• Loading stock data...
Thursday, March 28, 2024
2024 Best Venues nominations are open now through April 8! Submit Now

Underdog Blue Wire Wants To Challenge ESPN and Barstool Sports

  • Podcast network expects to double revenue to $10 million in 2022.
  • Signs Darren Waller, Maxx Crosby of Las Vegas Raiders for their own pods.
Mark J. Rebilas-USA TODAY Sports

Blue Wire projects it will double its revenue to $10 million in 2022 as it adds more pro athletes like Darren Waller and Maxx Crosby of the Las Vegas Raiders to its podcasting roster.

The fast-growing network opened a 1,700-square-foot studio at Wynn Las Vegas last year. The Raiders’ two 20-something stars will host their shows from the luxury hotel on the Las Vegas Strip. Blue Wire will license an existing podcast by Waller.

“The two best players on the Raiders are podcasting with Blue Wire,” said founder Kevin Jones.

The two Raiders are the latest current or retired athletes to host podcasts for Blue Wire. Others include: Chris Long, Duncan Robinson, Richard Jefferson, Lolo Jones, Channing Frye and Cris Carter.

From its start in 2018, Blue Wire now offers more than 260 national and regional shows delivering over 10 million monthly downloads. 

“We’re hitting these eight-figure audience and revenue metrics. We really believe there’s something here,” said Jones. “It’s exciting times.”

Looking ahead, Jones predicts revenue will rise to over $10 million in 2022 from $4.9 million last year and $1 million in 2020. 

His ultimate goal: challenge ESPN and Barstool Sports for the title of largest podcast network. 

Rather than focusing on one big show like Meadowlark Media’s Dan Le Batard show, he’ll grow by signing existing podcasters. 

Or by discovering unsung members of the “creative class” with the talent to become the next Le Batard or Colin Cowherd.  

“To us, it’s a strength-in-numbers play. We like existing podcasters,” Jones said.

The former journalist revels in his role as underdog and industry disruptor.

Back in 2019, The Athletic tried to recruit several of Blue Wire’s young stars, according to Jones. They included the creators of the popular New York Yankees podcast, “Bronx Pinstripes.” But Jones fought off the talent raid by promising his creators more time, attention and transparency. 

All the podcasters targeted by the bigger Athletic stayed, according to Jones. Since then, Blue Wire has experienced only a 1% monthly churn rate for creators. He recalled it as a “David and Goliath moment” for his startup.

“The Athletic had 600 times the amount of capital to disrupt sports media — and we withstood the hurricane. I learned that building relationships and honesty are the most important things in how to protect Blue Wire from bigger competitors,” he said. “We have this grassroots culture that’s opposite of the corporate atmospheres I’ve worked at in radio, TV, and the NFL. There’s a want from creators to know, and be in-touch, with the leaders of media companies.”

Unlike most podcast networks, Blue Wire allows most of its creators to retain their intellectual property (IP) rights. It’s a unique strategy. But it allows the company to significantly lower its operating costs. And it plays up Blue Wire’s reputation as a talent-friendly home for creators who like to take pride in ownership.

“Creators these days are becoming fiercely independent. When they give away ownership of their podcast to a big corporation, they are fearful of losing control of both their audience and what they can/can’t say,” Jones said. “Blue Wire’s approach isn’t taking any control from our podcasters. We’re selecting great podcasters — and adding to their business.”

The startup has raised $9 million in venture capital funding. Jones wants to stay independent. But he is looking for more long-term “strategic partnerships” in video distribution, radio and other areas.

Said Jones: “The next level for Blue Wire is really building out beyond our audio and digital channels. Getting Blue Wire everywhere. So we’re looking for the right partners.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

NFL Executive Questions Logic Behind Streaming Giants’ Joint Venture

The ESPN, Warner Bros. Discovery, and Fox alliance is expected to launch this fall.

The NFLPA Report Card Is Doing Exactly What It Was Intended For

Robert Kraft hasn’t gone to school in nearly 60 years, but on Tuesday the Patriots’ owner found himself talking about his report card. 

How Lack of Planning by NCAA, Gonzaga Led to Racial Abuse of Utah Athletes

The NCAA gave Gonzaga a waiver to place teams in an extremist hotbed.

NCAA President Calls for Nationwide Ban on College Prop Bets

The NCAA president is reacting to the recent betting turmoil in sports.
podcast thumbnail mobile
Front Office Sports Today

MLB Opens Season With MLBPA, Ohtani, and Ownership Dramas

0:00
0:00

Featured Today

March 22, 2024, Brooklyn, NY, USA; Northwestern Wildcats guard Brooks Barnhizer (13) and Northwestern Wildcats guard Boo Buie (0) react in overtime against the Florida Atlantic Owls in the first round of the 2024 NCAA Tournament at the Barclays Center.
March 27, 2024

‘An Expensive Game’: March Madness and NIL Collectives Are Intertwined

At schools nationwide, collectives are fueling NCAA tournament runs and vice versa.
Iowa’s Caitlin Clark (22) waits to be announced in the starting lineup against West Virginia in a NCAA Tournament round of 32 game Monday, March 25, 2024 at Carver-Hawkeye Arena in Iowa City, Iowa.
March 26, 2024

The Women’s Trading Card Market Is Overlooked. Can Caitlin Clark Change That?

Traditionally, women’s sports cards have been a marginal part of collectibles.
The Sports Illustrated cover signed by Derek Jeter and Alex Rodriguez, February 27, 2019, at Don & Charlie's, 7501 E. Camelback Road, Scottsdale. Don Charlie S
March 24, 2024

Everything You Need to Know About the Ongoing ‘Sports Illustrated’ Saga

Understanding the strange state of affairs for the nearly 70-year-old publication.

Careers

Powered By

Careers in Sports

Looking for a new job? Check out these featured listings and search for openings all over the world.
Live Nation
Multiple - USA Careers
Adidas
Multiple - USA Careers
Spotify
Multiple - USA Careers
exclusive

Threats, Demands, a Lawsuit, and a Website in Limbo: Inside the Chaos at ‘SI’

‘Sports Illustrated’ has new publishers, but the transition has been messy at best.
March 25, 2024

The Brian Kelly ‘Hit Job’ Kim Mulkey Ripped Is Barely About Brian Kelly at All

The article was hardly about Kelly at all.
March 25, 2024

Inside the Proxy Fight for the Future of Disney (and ESPN)

Dissident investor Nelson Peltz is seeking two board seats in an upcoming election.
Sponsored

How Daily Fantasy Sports Solved NBA Fantasy

The remarkable growth of the #1 Discord sports server in the world.
March 23, 2024

At ESPN, She’s the Storyteller of the Women’s Tourney—and What a Year It Is for That

Sara Gaiero sees Caitlin Clark hype as an opportunity to hook people on two ESPN products: March Madness and, eventually, the WNBA.
March 21, 2024

Ian Eagle Is Ready to Get March Madness Started

He succeeds Jim Nantz as the lead play-by-play announcer for CBS and TBS.
March 19, 2024

ESPN Locks Up a $7.8B College Football Playoff Extension

Network chairman Jimmy Pitaro announced the six-year deal at a conference Tuesday
March 19, 2024

WNBA Could Seek Its Own Media Deal

The league is open to splitting its negotiations from the NBA’s, sources say.