SUPERNEWS

Equities

Amazon, ESPN to Score NBA, WNBA Rights, Aiming to Double TV Revenue

Amazon and Disney near deals for NBA, WNBA streaming, aiming to diversify and expand sports broadcasting.

By Bill Bullington

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4/26, 18:30 EDT
Amazon.com, Inc.
Comcast Corporation
Walt Disney Company
Warner Bros. Discovery, Inc. - Series A
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Key Takeaway

  • Amazon nears deal for NBA and WNBA streaming rights on Prime Video, expanding its sports content.
  • ESPN to renew NBA rights with fewer regular-season games, focusing on diversifying broadcast platforms.
  • NBA aims to double TV revenue, negotiating with multiple partners including Warner Bros. and NBC.

Streaming Expansion

Amazon.com Inc. is on the verge of securing a deal to broadcast NBA games on its Prime Video platform, marking a significant expansion of its sports streaming offerings. This move comes as the National Basketball Association (NBA) seeks to diversify its broadcast and streaming partnerships beyond traditional networks. The deal, still under negotiation, would include rights to both regular season and playoff games, with specifics on the number of games yet to be finalized. Additionally, the agreement is expected to encompass rights to the Women's National Basketball Association (WNBA), enhancing the visibility and accessibility of women's basketball.

Traditional Networks Retain Presence

Despite the potential new partnership with Amazon, the NBA is also close to renewing its agreement with Walt Disney Co.’s ESPN. Under the new terms, ESPN would retain the rights to broadcast the NBA Finals but would air fewer regular-season games than in previous contracts. This adjustment reflects a broader strategy by the NBA to spread its content across a wider array of platforms, responding to changing viewer habits and the increasing importance of streaming services. The league's current contracts with Disney and Warner Bros. Discovery Inc., worth over $2.6 billion annually, are set to expire after the 2024-2025 season.

Financial Aspirations and Negotiations

The NBA is ambitiously aiming to double its television rights revenue with these new agreements and is in discussions to add at least one or two more broadcast partners. In addition to Amazon and ESPN, the league is negotiating with Warner Bros., which has been a partner since 1984 through its Turner division, and Comcast Corp.’s NBC, which previously held basketball rights until 2002. The league's strategy indicates a recognition of the substantial value sports broadcasting rights hold in today's media landscape, where live sports continue to be a major draw amid declining general entertainment viewership.