Connecting Your Brand With Our Community
Hi there,
A few weeks ago, I watched Jayson Tatum of the Boston Celtics return after missing 62 games with an Achilles injury. I held my breath as I watched – excited, but nervous he’d get hurt again. Then an ad (of course) aired that summed up Tatum’s journey in 30 seconds: the setback, the climb, and the comeback. It pulled me right in, and by the end, I wanted to buy the shoes!
That’s the power of authentic storytelling. And it’s the kind of storytelling that GBH has championed for 75 years. Let’s build your story together. Keep reading to find out how.
Karlis Collins, Director of Marketing
Tell your brand’s story. Become a sponsor today.
What’s happening out there?
Audiences Are Seeking Human Narratives
Across 2026 research, both consumers and marketers are aligned on one thing: authentic, values-driven storytelling is what matters now.
From the consumer side, Clutch reports that 97% of consumers say authenticity matters when choosing whether to support a brand, and 81% will stop supporting a brand if it no longer feels genuine.*
Marketers are responding. HubSpot’s 2026 State of Marketing shows that nearly half of marketers are prioritizing content that reflects brand values – a shift driven by the need to stand out in a landscape that is flooded with AI-generated content.**
Kantar echoes this, emphasizing that brands who stay true to who they are create meaningful differentiation, while Lippincott’s cultural analysis finds that brands that build emotional and cultural connection earn longer-term relevance.***
In a world where anyone can produce polished content with the help of AI, audiences gravitate toward stories that feel real: consistent, transparent and created with a human touch. That’s why authenticity is more than a trend – it’s an expectation.
And for 75 years, GBH has delivered exactly that. GBH prides itself on 75 years of authentic storytelling.
Our audience knows sponsors make their favorite programs possible, and that transparency builds trust. When your brand shows up here, you’re aligning with a storytelling legacy audiences already believe in.
What’s happening at GBH?
- Fabiola Méndez performs live at GBH to honor International Jazz Day
- James Hills (host of Java with Jimmy) holds an open discussion about what matters to New England residents
- Have you heard Catching the Codfather yet? Listeners are hooked.
- View GBH’s 2026 Annual Report
Don’t Miss This
GBH Turns 75!
2026 marks 75 years of independence, innovation, and public-service storytelling that has shaped New England for generations. To honor this moment, we’ve created a GBH 75 sponsorship package (click to download info) with three impactful ways to connect with our audience:
Celebrate with us this fall at a signature event recognizing the people and partners who’ve fueled GBH’s mission.
Collaborate with the GBH Digital team to tell your brand’s story through original articles, videos, or audio that reflect the values you share with our community.
Extend your message across our trusted radio, TV, digital, podcasts, and events — the platforms audiences rely on every day.
Whether you’re looking to make a splash at the gala, create meaningful storytelling, or reach New Englanders across GBH’s full ecosystem, our 75th package offers a powerful way to show up.
Sponsor Spotlight
Boston Ski + Tennis — Boston Ski + Tennis is a one-stop shop for ski, snowboard and racquet sports with stores in Newton and Westborough, plus online at www.bostonskiandtennis.com.
A word from our Sponsor:
“GBH has been ingrained in the Boston community for decades and the hosts treat each other like a family. Boston Ski + Tennis, a local family-owned retailer, also strives to be an important part of the communities we serve. Plus, we call ourselves the BST Family. Our BST Family is proud to sponsor the GBH family, and of course it helps us too.”
– Mike Carroll | President & CFO
Boston Ski + Tennis sponsors GBH radio, digital, and podcasts.
Sources
* Brand Authenticity Playbook for 2026: What Consumers Really Care About, Clutch.co, Feb. 2026.
**2026 State of Marketing, Hubspot, Feb. 2026.
*** “The 12 brand, marketing and experience trends set to define 2026,” Lippincott, Dec. 2025.
Why is this newsletter called the Halo?
Our audience trusts us and, in turn, our sponsors. That’s the halo effect and it’s unique to public media. Sponsor GBH to align your brand with the nation’s flagship public media organization.
GBH offers sponsorship packages that can include audio, video, digital and events.
GBH Radio: GBH 89.7 | CRB Classical 99.5 | CAI
GBH TV: GBH 2 | GBH 44 | PBS KIDS
