The process of establishing collaborative links with university partners is potentially accompanied by uncertainties with respect to both the process and expected outputs. Partner selection is a difficult task influenced by a multitude of factors including location, geographic distance, compatibility of interests, shared understanding and prior experience of collaboration. Drawing on an analysis of Knowledge Intensive Business Service Firms (KIBS) firms located in predominantly rural districts of the UK, this paper examines the influences on partner selection when developing university links through knowledge transfer partnerships. The main focus of the paper is the extent to which geographic and organisational proximity influence the choice of university partner. The paper examines rural KIBS firms, which are generally less likely to be in close geographic proximity to a university. In the case of these firms, organisational proximity potentially has a strong role to play in partner selection. Indeed, the empirical analysis finds that both geographic and organisational proximity are significantly associated with partner choice, indicating that the formation of university-industry links are not only the result of locational factors, but also prior experience of collaboration. The findings indicate that partner choice is a complex process influenced by both geographic and organisational proximity, alongside university research prowess. The paper concludes by considering the policy implications of these findings and possible avenues for future research in this area