NFL

SiriusXM NFL Radio 10th anniversary: Heartland Brewery, 2004

July 26, 2014

Looking back at the history of SiriusXM NFL Radio, through its hosts and founders, as we approach the channel’s 10th anniversary on Aug. 2, 2014.

Steve Cohen and Adam Schein sat in a Heartland Brewery in the heart of Manhattan and looked at the future.

As cloudy and uncertain as the picture was, they liked what they saw.

Cohen was putting together NFL Radio for Sirius in 2004. He had targeted Schein to become the main host on the channel, but Schein, at age 26, had no clue what might be in store for him.

Over burgers, Cohen laid out his plans for the channel.

“We talked about this vision that he had for Sirius NFL Radio, and this was before Howard Stern had joined Sirius,” Schein says. “Who had heard of Sirius?

“Then I remembered Steve left a very successful WFAN (in New York) for this. I thought, ‘OK, it is football, the NFL, Steve knows radio, this is going to work.'”

How could Schein possibly know what the station would turn into? And that he would parlay his role as host of “The Blitz” into an all-sports gig on Mad Dog Radio?

“Easy. There’s such an amazing appetite for football nationwide,” he explains. “Steve had a pretty amazing vision in making sure these shows were driven by great hosts who were passionate and loved football. Broadcasters and former players, top producers. It all just came together.”

As Schein thinks back on that initial discussion with Cohen, his voice rises with excitement.

“At that first lunch, I couldn’t get enough,” he says. “I thought, ‘This is going to change my life.’ I said it right then. I told my girlfriend, who is now my wife and the mother of my two kids, that it would change our lives.

“It was the best decision I ever made.”