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Picking Up The Pieces After a Devastating Setback

Jason Barrett

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On Tuesday night, the NFL owners voted to allow the St. Louis Rams to return to Los Angeles. Owner Stan Kroenke got his wish to bring football back to the nation’s 2nd largest market, and will now reap the financial benefits of a geographical change.

Although I’m excited for the people of Los Angeles to have an NFL team once again in their backyard, I’m sick to my stomach thinking about my friends in St. Louis who have now had the NFL punch them in the gut for the second time. St. Louisans invested themselves in supporting the team and its sponsors for the past 20 years, while raising their children to become fans of the team. But today they wake up to the reality that they’ll soon have no games to attend on Sunday when the next NFL season rolls around.

ramsGone are the hopes and dreams of experiencing future Super Bowl championship parades down Market Street. Businesses who count on the team’s Sunday crowds will now suffer from their departure, and politicians in the show-me state will now have to show they’re committed to not letting this moment define them and their city.

Was it right? No. Was it fair? Absolutely not. But as cold and harsh as that might be, the NFL is a business. We lose sight of that when these situations arise because we sink our heart and soul into these franchises, only to discover later that the only true attachment they want from us is the one that includes access to our bank accounts.

I have no issue whatsoever with Los Angeles having a team. The NFL definitely should have a franchise there, and those fans who lost their teams 20 years ago, didn’t deserve that pain either. But I don’t believe you set a good precedent when you destroy the lives of a few million people in one city to make the lives of a few million others in another city better.

stanIt’s even more baffling when you consider how calculated this move was. Stan Kroenke bought the Rams in 2010 after Georgia Frontiere passed away. He held a minority stake in the club at that time and Georgia’s family had an interested buyer in Shahid Khan (now the owner of the Jacksonville Jaguars) who wanted to keep the team in St. Louis. Kroenke though exercised his right to match the bid and took over control of the franchise.

When he assumed control he said “I’ve been around St. Louis and Missouri a major portion of my life. I’ve never had any desire to lead the charge out of St. Louis. That’s not why we’re here. We’re here to work very hard and be successful in St. Louis.

But although that sounded good, his actions over the next 5+ years told a different story.

Kroenke started out by transferring his ownership of the Colorado Avalanche and Denver Nuggets to his son Josh who was 30 years old at the time. That was the loophole he explored so he could become owner of the Rams and maintain ownership of his existing teams. If you think “Silent Stan” was suddenly washing his hands with all business related to those two franchises you’re kidding yourself. But on paper, he covered his tracks.

Then he explored trying to buy the Los Angeles Dodgers in 2012. The winning bid went to Magic Johnson’s group but reports started to surface that Kroenke was interested in the Dodgers because he wanted to build his own media network, and after gaining the opportunity to move the Rams out of St. Louis and back to Los Angeles, offer their programming on a Kroenke owned channel.

This very model has been constructed in Denver with the addition of Altitude Sports. He’s also purchased a number of radio stations in Colorado and is expected to use one of those signals to further promote and sell content built around the Nuggets and Avalanche.

jeffAs Stan was investigating purchasing land and forging relationships with local politicians in California, the Rams product remained stagnant. He refused to show his face or speak publicly to calm the fears of local fans, and the only time he spoke on the record was when Jeff Fisher was hired as Head Coach. If you’re not looking to leave town, and ticket sales and advertising revenues are declining, you’d think it would make business sense to address the elephant in the room and help get your business back on track.

But that wasn’t going to happen.

In the NFL’s guidelines for relocation, it states that no team has an entitlement to relocate simply because it receives another opportunity to enhance club revenues in another location. Considering that St. Louis was the only one of the three cities with an actual stadium plan and commitment, it’s hard to understand how this relocation was anything but a money grab.

Roger Goodell and his people saw the dollar signs in Los Angeles along with a promise for a new home for their growing NFL Media empire and Stan was the guy with the deep pockets and huge grapefruits who was willing to turn his back on his home state to get it done. Jabs were thrown at the people in St. Louis for not offering more support, when in reality they were given every reason to not attach themselves to the team. Lost in all of this was the reality that the NFL saw Oakland and San Diego as being more lucrative.

rams2It’s easy for people in glass houses to throw stones and attack St. Louis fans for not attending games but when you’re handed a lemon of a product which delivers a 50-109-1 record over 10 years, and your owner won’t speak publicly about his intentions in your city, while he rubs elbows and furthers dialogue with Los Angeles leadership and explores every angle to leave (including attempting to break his lease to play more home games in London), it’s impossible to be supportive.

