In today’s college athletics landscape, media partnerships are becoming just as important as what happens on the field.
Bonneville’s Seattle Sports 710 (KIRO) has strengthened its relationship with Washington State University Athletics, announcing a new multi-year agreement that expands its role as the Seattle-area home for Cougars football and men’s basketball.
Under the renewed partnership, KIRO will remain the primary radio destination for Washington State broadcasts. When scheduling conflicts arise with coverage of the Seattle Seahawks or Seattle Mariners, games will shift to sister station 770 KTTH, ensuring Cougar fans continue to have a consistent place to find their team.
The agreement extends beyond game broadcasts.
Fans will also receive additional football coverage through a weekly in-season feature with Head Coach Kirby Moore, while women’s basketball will be available through the Seattle Sports app. The partnership also includes coverage of one Washington State baseball game each season, further expanding the university’s visibility throughout the Pacific Northwest.
This isn’t simply another rights renewal.
It’s a recognition that college sports content remains one of radio’s most valuable assets.
As conference realignment continues reshaping college athletics, broadcasters are placing greater emphasis on securing long-term relationships with major universities and passionate fan bases. For Seattle Sports, Washington State delivers one of the region’s most loyal followings. For the Cougars, the partnership provides a powerful platform to connect with alumni, students, and fans across Western Washington.
In an era where listeners have endless entertainment choices, live sports continue to be one of radio’s strongest differentiators.
They create appointment listening.
They build community.
And they keep fans coming back.
For Seattle Sports and Washington State University, that partnership just got even stronger.
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On The Dial covers breaking radio industry news, including layoffs, programming changes, talent moves, and broadcast trends across the United States.