From Setback to Triumph: A New Era in Boston Sports Talk
The Genesis of a Radio Career and Its Unexpected Detours
Rich Shertenlieb's journey in Boston sports broadcasting began with the groundbreaking launch of 98.5 The Sports Hub in 2009, where he played a pivotal role in establishing its dominant presence. His career also encompassed a 17-year tenure leading a morning show on Boston music radio, which, despite significant growth, was abruptly cut short due to company-wide workforce reductions. These varied experiences have shaped his deep understanding of the radio landscape.
A Resurgent Voice: Shertenlieb's Return to WEEI
After a year away from the Boston radio scene, Shertenlieb has found a new home at WEEI, where he now helms the afternoon drive slot. His return to sports radio was motivated by long-standing relationships and a profound love for Boston sports. He emphasizes the comfort he feels within this format and his confidence in the leadership of Mike Thomas, highlighting the substantial resources being invested in the program.
Forging Bonds: The Art of Building Team Chemistry
Shertenlieb prioritizes establishing strong personal connections with his new colleagues, particularly Ken Laird, the brand manager of WEEI. He believes that genuine relationships are paramount in a format where sports content is abundant. His approach involves understanding his teammates on a deeper level, recognizing that sharing personal stories on air fosters authentic connections with the audience. This dedication to building rapport is seen as crucial for the show's long-term success.
Embracing Authenticity: A Fresh Perspective on Sports Commentary
Shertenlieb's philosophy for the show is centered on delivering sports-first content with an authentic and entertaining flair that resonates with Boston fans. He candidly admits his inability to feign interest in topics he doesn't genuinely care about, emphasizing sincerity over manufactured opinions. While respecting his competitors, he believes success for WEEI's afternoon program extends beyond immediate ratings, focusing instead on fostering sustained growth and a unique identity.
Drawing Strength from Personal Adversity: A Deeper Sense of Purpose
A significant source of Shertenlieb's passion and perspective comes from his wife Mary's ongoing battle with a rare form of leukemia, which she has faced four times over 13 years. This deeply personal experience has clarified what truly matters, fostering immense gratitude for his career and the opportunity to discuss sports. It has also fueled his active support for the Dana-Farber Cancer Institute and the Jimmy Fund, where he now looks forward to playing a major role in their annual fundraising efforts, sharing his firsthand experience and advocating for a cause close to his heart.
More Than a Comeback: A Legacy of Perspective and Connection
Shertenlieb's return to Boston sports radio transcends a mere comeback; it signifies a renewed appreciation for longevity, authenticity, and genuine connection in a demanding industry. His journey, marked by both triumphs and personal challenges, has instilled in him a unique perspective. He approaches his new role not by dwelling on the past or directly competing with others, but by prioritizing team chemistry, patience, and building success one broadcast at a time. This opportunity represents a meaningful reconnection with a beloved format, trusted colleagues, and the vibrant sports culture of Boston.
