ST. LOUIS – KFNS (590 AM), the longtime St. Louis sports talk radio station known as 590 The Fan, is in the process of being sold, a move that would pave the way for a broader rebrand of its programming and St. Louis-focused content.

As first reported by RadioInsight.com, and according to another source closely involved in the negotiations, Big Toe Media LLC has agreed to purchase KFNS from its current owner Zobrist Media. The agreement was first reported Tuesday and allows Big Toe Media LLC to assume operations of KFNS through a local management agreement.

The ownership change is pending approval from the Federal Communications Commission.

Broadcast executive Dave Greene, President and Director of Sales for Big Toe Media, shared a few details with FOX 2 about the pending sale and planned rebrand of KFNS.

“I was attempting to sell it on Dave Zobrist’s behalf [Zobrist Media] and got very close with one person and had several others interested,” Greene told FOX 2 via email. “When the strong lead didn’t work out, we were able to work out a very favorable deal for both sides.”

KFNS served as an all-sports-focused radio outlet during prime hours for more than 30 years. “It will no longer be that format,” according to Greene.

“The idea of one singular topic for content is outdated,” said Greene. “We will talk about what St. Louis talks about, which includes plenty of sports but also local news, culture, food, business, events and more.”

The new owners are also expected to “apply for new call letters” and “debut a new programming lineup by the end of the month,” per RadioInsight.com.

Greene is also closely involved with the leadership team of digital sports network Sports Hub STL. He adds that, “There will be some crossover of talent but how much has not been decided yet. We will definitely use both platforms and all of our resources to promote everything we do.”

The planned rebrand comes after KFNS dropped local programming in a cost-cutting move last year.

Greene is hopeful that by providing content from a wide range of interests, delivering it on-demand, and being present across multiple platforms, the station can connect with a broader audience.