Austin, TX, October 3, 2025
News Summary
Norsan Media has been named the official Spanish-language radio broadcast partner of the Dallas Cowboys in Austin, TX. The partnership will see Spanish regional Mexican ‘La Raza 104.9’ FM carrying live coverage of every Cowboys game throughout the season. This initiative aims to serve the Hispanic community by providing access to NFL games in their language. Furthermore, iHeartMedia’s KVET (98.1) will handle the English-language broadcasts. The collaboration is a significant step in enhancing bilingual sports programming in Central Texas.
Austin, TX — Norsan Media has been named the official Spanish-language radio broadcast partner of the Dallas Cowboys in Austin, TX. Spanish regional Mexican “La Raza 104.9” FM KTXX/K236AY (95.1) will carry live play-by-play coverage of every Cowboys game throughout the season. This partnership aims to bring one of the NFL’s most popular franchises directly to Austin’s Hispanic community.
Norberto Sanchez, Founder of Norsan Media, described this partnership as an important step in serving the Hispanic community by providing access to sports in their language. Similarly, Natalia Sanchez Alvarez, CEO of Norsan Media, expressed pride in expanding the reach of Cowboys games in Austin and strengthening the connection with fans across Central Texas.
The agreement highlights Norsan Media’s growing role in providing culturally relevant programming to Latino audiences. With this new partnership, Cowboys fans in Austin will now have a dedicated Spanish-language home to follow the team for the entire season. In addition to this, iHeartMedia country KVET (98.1) serves as the official English-language broadcast partner of the Cowboys in Austin, ensuring comprehensive coverage for a diverse audience.
The Dallas Cowboys and iHeartMedia Austin will broadcast live play-by-play coverage of every Cowboys game to Country 98.1 KVET in Austin. Coverage includes pregame and postgame shows and streams nationwide on the free iHeartRadio app. The broadcasts will feature the Dallas Cowboys Radio Network team, led by play-by-play voice Brad Sham, along with Babe Laufenberg, a former Cowboys quarterback, returning as full-time color analyst. Kristi Scales will provide in-game reports and updates from the sidelines during each game.
Douglas Barricklow of the Dallas Cowboys Radio Network expressed excitement about the partnership, emphasizing KVET’s powerful signal and dedicated fanbase in the area. Jason McCollim, Director of Operations for iHeartMedia Texas, highlighted the reach of the new partnership, ensuring that fans across Austin and surrounding areas can celebrate their love for the Dallas Cowboys.
Christine Escobar, Market President of iHeartMedia Austin, noted that bringing Dallas Cowboys games to their listeners will be transformative for the station and its audience. This announcement indicates a significant enhancement in bilingual sports programming for the Hispanic community in the Austin area, allowing them to engage more fully with America’s favorite pastime.
Summary of Broadcasts
- Spanish-language Broadcast: La Raza 104.9 FM KTXX/K236AY (95.1) for all Cowboys games
- English-language Broadcast: Country 98.1 KVET
- Coverage: Live play-by-play with pregame and postgame shows
- Stream: Available nationwide on the free iHeartRadio app
Key Broadcast Personnel
- Play-by-Play Voice: Brad Sham
- Color Analyst: Babe Laufenberg
- Sideline Reporter: Kristi Scales
Impact on the Community
This partnership is set to enhance the football viewing experience for the Hispanic community in Central Texas and strengthen ties between the Cowboys organization and its diverse fan base.
FAQ
What is the new partnership Norsan Media has entered into?
Norsan Media has been named the official Spanish-language radio broadcast partner of the Dallas Cowboys in Austin, TX.
What radio station will carry the Cowboys games in Spanish?
Spanish regional Mexican “La Raza 104.9” FM KTXX/K236AY (95.1) will carry live play-by-play coverage of every Cowboys game throughout the season.
What is the aim of the partnership between Norsan Media and the Dallas Cowboys?
This partnership aims to bring one of the NFL’s most popular franchises directly to Austin’s Hispanic community.
Who is responsible for the English-language broadcasts of the Cowboys games?
iHeartMedia country KVET (98.1) serves as the official English-language broadcast partner of the Cowboys in Austin.
Will there be coverage available for pregame and postgame shows?
Yes, coverage includes pregame and postgame shows and streams nationwide on the free iHeartRadio app.
Who are the main personalities involved in the broadcasts?
The broadcasts will feature the Dallas Cowboys Radio Network team, led by play-by-play voice Brad Sham, with Babe Laufenberg as full-time color analyst and Kristi Scales providing in-game reports.
Chart of Key Features
| Feature | Spanish Broadcast | English Broadcast |
|---|---|---|
| Radio Station | La Raza 104.9 FM KTXX/K236AY (95.1) | Country 98.1 KVET |
| Coverage Type | Live play-by-play of every Cowboys game | Live play-by-play of every Cowboys game |
| Pregame/Postgame Shows | Included | Included |
| Streaming Available | iHeartRadio app (nationwide) | iHeartRadio app (nationwide) |
| Key Personalities | Brad Sham, Babe Laufenberg, Kristi Scales | Brad Sham, Babe Laufenberg, Kristi Scales |
Deeper Dive: News & Info About This Topic
HERE Resources
Additional Resources
- Inside Radio
- Wikipedia: Dallas Cowboys
- Radio Online
- Google Search: iHeartMedia Austins Cowboys partnership
- Dallas Cowboys Official Site
- Google Scholar: Dallas Cowboys broadcast
- The Landry Hat
- Encyclopedia Britannica: Monday Night Football
- The Landry Hat
- Google News: Cowboys vs Giants Thanksgiving game
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