Abstract
The emergence of Radio Marca in the Spanish radio landscape, at the beginning of the 21st century, was an event. It was the first radio station in the country to specialize in sports. The company history of this outlet is linked to the initiatives of the Recoletos group.Radio Marca started out in a context in which communications media in Spain were adapting to the new reality brought about by digital technology. It was conceived for digital radio transmission (or DAB, by its Spanish acronym). However, this system was hardly used in Spain, so the project was steered towards an FM system.This article presents the results of thirteen in-depth interviews with the leaders, professionals, and managers who kicked off the project. It also uses bibliographic sources, including the document with which the Recoletos group applied for the DAB broadcast license. Our study concludes that Recoletos sports director Manuel Saucedo was key to the horizontal growth of the group. Radio Marca was a gamble from Recoletos, which sought to expand its influence in the sports news market. For that, a pioneering project was begun in Spain, with the aim of creating a radio station specialized in sports news.
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