Sports Radio 810 WHB

What Sports Radio 810 WHB does

Sports Radio 810 WHB is a 50,000-watt AM all-sports radio station operated by Union Broadcasting, headquartered at 6721 W. 121st St. in Overland Park, Kansas. Founded in 1998 (acquiring the 810 WHB frequency in September 1999), the station is positioned by management as the largest all-sports station in the nation, broadcasting across a seven-state region centered on the Kansas City metropolitan area. Programming is structured around three weekday drive-time shows: New Day with SSJ (6AM-10AM, hosted by Steven St. John), The Zone (10AM-2PM, hosted by Jason Anderson and Sterling Holmes), and The Program (2PM-6PM, hosted by Soren Petro). Content covers Kansas City professional and college sports, including the Chiefs (NFL), Royals (MLB), Sporting KC (MLS), and Mizzou athletics.

The product surface combines traditional over-the-air AM broadcast with digital distribution: dedicated iOS and Android mobile applications (built on the Moblico platform), podcast distribution through Apple Podcasts and Omny.fm (including the Crossroads Soccer Show, a soccer-focused vertical), live website streaming (powered by SoCast), and the 810 Varsity sub-brand targeting high school sports. Revenue is generated through advertising sales — both local and national — handled by a dedicated sales team under VP/Director of Sales Sandy Cohen and VP/General Sales Manager Chad Cory, with quote-based custom packages rather than publicly disclosed pricing. The customer base comprises Kansas City sports fans (B2C audience) on the listenership side and advertisers (B2B) seeking access to that audience.

Operationally, Union Broadcasting's leadership team includes Chad Boeger (President/CEO), Sandy Cohen (VP/Director of Sales), Todd Leabo (VP of Sports Operations), and Chad Cory (VP/GSM/Digital Sales Manager). The company has historically expanded via acquisition (810 WHB in 1999) and geographic expansion (Louisville, Kentucky in 2010), and is currently positioned as a media partner for Kansas City's 2026 FIFA World Cup Fan Festival activations. The business is privately held with no disclosed institutional investors or funding rounds.

Name

Sports Radio 810 WHB

Legal name

Union Broadcasting

Website

https://810whb.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

Sports Radio 810 WHB is a 50,000-watt AM all-sports radio station in Kansas City, operated by Union Broadcasting, broadcasting Chiefs, Royals, Sporting KC, and Mizzou sports talk via AM, mobile apps, and podcasts to advertisers and local sports fans.

Ownership category

akta.pro rank

Product category

Sports Radio Broadcasting

NAICS

Radio Broadcasting Stations (516110)

SIC

Radio Broadcasting Stations (4832)

akta.pro primary industry

Sports Radio Networks & Talk Stations (MPABAJAB)

akta.pro secondary industries

Network-Affiliated Local Radio Stations (News/Talk/Sports Syndication Affiliates) (MPABACAF), Local Radio Station Groups (Owned & Operated/Station Chains) (MPABACAC)

Keywords

• Sports radio broadcasting
• Sports talk programming
• Radio advertising sales
• Podcast distribution
• Digital audio streaming

Headquarters

HQ city

Overland Park

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Radio Advertising: The station generates revenue primarily through advertising sales. Local and national advertisers can purchase airtime slots. Sandy Cohen serves as Vice President/Director of Sales handling advertiser relationships.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Sports Radio 810 WHB operates a 50,000-watt all-sports AM radio station broadcasting sports talk programming covering the Kansas City Chiefs, Royals, Sporting KC, and Mizzou athletics for the Kansas City metropolitan area and surrounding seven-state region. The station produces weekday drive-time shows (New Day with SSJ, The Zone, The Program), distributes content through mobile apps on iOS and Android, podcast platforms, and a live-streamed website, and monetizes its audience primarily through advertising sold by Union Broadcasting's dedicated sales team.

Product overview

Sports Radio 810 WHB is a 50,000-watt all-sports radio station operated by Union Broadcasting, positioned as the largest all-sports station in the nation with regional reach across a seven-state area. The core product is the live radio station broadcasting sports talk programming via AM 810 frequency and digital streaming. The programming lineup consists of three weekday shows: New Day with SSJ (morning 6AM-10AM), The Zone (midday 10AM-2PM), and The Program (afternoon 2PM-6PM). Supporting digital products include the 810 Mobile App enabling on-demand and live streaming access, and branded podcasts distributed through Apple Podcasts and other platforms. The station specializes in Kansas City sports coverage including the Chiefs, Royals, Sporting KC, and Mizzou athletics.

Differentiator

Problem solved

Functional benefit

Brands

• The Program: Afternoon drive sports talk show hosted by Soren Petro and Kurtis Seaboldt, weekdays 2PM-6PM
• New Day with SSJ
• The Zone
• 810 Varsity
• The Crossroads Soccer Show

