If you build it, he will come. Field of Dreams is one of my personal favorite movies of all time. The love and passion for the sport of baseball mix with a love story between a son and his father. Risking everything by plowing down his cornfield and setting up a baseball field, he hopes to patch up a long-lost relationship people had with the sport (and people) they loved. ESPN is taking the same risk with its new direct-to-consumer streaming product.
Sports is the single most-watched product in the United States. It’s appointment viewing in an on-demand world. The fear of missing out on the live experience and interaction on digital is paramount to the consumer. As ESPN is set to launch the ESPN DTC product on August 21, it has laid out a solid sales pitch to attract cord-cutters to give the product a chance.
The question that remains to be answered is: will they come?
The concept of ESPN developing its own way for consumers to solely invest in its product is nothing new. Planning what ESPN DTC would be has been underway for many years. This was not a group of high-level executives sitting in a smoky room crafting its inception on a whim.
The years-long project is finally set to be unveiled—all at the low price of $29.99 for the first year.
What ESPN Is Offering
You want Pardon the Interruption on ESPN? You got it.
How about Florida taking on Kentucky on the SEC Network? You’ve got that too.
Every ESPN linear network plus ESPN on ABC, ESPN+, ESPN3, SEC Network+, and ACC Network Extra—all there for you. Over 47,000 live events, on-demand replays, studio shows, original programming, and more to feed the sports fan in all of us.
Was that enough for you to consider subscribing? Consider this:
ESPN already has broadcasting rights agreements with the NFL, NBA, NHL, NCAA, and likely will find some agreement soon with MLB.
Not enough for you?
ESPN just sold 10% of its equity to the NFL. This means (if approved) ESPN will now run the NFL Network and NFL RedZone, plus add three additional games to its network.
If the NFL is showing they believe in the future of ESPN, will the consumer?
If that wasn’t enough, ESPN just announced a five-year agreement with the WWE to have the new ESPN DTC product be the exclusive home of WWE’s premium live events. These were currently housed—through March of 2026—on the Peacock streaming service.
Is that not enough for the sports fan?
The UFC and WWE are owned and operated by the same company, TKO Group Holdings. Do you think for a second, with the broadcast rights coming up for the UFC, that ESPN won’t be a player in some capacity?
Why ESPN Had To Evolve
In the age of streaming companies like Amazon, Netflix, Apple, and Peacock paying top dollar for live sports, ESPN’s heritage brand has its fingertips in it all. For the first time, people who choose to cut the cord have an option to get everything they had—and more—from a company that is betting everything on the subscriber.
ESPN is even being considerate to those who remain on cable or satellite providers, allowing access to the DTC product through their cable or satellite subscriptions for the time being. It’s a smart approach to ramp up subscribers by providing a massive amount of content upfront, with the hopes that cord-cutting continues as a trend—leading to an option when the final cut is made.
While a lot of information all at once can be confusing for some, the simple point of all of this is: ESPN is no longer just about sports. It has signaled a new focus—delivering entertainment to the sports fan in any way, shape, or form—with hopes of longevity in the emerging sports ecosystem.
By enlisting the NFL to own a 10% stake in ESPN, the network is signaling it’s open for business. Why wouldn’t the NBA, MLB, NHL, or other sports properties consider that as an option?
The concern: Will investment by the leagues lead to slanted or restricted coverage of the leagues? Potentially.
However, with declining trust in journalism by the consumer—does it really matter?
The Consumer Wants To Be Entertained, Nothing More
Does it matter that ESPN licensing its brand to a sportsbook now coexists with a partial ownership stake by a sports league?
Does it matter that there could (and probably will) be preferential treatment to ESPN by leagues that professionally acquire stake in ESPN?
Does ESPN now give preferential treatment to the NFL over other leagues, causing more friction between the leagues and the network? Does this prove Rob Manfred right in his criticism of ESPN when they announced their mutual separation, saying he was not pleased with the minimal coverage ESPN provided baseball in recent years?
Would an ownership stake in the NFL continue to affect the approach ESPN has with other leagues?
Sure. There are a lot of questions to be asked—but does the consumer care, or do they just want to be entertained?
While many questions remain, one answer is clear. ESPN is going all in. For better or for worse, it’s what the network feels it must do to remain a major player in the sports ecosystem. Times have changed, and they are changing with the times.
What ESPN has done in crafting its positioning for the launch of ESPN DTC is in the same vein as Ray Kinsella plowing his cornfield: betting on a vision, catering to a calling—and time will tell if they will come.
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John Mamola is Barrett Media’s sports editor and daily sports columnist. He brings over two decades of experience (Chicago, Tampa/St Petersburg) in the broadcast industry with expertise in brand management, sales, promotions, producing, imaging, hosting, talent coaching, talent development, web development, social media strategy and design, video production, creative writing, partnership building, communication/networking with a long track record of growth and success. He is a five-time recognized top 20 program director in a major market via Barrett Medi’s Top 20 series and has been honored internally multiple times as station/brand of the year (Tampa, FL) and employee of the month (Tampa, FL) by iHeartMedia. Connect with John by email at John@BarrettMedia.com.
