Cumulus Media’s Westwood One and Barbasol today mark the 20th year of their NFL broadcast sponsorship, underscoring one of sports media’s most enduring brand collaborations. Since 2006, Barbasol’s integration into weekly NFL broadcasts has delivered consistent advertising dollars to Westwood One, which now reaches more than 25 million unique listeners per NFL weekend. Over two decades, on-air sponsorship, digital audio campaigns and custom integrations have generated an estimated $150 million in gross ad commitments. The partnership’s longevity and mutual brand alignment also strengthen Westwood One’s appeal to blue-chip advertisers, driving an 8 percent year-over-year increase in NFL ad revenue in the most recent season and reinforcing Cumulus Media’s diversified income mix across 7,800 affiliate stations.

Cumulus Media announced that Dan Bongino will relaunch his flagship two-hour daily podcast on February 2, 2026, exclusively on Rumble video and all major audio platforms. Westwood One serves as exclusive sales partner, positioning Cumulus to capture premium digital ad rates averaging $30–$40 CPM for long-form content. The relaunch aims to deliver 10 million monthly downloads within six months, adding to the Cumulus Podcast Network’s existing 50 million–download run rate. Executives expect the show’s dedicated audience—historically 20 percent higher in listening duration than network averages—to drive incremental subscription partnerships and sponsorship deals, potentially lifting Cumulus’s digital segment revenue by mid-single-digits in 2026.