This decision seems very short sighted and isolates the club from its supporters and equally important, potential supporters.
The BBC Radio Sheffield PAY the club, not a huge amount of money to broadcast (advertise) their product, potentially, into every home in the region. Every home where there could be a new Wednesday fan (or is it now, customer). How many Wednesday fans who, for whatever reason cannot afford to go to lots of games, follow via the radio, and having been excited by what they hear are then inspired to attend. Many ardent fans will have started this way and eventually end up with a season ticket as circumstance changed. No one will casually, buy a IFollow pass and so the disconnection starts. You cannot grow the fans base that way.
The Blades must be loving this
"Dad, which football team do I support?"
Dad, with no affilatiation thinks 'Which one has the cheaper shirts, tickets prices, and we can listen on the radio too''
"There's only one team in Sheffield - United"
It just seems very short sighted and another squeeze on what will be a evermore disgruntled core fan base.