GREEN BAY, Wis. — The Green Bay Packers and iHeartMedia have renewed their radio agreement, keeping WRIT-FM/95.7 BIG FM as the team’s Milwaukee flagship and preserving a network that reaches 54 affiliates across six states.

The multiyear extension also keeps Wayne Larrivee and Larry McCarren together in the broadcast booth for a 28th season.

A music station becomes the sports home

BIG FM, a classic-hits station, assumed the Milwaukee flagship role after sports station WRNW/97.3 The Game closed during the previous season. The transition could have disrupted one of the NFL’s longest-running regional radio operations. Instead, the rights package moved to a format with a broader music identity.

That demonstrates that valuable sports programming does not always require a full-time sports station. A music outlet can use games and related programming to create appointment listening, attract advertisers and introduce the station to people who might not encounter its regular format.

The complete product extends beyond kickoff. Packers coverage includes previews, play-by-play, postgame programming, familiar voices, affiliate distribution and digital listening options. That combination gives sponsors repeated access to an audience before, during and after each game.

Stability after disruption

The 54-station network also reduces dependence on any single local outlet. Affiliates extend coverage into communities across Wisconsin and neighboring states, while the Milwaukee flagship supplies access in the region’s largest media market.

Financial terms were not disclosed. The next questions concern streaming restrictions, local advertising inventory, affiliate compensation and how much Packers programming BIG FM carries outside game windows.

The renewed arrangement shows how a resilient network can outlast the closure of a dedicated sports station. For broadcasters evaluating team rights, the lesson is to measure the year-round programming, audience relationship and affiliate value—not merely the hours occupied by the game.

Sources: Green Bay Packers and Barrett Media.