TNT vs. Disney, NBC, and Amazon in the Battle for the NBA
After decades of covering the NBA, TNT may be out as the league's television provider. TNT has been a fan favorite for NBA fans for years. They have assembled an amazing cast for Inside the NBA with Shaquille O’Neal, Kenny Smith, Ernie Johnson, and Charles Barkley who provide hilarious commentary for pre-game, halftime, and post-game for key matchups around the NBA. However, TNT’s media rights contract with the NBA will expire after next season. Therefore, the NBA decided to test the media market to see how much money they could get for their media rights over the next 11 years. The NBA was offered an amazing deal for approximately $76 billion over 11 years with partners including Disney, NBC, and Amazon which they accepted.
So what are the benefits of the NBA going with these other partners over TNT? Firstly, the NBA is more of a global league than any other major professional sports league in the United States. Therefore, the NBA needs a media provider that can expand its reach to the world market, especially with several of the league's most dynamic superstars like Luka Dončić, Nikola Jokić, and Giannis Antetokounmpo all being international players. Although the NBA is the little brother to the NFL in the United States market, the NBA is certainly watched more by the international audience than the NFL is. This is why securing more global partners like Amazon Prime Video and Disney with ESPN is so important for the NBA’s international market expansion. Additionally, the NBA is looking to follow the other professional sports leagues in America by trying to get involved in the streaming service business which these networks can provide. However, there could be a legal glitch that may prevent the NBA from closing this deal with these other networks.
Executives at TNT claim, that when they constructed their last deal with the NBA there was a clause that stated that if TNT matched the offer made by another network then the NBA would be forced to resign with TNT in any new media rights deal. However, since TNT had a few minor differences in their matching offer, the NBA is claiming that it doesn’t qualify as “matching the offer” as stated in that clause. If TNT sues the NBA, which TNT has already threatened to do, there are two outcomes. If the courts qualify the offer made by TNT as a “match” then the NBA will have to sign with TNT, or if TNT’s offer doesn’t qualify as a match, then the NBA could sign with either party which would permit them to sign with the other networks. With the NBA being a premium television product that receives millions of viewers on a nightly basis, look for TNT to fight tooth and nail to try and keep the NBA on TNT.
At the end of the day, the NBA will still be locking up a massive deal regardless of the network it is with. This type of money will allow the NBA and its affiliate leagues to continue to expand and market not only in the United States but hopefully internationally as well. With up-and-coming stars such as Anthony Edwards, Dončić, and Tyrese Haliburton, the NBA would greatly benefit from being able to promote the next generation of star players with the new TV media deal. If the NBA can make the world more engaged and passionate about the game of basketball as a whole, then we will see even more international players coming into the league which will elevate the level of play in the NBA.
