Saga Communications is partnering with the University of Florida on a new media initiative. The agreement will include WRUF and expand student opportunities.
What We Know: Saga Communications and the University of Florida College of Journalism and Communications have entered a seven-year Joint Sales Agreement and strategic partnership. Beginning September 1, 2026, Saga will handle advertising sales for WRUF-AM and WRUF-FM while working with students, faculty, and media professionals. The partnership will focus on broadcast sales, digital media, audience development, sports media, content strategy, internships, and mentorship opportunities. Additionally, the agreement will allow students to gain experience alongside professionals from one of the country’s established broadcast companies.
What They Said: “This partnership reflects our commitment to preparing students for successful careers while strengthening the future of local media. By combining the University of Florida’s educational mission with Saga Communications’ industry leadership, we are creating new opportunities for students to learn alongside professionals, serve our community and help shape the future of broadcasting.” -University of Florida College of Journalism and Communications Dean Hub Brown
“This collaboration reflects Saga’s commitment to investing in our present and future by working with outstanding local media properties as well as investing in our next generation of media professionals.” -Saga Communications CEO Chris Forgy
What Remains Unclear: The companies have not detailed specific sales initiatives, revenue expectations, or new programming plans connected to the partnership. However, the agreement will remain in place for seven years.
What It Means: The deal creates a closer connection between higher education and local broadcasting. For Saga Communications, the partnership expands its presence in a market anchored by a major university and athletic program. Meanwhile, the University of Florida gains another industry partner for its journalism students. The collaboration could provide more opportunities for future broadcasters to develop skills before entering the media industry.
Garrett Searight is Barrett Media’s News Editor, which includes writing daily news stories, features, and opinion columns. He joined Barrett Media in 2022 after a decade leading several radio brands in several formats, as well as a 5-year stint working in local television. In addition to his work with Barrett Media, he is a radio and TV play-by-play broadcaster. Reach out to him at Garrett@BarrettMedia.com.