baer confirmed today that the Giants have agreed to extend their radio agreement with KNBR for an additional 3 years. The new deal keeps the two parties aligned thru the 2021 season.
“We value relationships and we value stability and we value partnerships,” Baer told KNBR’s Murph and Mac. “The Giants have been partnered with KNBR now for 40 years, which is pretty amazing going back to 1978. You know what? Three more years. We have an agreement in principal through 2021. Giants baseball on KNBR, how about that?
Bare continued by thanking Cumulus’ corporate and local leadership including Mary Berner, Dave Milner, Justin Wittmayer and Lee Hammer. He sang the virtues of the radio station’s powerful signal and connection to the franchise’s history and communicated the importance of stability and consistency when working with partners.
“That’s the thing, it’s habit forming. It’s not just people who have been listening for the 40 years, it’s people who are young people whose parents were listening at the dinner table or driving in the car. If it’s twenty years ago when I’m 10 years old, it’s KNBR. And if I’m 30, it’s still KNBR.”
To hear the full interview click here.