Yahoo Sports has a notable presence at Super Bowl LIX’s Radio Row, part of a broader strategic shift. In the past year, they’ve launched 11 new video shows and podcasts across various sports, including three NFL shows: Inside Coverage, McCoy and Van Noy, and Football 301, all taping from the Toyota Land Cruiser set this week. Sam Farber, the head of content at Yahoo Sports, recently discussed these launches with AA, emphasizing that these shows serve as key content pillars for their strategy. “The engagement’s been awesome. Show consumption is up 160% year over year, and we’ve experienced over 360% growth on social media, primarily driven by clips and content from those shows. Our content operation is built around the talent and the show slate we’ve put together and launched in 2024.”
He noted that the common theme among the new shows is providing intelligent and thoughtful coverage for fans. “Each sport is covered a bit differently, reflecting what fans want to hear. However, our overarching mission is to help sports fans become smarter—that’s our north star.” Farber underlined that launching shows aligned with that mission has been essential during his time at Yahoo. “When I joined 18 months ago, we focused on what Yahoo Sports would stand for in the sports ecosystem. We wanted to create smart sports content that informs people, delivers news, and provides deeper understanding of significant stories and trends across all sports.”
“That has been our consistent approach. While the talent and presentation may differ from sport to sport, the fundamental goals remain the same.” He pointed out that the three NFL shows at Radio Row exemplify this diverse yet unified approach. “The NFL is a prime example. We have Football 301, hosted by Nate Tice, a former player and son of a coach. His analytical insights provide a masterclass in understanding the game through film breakdown.”
“Complementing him are McCoy and Van Noy, featuring multi-time Pro Bowler Gerald McCoy and current Pro Bowler Kyle Van Noy. They provide player perspectives rooted in recent game experience, offering insights from their own on-field action.” The depth of coverage continues with Inside Coverage, hosted by Jason Fitz, where insiders and analysts discuss league updates, rumors, and insights, further diversifying the analysis presented to fans.
Farber stated that this collection of shows presents a well-rounded view of the NFL, merging perspectives from coaching, player experiences, and front-office insights: “It creates a comprehensive 360 view of the league.” Radio Row also serves as a fantastic opportunity for guest appearances. “Each year, the entirety of the NFL universe gathers at Radio Row, allowing show hosts to engage with various voices, bringing fresh perspectives to their Super Bowl discussions and delivering in-depth analysis for fans.” He explained that this fits within a broader partnership with Toyota, enhancing their Radio Row presence.
“We have a fantastic partnership with Toyota, which has significantly bolstered our NFL coverage. They sponsored both our NFL and fantasy football coverage this year. This opportunity has been exceptional thanks to their support and the impressive set they’ve created for our shows.” As video content evolves in 2025, balancing viewership between short clips and full shows is crucial. Farber commented on Yahoo’s strategy of engaging fans across various platforms, emphasizing the importance of sharing clips. “It’s essential to meet fans where they consume content. If a fan prefers a bite-sized clip on social media, we should accommodate that preference rather than expecting them to seek out full shows elsewhere.”
Farber reiterated that their approach prioritizes visibility across all platforms: “We aim for our content to be everywhere fans are, including audio platforms, YouTube, and our website. If fans wish to engage solely on social media, we want to provide that access. It would be a disservice not to distribute our content across important platforms.” He also highlighted how this strategy influences hiring decisions, aiming for talent that can create written content and maintain an active social media presence. “As a digital-only entity, we focus on talent that operates on multiple platforms, ensuring our hosts are also contributing written content and engaging with fans on social media.” He cited examples like Nate Tice, who complements show discussions with deeper written pieces, such as mock drafts leading up to the NFL draft, illustrating how these various formats work cohesively to provide a holistic viewer experience.
