Westwood One and eSports company Subnation have formed a strategic alliance to develop audio content for the growing eSports community. The initial collaboration is a weekly feature on the nationally syndicated “Zach Sang Show.”

The host is on-site with Subnation at the 2019 Electronic Entertainment Expo (E2) speaking with celebrities, artists, insiders and fans inside Subnation’s “Esports Zone” on Wednesday and Thursday, June 12 and 13, from 1-4pm. The interviews will air on the “Zach Sang Show” each evening.

The regular feature launches Tuesday, June 18 as gaming legend Paul “Redeye” Chaloner will join Zach on his show every week to talk about gaming news, current standings and new releases.

“Given our decades of leadership in iconic sports audio entertainment, Westwood One is uniquely positioned to capture the passion, scale and momentum of eSports, bringing the new voices, commentary and perspectives of esports to the audio platform,” Suzanne Grimes, Executive VP, Marketing for Cumulus Media and President, Westwood One, said in a release. “Subnation is the perfect partner to collaborate on authentic, high-quality eSports content that will resonate with our massive audience.”

According to a recent MARU/Matchbox National Community study, heavy eSports watchers are more likely to be heavy AM/FM radio listeners. The February 2019 study also found that heavy eSports viewers and heavy video game players frequently listen to sports, rock and CHR stations.

“Subnation’s goal has always been to celebrate the gaming lifestyle and subcultures with the community through innovative content experiences and activations, wherever they are,” Subnation CEO Seven Volpone added. “This partnership with Westwood One is the perfect opportunity to create premium audio content for the community, which will complement our immersive, experiential event activations and editorial publication.”

Subnation is described as a media and event platform “that celebrates and elevates the culture of gaming and lifestyle of esports through the development of original content and live programming.” The company produces musical performances, live art installations and immersive activities showcasing the gaming culture and consults brands on their gaming and eSports strategy.