If you’re a SiriusXM customer that’s been craving NBC Sports Radio, you’re in luck – the two are finally affiliated. Earlier this week, NBC Sports Radio joined SiriusXM’s lineup on 213/Sirius and 202/XM, and will be available 24 hours a day, seven days a week with its usual lineup of on-air talent, featuring Erik Kuselias, Newy Scruggs, and Mike Florio, among others.
It boggles my mind that it took so long for NBC to link up with SiriusXM, given the reach SiriusXM has in the radio community. Given the sheer amount of channels available on SiriusXM, the omission of NBC Sports Radio seemed strange to me. NBC hasn’t gone wild promoting their national sports radio talent on their cable channel, so inking a deal with SiriusXM might end up getting the talent some more exposure going forward.
This is also a pretty good time for NBC to get something done, given the lack of major sporting events on the calendar right now. When the NFL season picks back up in the fall, NBC Sports Radio will be entrenched on the SiriusXM lineup, and NBC can promote the hell out of it on Sunday Night Football to hopefully boost the audience.