NBC is poised to take away Warner Bros. Discovery's NBA's media rights package.
It looked like that late last month when it was first reported by the Wall Street Journal that Comcast was throwing at $2.5 billion per year bid at the NBA for the package that Warner Bros. (WBD) currently holds.
There have been several reports since then that suggested that WBD had a few options to keep the NBA rights. WBD could reportedly match NBC's bid or could look at securing a smaller package — but a few new voices have surfaced to make it look as though that won't be the case.
Sports pundit and podcaster Bill Simmons said on his podcast on Sunday, May 12 that he thinks the deal is done with NBC.
“One of the funniest things ever is that we’re all pretending that the TV deal wasn’t done like a week and a half ago,” Simmons said. “I think it’s done. I think Warner [Bros. Discovery] already lost it. And I don’t know why we’re waiting until after the playoffs, maybe that’s how they have to do it. But it’s a wrap. NBC’s getting it. I’m just telling you.”
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Related: What could happen to Charles Barkley, 'Inside The NBA' if WBD loses out to other networks
Simmons may not work as a reporter and instead more as a sports analyst, but he tends to talk about the sports business and media side often. Considering the former ESPN star and The Ringer founder is plugged into the space, his words are likely coming from somewhere.
Beyond Simmons' speculation is the insider reporting of Puck's John Ourand who reported on Monday that the NBA prefers the bid from NBC. It's not shocking that would be the case considering NBC would be able to offer an over-the-air network that WBD does not have.
NBC has also a proven track record with streaming games live on Peacock, which it did a few times during the 2023 NFL season. That option, as well as the company's continued investment streaming live sporting events, adds to the attractiveness of their bid.
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For most NBA fans, the return of the NBA on NBC presents an opportunity to bring back the "Roundball Rock" theme song that decorated many of the 1990s NBA broadcasts. That era was one of the most popular times for the league as it was the climax of the career of Michael Jordan.
However, the loss of the NBA on WBD also seems to mean the loss of the "Inside The NBA" crew, one of the most iconic studio shows in the history of professional sports.
"Inside The NBA," which consists of Ernie Johnson, Charles Barkley, Kenny "The Jet" Smith, and Shaquille O'Neal, has been around since 1989, but is likely not going to continue if the network does not hold on to the NBA.
More NBA media rights:
- Warner Bros. Discovery is in trouble after Comcast offers NBA a massive deal
- Charles Barkley could wind up on ESPN or Amazon in the near future
- NBA looks poised to come to streaming after reported framework deal with Amazon
Other than the obvious logic that it would odd for the network to invest so much in a studio show without airing the live games, Barkley has already made it known that he would be a free agent in 2025 should TNT lose the NBA's rights.
It's unclear what O'Neal and Smith would do — though both would be some of the top sports media free agents in the game. As for Johnson, Sports Business Journal reported that he's going to remain with Turner.
With Barkley likely gone and Johnson set to stay at WBD, it seems that no matter what offers are on the table, "Inside The NBA" as it's currently known is looking like it won't be around after the 2024-25 NBA season.
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