Bill Stern Sports Newsreel

Bill Stern Sports Newsreel was a popular radio program that captivated audiences with its dramatic and entertaining coverage of sports stories. Debuting in December 1937, the show ran for nearly two decades, entertaining listeners with Stern’s unique storytelling style and bringing sports legends to life.

The program was initially sponsored by Colgate brushless shave cream, and was known as Colgate Sports Newsreel. The opening theme was a catchy barbershop quartet-style jingle that prominently featured the sponsor’s product.

Over the years, the show’s sponsorship changed, with Budweiser and Allstate taking over at various points, but the core format and Stern’s distinctive delivery remained the same.

The Stars

Bill Stern was the undisputed star of Bill Stern Sports Newsreel. A renowned sports announcer and the narrator of MGM’s News of the Day newsreels, Stern brought his enthusiasm and flair for the dramatic to the program, captivating listeners with his storytelling abilities. Stern’s standard introduction set the tone for the show, promising “strange and fantastic stories… some legend, some hearsay… but all so interesting we’d like to pass them along to you!”

Stern’s approach to sports coverage was often described as “mythological,” as he delighted in embellishing the accomplishments and exploits of his subjects, casting them as larger-than-life heroes. His use of sound effects, organ music, and dramatic pauses further enhanced the storytelling experience, drawing listeners in and leaving them spellbound.

Key Dates

• December 3rd, 1937 - October 5th, 1939 heard as The Bill Stern Sports Review.
• October 8, 1939, heard as Colgate Sports Newsreel airing on the NBC Blue network on Sundays at 9:45 p.m.
• Over the years, the show’s timeslot and network affiliations changed, with it moving to the NBC Red network on Saturdays at 10 p.m. ion October 4th,1941, and then to the NBC network on Fridays at 10:30 p.m. in 1943.
• In 1951, Colgate dropped its sponsorship of the program, but it continued on NBC as Bill Stern’s Sports Newsreel until April 1953. On September 14th, 1953 the show then switched to ABC, where it ran until June 22nd, 1956, with Budweiser and Allstate serving as the final sponsors.

Other Information

Despite its popularity, Bill Stern Sports Newsreel was not without controversy. It was revealed that much of the content Stern reported as fact was actually fabricated by his writers, who were instructed to create “so-called ‘true sports stories,’ mostly about historical characters who were dead and could not protest.”

This practice led to criticism from radio critics, who accused Stern of misleading his audience and passing off fiction as legend.

However, the program’s appeal remained strong, and Stern often managed to secure high-profile guest stars to share their personal tales related to sports.

The show also gained a wider audience during World War II, as it was one of the programs that NBC rebroadcast by transcription to members of the United States armed forces stationed abroad.

Despite the controversies surrounding its content, Bill Stern Sports Newsreel remains a beloved and iconic example of the golden age of radio, showcasing the power of storytelling and the enduring appeal of sports-themed entertainment.