Update 8/29: The launch of “104.3 The Ticket” took place at 5pm today.

Until 104.3 completes its move to Miami it will be unable to carry the play-by-play of the Miami Marlins and Miami Heat as Good Karma Broadcasting’s “ESPN 760” WEFL has the rights to both teams in the West Palm Beach market. Additionally, ESPN Radio’s Colin Cowherd will only air on 790 while Eric Reed and Brandon Guzio will host a local show on 104.3.

The station has also announced that former Miami Dolphin Jason Taylor will join the station every Monday at 4pm during the football season.

Update 8/25: The Miami Herald reports that the 104.3 simulcast will begin on Wednesday, August 29. The Herald states that the 790/104.3 simulcast will last until the sale closes and 104.3 signal move is complete at which time 790 may break off for new programming.

WMSF has already applied for new WAXY-FM call letters.

Original Report 8/24: Lincoln Financial Media has acquired Smooth AC “Smooth 104.3” WMSF West Palm Beach for $13 Million. The station will flip to Sports simulcasting 790 WAXY Miami as “104.3 The Ticket“.

We are proud to announce we have purchased FM 104.3 and will start simulcasting 790 The Ticket starting next week!
G-A-M-E-C-H-A-N-G-E-R

— 790 The Ticket (@790TheTicket) August 24, 2012

The station was one of the CBS stations sold to Palm Beach Broadcasting in April. The programming of 104.3 was moved to 107.9, as 104.3 has applied to move its facilities from the West Palm Beach market to Miami. That application is still pending at the FCC.

Lincoln Financial Media will pay $13 Million for the station where it will join a cluster that includes 790 WAXY, AC “101.5 Lite-FM” WLYF, and Classic Hits “Magic 102.7” WMXJ.

WAXY features 10 hours of local sports talk programming daily with ESPN Radio filling out the schedule. The station is also the flagship station for Miami Marlins baseball and Miami Heat basketball. Lincoln registered 1043TheTicket.com yesterday.

Palm Beach Broadcasting still needs to spin-off Urban AC “B106.3” WUUB (formerly WHFS) in the West Palm Beach market.