Mid-West Family lands Cardinals contract

Mid-West Family Broadcasting entered a multiyear contract as the Springfield radio home of the St. Louis Cardinals.

Cardinals games are scheduled to debut for the 2021 season on 105.1-FM The Bull, according to a news release. The exclusive radio rights contract for the Springfield metro area spans more than three years, said Mid-West Family Broadcasting General Manager Scott Meier. He declined to disclose the contract's financial terms.

"The value lies mainly in the marketing value of the audience it builds each week," he said via email. "The best thing about the St. Louis Cardinal organization is that we work directly with the team, and not a flagship radio station from the parent market."

Previously, iHeartMedia Inc.'s (Nasdaq: IHRT) U.S. 97 radio station aired Cardinals games in the Springfield market, according to MLB.com.

The Bull will air all home and away games, with commentary from broadcasters Mike Shannon, John Rooney, Ricky Horton and Mike Claiborne, according to the release.