Audacy Loses Bills Radio Rights To Cumulus

Why It Matters

The transition gives the Bills a higher‑quality FM platform and expands their market footprint, while Audacy loses its premier NFL property, reshaping local sports media dynamics.

Key Takeaways

• Cumulus gains Buffalo Bills FM flagship on 97 Rock after 14 years
• Audacy loses Bills radio rights, ending its AM broadcast tenure
• Bills will produce all game content, keeping control of broadcast
• New affiliates include Syracuse’s WSKO 1260 and upcoming Rochester, Ontario stations
• Chris Brown returns as play-by-play, joined by Eric Wood and Steve Tasker

Pulse Analysis

The Buffalo Bills have moved their flagship radio home from Audacy’s AM 5‑kilowatt WGR to Cumulus Media’s FM classic‑rock station WGRF 97.1 FM, ending a 14‑season partnership. The switch returns the team to FM for the first time since 2011, offering clearer sound quality and broader demographic appeal. By aligning with a station known for high ratings in Western New York, the Bills aim to enhance the game‑day experience for listeners across the region, including the growing fan base in Southern Ontario.

For Audacy, losing the Bills marks the end of its most prominent sports property in the Buffalo market, forcing the company to re‑evaluate its local content strategy. Cumulus, meanwhile, gains a marquee NFL property that bolsters its advertising inventory and strengthens its competitive position against Townsquare Media and Canadian FM stations that also vie for listeners in the area. The addition of Syracuse’s WSKO 1260 “The Score” and pending affiliates in Rochester and Ontario expands the network’s footprint, creating new cross‑border sponsorship opportunities and increasing total audience reach.

The Bills will retain full production control, handling play‑by‑play, pre‑game and post‑game segments, with Chris Brown, Eric Wood and Steve Tasker anchoring the on‑air talent. This model gives the franchise leverage over advertising rates and the ability to integrate digital streams, podcasts, and social clips into the broadcast ecosystem. As the team prepares for its new Highmark Stadium era, the FM partnership positions the Bills to capture younger listeners, attract national sponsors, and solidify its brand presence across the U.S.–Canada border.