KBIA and KPR bring Mizzou-Kansas rivalry to the airwaves with inaugural Radio Rivals fundraising competition
Public radio will join the fray when Mizzou Football faces off against the University of Kansas in a revival of the 134-year-old gridiron rivalry on Saturday, Sept. 6.
Beginning on Thursday, Sept. 4, and continuing through game day, KBIA-FM — the Missouri School of Journalism’s NPR-member station — will battle Kansas Public Radio (KPR) in Radio Rivals, a fundraising competition challenging fans to support public radio on their side of the border.
In the wake of steep federal cuts to public media funding that resulted in a loss of $500,000 in previously approved funds for KBIA, the inaugural competition is a collaboration between the station and the School’s Reynolds Journalism Institute (RJI). The organizers hope it presents a new way for audiences to demonstrate the value of public media in their lives while cheering on their team.
“For our listeners, KBIA is a trusted voice in the community and a source of connection,” said Kyle Felling, general manager of KBIA. “This friendly competition with Kansas Public Radio isn’t just about raising funds, it’s about celebrating the relationship we have with our listeners and reminding everyone that public radio thrives when the community comes together — especially when they come together to beat Kansas.”
“I think there’s such a great opportunity here to use the rivalry as a way into public radio for people. We’re showing that public radio is for everyone and has ties to the community in so many different ways.”
Becky Smith, reporter and producer, KBIA
A point will go to KBIA or KPR for each donation, while gifts from new donors count for two points. And for KBIA donors, a $50 donation will also get them a Radio Rivals-branded bandana, which features a logo designed by School of Journalism graduate student Yasha Mikolajczak.
Of course, just like the football game itself, there are stakes: at a minimum, the losing station will have to concede on air.
“I think there’s such a great opportunity here to use the rivalry as a way into public radio for people,” said Becky Smith, a reporter and producer at KBIA. “We’re showing that public radio is for everyone and has ties to the community in so many different ways.”
Radio Rivals is the brainchild of Smith, who sought to harness the longstanding rivalry between the two universities to help both entities continue to bring rigorous, fact-based news and emergency communications to their communities.
Emily Lytle, RJI’s innovation in focus editor, teamed up with Smith to organize the campaign for RJI’s Innovation in Focus series, which will feature an article about the process to help other news organizations create similar initiatives.
Radio Rivals is the latest twist in a rivalry that has raged since 1891, when KU bested Mizzou 22-8 at home in Kansas. A variety of traditions have evolved over the years, including an awkward, pre-KBIA cheer honoring the School of Journalism’s community newspaper: “Missourian! Missourian! Missourian! Extra! Extra! Extra! Journalism!”
If you want a better way than that to cheer on both Mizzou Football and journalism with a public service mission, learn more here.
Updated: September 3, 2025