Wisconsin's sports radio landscape is undergoing a seismic shift, and fans are feeling the tremors. The sudden flip of Milwaukee's '97.3 The Game' to an adult contemporary format has sent shockwaves across the state, leaving listeners scrambling to find their favorite shows. But here's where it gets interesting: this isn't just a local change—it's a domino effect that's reshaping sports talk from Green Bay to Duluth.
With '97.3 The Game' signing off, its on-air talent hasn't disappeared. Instead, they've found new homes across the dial. Bill Schmid and Armen Saryan now kick off mornings from 6-10am on '1070 The Game' in Madison, while Doug Russell and Nick Bruesewitz take over the 10am-2pm slot. Drew Olson and Kevin ‘KB’ Brandt remain a staple in the afternoons from 2-6pm. Some shows have also expanded their reach to '98.7 The Fan' in Eau Claire, which already shares airtime with Minneapolis’ '100.3 KFAN'.
But here's where it gets controversial: Midwest Communications has dropped 'The Game' programming entirely from its stations in Green Bay, Wausau, and Duluth, MN. Instead, they've partnered with Audacy’s new “Wisconsin Sports Radio Network,” featuring the lineup of Milwaukee’s ‘105.7 The Fan.’ This move raises questions: Is this a strategic realignment, or a sign of shifting priorities in sports radio? And this is the part most people miss—local markets are now getting a taste of Milwaukee’s sports talk, but at the cost of their own regional voices.
Midwest’s expanded network, including 1440 WNFL in Green Bay and 99.7 WDKF in Sturgeon Bay, will now carry Audacy’s lineup. This includes ‘Inside Wisconsin Sports’ with Trevor Thomas and Josh Albrecht from 6-9am, ‘Nine2Noon with Kuhn’ featuring NFL veteran John Kuhn, and ‘Wisconsin Sports Daily’ with Steve ‘Sparky’ Fifer. While this brings a fresh perspective, it also sparks debate: Are we losing the local flavor of sports radio in favor of a one-size-fits-all approach?
As Wisconsin’s sports radio scene continues to evolve, one thing is clear: change is inevitable. But what does this mean for the future of local sports talk? Is this a step forward, or a step away from what makes regional sports coverage unique? We want to hear from you—share your thoughts in the comments below. Do you think this consolidation of sports radio networks enhances or diminishes the listener experience? Let’s start the conversation!
