With seconds left, the quarterback throws a pass to his star receiver, who pounces but misses. The game is over. The team’s fans are speechless – but only for a moment. For real sports fans, the game never ends. They dive into the sports talk of their favorite hosts and share every high and low with other die-hard fans. Sports radio feeds their passion around the clock.

And marketers have long recognized this intensity and passion. Brands want to reach their biggest fans, and sports radio listeners are the cream of the crop. These fans not only cheer for their favorite teams, but also actively support brands that sponsor their sports. Audacy’s recent Sports & Fandom study took a deep dive into the nature of fandom and uncovered the critical role that sports radio plays in driving fan engagement, loyalty and advertising impact.

Here are six insights.

Nationwide, 84% of Americans identify as sports fans, but the most avid and dedicated fans are sports radio listeners. These are the team’s fanatics, and sports radio feeds their devotion.

Sports radio fans are avid superfans of the NFL, MLB, NBA and NHL and their enthusiasm doesn’t stop when the game is over.

At Audacy, we fuel this fan base with 24/7 sports highlights, analysis and inspirational stories. Our expert presenters and analysts provide unrivalled insight, earning the trust and loyalty of our listeners.

This is what our listeners say:

Plus, Phillies favorite Bryce Harper says a word or two about the influence of Philly fandom.

Sports radio offers an unbeatable platform for advertisers. Our audiences don’t just listen; they’re engaged and connected. And the brands that support their favorite teams and leagues become part of the community.

Advertisers bask in the glory of the fan base and enjoy significant benefits when spreading messages on sports radio:

And that fan energy translates into real action. Sports sell. Fans respond to advertising with enthusiasm and loyalty. Consider these compelling statistics:

Our sports radio listeners are:

Today’s fans are everywhere, but they are most focused when they’re listening to sports radio. They’re actively engaged as they listen throughout the day – in the car, at the beach, walking the dog, doing laundry. Brands that advertise on sports radio stand out – big time.

Sports radio listeners don’t bang on the fridge or scroll through Instagram during commercial breaks. They listen. 80% of fans say they avoid TV commercials, but only 20% skip radio ads.

Sports radio delivers what it promises. Listeners notice, trust and seek out brands advertised on the radio more than on television.

Today’s diehard fans are hyper-focused on their teams and players. (Here come the Swifties in Chiefs gear.) Superfans don’t tune out after games; they watch sports news for hours throughout the week. Brands that only advertise during live games miss 80% of the sports fan action.

For superfans, sports talk is like oxygen. They obsess over every transfer, every game and every injury report, and 40% prefer it to live games.

Advertising with Audacy is the spread offense brands are looking for! Our diehard listeners cheer for brands that support their favorite stations and teams, earning their trust and loyalty.

This deep connection promotes brand growth throughout the marketing funnel.

Advertising on Audacy Sports drives results across the marketing funnel. These successful brands see a 40% increase in brand purchases and usage.

And partnering with our popular presenters makes a campaign even more successful. When a brand partners with a sports presenter, 61% of weekly listeners view the company more positively.

Sports radio hits the mark in top categories like auto, insurance, quick service restaurants, telecom, beverages and retail, engaging fans throughout the entire brand journey. Fans remember national and local brands that sponsor their favorite teams and advertise on sports radio.

In Audacy’s key sports markets, radio advertisers saw tremendous brand momentum, achieving double-digit increases across the board:

Partnering with sports radio is a huge win for brands. In Philadelphia, Phillies fans recalled 60% of the biggest local radio advertisers. Boston’s Shaw’s Supermarket even outperformed giants like Nike and Pepsi in unaided recall. Companies that lean on radio get noticed.

Today’s advertisers are eager to reach engaged consumers in high-quality, brand-safe environments, and there’s no better place to do that than sports radio and our passionate listeners.

If you’re not in the sports radio business yet, or you’re looking to double down on your involvement, now is the time. There are great opportunities for brands across all teams and leagues, as well as in local markets with passionate fans. The MLB and WNBA are in full swing, and the NFL and college football are just around the corner.

Fans remember the advertisers who support their teams and reward them for it. It’s the slam dunk that gets the crowd excited. That’s a game-winning plan.