In recent years, the operations have been reorganized again. In 2003, WSM-FM and WWTN, sister stations to WSM, were sold to Cumulus Media. Cumulus intended to purchase WSM as well, but Gaylord decided to maintain ownership at the eleventh hour. Through a five-year joint sales agreement, however, Gaylord paid Cumulus a fee to operate WSM's sales department and provide news updates for the station. Gaylord Entertainment continued to control WSM and operate all other departments, including programming, engineering, and promotions. The agreement ended in 2008, at which point all control of the station reverted to Gaylord. In 2012, Gaylord Entertainment Company was renamed Ryman Hospitality Properties. Ryman sold minority stakes in WSM and the Opry businesses to NBCUniversal and Atairos in April 2022.
