In December 2021, Craig Karmazin-led Good Karma Brands agreed to pay $15 million to The Walt Disney Company for the broadcast home of ESPN Radio in Los Angeles and Chicago, in addition to purchasing WEPN-AM in New York and acquiring Disney’s LMA agreement with Emmis that has allowed WEPN to simulcast on 98.7 MHz in N.Y.
With cost-cutting across the entire ESPN arm of Disney and “Haunted Mansion” shaping up to be a box office bomb tied to former CEO Bob Chapek, another evolution for ESPN Audio has taken shape. And, it gives GKB an even greater role in a sports radio operation integral to its entire business.
In a letter shared via LinkedIn by Karmazin, in lieu of a formal press release, the founder and CEO of GKB shared that his company has entered into an agreement that sees Good Karma Brands handle the sales and sales operations of ESPN Radio Network and the ESPN Podcast business.
That relationship began on Friday (7/28), and creates GKB’s newest division, led by GKB President Steve Politziner.
“This partnership reaffirms ESPN’s commitment to audio while endorsing GKB as a trusted operating partner and primary sales representative across multiple platforms — audio, digital and events,” Karmazin wrote, noting that GKB’s relationship with ESPN was formed more than two decades ago. Today, it’s more than just ESPN Radio affiliations for GKB radio stations but also Florida-based bowl games with ESPN Events, ESPN’s digital assets, and the acquisition of some of the biggest ESPN Radio stations in the nation from Disney for $15 million. That deal added to a collection of ESPN Radio affiliates that includes properties in Cleveland; Madison and Milwaukee, Wisc.; and West Palm Beach-Boca Raton, Fla.
“We are thrilled to now lead sales for ESPN Radio and ESPN Podcasts connecting advertising partners with passionate sports fans across the country,” Karmazin said.
Norby Williamson, ESPN Executive Editor and Head of Event and Studio Production, commented, “ESPN has been leading and innovating the audio space for more than 30 years with our national radio lineup as well as our live event schedule with over 300 signature events annually and always-expanding podcast library. This latest iteration of our long-standing partnership with Good Karma Brands reinforces our commitment and ability to grow the business.”
ESPN will continue to lead the content, distribution and marketing across its audio platforms. “Our strategy, goals and position for ESPN audio are very closely aligned with the Good Karma team and will lead to continued success and an unmatched experience for sports fans,” Karmazin said.
He concluded the announcement letter by thanking employees for their commitment and passion “for operating the ESPN brand at the highest level;” advertising partners for their “willingness to embrace creative ideas;” and for “fans” of ESPN Radio.
“The only thing more exciting than announcing the agreement is the opportunity to work together and even more closely with the ESPN team to help take the Radio network and ESPN Podcasts to new heights.”
