Maritime Broadcasting System Ltd.’s three Cape Breton radio stations pride themselves on local sports coverage and promotion of Sport Nova Scotia programs such as KidSport, Sport Split and SportSweep.  

“We align really well with that and I personally really like the work that Sport Nova Scotia does,” said Jason Macdonald, general manager of FM stations Max 98.3 and 94.9 The Wave, and CJCB AM radio in Sydney, which celebrates its 95th year of operation in 2024. “I’m just a big fan of team sports in general and how they can help mould them into becoming better adults. Once they reached out, I very quickly said I would do everything in my power to help promote their programs and help build them, and we’ve been doing that ever since.”

KidSport supports children who need financial assistance with sport registration fees and equipment costs. Sport Split 50/50 combines sales from all participating teams and clubs into one monthly pot, with the majority of the money going to community participants to put toward common expenses. SportSweep is a ready-made and hassle-free campaign where organizations receive $3.75 from each $5 ticket sold, with SNS handling printing and distribution of tickets to team reps, the prizes and the costs.

“Radio is extremely accessible to everybody,” said Macdonald. “And some people likely don’t know these programs exist, so that’s where we can help fill that need and create awareness within the community. I’ve been involved personally with sports for years and I know how frustrating fundraising can be. You have to do it at every level and in every sport, and it’s tough to come up with unique ideas.

“Sport Nova Scotia has come up with these cut-and-dry, easy-to-use programs to help raise money for teams that are fantastic and have made it it much easier for all Nova Scotians to play, and that’s what it’s all about at the end of the day.”