Each radio station will "piggy-back" the popular branding of its football club partner: the radio stations operated by Radio First with, for example, Aston Villa, Chelsea and Southampton will be branded respectively on-air as "The Villain", "Big Blue" and "The Saint".

The studios of each radio station will be within the club's stadium. The stations will respond to a clear listener need by targeting 12-30 year olds with a proven, successful radio format that combines today's best music, general entertainment and top football. The radio stations will provide listeners with unique and guaranteed coverage of all of the football clubs' matches, tailored information for supporters, and phone-ins.The coverage will be different from any football broadcasting currently available in the UK: it will be unashamedly populist and partisan, thereby providing listeners with a new, distinctive, radio choice.

In addition, the stations will be designed to attract a wider and bigger audience with "hot music", exciting competitions and big prizes, regional and national news, general sports news and travel and weather information.