Cumulus Media Extends NCAA Audio Rights in Multi-Year Deal
Event summary
- Cumulus Media’s Westwood One renews multi-year audio media partnership with the NCAA, retaining exclusive broadcast rights for key championships.
- Deal covers NCAA Men’s and Women’s Basketball Tournaments, NIT, WBIT, and Men’s and Women’s College World Series.
- Westwood One has broadcast NCAA Men’s Basketball Tournament since 1982 and every game of March Madness since 2005.
- Coverage available on Westwood One affiliates, Sirius/XM, and multiple digital platforms.
- Nate Flannery (NCAA) and Collin Jones (Westwood One) highlight long-standing commitment to high-quality audio coverage.
The big picture
The renewal underscores the enduring value of audio rights in sports media, particularly for niche but passionate audiences. As digital platforms fragment viewership, exclusive audio partnerships like this one become critical for maintaining reach. Cumulus Media’s strategy aligns with broader industry trends of consolidating premium content to drive advertising and subscription revenue.
What we're watching
- Content Monopoly
- Whether Westwood One can sustain its dominance in sports audio broadcasting amid rising competition from digital platforms.
- Revenue Diversification
- How Cumulus Media leverages this deal to bolster its audio-first strategy and offset traditional radio declines.
- Digital Expansion
- The pace at which Westwood One integrates streaming and digital audio innovations to enhance listener engagement.
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