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SiriusXM launches dedicated 24/7 wrestling audio channel starting July 1

SiriusXM announces Pro Wrestling Nation 24/7 on channel 156 with multi-year LaGreca deal and celebrity host lineup.

Luis Rijo

• 7 min read
SiriusXM Pro Wrestling Nation 24/7 channel logo debuts on channel 156 starting July 1, 2025
SiriusXM Pro Wrestling Nation 24/7 channel logo debuts on channel 156 starting July 1, 2025

SiriusXM will launch its first dedicated 24/7 professional wrestling audio channel on July 1, 2025, marking a significant expansion in sports entertainment programming for the North American audio giant. Pro Wrestling Nation 24/7 takes over channel 156 across SiriusXM radios and mobile applications, delivering continuous wrestling coverage to an estimated 160 million monthly listeners.

The announcement came June 26, 2025, at 9:45 AM EDT, positioning SiriusXM to capitalize on wrestling's growing popularity while expanding its sports programming portfolio. The dedicated channel represents the company's commitment to niche content that drives subscriber retention and advertising revenue in the competitive audio entertainment market.

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Summary

Who: SiriusXM, Dave LaGreca, wrestling personalities including Natalya, Sam Roberts, Jonathan Coachman, Peter Rosenberg, Matt Cardona, and Tom Pestock

What: Launch of Pro Wrestling Nation 24/7, SiriusXM's first dedicated 24-hour professional wrestling audio channel featuring live shows, celebrity hosts, and comprehensive wrestling coverage

When: Announced June 26, 2025, at 9:45 AM EDT; channel launches July 1, 2025

Where: Channel 156 on SiriusXM radios and mobile applications, serving approximately 160 million monthly listeners across North America

Why: To meet increasing demand for wrestling content, expand SiriusXM's sports programming portfolio, capitalize on engaged niche audiences, and create additional advertising revenue streams in the competitive audio entertainment market

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Dave LaGreca, founder and host of the popular "Busted Open" wrestling show, signed a new multi-year agreement with SiriusXM this week to anchor the channel's programming lineup. LaGreca's show, which has operated since 2009, will broadcast live from 9 AM to noon ET seven days per week, serving as the foundation for the 24-hour programming schedule.

"Pro Wrestling Nation 24/7 is a dream come true," LaGreca stated in the announcement. "I couldn't be more proud of the team that we have assembled on this channel. I promise our loyal fans, 'The Nation,' the best coverage of Pro Wrestling in the world!"

The programming structure features multiple live shows hosted by prominent wrestling personalities and entertainment figures. Sam Roberts, wrestling analyst and SiriusXM host, will expand beyond his Faction Talk morning show to present "Notsam Wrestling Live" from noon to 2 PM ET Monday through Thursday. Roberts brings his established Notsam Wrestling brand to the dedicated channel, leveraging his existing audience base.

Peter Rosenberg will host "Cheap Heat Live" on Fridays from noon to 2 PM ET, extending his successful "Cheap Heat" podcast format to live radio. The show features Rosenberg's comedic wrestling commentary style, targeting the growing intersection between comedy and wrestling content consumption.

Weekday programming from 2 to 4 PM ET features "Off the Ropes," hosted by veteran wrestling broadcaster Jonathan Coachman. The show includes rotating co-hosts comprising current and former wrestlers, including Nic Nemeth, Mark Henry, Tommy Dreamer, Thunder Rosa, and Tom Pestock. This format provides insider perspectives on wrestling storylines and industry developments.

Wrestling Superstar Natalya, member of wrestling's famous Hart family, will host "The Hart Beat with Natalya" every Thursday from 11 AM to noon ET. The segment takes over the third hour of that day's "Busted Open" episode, adding celebrity appeal to the established programming block.

Independent Superstar Matt Cardona joins the Pro Wrestling Nation 24/7 lineup with weekly appearances, though specific show details remain undisclosed in the announcement. The inclusion of independent wrestling talent reflects the growing influence of non-mainstream wrestling promotions.

Daily "Busted Open" episodes replay at 4 PM ET, providing additional exposure for the flagship content. The nighttime program "Busted Open After Dark" expands from three nights to five nights weekly, featuring rotating hosts including Tommy Dreamer, Bully Ray, Mark Henry, and Denise Salcedo. The show enables fan interaction immediately following nightly wrestling events.

According to Jared Fox, SVP of Sports Programming, Content Marketing & Partnerships, and Artist Relations for SiriusXM, the channel addresses increasing wrestling content demand while leveraging the company's sports channel development expertise.

