At the time of its format switch it was one of the first four all-sports radio stations in Texas; joining KTCK in Dallas, KILT in Houston and KTKR in San Antonio.

Personalities that have worked at KKAM throughout its history include Ryan Hyatt, Mark Finkner, Jack Dale, Steve Dale, Don Williams (from the Lubbock Avalanche-Journal), Scott Fitzgerald (Texas Tech University graduate, not the radio host who has worked for WBT and WERC-FM), Johnny May, Paul R. Beane, Bill Maddux, Jim Stewart and Misty.

KKAM remained the flagship radio station for Texas Tech Football, Men's Basketball and Baseball through the 2008-09 athletic season.

On May 4, 2009, KKAM rebranded itself "SportsRadio 1340 The Fan" and added Dan Patrick, Jim Rome and Tony Bruno to the daily lineup.

In February 2017, KKAM added the Fox Sports Radio programs hosted by Clay Travis and Colin Cowherd to the daily lineup.

On October 22, 2018, KKAM announced a multi-year affiliation with the Kansas City Chiefs Radio Network, coinciding with the emergence of Texas Tech alum Patrick Mahomes as the team's star quarterback.