The Game Ends. The Conversation Doesn't.

Sports fans keep talking long after the final whistle — debating calls, tracking injuries, and arguing about their teams the next day. A lot of that conversation now happens on radio, podcasts, and with hosts they trust.

That was the main point at an Audacy panel during Advertising Week New York, where Michael Biemolt joined J.P. Flaim and Cakes Auville of The Sports Junkies. Live games are limited and expensive for advertisers, Biemolt said. Fans actually spend more time with the surrounding content: daily shows, podcasts, fantasy and betting talk, and debates that stretch one game into a full week of conversation.

“Sports fans want more than just the in-game analysis,” Flaim said. “The conversation goes way beyond the final whistle.”

The Sports Junkies have built that kind of relationship for 30 years. Listeners who moved away years ago still tune in regularly. At the conference, the hosts even met a New York listener who’s followed the show daily for years — and had dinner with him the night before.

Auville recalled early advice from their program director: “You guys are basically a content company.” Fans can listen live or catch up later as a podcast, so the content travels with them.

The panel also pointed to authentic brand partnerships that lean on that trust. When Surfside was still growing in the D.C. area, the hosts talked about it naturally, including at parties. Listeners started trying it and sharing photos and stories on social media from across the country. “A listener in San Diego: ‘I had to check it out because you guys are talking about it,’” Flaim said.

They also argued for going beyond scripted host-reads. Auville, a poker player, approached MGM National Harbor about working together. Nearly 10 years later, he still hosts the monthly Cakes Classic poker tournament there, which helps drive business on slower nights. It’s built around something he genuinely enjoys.

Sports fans are more than a stereotype, the panel noted. They’re people with careers, families, and other interests. Sports audio can also reach more affluent listeners and decision-makers, opening doors for categories like financial services, insurance, and automotive.

In the end, the hosts said fandom isn’t just a few hours on the schedule. It’s an ongoing relationship built through trusted voices and conversations that continue long after the game ends.