GAINESVILLE, FL (Sagacom.com) – The University of Florida College of Journalism and Communications (CJC) and Saga Communications, Inc. (Saga) today announced a new seven-year Joint Sales Agreement (JSA) and strategic partnership that will combine the strengths of one of the nation’s premier journalism and communications programs with one of America’s most respected broadcast media companies.
Beginning Sept. 1, 2026, Saga will join the University of Florida in marketing the advertising inventory for WRUF-AM (ESPN 98.1 / 850 WRUF) and WRUF-FM (103.7 The Gator). In addition to managing commercial sales efforts, the partnership establishes a broad collaborative relationship between Saga and the College of Journalism and Communications focused on student learning, professional development, and innovation across the media industry.
The agreement extends beyond traditional sales representation by creating opportunities for students, faculty, and industry professionals to work together on initiatives involving broadcasting, media sales, digital media, audience development, sports media, content strategy, internships, mentorship and other areas that prepare students for careers in an evolving media landscape.
“This partnership represents a significant investment in the future of both public higher education and local media,” said Hub Brown, dean of the University of Florida College of Journalism and Communications.
The University of Florida College of Journalism and Communications has owned and operated commercial radio station WRUF since 1928, providing generations of students with hands-on experience in professional broadcasting while serving audiences throughout North Central Florida. WRUF-AM is the flagship station of the Florida Gators Radio Network, delivering live play-by-play coverage of Gator athletics, while WRUF-FM, 103.7 The Gator, operates as a 100,000-watt commercial country music station serving the Gainesville-Ocala market.
Saga brings decades of broadcast leadership to the partnership. The publicly traded media company owns and operates radio stations in medium and small markets throughout the
United States and has earned a reputation for operational excellence, local programming, community engagement, and strong advertising performance. Saga has long emphasized markets anchored by state capitals and major universities, making the Gainesville-Ocala market a natural fit for the company’s continued growth strategy. Saga owns and operates PNW Media Group with its five radio stations (92.9 KISM, KGMI NewsTalk 96.5 FM/790 AM, KPUG 97.9 FM/1170 AM, KBAI 98.9 FM/930 AM and KAFE 104.1) as well as news website My Bellingham Now.
“This collaboration reflects Saga’s commitment to investing in our present and future by working with outstanding local media properties and supporting the next generation of media professionals,” said Chris Forgy, president and chief executive officer of Saga Communications.
“The future of local media depends on developing talented people who understand how great content, strong community connections and effective marketing work together,” Forgy continued. “This partnership gives Saga an opportunity to collaborate with one of the nation’s premier journalism and communications programs while creating meaningful experiences for students. We believe this relationship will benefit the University, our industry and the communities we serve for years to come.”
The partnership is expected to provide advertisers with expanded marketing resources, enhanced sales capabilities, and innovative opportunities to connect with audiences across broadcast, digital, sports, and emerging media platforms. At the same time, students within the College of Journalism and Communications will benefit from increased exposure to industry professionals, expanded experiential learning opportunities, and direct engagement with one of the nation’s leading broadcast organizations.
“The combination of WRUF’s rich history, the University of Florida’s academic excellence and Saga’s proven success in local broadcasting creates an exceptional opportunity for our students, advertisers and listeners,” said Randy Wright, executive director of the University of Florida Division of Media Properties.
The Joint Sales Agreement will remain in effect for seven years, beginning Sept. 1, 2026.
About the University of Florida College of Journalism and Communications
The University of Florida College of Journalism and Communications is one of the nation’s leading programs in journalism, advertising, public relations, media production, telecommunications, and digital communications. Through its professional media properties—including WRUF-AM, WRUF-FM, WUFT-TV, WUFT-FM, and other platforms—the college provides students with unparalleled experiential learning opportunities while serving audiences throughout Florida.
About WRUF-AM/FM
Founded in 1928, WRUF has served North Central Florida for nearly a century as one of the region’s premier broadcast organizations. ESPN 98.1 / 850 WRUF is the flagship radio station for the Florida Gators Radio Network, providing live coverage of Florida athletics, while 103.7 The Gator is a 100,000-watt commercial country music station serving listeners throughout the Gainesville-Ocala region.
About Saga Communications
Saga Communications, Inc. (NASDAQ: SGA) is a publicly traded broadcast media company that owns and operates radio stations and digital media properties in 28 markets across the United States including 82 FM, 28 AM and 78 translators. Known for its strong local focus and operational excellence, Saga serves communities primarily in medium and small markets, with a strategic emphasis on state capital and major university markets. The company has built a reputation for delivering exceptional local programming, community service, and marketing solutions for advertisers.
Media Contacts
University of Florida College of Journalism and Communications
Randy Wright
Executive Director, Division of Media Properties
Email: randallcwright@ufl.edu
Saga Communications
Sam Bush
Executive Vice President & Chief Financial Officer
Email: sbush@sagacom.com