Bear in mind, the team didn’t reach the playoffs once during the previous 11 seasons, and if you look at their performance since Stan took over in 2010, they’re 36-59. They haven’t had one winning season under his ownership.

The issue here though was never about ticket sales. It was about the opportunity to increase his franchise value and own net worth by returning to Los Angeles. When you take into account the numerous business opportunities he gains from parking, to hotels, to restaurants, to higher rights deals, to possibly even gaining a tenant in the Chargers or Raiders, there’s a reason why Stan Kroenke is a multi-billionaire – he knows how to make money!

None the less, what’s done is done. The city of St. Louis and its great people will now have to pick themselves up off the ground, and decide how to repair the damage. One of my favorite quotes comes from William A. Ward and it says “Adversity causes some to break, others to break records“. St. Louis will have to decide if they’re going to let this moment break them, and if the past is any indication, I don’t believe they will.

So how does that translate to the sports media business? Here’s how.

stl2With the Rams leaving town, local people will further invest themselves in supporting the Cardinals and Blues. If you’re the team’s rights holders KMOX and Fox Sports Midwest, or any of the local sports stations (101 ESPN, CBS Sports 920, 590 The Fan KFNS), that’s good news. In moments like these, people tend to gravitate to those who love them back.

Because those other two local franchises have remained loyal and happy with their standing in the St. Louis community, I’d expect them both to benefit from it. Media outlets who put an even heavier focus into supporting them will be rewarded for it.

If you remember when the Los Angeles Angels announced they were signing Albert Pujols following the 2011 season, it was a dark day for St. Louis baseball fans. He was the face of the franchise, a good man, and he had won multiple MVP awards and a couple of World Series titles. His departure would’ve been the equivalent to New York losing Derek Jeter.

As painful and heartbreaking as it was for many, they stood behind their Cardinals. General Manager John Mozeliak went to work to rebuild the franchise, and as luck would have it, the Cardinals that season reached the playoffs and advanced to the NL Championship series where they lost in 7 games to the San Francisco Giants.

cardsMeanwhile, Pujols’ Angels didn’t reach the post-season that season and they’ve only done so once during his 4 years in the city of Angels. Their only October visit resulted in a three game sweep courtesy of the Kansas City Royals in the first round of Wildcard play in 2014. During that same period, the Cardinals have advanced to the post-season every year.

Another way I expect the city to rally is to further stand behind the media members of the community who stood up for them during this tumultuous time. Personalities like Bernie Miklasz, Randy Karraker, Kevin Wheeler, Frank Cusumano, Tim McKernan, and Howard Balzer have defended the local people and the city, while explaining why it remains vibrant and economically sound. They’ve not been afraid to challenge the NFL, its leaders and bylaws, and the Rams hierarchy, who were set on chasing the pot of gold that awaited them in Inglewood.

Today they may not feel their efforts made a difference because the team was given the green light to pack up and head West, but in taking the positions that they did, and putting every ounce of their energies into fighting for their team, city and people, they gained respect, and a deeper appreciation and loyalty from the local audience. That’s something that will mean much more down the road when they reflect back on who they were to their communities.

Anheuser-Busch headquartersNo matter how hollow the feeling might be, people in St. Louis will never forget how those media folks had their backs during the toughest of times. The one way fans can and will repay them, is by listening more to their shows, watching their TV programs, reading their website articles, and supporting their station’s advertisers. I’d also expect some local advertisers to ramp up their efforts and further invest in these people and brands because they recognize how important it is to do so during hard times like this.

One issue that will need to be examined over the next year or two is whether or not four sports stations and two News/Talk brands with sports content and relationships can turn a profit in Market #22. It’s one thing to fill the airwaves with sports programming, but it’s another to be a financial success. I’m not sure if there are enough advertising dollars in the market to support all of those brands. I certainly hope that there are but it’s not going to be easy.

