Year-long collaboration will connect Edwards with local sports, entertainment and community audiences through Hurrdat Sports, Hail Varsity, NEBpreps and Hurrdat ONE.
OMAHA, Neb. — September 1, 2026 — Hurrdat today announced Edwards Auto Group as the exclusive automotive category partner across Hurrdat Sports, Hail Varsity, NEBpreps and Hurrdat ONE. The year-long collaboration brings Edwards into Hurrdat’s local shows, podcasts, video, social channels and digital platforms through one coordinated partnership.
The partnership is designed to go beyond traditional commercial placement. Edwards will be integrated through a combination of network advertising, sponsored content, talent-led vehicle and dealership stories, approved show integrations and digital campaigns. The work will connect recognizable local voices with Edwards vehicles, stores and community priorities while preserving the native experience of each Hurrdat property.
“Edwards understood that this opportunity was not simply about buying more ads. It was about supporting the local voices and original content that people choose to watch, listen to and share every day. Their willingness to think differently gives our teams one clear partner and creates room for us to make more—and better—local content.”
– Bill Hipsher, Hurrdat founder
For Edwards, the partnership creates a continuous presence across sports, entertainment and community conversations rather than relying only on isolated advertising flights. Hurrdat and Edwards will coordinate monthly priorities and use a mix of timely offers, vehicle stories, dealership information and community-focused content to keep the work useful to viewers.
“We have always believed leadership requires being willing to do things differently. Hurrdat has built trusted local audiences and talented personalities across this market, and we are excited to work together in a way that supports those creators while helping customers see more of who Edwards is and how we serve the community.”
– Todd Edwards, Edwards Auto Group
The collaboration will also give Edwards a platform for a year-long “Quest for Dominance” story focused on earning customer trust, improving the dealership experience and leading the market through consistent action. The theme will be developed across approved campaign and content opportunities throughout the partnership.
The agreement preserves a clear separation between sponsorship and editorial decision-making. Edwards receives exclusive automotive category visibility and documented integrations; Hurrdat’s creators and editorial teams retain control over scores, opinions, reporting conclusions and the voice that audiences expect from each property.
“Audience trust is what makes these networks valuable in the first place. This partnership gives us the support to expand what we are building without asking the audience to trade away the authenticity that brought them here.”
– Sausha Durkan — Director of Hurrdat Sports
About Hurrdat
Hurrdat is an Omaha-based media, marketing and entertainment company that creates local sports, culture and entertainment content across video, podcasts, social media, digital publishing and live experiences. Its owned media properties include Hurrdat Sports, Hail Varsity, NEBpreps and Hurrdat ONE.
Media contact
Sam Weber
Hurrdat
[email protected]
308-293-3988
