UF, Saga Form Seven-Year WRUF Sales Partnership

RADIO ONLINE | Thursday, August 6, 2026 | 3:19pm CT

Saga Communications

The University of Florida College of Journalism and Communications and Saga Communications have entered into a seven-year Joint Sales Agreement and strategic partnership for WRUF-AM (ESPN 98.1/850 WRUF) and Country WRUF-FM (103.7 The Gator) in Gainesville, FL.

Effective September 1, Saga will market the advertising inventory for both stations while collaborating with the university on student education, professional development and media innovation initiatives.

The agreement extends beyond commercial sales, creating opportunities for students, faculty and broadcast professionals to work together on projects involving media sales, digital media, sports broadcasting, audience development, content strategy, internships and mentorships.

"This partnership reflects our commitment to preparing students for successful careers while strengthening the future of local media," said Hub Brown, Dean of the University of Florida College of Journalism and Communications. "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."

The University of Florida has owned and operated WRUF since 1928. WRUF-AM serves as the flagship station for the Florida Gators Radio Network, while 100,000-watt WRUF-FM airs a country music format throughout the Gainesville-Ocala market.

Saga Communications owns and operates WOGK-FM (K Country) and WYND-FM/WNDD-FM (WIND-FM) in the Gainesville-Ocala market. The company said the partnership aligns with its long-standing strategy of serving markets anchored by major universities.

"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," said Saga President and CEO Chris Forgy.

University officials said the agreement will provide advertisers with expanded marketing opportunities while giving students greater access to industry professionals and hands-on experience with one of the nation's leading broadcast companies. The Joint Sales Agreement runs through September 2033.