TORONTO — SiriusXM and I Am Athlete, the athlete-led media network founded by former NFL All-Pro receiver Brandon Marshall, announced today they have entered into a content agreement that includes a new live nightly radio show and the development of new podcast and radio content.
I Am Athlete launched in April 2020 and has since grown to more than 780,000 YouTube subscribers and generated over 90 million organic views globally, according to a press release. The platform offers listeners “raw, unscripted, locker room conversations with some of the biggest stars in sports, news and pop culture,” the release says.
The new agreement with SiriusXM “will expand the already popular I Am Athlete platform by delivering new innovative programming to more fans who want an authentic ‘locker room’ perspective on sports and pop culture directly from those who played the game,” the release reads.
As part of their content deal, SiriusXM and I Am Athlete will produce a new nightly show, I Am Athlete Tonight, which will air on SiriusXM’s Mad Dog Sports Radio (channel 82 on SiriusXM radios and on the SXM App). Debuting Wednesday, April 27, the show will air live every weekday from 7-9 p.m. ET/4-6 p.m. PT. Episodes will also be available as podcasts after they air on SiriusXM.
“Former NFL defensive end Leger Douzable will lead a cast of rotating co-hosts that will feature Marshall, former NFL players LeSean McCoy, Brandon Flowers and Adam “Pacman” Jones, former NBA player Antoine Walker, former WNBA player Chantel Tremitiere and journalist Omar Kelly as they engage in the type of thoughtful, unfiltered discussions that the I Am Athlete podcast is known for,” the release says.
As part of a content development agreement, SiriusXM and I Am Athlete “will combine the strength of both brands and platforms to bring additional engaging talent to the air and develop new and unique content in the future,” including podcasts, according to the release.
The agreement also sees SXM Media, SiriusXM Holdings’ advertising sales group, becoming the exclusive global ad representative for the I Am Athlete audio podcast — which is hosted by Marshall and former NFL player Chad “Ochocinco” Johnson — as well as other audio podcasts to be developed with I Am Athlete. SXM Media will also sell across the I Am Athlete video podcast, the release says.
“I Am Athlete has established itself as a prominent and popular podcast because it is the kind of authentic, straight-from-the-athlete talk that fans love and want more of. We’re excited to team up and build on that,” Steve Cohen, senior vice-president of sports programming and podcasts at SiriusXM, said in the release.
“Brandon and team will produce new and exclusive content that will enhance our Mad Dog Sports Radio channel. And together, we look forward to developing new talent and content for I Am Athlete and SiriusXM that will appeal to listeners everywhere,” Cohen added.
“We are excited to team up with SiriusXM. SiriusXM is an extraordinary company that shares our passion for innovation in storytelling and giving the athlete a platform,” Marshall said.
“I Am Athlete is the premier destination for athletes to tell their own stories, write their own scripts, highlight successes and also hold each other accountable. The sports media landscape has drastically changed. Our partnership brings our unique content and approach to storytelling to fans, every day.”
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