"We've seen the popularity of 'Busted Open' grow through the years to the point where the show – now one of the most prominent wrestling shows in audio – is bursting with great talent and content," Fox explained. "We're thrilled to be re-signing Dave to another extension that will ensure he's the face and voice of 'Busted Open' for years to come, and we're really excited to expand on what he's started."

The launch demonstrates SiriusXM's strategy of developing dedicated sports channels that generate strong subscriber loyalty and reduced churn rates. Sports content accounts for nearly 25% of SiriusXM's total advertising revenue while maintaining lower subscriber departure rates compared to general entertainment programming.

Fox emphasized the unique market position SiriusXM occupies in delivering specialized sports content. "The appetite for wrestling content continues to increase, and we're able to uniquely meet the demand of those fans by delivering a new 24/7 channel just for them," he continued. "We have a long track record of building dedicated sports channels that fans love. Pro Wrestling Nation 24/7 will be the next great SiriusXM sports channel, producing compelling and exclusive new content daily and giving fans a place to call in and let their voices be heard as well."

The timing aligns with broader trends in audio entertainment consumption and advertising investment. Digital audio advertising reached $7.12 billion in 2024, growing 6.8% annually, while premium sports content commands estimated 1.5-2x standard advertising rates due to engaged audience demographics.

SiriusXM's audio advertising environment offers distinct advantages over traditional terrestrial radio, including 50% fewer advertisements creating higher share of voice for sponsors. The company requires minimum $10,000 weekly national campaign spending, reaching 10-15 million unique weekly listeners for news and sports channels. Tournament and event exclusivity creates additional scarcity value for advertisers targeting engaged sports audiences.

The "Busted Open" podcast continues availability across major podcast platforms, maintaining the show's reach beyond SiriusXM subscribers. Every Monday, the hosts release "The Master's Class," a podcast-exclusive episode focusing on single topics in depth, providing additional content for dedicated wrestling fans.

The channel launch follows SiriusXM's recent sports programming expansions, including exclusive U.S. Open Championship audio broadcasting rights and TGL golf league coverage featuring Tiger Woods. These acquisitions demonstrate the company's commitment to live event broadcasting and premium sports content development.

Technical distribution includes standard vehicle receiver access on channel 156, mobile application integration, and simultaneous streaming capabilities across SiriusXM's platform ecosystem. The multi-platform approach ensures audience accessibility regardless of listening device or location.

The announcement reflects SiriusXM's position as the leading audio entertainment company in North America, serving approximately 160 million monthly listeners across its flagship subscription service, Pandora's streaming platform, and extensive podcast network. The combined portfolio enables cross-promotion and audience development across multiple audio content categories.

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Wrestling content consumption has experienced significant growth across multiple platforms, driven by increased mainstream acceptance and celebrity involvement. The dedicated channel positions SiriusXM to capture audience share in this expanding market while providing wrestling fans with comprehensive coverage unavailable through traditional broadcasting channels.

Market analysis indicates continued growth in premium audio content demand, with audio advertising projected to reach $12.16 billion globally by 2025. Sports-specific audio content commands premium rates due to audience engagement levels and demographic characteristics, creating sustainable revenue streams for platforms with exclusive rights portfolios.

The Pro Wrestling Nation 24/7 launch represents SiriusXM's strategic response to changing content consumption patterns and advertiser demand for targeted audience engagement. The dedicated channel model enables focused programming development while creating clear advertising packages for brands seeking to reach wrestling demographics.

Programming development includes plans for additional live shows and special event coverage, though specific details remain undisclosed. The company's track record of building successful dedicated sports channels suggests continued investment in wrestling content and talent acquisition.

The channel's success will depend on audience adoption rates and advertiser response to wrestling-focused programming. Initial programming schedules provide 16 hours of live content weekly, with replays and additional programming filling remaining time slots.

SiriusXM's wrestling channel launch occurs during a period of significant growth for the company, which recently became an independent public entity following complex transactions with Liberty Media Corporation. The simplified capital structure provides increased flexibility for content investment and strategic initiatives.

The company maintains strong financial performance with approximately $8.75 billion in annual revenue guidance for 2024 and approximately $2.7 billion in adjusted EBITDA guidance. This financial stability supports continued content development and talent acquisition initiatives.

Advanced audio advertising technology integration supports monetization strategies for the new channel. Partnerships with companies like AdsWizz enable enhanced targeting capabilities across multiple verticals, while dynamic pricing models show 20-25% increases in targeted audience impressions for digital audio campaigns.

The wrestling channel launch demonstrates SiriusXM's approach to content differentiation in competitive entertainment markets. Exclusive programming and talent agreements create unique value propositions for subscribers while generating advertising revenue from engaged niche audiences.

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