Niche Sports Business Radio goes syndicated
By ANNE M. PETERSON

The Associated Press

PORTLAND, Ore. (AP) — After nine months on the air in Portland, Sports Business Radio is going national.

The weekly, hour-long show has been picked up by the Sports Byline USA Radio Network, and will also be heard starting this weekend on Sirius Satellite Radio.

Industry insiders say Sports Business Radio is the first show in the country devoted entirely to the business end of sports. Keith Forman, an event management consultant, and Brian Berger, head of a public relations firm, have hosted the show on Portland's Newsradio 750 KXL since April.

"If you open the paper every day, there's three or four stories related to business. It's not only scores or jock talk," Berger said. "It's things like the NFL's network deal or BALCO and steroids."

Guests have included NBA Commissioner David Stern, golfer Peter Jacobsen and Phoenix Suns owner Robert Sarver.

A personal favorite for Berger was John McEnroe, tennis-star-turned-commentator, who called into the show from Paris where he was covering the French Open.

"He happened to have his guitar in the hotel room and he took us to break playing `Purple Haze,'" Berger said.

And while it's business-related, the show is not always dry. The hosts chuckled when Sarver talked about his $10 million down payment for the Suns "like it was $10," Berger said.

"We're not simply giving stock reports," he said.

This Saturday's program will feature Steve Raab, senior vice president of marketing for ESPN Videogames.

Forman and Berger each have broadcasting experience. Both were calling Loyola Marymount's game against Portland on March 4, 1990, when Hank Gathers collapsed on the court and later died.

Berger went on to work for the Portland Trail Blazers before founding his own PR firm. Forman has consulted on events ranging from Pro Beach Volleyball to World Cup soccer.