The last side of this conversation that I want to focus on is how it will impact the ratings side of the business. It goes without saying that the loss of a football team usually means less audience and lesser interest in sports talk programming Monday-Friday. Stations may explore adding an NFL affiliation with another team such as the Bears, Chiefs, Colts or Titans, but that isn’t going to make up for the loss of a local team. I’m not even sure yet if a St. Louis sports fan is going to want to hear anything about the NFL next Fall. There are still a few months between now and then so we’ll have to see how the healing process plays out.

That said, if you look around the country, there are plenty of markets that thrive despite not having a football franchise. They pledge their support to NBA, NHL and MLB teams, and in some smaller cities, college sports drives heavy listening. None of us are nostradamus and can predict whether St. Louis will receive another NFL team or capture the interest of the NBA, but for now, the focus for brands who operate Sports and News/Talk programming has to revolve around the people, franchises and universities who remain committed to staying there.

1045Look at Nashville, Portland, Charlotte, Cincinnati, and Indianapolis. All of those cities have 2 pro teams or less and when you combine their college programs, there are plenty of sports options for people to sink their teeth into. Stations like The Fan in Charlotte, Portland and Indianapolis, and The Zone in Nashville, perform very well despite not having either an MLB, NBA or NFL franchise. As a matter of fact, The Zone is one of the top rated sports talkers in the country.

However, there are less sports talk radio stations in those cities than there are in St. Louis. That’s something to be aware of.

As it applies to ratings and revenue, I’d rather lose 16 football games on Sunday than 162 regular season baseball games. Many of those games air M-F and can have a big impact on a station’s performance, depending of course on which team you’re aligned with.

Most radio operators prefer to feature their best talent M-F 6a-7p, and add play-by-play around them to provide a cume, marketing and advertiser boost. As long as lineups remain stable and of interest to the local market, there are plenty of other ways to add sponsor dollars, marketing awareness and cume increases.

rams3I’m not going to suggest that losing an NFL franchise doesn’t impact business. It definitely stings and will cause some of these brands to have to adjust their strategies and expectations. It also forces them to have to modify their image because you’re no longer a three sport town.

But if the things that matter most in our business are building and connecting with an audience, generating ratings, and utilizing high profile personalities, their ratings, and our access to people through our on-air, online, and social platforms to secure advertising dollars, then that still remains doable.

It may have to be done differently, and it will take time for the emotions to subside, but a media business in St. Louis can still prosper, and listeners will still seek out hearing local people talk about local sports subjects – with or without the Rams! Knowing the passion of those fans as I do, I expect them to become more supportive of the brands and people who remain there. If you don’t believe me, ask the Cardinals and Albert Pujols how this story ends. I’m sure they haven’t forgotten.

Barrett Blogs

California College Students Earn Chance to Win 10 Free Tickets to the 2023 BSM Summit Thanks to Steve Kamer Voiceovers

“In order to win tickets to attend the Summit, students must submit a 2-minute video by email explaining why they’d like to be in attendance and what they hope to learn at the event.”

Jason Barrett

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With a new year comes renewed energy and optimism for the sports media business. Yours truly is looking forward to showcasing the best our business has to offer when we gather the industry in Los Angeles, CA at the 2023 BSM Summit at the Founders Club at the University of Southern California on March 21-22, 2023. Our conference is returning to the west coast for the first time since 2019. We’ve announced some super talented speakers. We’ve got additional things in the works and I plan to make additional announcements in the next few weeks.

People often ask me what the biggest challenge is putting this event together. My answer is always the same, it’s getting people to leave the comfort of their office and spend two days in a room together learning and discussing ways to grow the business. We have great sponsorship support and exceptional people on stage and are fortunate to have a lot of folks already set to attend. Our venue this year has extra space though, so I’m hoping a few more of you make time to join us. If you haven’t bought a ticket or reserved your hotel room, visit BSMSummit.com to make sure you’re all set.

If there’s one thing our industry could get better at it’s opening our minds to new ideas and information. There’s more than one path to success. Just because you’re in good shape today doesn’t mean you will be tomorrow. Building brands, growing audiences, increasing revenue, and examining new opportunities is an ongoing process. There are many shifts along the way. We may not solve every business challenge during our two-days together but you’ll leave the room more connected and informed than when you entered it.

