The station was acquired by Boston Celtics Communications (a group that shared ownership with the Boston Celtics basketball team) on May 10, 1990; the Celtics also simultaneously purchased WFXT (channel 25) from Fox Television Stations. The Celtics initially pledged to continue the all-news format, hiring a new morning anchor and shifting the station to a 30-minute clock (it previously followed a one-hour clock); however, the CBS Radio Network's decision to shift its Boston affiliation to WRKO effective September 3, 1990 (ending a 54-year link with WEEI) for reasons that included WRKO having a stronger news commitment, which compelled WEEI to join the ABC Direction Network, led to speculation that the station was shifting to an all-sports format.