Badger sports are switching Milwaukee homes. Good Karma Brands has signed a multi-year renewed partnership to broadcast Wisconsin Athletics events, starting this fall. In addition, this includes football and men’s basketball.
What We Know: Wisconsin Athletics and Learfield’s Badger Sports Properties announced the partnership Thursday. Good Karma Brands takes over Milwaukee broadcasts from iHeartMedia, moving Badger games to 620 WTMJ-AM and simulcast on 94.5 ESPN Milwaukee. Football coverage begins September 6 against Notre Dame at Lambeau Field. Madison-market broadcasts remain with iHeartRadio’s 1310 WIBA, FOX Sports 1070 and 101.5 WIBA FM.
What They Said: Greg Scalzo, Vice President and Milwaukee Market Manager, Good Karma Brands: “We’re thrilled to partner with the University of Wisconsin-Madison and Badger Sports Properties to welcome the Badgers back to WTMJ and to ESPN Milwaukee. The passion for Badger Athletics runs deep across Wisconsin, and brings together UW, Badger Sports Properties and two iconic Wisconsin media brands to create the perfect home for Badger fans across southeast Wisconsin. We’re excited to deliver the coverage, access and game-day experiences fans deserve while connecting them to the teams and traditions that make Badger Athletics such an important part of our state.”
Matt Lepay, Director of Broadcasting for Badger Sports Properties: “We are excited to expand our partnership with Good Karma Brands to bring Badgers broadcasts to fans in Milwaukee and the surrounding areas. WTMJ has a long and proud history with the University of Wisconsin. On a personal note, one of my favorite memories was working with the legendary Jim Irwin. For a young announcer, it was a priceless learning experience. Together, 620 WTMJ and ESPN Milwaukee will be a great home for the Badgers.”
What Remains Unclear: The release doesn’t specify deal length or financial terms. Moreover, it’s also unclear whether the iHeartMedia-to-Good Karma transition affects any existing sponsorship agreements.
What It Means: Following the format flip of iHeartMedia’s 97.3 The Game last year, the future of the Badgers was in limbo following signing a multi-year agreement with iHeartMedia Milwaukee in May of 2024. Consequently, Milwaukee fans gain simulcast access alongside traditional AM radio. In addition, longtime voices like Lepay, Jon Arias and Brian Posick remain in place, preserving continuity. Ultimately, the deal strengthens Good Karma’s regional sports footprint significantly.
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John Mamola is Barrett Media’s sports editor and daily sports columnist. He brings over two decades of experience (Chicago, Tampa/St Petersburg) in the broadcast industry with expertise in brand management, sales, promotions, producing, imaging, hosting, talent coaching, talent development, web development, social media strategy and design, video production, creative writing, partnership building, communication/networking with a long track record of growth and success. He is a five-time recognized top 20 program director in a major market via Barrett Medi’s Top 20 series and has been honored internally multiple times as station/brand of the year (Tampa, FL) and employee of the month (Tampa, FL) by iHeartMedia. Connect with John by email at John@BarrettMedia.com.