In 1995, Rich Communications which owned both WGR and its FM counterpart WGRF, sold WGRF to Mercury Radio headed by Charles W. Banta. Simultaneously, Rich Communications entered into a local marketing agreement (LMA) with Keymarket Communications. The Federal Communications Commission approved the sale of WGR to Keymarket within twelve months of the LMA. Keymarket also owned WBEN, WMJQ, WWKB and WKSE. Keymarket merged with River City Broadcasting which was purchased by Sinclair Broadcast Group in 1997. Sinclair Broadcast Group sold its entire radio division to Entercom Communications in 1999. In February 2000, WGR changed formats from News-Talk to Sports-Talk.