Westwood One Adds Esports Content In Brand Partnership

Westwood One Podcast NetworkWestwood One is the latest audio content provider to enter the growing Esports venue.

Westwood One will partner with Subnation to bring Esports content to their syndication and podcast platforms starting with a weekly feature on the Zach Sang Show. To start the venture, Sang is appearing at the E3 convention in Los Angeles this week to interview guests for playback on his daily show.

Westwood One joins Beasley Media’s BeasleyXP division launched last fall in targeting the growing platform.

Westwood One, America’s largest audio network, and multi-platform media brand Subnation are announcing an exciting new strategic alliance that will bring esports audio content to millions of fans across the country. The first collaboration between the two companies is a weekly feature in Westwood One’s nationally syndicated Zach Sang Show.

Kicking off the partnership, Zach is onsite with Subnation at the 2019 Electronic Entertainment Expo, otherwise known as E3. Zach is talking with celebrities, artists, insiders, and fans today and tomorrow, through 6/13, 1:00 pm to 4:00 pm in Subnation’s “ESPORTS ZONE.” These interviews will air on the radio show in the evening.

The first regular feature will air the following Tuesday, 6/18 – gaming legend Paul “Redeye” Chaloner will join Zach on his show every week to talk about gaming news, current standings, and new releases.

Heavy esports watchers are more likely to be heavy AM/FM radio listeners, according to a recent MARU/Matchbox National Community study fielded in February 2019. The study also found that heavy esports watchers and heavy video game players frequently listen to Sports, Rock, and Top 40.

“Given our decades of leadership in iconic sports audio entertainment, Westwood One is uniquely positioned to capture the passion, scale and momentum of esports, bringing the new voices, commentary and perspectives of esports to the audio platform,” said Suzanne Grimes, EVP, Marketing for CUMULUS MEDIA and President, Westwood One. “Subnation is the perfect partner to collaborate on authentic, high quality esports content that will resonate with our massive audience.”

“Subnation’s goal has always been to celebrate the gaming lifestyle and subcultures with the community through innovative content experiences and activations, wherever they are,” said Seven Volpone, CEO Subnation. “This partnership with Westwood One is the perfect opportunity to create premium audio content for the community, which will complement our immersive, experiential event activations, and editorial publication.”

E3’s official 2019 ESPORTS ZONE, powered by Subnation, is a 10,000 sq. ft space focused on spotlighting the cross over between the gaming culture and art, music, and fashion. The area will feature community-centric exhibition matches with influencers and professional gamers, musical performances, experiential art exhibits, cultural experiences, developer interviews, progressive brand experiences, and pro-am tournaments.

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