WSGW Saginaw becomes home for University of Michigan sports broadcasts
When IMG Sports Marketing acquired the rights to University of Michigan Athletics, their General Manager Mike Chires made a commitment to upgrade affiliates in a number of markets across the state. In the Great Lakes Bay Region, Chires targeted Newsradio 790, WSGW with a huge coverage area reaching well beyond the station's primary metro of Saginaw, Bay City, and Midland. Little did Chires know that NextMedia Operations Manager and Program Director Dave Maurer had long wanted to air the Wolverines.
The deal came together quickly between Chires and NextMedia Vice President and General Manager Shannone Dunlap. The agreement is for three years with two additional one year extensions.
WSGW will carry both U of M Football and Basketball games, plus the weekly coach's shows of Rich Rodriguez and John Beilein allowing listeners to hear previews of upcoming games and analysis of previous games.
Dunlap sees great opportunity in marketing the Big Ten team to local advertisers while Maurer is anxious to get the excitement from the Big House and the rousing sound of the Victors on the air to the potential audience of nearly 400,000 in the stations listening area. Newsradio 790 will put down a significant footprint In the center of the lower peninsula for U of M as WSGW joins the network of 25 stations.
WSGW will continue to air both the Detroit Tigers and Detroit Red Wings on 790AM and any Wolverines games that conflict with the pro sports events will be carried on FM Talk & Sports 100.5 WSGW-FM . The 100.5 FM station will continue to air Saginaw Spirit hockey games. Maurer said the flexibility of having both WSGW AM & FM allows NextMedia to provide the market with a dominant News, Talk and Sports franchise. Chires said the deal bringing U of M and WSGW together unites two champions.