Each year I’ll get two or three emails from folks sharing that they learned more about the industry in two-days at the Summit than they have in ___ years inside of their building. That’s truly gratifying and what I strive to achieve when I put this event together. I remember when conferences like this didn’t exist for format folks and I take the risk and invest the time and resources to create it because I love the sports media industry and believe I can help it thrive. I see great value in gathering professionals to share ideas, information, and meet others who can help them grow their business, and if we do our part, I’m confident some will want to work with us too. That’s how we benefit over the long haul.

But as much as I focus on serving the professional crowd, I also think we have a responsibility to educate young people who are interested, passionate, and taking steps to be a part of our business in the future. The BSM website is visited by hundreds of thousands of people each month and it’s become a valuable resource for folks who enjoy sports radio and television. I think it’s vital to use our platform, influence and two-day event to connect generations and I’m happy to announce that we will once again welcome college students at this year’s Summit.

Most of us who’ve been in this line of work for two or three decades learned the business without podcasts, YouTube, social media, the web or conferences delivering two full days of sessions that taught you more about the business than what’s available inside of a class room. We learned by doing, and hoping we were right. Then we copied others who had success. Some of that still exists, and that’s not a bad thing. But where our business goes in the future is going to be drastically different.

I’d like to see the difference makers in our format remembered for years to come, and practices that have stood the test of time remain valued down the line. Change is inevitable in every business and I’m excited about the road that lies ahead especially some of the technological advancements that are now available or will soon become a bigger part of our industry. I think we can embrace the future while enjoying the present and celebrating the past. The best way to do that is by bringing together everyone who is and is hoping to be a part of the sports media universe.

So here’s two things we’re doing to make sure future broadcasters have an opportunity to learn with us.

First, I want to send a HUGE thank you to Steve Kamer Voiceovers. Thanks to Steve’s generosity, TEN (10) college students will be given FREE tickets to attend the 2023 BSM Summit in March. Steve is a USC graduate (Class of 1985) and he bought the ten tickets to help young people learn about the industry, save money and make valuable connections. When I first received his order, I thought he hit the wrong button. I reached out to tell him a mistake was made and I needed to refund him. That’s when he told me what he wanted to do for students who were pursuing their broadcasting dreams just as we both did years ago. A very classy gesture on his part.

As it pertains to the contest, here’s how it’s going to work.

To win tickets to attend the Summit, students must submit a 2-minute video by email to JBarrett@sportsradiopd.com explaining why they’d like to be in attendance and what they hope to learn at the event. Included in your email should be a list of steps that you’ve taken or are pursuing to explore opportunities in the media industry. If you want to pass along a resume and audio or video clips too to showcase your work and experience, that’s fine as well. BSM will accept submissions until February 17th. The winners will be announced on Friday February 24th.

Helping me select the winners will be an exceptional panel of media executives. Each of these folks below will choose one person to attend our L.A. event. The final two will be picked by Steve Kamer and myself.

  • Scott Shapiro – Senior Vice President, FOX Sports Radio
  • Justin Craig – Senior Program Director, ESPN Radio
  • Jeff Sottolano – Executive Vice President, Programming, Audacy
  • Bruce Gilbert – Senior Vice President of Sports, Cumulus Media & Westwood One
  • Amanda Gifford – Vice President, Content Strategy & Audio, ESPN
  • Jacob Ullman – Senior Vice President, Production and Talent Development, FOX Sports
  • Greg Strassell – Senior Vice President, Programming, Hubbard Radio
  • Scott Sutherland – Executive Vice President, Bonneville International

To qualify for the BSM Summit College Contest, students must be enrolled in college in the state of California, pursuing a degree that involves course work either in radio, television, print or the digital business. Those attending local trade schools with a focus on broadcasting are also welcome to participate. You must be able to take care of your own transportation and/or lodging.

This is a contest I enjoy running. We’ve had great participation during our prior two shows in New York City but haven’t done it before on the west coast. I’m hoping it’s helpful to California students and look forward to hearing from many of them during the next month.

For students who live out of state and wish to attend or those enrolled at local universities who enter the contest but aren’t lucky enough to win one of the ten free tickets from Steve Kamer Voiceovers, we are introducing a special two-day college ticket for just $124.99. You must provide proof that you’re currently in school to take advantage of the offer. This ticket gives you access to all of our sessions inside the Founders Club. College tickets will be limited to forty (40) seats so take advantage of the opportunity before it expires.

