NEW ORLEANS -- Eric Spitz vividly remembers his first Radio Row during the lead-up to Super Bowl XXV in February 1991. A handful of radio stations established themselves in a hotel lobby in Tampa. The room was sparse.
The landscape has completely changed 34 years later. Now known as Media Row, the week-long event has become a major hub for journalists, media personalities, brands, and athletes. More than 100 media outlets are in attendance for Super Bowl 59, according to NBC.
It’s no longer a radio exclusive event. Colorful backdrop sets are dispersed across a massive convention center. Sirius’s golf simulators, Bounty’s football toss and Nickelodeon’s signature slime dump provide entertainment. Minnesota Vikings star wide receiver Justin Jefferson, San Francisco 49ers linebacker Fred Warner and New Orleans Saints quarterback Spencer Rattler shoot promotional videos.
“As the industry has changed, radio row has changed as well,” Spitz, Vice President of Sports Programming at SiriusXM, said.
Live broadcasts and podcasts now dominate the space. The “Pat McAfee Show,” “The Athletic Football Show” and FanDuel TV all have expansive sets, reflecting the shift toward live-streaming and digital-first content. A Lambeau Field backdrop was tucked in the corner for a Milwaukee based sports talk show.
Alyssa Romano, Chief Marketing Officer at Octagon, noted that immersive productions have become essential in today’s media landscape. Outlets and brands have attempted to create sustained content that lasts over the course of a year - not just short hits.
“Five years ago, you didn’t have dudes on sofas playing video games having a conversation,” NFL Network insider Tom Pelissero said.
The craziest things I saw on Radio, aka Media row, on Day 1. @SBJ @merrillcollege @PovichCenter pic.twitter.com/BHUbAq28Pm
— Sam Jane (@sam_jane230) February 6, 2025
The NFL’s strategy has also shifted. Four years ago, it would’ve been impossible to imagine Fanduel and “official partner of Super Bowl LIX” linked together.
The league also inked partnership deals with Bleacher Report, Threads and other outlets to gain access to players, coaches and events for content as well. 49ers wide receiver Deebo Samuel and Cowboys linebacker Micah Parsons both appeared on media row on behalf of Bleacher Report.
There was also an increased international presence, with 23 outlets from outside the United States. Eight countries were represented.
At its crux, the week-long event has remained consistent over the past two decades. It’s an opportunity for media outlets to produce content, connect with athletes and coaches and for businesses' self-promotion. The methods have just changed dramatically.
“I think it will continue to evolve,” Spitz said. “Whatever the next big thing is, it will be a part of the radio row.
