In what may be one of the first types of naming rights deals involving a station’s brand name, Max Media has sold sponsorship rights to its “ESPN 94.1” WVSP Yorktown/Norfolk VA as the station has rebranded as “Priority Auto Sports Radio 94.1“.

The Virginia Beach based Priority Automotive owns a chain of car dealerships in the market. No programming changes accompanied the rebranding as the station will continue to carry ESPN Radio programming along with the local Tim Donnelly Show from 3-6pm as well as Old Dominion University and the Norfolk Tides.

In an unprecedented move, Max Media Hampton Roads has partnered with Priority Automotive to rebrand WVSP-FM as Priority Auto Sports Radio 94.1.

“The partnership between ESPN 94.1 and Priority Automotive is a natural evolution for both companies. From the many youth organizations to college teams, Priority Automotive has been dedicated to sports in Hampton Roads for decades. Max Media is incredibly proud to be partnered with such a class organization.” said Keith Barton, President and Market Manager for Max Media Hampton Roads.

Priority Auto Sports Radio 94.1 will continue to be Hampton Roads home for ODU Athletics, Norfolk Tides and air ESPN nationally syndicated shows such as Keyshawn, JWill and Max (6a-10a) and Greeny (10a-12n). The station will still be anchored by local on-air personality Tim Donnelly of “The Tim Donnelly Show” (3p-6p). COO of Priority Automotive

Matt Elmer remarked, “This is an important partnership for us. At Priority Automotive we think sports ties everyone together, so this is a great opportunity for us to be a voice in the community and partner with the number one voice for sports in Hampton Roads, ESPN 94.1”.