WAUK
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| City | Jackson, Wisconsin |
|---|---|
| Broadcast area | Milwaukee, Wisconsin |
| Branding |
540 ESPN ESPN Wisconsin |
| Slogan | All you really wanna hear is sports! |
| Frequency | 540 kHz |
| First air date | May 1, 1964 |
| Format | Sports Talk |
| Power | 400 watts |
| Class | B |
| Facility ID | 10824 |
| Callsign meaning | WAUKesha (city of license for the 1510 frequency) |
| Former callsigns | WYLO, WZER, WRRD |
| Affiliations | ESPN Radio |
| Owner |
Good Karma Brands (Good Karma Brands) |
| Sister stations | WRRD, WTLX |
| Webcast | Listen Live |
| Website | ESPNWisconsin.com |
WAUK (540 AM ESPN) is a radio station licensed to the Washington County community of Jackson, Wisconsin, serving the Milwaukee area. It is known on-air as 540 ESPN. WAUK airs a blend of ESPN Radio talk and sports play-by play, along with local sports talk and play-by-play programming. The station's studios are based in "The Blue @ 310 West" building on West Wisconsin Avenue in downtown Milwaukee.
The station is owned by Beaver Dam-based Good Karma Brands (formerly Good Karma Broadcasting, LLC), and owned by Craig Karmazin, son of legendary radio executive and current Sirius XM Radio CEO Mel Karmazin. It is the local rival of Entercom's all-sports station WSSP (1250), and to a lesser extent WOKY (920), which simulcasts Madison's WTSO (1070). Programming from WAUK is shared with WTLX (100.5) in Madison, which is its sister station to west in the state capital city. The station is among the few independent affiliates of ESPN Radio whose webstream is carried on the network's mobile apps, and whose website is hosted on ESPN.com.
The station signed on in 1964 with the call sign WYLO, which stood for "Way Low" (the station's position on the AM dial). WYLO ran a country format for many years before switching to Christian programming. From 1995 to 2001, the WZER call sign was used, prior to briefly returning to WYLO and finally, WRRD.
Prior to the sale to current owner Good Karma Broadcasting, Salem Communications owned the property and programmed a Christian-oriented religious format, though as WRRD, it never carried any of the talk personalities usually associated with Salem-owned stations. The station's now-former WRRD calls come from Salem's branding of the station, "The Word".
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