Entercom launches new sports brand.
ESPN Radio will return to the Greenville-Spartanburg, SC market today as Entercom flips stations WORD (950) and WYRD (1330) to ESPN Radio. The two AMs have been simulcasting “Word 106.3” WYRD-FM. Entercom will brand the combo as “ESPN Upstate.” In addition to the two AMs, it will also air on the Spartanburg-licensed translator W246BU at 97.1 FM and as an HD3 channel on CHR “B-93.7” WFBC-FM.
Greg McKinney will host the local “Afternoon Huddle” show in PM drive. He’s been calling high school sports for the cluster and he also anchors “College Football Today” on rock sister “93.3 The Planet” WTPT prior to Clemson football games. Entercom will target Clear Channel’s “Fox Sports 1440” WGVL, which Nielsen says had a 0.5 share (12+) in the Fall ratings.
“ESPN is the biggest name in sports and adding the most powerful brand in sports makes our dominant cluster of radio stations even stronger,” market manager Steve Sinicropi says. ESPN Radio previously aired on Ekonomo Communications WSPG (1400) but it was knocked off the air in January when a tree took down its tower.