Over the last several weeks, there have been various reports pertaining to the future of the NBA as its television media rights are set to expire after next season. With The Walt Disney Company (ESPN/ABC) and Amazon’s Prime Video reportedly reaching frameworks of agreements, it is believed that one additional package is up for grabs. TNT Sports, whose parent company Warner Bros. Discovery (then-Turner Broadcasting) has been partnered with the NBA since 1984, is said to be involved in negotiations to try and retain its 35-year partnership with the league. Comcast’s NBCUniversal division, which lost its rights to the NBA following the 2002 season, is reportedly interested in reentering the fold and presenting a $2.5 billion annual bid to do so.
The future of the NBA on TNT has become a significant talking point of late, including what would happen to the Emmy award-winning studio show Inside the NBA. Studio analysts and NBA Hall of Fame members Charles Barkley and Shaquille O’Neal were present at Warner Bros. Discovery’s Upfront event in New York City on Wednesday morning, both participating in different on-stage segments. Luis Silberwasser, TNT Sports division chairman and chief executive officer, addressed the situation surrounding the NBA and provided an update.
“We have enjoyed a successful partnership with the NBA for 40 years, and we look forward to another season and reaching an agreement that makes sense for all the parties,” Silberwasser said. “At the end of the day, we’re sports fans, just like all of you, and our focus remains on delivering the best-in-class experiences that you all expect from TNT Sports.”
Warner Bros. Discovery chief executive officer David Zaslav revealed during the company’s recent quarterly earnings call that he was hopeful it would be able to come to terms on a deal for the league. The sentiment contrasts a statement Zaslav had made two years earlier when he stated that the company did not “have to have the NBA.” A resolution has yet to be announced by the league despite Bill Simmons, founder of The Ringer and Spotify podcast host, recently articulating that he believed negotiations were complete and that NBC was reacquiring the league.
While on stage at the Upfront event, Silberwasser explained the value proposition of TNT Sports that spans linear television and digital means of distribution. The forthcoming addition of NASCAR was of particular emphasis, which will begin with Atlanta’s Night Race on June 28, 2025. Races within the new five-race In-Season Tournament will air exclusively on TNT and Max, with the latter also including in-car cameras for the races. Championship-winning driver Dale Earnhardt Jr. is also joining the NASCAR broadcast team in 2025 and will contribute to a Bleacher Report content series during the NASCAR Cup Series schedule for TNT Sports.
“At TNT Sports, we are obsessed with creating the most compelling sports content for our fans,” Silberwasser said. “Our talent and approach to producing sports is what has always differentiated us in the marketplace. Honest, unapologetic and entertaining. We authentically engage with fans on all platforms.”
TNT Sports will also execute a new strategy surrounding golf content, including a reimagined iteration of Capital One’s The Match in the fall. Additionally, the company will reveal a redesigned Bleacher Report app with more live video integrations and an ability to construct fan communities. The digital media outlet has garnered a 70% increase in video views over the last year, equating to more than 46 million views per month.
Moreover, Bleacher Report and House of Highlights together have over 227 million followers on social media platforms. Dallas Cowboys linebacker Micah Parsons recently inked a multi-year extension with Bleacher Report through which he will continue hosting his show, The Edge, and also take part in content strategy as president of B/R Gridiron.
Later in the fall, Warner Bros. Discovery, The Walt Disney Company and FOX Corporation are expected to launch a joint streaming venture that implements properties from across its sports portfolios. The offering, which has yet to be named, recently announced that former Apple executive Pete Distad had been named its chief executive officer. This offering is currently facing an antitrust lawsuit by FuboTV, with the entity claiming that the joint streaming venture would augment prices and harm competition. Within the lawsuit, FuboTV cited a report from Brian Steinberg of Variety explaining that the three companies control 85% of the U.S. sports market.
“It is aimed at serving hard-core sports fans, and it is designed to offer more choices to a segment of viewers that currently aren’t served,” Silberwasser said, “and serving sports fans is what we do best.”
Nielsen Media Research recently revealed in its most recent Gauge report that streaming accounts for 38.4% of total day television viewership among Persons 2+. Cable television attained 29.1% of the total day share, while broadcast television was responsible for 22.2% in this regard. The Walt Disney Company finished first in monthly television viewing with an 11.5% total while Warner Bros. Discovery and FOX Corporation ranked fifth and seventh, respectively.
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