Products and services

• Sports Radio 810 WHB (AM Broadcast & Live Stream) 50,000-watt all-sports AM radio station and digital streaming service for the Kansas City metropolitan area and surrounding seven-state region, identified by station leadership as the largest all-sports station in the nation. The broadcast combines weekday sports talk shows, live event coverage of the Kansas City Chiefs, Royals, Sporting KC, and Mizzou athletics, and serves as the parent platform for all 810 WHB programming.
• New Day with SSJ Weekday morning drive sports talk show airing 6AM-10AM on Sports Radio 810 WHB, hosted by Steven St. John (Media Mix 2024 Radio Personality of the Year) with co-host Jake Gutierrez. Features local and national sports analysis covering the Chiefs, Royals, Sporting KC, and Mizzou with an entertaining approach aimed at Kansas City sports fans.
• The Zone Weekday midday sports talk show airing 10AM-2PM on Sports Radio 810 WHB, hosted by Jason Anderson and Sterling Holmes. Covers analysis, opinions, and entertainment focused on the Kansas City Chiefs, Royals, Sporting KC, and regional college athletics, with Sterling Holmes providing deep analysis and statistics.
• The Program Weekday afternoon drive sports talk show airing 2PM-6PM on Sports Radio 810 WHB, hosted by Soren Petro (2009 Joe McGuff Kansas City Sports Journalist of the Year) with co-host and producer Kurtis Seaboldt. Known for comprehensive sports analysis, in-depth interviews, statistical analysis, and passionate opinions about Kansas City and national sports.
• 810 Mobile App Mobile application for iOS and Android (built on the Moblico platform) that lets listeners stream Sports Radio 810 WHB live and access on-demand podcast content from anywhere, extending the station's reach beyond the AM broadcast footprint.
• 810 WHB Podcasts On-demand podcast offerings distributing New Day with SSJ, The Zone, The Program, and Crossroads Soccer Show through Apple Podcasts and other podcast platforms, allowing listeners to consume 810 WHB programming outside the live broadcast window.
• Crossroads Soccer Show Dedicated soccer-focused podcast distributed through Sports Radio 810 WHB platforms (Omny.fm), covering Sporting Kansas City, MLS, the FIFA World Cup, and international soccer news relevant to the Kansas City market.
• 810 Varsity High school sports brand and sub-site operated at 810varsity.com, extending Sports Radio 810 WHB's local sports coverage to high school athletics in the Kansas City market under the same 810 WHB platform.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature1 record

Partnerships

Four partnerships are on record, tiered minor.

• Michelob UltraminorGTM or Marketing PartnerMichelob Ultra partnered with Sports Radio 810 WHB for a World Cup ticket giveaway promotion, offering listeners the chance to win tickets to the World Cup as part of the 2026 FIFA Fan Festival activities in Kansas City.
• Sharewaves FoundationminorOthersSharewaves Foundation is referenced as a community partner in the navigation menu of Sports Radio 810 WHB, representing charitable/community engagement initiatives for the station.
• Kansas NationminorOthersKansas Nation logo appears in the station directory alongside Union Broadcasting branding, indicating a content or promotional partnership.
• Crossroads Soccer ShowminorChannel Partner/ Reseller/ DistributorThe Crossroads Soccer Show podcast is distributed through Sports Radio 810 WHB platforms (Omny.fm), covering soccer content for Kansas City fans including World Cup and Sporting KC coverage.

Scale indicators2 records

Recent moves7 records

Expansion highlights5 records

Emerging players

• Barstool Sports: Digital sports media brand with podcasts, video, and social-driven sports commentary. Comparable as a newer, digital-native sports talk competitor pulling younger sports fans away from traditional sports radio formats, monetized via advertising and sponsorships.
• The Ringer / Bill Simmons Podcast Network: Sports-focused podcast and media network distributed primarily via Spotify. Comparable as an audio-first sports talk brand competing for the same KC sports fan's listening time, especially during commutes when 810 WHB has historically dominated.

Direct peers

• 670 The Score (Chicago): Chicago's premier all-sports radio station. Comparable in format (sports talk), distribution (AM broadcast plus digital/apps/podcasts), and revenue model (advertising-led with league and team content integration) — competes for the same advertisers and audience behavior as 810 WHB in its market.
• WFAN 660 AM / 101.9 FM (New York): Long-running all-sports AM radio station serving the New York metro. Directly comparable as a flagship market sports talk station with multi-platform distribution (AM/FM, app, streaming) and advertiser-driven revenue model serving passionate local fan bases.
• The Ticket 96.7 / 1310 (Dallas): Dallas-Fort Worth's all-sports radio station. Comparable as a regional flagship sports talk station with strong local host personalities and multi-channel digital distribution, operating under similar advertiser-supported economics.
• ESPN Kansas City: Sister station under Union Broadcasting operating in the same Kansas City market. Directly comparable because both target KC sports fans with sports talk formats on broadcast, app, and podcast; together they represent the dominant local sports-radio share between affiliated outlets.
• WEEI (Boston): Boston's leading all-sports radio station. Comparable as a regional all-sports AM station anchored by high-profile local hosts, syndicated nationally, and monetized primarily through local and national advertising.

Broad incumbents

• Audacy (formerly Entercom/CBS Radio): Major U.S. radio station operator owning multiple sports talk stations (WFAN, WEEI, 670 The Score, etc.). Comparable as the parent/operator of several direct peers and a competitor for both audience and advertiser share at scale that 810 WHB also competes against for KC ad dollars.
• Fox Sports Radio: National sports talk radio syndicator distributed via iHeartMedia affiliates. Comparable because it competes for the same national sports-advertising budgets and provides syndicated sports talk content as an alternative to locally produced sports radio like 810 WHB.
• ESPN Radio (national network): National sports talk radio network and content provider. Comparable because 810 WHB affiliates with ESPN Kansas City and benefits from/competes against ESPN-supplied national sports talk programming distributed via radio affiliates across markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/SportsRadio810
• YouTubeyoutube.com/channel/UC48-ucDMAXOsJEzvrMzw7BQ?view_as=subscriber
• Facebookfacebook.com/SportsRadio810
• LinkedInlinkedin.com/company/union-broadcasting
• Instagraminstagram.com/sportsradio810

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sports Radio 810 WHB