other areas), BRMB would be sold by Global, along with other West Midlands owned GCap/Global stations Mercia FM, Wyvern FM, Heart 106 and Beacon Radio. In July 2009, the station was sold officially to a company backed by Lloyds Development Capital and Phil Riley which was named Orion Media. On 9 January 2012, Orion Media announced that BRMB would be rebranded as Free Radio Birmingham, along with its sister West Midlands stations Beacon, Mercia and Wyvern. The BRMB brand, together with neighbouring stations Mercia, Beacon and Wyvern, were phased out on Wednesday 21 March 2012 in preparation for the rebrand, which took place at 7pm on Monday 26 March 2012. Live football commentaries on Aston Villa and Birmingham City matches continued to be broadcast on Free Radio 80s on AM and DAB until the end of the 2014–15 season. On 6 May 2016, the station's owners, Orion, announced they had been bought by Bauer for an undisclosed fee, reportedly between £40 and £50 million. In February 2017, most of Free Radio's off-peak networked output from Birmingham was replaced by programmes originating from Bauer's Manchester studios. In May 2019, following OFCOM's decision to relax local content obligations from commercial radio, Bauer announced Free Radio's Birmingham breakfast show would be shared with the sister station in Shropshire and the Black Country from 8 July 2019, presented by Dan Morrissey. The localised weekday drivetime shows were initially replaced by a single regional show, presented by Andy Goulding. Regional weekend afternoon shows were axed in favour of additional network programming. As of 2 September 2019, further networked output replaced the weekday drivetime show. On 23 November 2021, Bauer announced the two Hits at Breakfast shows would be merged into one regional show across all four Free Radio licences, following the departure of Dan Morrissey. The merger was permitted under OFCOM's local content guidelines. The new Hits at Breakfast show for the West Midlands, presented by John Dalziel and Roisin McCourt, began on Monday 29 November 2021. The Birmingham station retains opt-outs for local news, traffic updates and advertising. Bauer also announced it would move Free Radio from its Brindleyplace studios in the city centre to a smaller facility at 54 Hagley Road in Edgbaston at the end of 2021. Programming All networked programming originates from Bauer's Manchester studios. Regional programming, under the Hits at Breakfast banner, is produced and broadcast from Bauer's Birmingham studios