KFMB Makes Winning Pitch for the Padres

With a multi-million-dollar package that sets new standards for the local radio industry, KFMB-AM (760) has won a 10-month competition to retain the rights to broadcast Padre games, the club announced Wednesday.

Although Padre officials refused to comment, KFMB is believed to have paid far more than the $2 million it originally bid to air the games for the next five years. The deal also includes extensive agreements for KFMB’s involvement with promotional events, advertising within the stadium and on television and a variety of community activities.

Such a contract is unprecedented in San Diego, considering that the station will receive no direct income from games. The Padres sell all the advertising for the games and keep all the proceeds.

“It takes us to a new relationship beyond a straight broadcasting agreement,” Padre President Dick Freeman said.

Both XTRA-AM (690) and KKLQ (FM 106) are believed to have offered more up-front money for the radio rights than KFMB. But KFMB was the incumbent in the bidding competition, with an 11-year track record of broadcasting Padres games.

“There is no question the continuity with KFMB was an important factor,” said Jim Winters, Padre director of broadcasting.

KFMB’s biggest competitor most likely was XTRA, which switched to a news-talk format last year. John Lynch, president of Noble Broadcasting, wanted to use the Padres to make XTRA--which broadcasts Charger games--the dominant sports station in town.

XTRA’s bid was worth $4 million more than KFMB’s, Lynch said. His station also was offering its strong, 50,000-watt signal.

KFMB only has a 5,000-watt signal but already has approval to boost its evening signal to 50,000. KFMB’s ratings also are far superior to the fledgling XTRA, and it boasts some of the top personalities in local media, including Ted Leitner and the morning team of Hudson and Bauer.

KFMB’s ability to promote the team year-round and stage proven successful promotional events, such as last Sunday’s postgame Beach Boys concert, were major elements of the station’s presentation, KFMB General Manager Paul Palmer said.

“We’re spending a lot of dollars with the Padres in addition to the cash,” Palmer said.

XTRA was in the running, Lynch said, until a meeting last Wednesday attended by representatives of all three stations, the Padre board of directors and team owner Joan Kroc. She made it clear, Lynch said, that KFMB was her choice.

Freeman said the decision was strictly his own. Kroc didn’t return phone calls Wednesday.

“I can’t do anything to overcome 11 years of a relationship and that (Kroc) doesn’t need to make more money,” said Lynch, who said his station’s offer of “soft” factors, such as advertising and promotions, was worth more than $20 million. “I’m disappointed, I thought it would be a strictly business decision. I feel I’ve wasted three months on something that was fait accompli .”

Lynch has said all along that if the bids were equal, KFMB deserved to get the contract.

“KFMB and Paul have done a terrific job of building the station and the Padres,” said Lynch, who worked under Palmer at KFMB for several years before moving to XTRA in 1977.

Unlike XTRA, Q106 is one of the top-rated stations in the market. But its Top 40 music format and lack of any sports history probably hurt its chances.

“I’m disappointed, but I feel like we were given a fair opportunity to make our pitch,” Q106 General Manager Bob Bolinger said.

KFMB’s new deal with the Padres begins next season.

Several factors extended the bidding process, including the uncertainty in the Padres’ front office following the sudden departure of President Chub Feeney last fall. There also wasa clause in KFMB’s current contract giving the station exclusive negotiating rights until March 31.