101 ESPN

What 101 ESPN does

101 ESPN is a St. Louis, Missouri-based sports radio station broadcasting on FM 101.1, operated by Hubbard Radio St. Louis, LLC, a subsidiary of Hubbard Radio. The station produces live sports talk programming, an expanding portfolio of podcasts, and live play-by-play coverage of the St. Louis Blues (NHL) and St. Louis Cardinals (MLB), and serves St. Louis-area sports fans as its primary end-user audience. It is licensed under the ESPN brand affiliation and is privately held, with no public reporting of financials.

Content is distributed across multiple surfaces beyond the terrestrial FM signal, including native iOS and Android mobile applications, live audio streaming, a dedicated YouTube channel branded '101 ESPN TV', and Amazon Alexa voice integration. The on-demand offering includes multiple podcast titles spanning team-specific, league-wide, and sports-betting/odds analysis content (notably 'The Spread Zone'), expanding the station's reach beyond its linear broadcast day.

The business model is anchored in traditional broadcast advertising sold to local and regional St. Louis-market advertisers, supplemented by emerging direct-to-consumer and sponsorship streams including an online merchandise store, a community-events sub-brand ('Talk of the Town'), and betting-adjacent content monetization. The station operates within Hubbard Radio's shared corporate infrastructure for sales, content, and operations, which provides scale economies not available to de novo local entrants.

Name

101 ESPN

Legal name

Hubbard Radio St. Louis, LLC

Website

https://101sports.com

Company type

Private

Operating status

Operating

Short description

101 ESPN is a St. Louis sports radio station operated by Hubbard Radio St. Louis that produces live sports talk, podcasts, and play-by-play for the Blues and Cardinals, distributed across FM, mobile apps, streaming, YouTube, and Alexa.

Ownership category

akta.pro rank

Product category

Sports Radio Broadcasting

NAICS

Radio Broadcasting Stations (516110), Radio Broadcasting Stations (51611)

SIC

Radio Broadcasting Stations (4832)

akta.pro industry

PRIMARYMPABABAE

Sports Radio Networks

Media, Entertainment & Sports/Broadcasting (TV & Radio)/Broadcast Radio Networks

SECONDARYMPAIAEAG

Talk/News/Sports Radio Networks & Syndication

Media, Entertainment & Sports/Music & Audio (Recording, Publishing, Streaming)/Radio & Audio Broadcasting (Terrestrial, Satellite, Digital Radio)

Keywords

• Sports radio broadcasting
• Local sports coverage
• Play-by-play broadcasts
• Sports talk programming
• Sports podcasts

Headquarters

HQ city

St. Louis

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, Others

Revenue model

1. Advertising and Sponsorships: Traditional radio advertising model generating revenue through commercial spots, sponsored content, and branded integrations across live shows, podcasts, and digital platforms. Revenue derived from local and regional advertisers targeting St. Louis sports audience.

Go-to-market motion1 record

Distribution channels7 records

Marketing channels5 records

Core offering

101 ESPN is a St. Louis-based sports radio station broadcasting on 101.1 FM and across digital platforms. It delivers live sports talk programming, play-by-play coverage of local teams (St. Louis Blues, St. Louis Cardinals), original branded podcasts, video content via YouTube, and community engagement through contests and station events. The station is operated by Hubbard Radio St. Louis, LLC and distributed via terrestrial FM, mobile apps (iOS/Android), web streaming, Alexa voice, and podcast aggregators.

Product overview

101 ESPN is a St. Louis-based sports radio station providing sports talk programming, live audio streaming, and video content. The offering is organized as a unified platform with multiple access points: live radio broadcasts (via Listen Live, Alexa integration, and mobile apps), original television-style video content (via YouTube and Watch Live), and an extensive portfolio of podcasts (including The Spread Zone, Redbird Report, Last Minute Blues Podcast, and others). The station also operates contest programs (Gauntlet Champions), a merchandise store, and schedules for St. Louis Blues hockey and Cardinals baseball coverage. The core products are the live radio station and its companion digital properties across web, mobile apps (iOS/Android), voice (Alexa), and social video platforms (YouTube).

Differentiator

Problem solved

Functional benefit

Brands

• Talk of the Town: A community events and talk show platform under the Hubbard Radio St. Louis umbrella.

Products and services

• 101 ESPN Radio Broadcast
• 101 App (iOS)
• 101 App (Android)
• Listen Live Streaming
• 101 ESPN TV (Watch Live)
• Listen with Alexa
• The Spread Zone Podcast
• Redbird Report Podcast
• Last Minute Blues Podcast
• College Football Connection Podcast
• Kerbside Podcast
• Golf with Jay Delsing Podcast
• Stupiracy Podcast
• 101 ESPN Merch Store

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• iHeartMedia Sports Stations: iHeartMedia operates numerous local sports radio stations across U.S. markets and competes for both audience share and local advertising dollars. Its scale and digital podcast distribution make it a broad benchmark for 101 ESPN's operating model.
• Audacy Sports Stations: Audacy owns multiple major-market sports radio stations (WEEI, WFAN, sports格式 stations) and competes in the same advertising-supported sports talk space; also a relevant comparison for multi-platform digital distribution across owned-and-operated sports stations.
• ESPN Radio (national network): National sports talk radio network and 101 ESPN's affiliate brand partner. While not a direct competitor in the St. Louis market, ESPN Radio provides national programming and brand association that shapes 101 ESPN's positioning.
• SiriusXM Sports Programming: Satellite and streaming audio platform with extensive live sports talk programming and play-by-play rights — competes for St. Louis sports fan listening time, particularly in-car and via mobile, against 101 ESPN's terrestrial and streaming offerings.

Direct peers

• WEEI (Boston sports radio): Boston-market sports talk radio station operating on a similar format focused on local professional team coverage (Red Sox, Celtics, Patriots, Bruins) with play-by-play rights and local sports talk programming — directly comparable to 101 ESPN's St. Louis positioning.
• WFAN (New York sports radio): Long-running New York sports talk radio station covering local teams (Yankees, Mets, Giants, Jets, Knicks, Nets) with a comparable multi-platform distribution strategy and advertising-supported model — the closest analog in scale and format to 101 ESPN.

Emerging players

• Bleacher Report: Digital sports media platform producing team-specific content, short-form video, and social-first coverage that competes for St. Louis sports fan attention — particularly among younger demographics shifting away from traditional radio.
• The Athletic: Subscription-based digital sports media company with deep local team coverage (including the St. Louis Cardinals and Blues), competing for the same engaged sports fan audience and advertising/ sponsorship budgets that 101 ESPN monetizes.
• Barstool Sports: Digital sports media brand producing sports talk, betting content, and video programming across podcast, YouTube, and social — directly overlaps with 101 ESPN's sports talk and sports betting (The Spread Zone) content verticals.

Others

• Hubbard Radio (parent company): Parent company of 101 ESPN and operator of multiple radio stations across U.S. markets. While not a direct competitor to the station, Hubbard Radio's broader portfolio and strategic priorities directly shape 101 ESPN's investment and operational trajectory.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@101ESPNSTL/featured
• Xx.com/101espn
• Facebookfacebook.com/101espn

Revenue estimate

Valuation estimate

Number of profiles

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 101 ESPN