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iHeartMedia Tampa Bay will expand its sports and Spanish-language offerings later this month, shifting formats and strengthening signals in a move designed to deepen its reach across one of the country’s most competitive local audio markets.
Beginning Monday, February 23, the company will launch a significantly enhanced FM presence for 95.7 WDAE, branded as Tampa Bay’s Sports Radio, while relocating its Spanish-language format to 95.3 FM and 102.9 FM under the new Rumba 95.3 & 102.9 identity.
The expansion gives 95.7 WDAE a 100,000-watt FM signal to complement its longtime home on 620 AM, where the station has operated since 1999, positioning the brand for broader in-car and at-work listening while reinforcing its status as a heritage sports outlet in the region.
The station serves as the flagship radio home of the Tampa Bay Rays and carries Florida Gators football and basketball, in addition to extensive coverage of the Tampa Bay Buccaneers, Tampa Bay Lightning and USF Bulls, creating a year-round sports portfolio that mirrors the region’s championship résumé and collegiate passion.
“Expanding WDAE’s heritage brand strengthens our long-standing broadcast and marketing partnerships with the Tampa Bay Rays, Buccaneers, Lightning, Florida Gators and USF Bulls,” said Russell Robertson, market president for iHeartMedia Tampa Bay. He added that the move reflects the company’s commitment to serving listeners across multiple platforms at a time when distribution and accessibility matter as much as content.
Weekday programming will also change as the station is dropping The Herd w/Colin Cowherd from 12-3 p.m. after adding the programming in the daypart in November of 2024. The new lineup will include The Pat & Aaron Show from 6-9 a.m., followed by The Dan Patrick Show, The Nick Wize Show will air from 12-2 p.m. with The Drive with Tom Krasniqi shifting to 2-6 p.m.
At the same time, iHeartMedia will transition its Spanish-language format from 95.7 FM to 95.3 FM and 102.9 FM, rebranding the stations as Rumba 95.3 & 102.9 and focusing on contemporary Latin hits spanning reggaetón, urban pop, bachata and salsa.
P.J. Gonzalez, senior vice president of programming for iHeartLatino, said the rebrand maintains continuity for Spanish-speaking listeners while sharpening the station’s identity in a growing demographic segment.
With The Enrique Santos Show in morning drive and local hosts Sarykarmen Rivera and Flip Rios anchoring middays and afternoons, Rumba aims to deliver high-energy entertainment tailored to Tampa Bay’s Latino community.
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