News: Absolute Radio Secures NFL Rights in a Commercial Radio First


Absolute Radio has further bolstered its commitment to live sport by securing the commentary rights for American football in an exclusive national radio rights deal. This will see the sport featured regularly for the first time on commercial radio with Absolute Radio 90s set to broadcast twenty games across the season, plus the two NFL Wembley Stadium fixtures on 29th September and 27th October respectively. The coverage will culminate with one of the world’s biggest sporting spectaculars, The Super Bowl, along with its world-famous half-time entertainment show which will be broadcast on Absolute Radio in February 2014.

The season is due to start on Absolute Radio on Sunday 8th September with the Green Bay Packers versus the San Francisco 49ers. This is a perfect extension to Absolute Radio’s three core content pillars of music, comedy and football and offers a brand new commercial partnership opportunity for the NFL in the UK radio market. American Football will be broadcast on the Absolute Radio network alongside live Barclays Premier League football commentary.

Absolute Radio Head of Presentation Paul Sylvester said:

American Football’s popularity in the UK is growing incredibly quickly especially amongst our listeners and we’re pleased to be bringing it to a new audience. The success of the award-winning Rock N Roll Football shows our listeners’ passion for football and we’re confident they’ll enjoy Barclays Premier League on Saturdays and NFL on Sundays.

Alistair Kirkwood, managing director of NFL UK, said:

This is a very exciting development and we are very pleased to welcome Absolute Radio to the NFL family. We are a growing, dynamic sport and our popularity in the UK has never been higher. Absolute Radio is a great partner for us and will help us to reach out to many new fans.

The commentary will feature on Absolute Radio 90s every Sunday night between 9pm and midnight, fronted by experienced Fox and Sky Sports broadcaster Adam Hunt. Darren Fletcher will also be joining the Absolute Radio team to commentate on the Super Bowl and the Wembley Stadium fixtures. The programming will be supported by a digital hub and social media.

Commentator Darren Fletcher said:

Absolute Radio’s already showed its sporting credentials with the brilliant Rock ‘N’ Roll Football and this is a great move for the station. NFL is an amazing spectacle and I’m really looking forward to the Wembley games and the Super Bowl.  Absolute Radio listeners are going to love hearing all the action from America’s biggest sport

Absolute Radio’s NFL programmes will be produced by USP Content, who have over ten years experience in the sport and who have worked with Absolute Radio on the station’s Premier League Rock N Roll Football for four seasons.

Absolute Radio 90s is available nationwide on DAB across the United Kingdom, On Sky TV and via mobile phone listen apps.

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Comments (2)

  1. David, Northern Ireland @ September 3, 2013 at 2:05 pm | Permalink

    This is certainly a surprise move. I enjoy watching the NFL and welcome NFL coverage on radio and plan to tune in. However there are a couple of things that come to mind. I can’t help wondering why Absolute90s was chosen for the coverage? I am also thinking it might be better for Absolute to launch an “Absolute Sports” radio station. If this trend of securing sports rights continues there will be sports coverage on all the absolute radio stations and there doesn’t appear to be any consideration for people who aren’t sports fans. How are they suppose to “Discover Real Music” when all the absolute stations are heavily promoting sports??

  2. One Golden Square @ September 23, 2013 at 8:55 am | Permalink

    Hi David – an Absolute Radio Sport station sounds like a great idea, but we don’t have a spare station or enough sport content to fill it right now. Across our existing seven stations we broadcast 1,176 hours of programming a week, of which 9 hours are sport and 1,167 hours are music entertainment, so it would be fair to say that we are still focused on serving music fans. If you’d prefer a music alternative during our NFL coverage we’d love it if you’d try one of our other stations

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