The 2023 BSM Summit will feature award ceremonies with Emmis Communication CEO Jeff Smulyan and legendary WFAN program director Mark Chernoff, sessions with influential on-air talent such as Colin Cowherd, Jim Rome, Joy Taylor, and Mina Kimes, big picture business conversations with executives from groups such as Audacy, iHeart, Bonneville, Good Karma Brands, Barstool, The Volume, Omaha Productions and more. For details on tickets and hotel rooms visit BSMsummit.com.

I look forward to seeing you in March in Los Angeles!

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Barrett Blogs

Barrett News Media To Gather The Industry in Nashville in September 2023

“I’ve been lucky enough to play a key role in bringing the sports media industry together on an annual basis, and in 2023 we’re going to attempt to do the same for news/talk media professionals.”

Jason Barrett

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One of the best parts about working in the media business is that you’re afforded an opportunity to use your creativity, take risks, and learn if an audience or advertisers will support your ideas. Sometimes you hit a homerun, other times you strike out, but regardless of the outcome, you keep on swinging.

I’ve tried to do that since launching a digital publishing and radio consulting company in 2015. Fortunately, we’ve delivered more hits than misses.

When I added news media industry coverage to our brand in September 2020, I knew it’d be a huge undertaking. The news/talk format is two and a half times larger than sports, many of its brands are powered by national shows, and the content itself is more personal and divisive. I wanted our focus and attention on news media stories, not politics and news, and though there have been times when the lines got blurred, we’ve tried to be consistent in serving industry professionals relevant content .

What made the move into news media more challenging was that I’d spent less time in it. That meant it’d take longer to find the right writers, and it required putting more time into building relationships, trust, respect, and support. Though we still have more ground to cover, we’ve made nice strides. That was reflected by the participation we received when we rolled out the BNM Top 20 of 2022 the past two weeks. Hopefully you checked out the lists. Demetri Ravanos and I will be hosting a video chat today at 1pm ET on BNM’s Facebook and Twitter accounts, and through Barrett Media’s YouTube page discussing the series, as well as this article.

It’s because of that growing support, trust, and confidence in what we’re doing that I’m taking a risk yet again. I’ve been lucky enough to play a key role in bringing the sports media industry together on an annual basis, and in 2023 we’re going to attempt to do the same for news/talk media professionals.

I am excited to share the news that Barrett News Media will host its first ever BNM Summit on Thursday September 14, 2023 in Nashville, TN. Our one-day conference will take place at Vanderbilt University’s Student Life Center Ballroom. The venue we’ve selected is tremendous and I’m eager to spend a day with news/talk professionals to examine ways to further grow the format and industry.

If you’re wondering why we chose Nashville, here’s why.

First, the city itself is awesome. The access to great restaurants, bars, entertainment, hotels, and famous landmarks is unlimited, and when you’re traveling to a city for a business conference, those things matter. Being in a city that’s easy for folks across the country to get to also doesn’t hurt.

Secondly, a conference is harder to pull off if you can’t involve successful on-air people in it. If you look at Nashville’s growth in the talk media space over the past decade, it’s remarkable. Many notable talents now live and broadcast locally, major brands have created a local footprint in the area, and that opens the door to future possibilities. I have no idea who we’ll include in the show, and I haven’t sent out one request yet because I wanted to keep this quiet until we were sure it made sense. I’m sure we’ll have plenty of interest in participating and I can’t promise we’ll be able to accommodate all requests but if you have interest in being involved, send an email to Jason@BarrettNewsMedia.com.

Third, finding the right venue is always difficult. We looked at a bunch of great venues in Nashville during our vacation this past summer, and when we stepped on to the campus at Vanderbilt University and walked through the SLC Ballroom, we knew it was the right fit. It had the space we needed, the right tech support, access to private parking, a green room for guests, and it was within walking distance of a few hotels, restaurants, and the Parthenon.

As I went through the process of deciding if this event was right for BNM, a few folks I trust mentioned that by creating a Summit for news/media folks, it could create a competitive situation. I don’t see it that way. I view it as a responsibility. I think we need more people coming together to grow the industry rather than trying to tear each other down. I hear this far too often in radio. We worry about what one station is doing rather than strengthening our own brand and preparing to compete with all audio options.

