One of Wisconsin’s most recognizable college sports partnerships is making a highly anticipated return.
Learfield’s Badger Sports Properties has reached a new agreement with Good Karma Brands that will bring University of Wisconsin Athletics back to 620 WTMJ and ESPN Milwaukee (94.5 WKTI), ending more than a decade on iHeartMedia-owned stations in the Milwaukee market.
The new partnership restores a historic connection between the Badgers and WTMJ, a station long associated with Wisconsin athletics.
Under the agreement, Wisconsin football will air on both WTMJ and ESPN Milwaukee, while men’s basketball and women’s volleyball will be heard on WTMJ. Coverage of additional Badgers sports will continue to be available through the ESPN Wisconsin, WTMJ, and Varsity Network apps, giving fans expanded digital access alongside traditional radio broadcasts.
The change affects only the Milwaukee market. In Madison, broadcasts will remain on their current flagship stations, with coverage continuing across WTSO, WIBA, and WIBA-FM.
Badger Sports Properties Director of Broadcasting Matt Lepay said the agreement reunites the university with one of Wisconsin’s most historic broadcast brands, while also recalling his own early experiences working alongside legendary broadcaster Jim Irwin at WTMJ.
Good Karma Brands Milwaukee Vice President and Market Manager Greg Scalzo called the partnership a natural fit, saying Badger Athletics and two iconic Wisconsin radio brands are coming together to create a premier destination for fans throughout southeastern Wisconsin.
For Good Karma Brands, the addition of Badgers athletics further strengthens an already impressive sports portfolio and reinforces its commitment to live play-by-play programming. For WTMJ, it’s the return of a tradition that many Wisconsin listeners remember fondly.
When the Badgers take the field this season, they’ll once again be heard on one of the state’s most historic radio signals—bringing a familiar sound back to Wisconsin sports fans.
On The Dial covers breaking radio industry news, including layoffs, programming changes, talent moves, and broadcast trends across the United States.
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