A couple of days ago, Chuck Swirsky, radio play-by-play for the Chicago Bulls and ex-Toronto media personality commented on how great it was that the Bulls embraced their sports content in radio form. I must agree.
See the goal of any sports team, and company for that matter is to increase the distribution of a product as much as possible. This allows more people to have your product and more people to grow attached to it, use it. Radio is just as important as television (maybe more) because it is much more versatile. It can reach out to all sorts of people and isn't exclusive to location, income, or even time. Radios are welcome at workplaces, they're installed in cars and most personal listening devices are capable of tuning into stations. Radios are cheap, and radio feeds can be picked up through the internet anywhere in the world. The same cannot be said for television or live video feeds.
On top of this, financially, being able to claim that your radio network can reach an unlimited amount of people worldwide has significant implication on sponsorship/ad revenue on radio stations. Radio play-by-play also invited people to tune into pre and post game shows, daytime talk shows and other relevant discussion about the team being covered. Again, television does not always allow the type of coverage for a sports team that radio can provide.
In conclusion, when teams are committing to radio, they are committing to making their product as widely distributed and available as possible. They are allowing people to invest a small amount of time or commitment in the team and in a grassroots method allowing them to build on that commitment. The wide distribution creates fans and gives a competitive advantage over the competition.
In about 140 characters, I communicated my agreement at Chuck, who responded:
You can read Chuck's blog at http://blogs.bulls.com/ or find him on twitter @swirsk054. He continues to one of the most fresh and entertaining personalities in the world of sports and Chicago is lucky to have him.