Sporting News Radio Rebrands as Yahoo! Sports Radio

August 1, 2011 by

Updated 8/2 - SUNNYVALE, CA -- Over 180 "Sporting News Radio" affiliates across the country, including Syracuse's The Score 1260 (WSKO) are now affiliates of "Yahoo! Sports Radio."  The rebranding was announced this morning and took effect immediately.  But in Central New York, the changes might not be too noticeable.

In a press release posted on, Yahoo says the old Sporting News Radio talent lineup will remain intact, but the new partnership will allow both sides to compliment each other.  For example, "investigative stories and breaking news will be delivered simultaneously" on the air and online.  The deal also paves the way for Yahoo! Sports writers to make frequent appearances as guest commentators on the radio network's existing talk shows.

However, it's worth mentioning that the new deal is a partnership, not a merger.  Houston-based Gow Broadcasting retains ownership of the radio network; it's simply changing the network's brand name to reflect its new alliance with the internet giant.

Locally, the network's rebranding to Yahoo! Sports Radio might not be very noticeable.  WSKO pre-empts at least half of the network's programming every weekday. Following Imus in the Morning from 6-10am, a string of locally-hosted talk shows air back-to-back through 6pm.

Further local programming comes by way of live coverage of Syracuse Chiefs baseball, Syracuse Crunch hockey and Buffalo Bills football, as well as regularly-scheduled weekend talk shows like Wake Up Call with Dan Tortora.

This article was updated 8/2 to correct some of WSKO's local offerings.  Our thanks to Ops Manager Tom Mitchell for filling us in on the changes.


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