Though this was played down by station officials, WEEI, which had already carried Celtics broadcasts since 1987, expanded its sports programming after the sale; WEEI became the flagship station of the Boston Bruins (replacing WPLM-FM) in 1990 (however, Celtics broadcasts were given priority, resulting in some Bruins broadcasts moving to WVBF or WMEX), and a nightly sports talk show with Craig Mustard was launched on August 20, 1990. WEEI also carried "Sports Byline USA" and CBS Radio Sports broadcasts not cleared by WRKO. The all-news format continued in other dayparts until September 3, 1991, when WEEI became an all-sports station. Following the format change, the station began simulcasting its programming on WVEI in Worcester to reach central Massachusetts.