The Biggest Bet on Radio

The Biggest Bet on Radio by rory McLeod

Here is a good promotion if you are with a station that is not got a glamorous football club on its doorstep.

We teach this one at our Radio School and the students on our radio courses really like it.

Let’s suppose that your station’s in Townsville, a provincial place with a lowly professional football club. On a Saturday afternoon, you are in a fix because covering Townsville United is not what listeners want. Arsenal, Manchester United and others are much more exciting but you don’t have the resources or the access to cover their games properly.

So, why not approach your biggest and best local football club a little differently? Here is an idea that will give your presenters the chance to talk local football without boring 75% of listeners. It will provide your station with content that is different and more likely to engage a wider audience. It lasts the whole season. It may mean your station can do something great for the community. And, one last thing: at worst, it’s free.
It is called The Biggest Bet. You may prefer another name.

It works like this. Imagine Townsville United has seen better days: it is now in the lower reaches of Division Two and doesn’t look like making a sustained recovery! Locals feel warm about it but have better things to do than go to games. So - pre-season, this is what you do:
Frist, engage your biggest local bookie. Organise a series of bets for the end of the season: where Townsville will finish in the league? The top scorer? Goals for? Goals against? Etc etc. Some more unusual wagers to add a little fun perhaps – e.g. when will the manager be sacked?
Then, work out with how much of investment would be required to stand a realistic chance of wining upwards of, say, £10,000 at the end of the season
Engage a small number of local charities (say 5) that would like to receive an equal part of the winnings, if there are any.
Get their written approval
Attract a sponsor to underwrite the bets - as a minimum. You may even want to make a small administrative charge. Think about the sales benefits: - a season-long presence; unusual, entertaining and talked-about content; doing something for the community etc.
Finally, place the bets pre-season. Every game gives your presenters the chance to talk about the bets and the game – are we nearer or further from winning? - it’s a fun way to cover the game; it gives radio presenters the chance to bond with the area by mentioning local charities; and it gives the sponsor plenty of good, positive profile
At the end of the season, if you lose the bets – make sure the team takes the blame! If you win, it’s win-win! The charities are happy. The presenters are happy! The sponsor is happy. The bookie may be unhappy!

Rory McLeod, is the director of the National Broadcasting School. A radio school providing radio courses and really good radio training to start a career in radio.

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