For years I’ve attended conferences hosted by Radio Ink, NAB, Talkers, and Conclave. I’ve even spoken at a few and welcomed folks who operate in the consulting space to speak at my shows. I’ll continue to support those events, read various trade sites, and invite speakers who work in a similar field because they’re good people who care about helping the industry. I believe BNM and BSM add value to the media business through its websites and conferences, and though there may be a detractor or two, I’ll focus on why we’re doing this and who it’s for, and let the chips fall where they may.

I know juggling two conferences in one year is likely going to make me crazy at times, but I welcome the challenge. In the months ahead I’ll start lining up speakers, sponsors, building the conference website, and analyzing every detail to make sure we hold up our end of the bargain and deliver an informative and professionally beneficial event. The news/talk media industry is massive and making sure it stays healthy is critically important. I think we can play a small role in helping the business grow, and I look forward to finding out on September 14th in Nashville at Vanderbilt University.

Hope to see you there!

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Jimmy Powers, Raj Sharan, Matt Berger and John Goforth Added to 2023 BSM Summit Lineup

“BSM is having a special Holiday SALE this week. Individual tickets are reduced to $224.99 until Friday night December 23rd at 11:59pm ET.

Jason Barrett

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In less than a hundred days, the BSM Summit will return to Los Angeles for two-days of networking, learning, laughing, and celebrating. The conference hasn’t been held on the west coast since 2019, and we’re looking forward to returning to the city of angels on March 21-22, 2023, and bringing together sports media professionals at the Founders Club, located inside the Galen Center at the University of Southern California.

For those of you who haven’t purchased your ticket(s) yet, BSM is having a special Holiday SALE this week. From today (Monday) through Friday 11:59pm ET, individual tickets are reduced to $224.99. If you’re planning to come, and want to make sure you’re in the room, take advantage of the extra savings and secure your seat. To buy tickets, reserve your hotel room, and learn more about the Summit’s speakers, click here.

We’ve previously announced twenty one (21) participants who will join us on stage at the 2023 BSM Summit. Today, we’re excited to expand our lineup by welcoming four (4) more additions to March’s industry spectacular.

First, BSM is thrilled to have two accomplished sports radio programmers contributing to the event. Jimmy Powers of 97.1 The Ticket in Detroit will make his Summit debut in L.A.. Fresh off of a Marconi victory earlier this fall, The Ticket’s brand manager will share his insights on the present and future of sports radio on one of our programming panels. Also taking part in that panel will be the leader of 104.3 The Fan in Denver, Raj Sharan. Raj appeared on stage at the 2022 BSM Summit in NYC, and we look forward to having him return to lend his voice to an important sports radio programming discussion.

But programming won’t be the only thing we invest time in out west. Growing a business, more specifically, a digital business will be part of our conference agenda as well.

When it comes to maximizing digital revenue, few brands understand the space better than Barstool Sports. Charged with growing the brand’s revenue is Senior Vice President and Head of Sales Matt Berger, and we’re looking forward to having Matt join us for a conversation that will focus on monetizing digital opportunities. Before joining Barstool, Matt sold for Bleacher Report/House of Highlights. He’s also worked for Warner Brothers and the Walt Disney Company. We’re excited to have him share his wisdom with the room.

Also taking part in our digital sales panel will be John Goforth of Magellan AI. John knows the radio business well from having served previously as a sales manager and salesperson. Since leaving traditional media and joining Magellan AI, John has studied the podcasting advertising space and learned who the top spenders are, who’s making big moves with their podcast advertising budgets, and which publishers are best positioned to benefit. Having his expertise on stage will help many in the room with trying to better understand the digital sales space.

There are other speaker announcements still to come. We have some big things planned, which I’m hoping to reveal in January and February. I want to thank ESPN Radio, FOX Sports, Showtime, and Point to Point Marketing for coming on board as partners of the 2023 BSM Summit. The support we’ve received heading into Los Angeles has been tremendous, and we greatly appreciate it. If you’re looking to be associated with the Summit as an event partner, email Stephanie Eads at Sales@BarrettSportsMedia.com.

That’s all for now, but be sure to take advantage of the Summit Holiday Sale. You have until Friday night December 23rd at 11:59pm ET to take advantage of discounted tickets. Happy Holidays!

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