Radio was never the cheap channel. It was the intimate one.
Weekly programming, a Spanish-language show built from nothing, podcast appearances on two continents, and commercials produced in-house so the budget could go somewhere it mattered more.
Scottish FA · Inside Indy Eleven in the USL
US soccer came up constantly on the Scottish FA's coaching podcast, so they asked someone actually running a US club what the work looked like day to day. Show 32.
Shows built, hosted and preserved.
The club's weekly radio home
Indy Eleven's premier soccer radio program. I filled in for our main host, Greg Rakestraw, on three occasions and appeared regularly — both as supporters group president and later on behalf of the club.
As part of the ESPN Radio partnership we worked to normalise soccer as everyday conversation on the station, including Indy Eleven results alongside scores from major tournaments and clubs worldwide.
Weekly programming · station-wide soccer integration
A thirty-minute Saturday show, built from scratch
I helped create a Spanish-language soccer programme to run alongside Soccer Saturday — a deliberate move to serve a significant part of the Indianapolis soccer audience in their own language rather than assuming they would come to us in English.
"From the Pitch" · weekly, 30 minutes
Rebuilding what had been thrown away
After learning our radio partner had destroyed many of the club's past podcast recordings, I curated and built a historical archive so the material would survive.
Recovered and preserved club audio history
Commercials made in-house.
We wrote and produced our own radio spots rather than paying studio time and outside talent — which freed budget for the work that actually moved attendance.
What owned audio did for the business.
- A weekly, predictable touchpoint no algorithm controlled
- Spanish-language reach into an underserved local audience
- Production savings redirected into demand generation
- Soccer normalised across an entire sports station
- Supporter voice carried directly, not filtered through press
- An archive preserved rather than lost
The channel matters less than the relationship it builds.
Radio worked because it was weekly, local and human — the same reasons it still works.
