Warner Bros. Discovery Reveals New Sports Strategy at Upfronts

This morning, Warner Bros. Discovery (WBD) commenced the final day of upfront presentations at Madison Square Garden. Unlike previous sessions, sports content was not featured until an hour into the event, highlighting a shift in presentation style.

Portfolio Transformation

Luis Silberwasser, Chairman & CEO of TNT Sports, emphasized the company’s efforts over the past year to enhance its sports offerings. “Over the last 12 months we have transformed our portfolio to be more dynamic and diverse,” he stated, showcasing newly acquired rights to prominent sports events such as:

• Unrivaled
• Roland-Garros
• Big 12 Football
• Big East
• NASCAR
• FIFA Club World Cup
• College Football Playoff (CFP)

It’s worth noting that some rights have been sublicensed from ESPN and DAZN.

Showcasing Talent and Partnerships

The event featured various sports personalities, including Basketball Hall of Famer Grant Hill and Pro Football Hall of Famer Champ Bailey, who highlighted Bleacher Report’s evolving digital partnership with the NFL. Notably, former WNBA player Candace Parker spoke about the rebranding of the women’s sports platform to B/R W, previously known as HighlightHER. “To be able to have the visibility, the power behind women being able to sell more than just sports… has been super special,” she remarked.

Additionally, hockey legend Henrik Lundqvist and tennis player Sloane Stephens represented their respective sports, promoting the upcoming Stanley Cup Finals and French Open.

Fresh Advertising Strategies

In a notable leadership change, joint ad sales chiefs Ryan Gould and Robert “Bobby” Voltaggio took the reins for the first time this upfront season. Ahead of the presentation, Voltaggio noted, “We spent the last 90 days listening to our internal teams and colleagues as well as our external partners to get the voice of the consumer so that we tailor our sales approach to make the most sense and meet our clients where they are.”

Gould added further insight, saying, “Sports is a core tactic in our overall strategy… Over the past few years, companies like Disney, Paramount, and NBC have integrated sports more closely into the upfront cycle, and we are following suit.”

Shifts in NBA Rights

This year marks a significant transition, as it’s the first time in nearly 36 years that linear rights to the NBA will not be included in WBD’s upfront discussions due to a new media rights deal. Gould elaborated, “With regards to the NBA, it’s a vastly different cycle from what they saw traditionally from us and ESPN.” This evolution reflects the increasing competition, with various networks adapting their strategies in a diverse media landscape.

The conclusion of WBD’s presentation indicates an evolving landscape in sports media, one where flexibility and innovation are pivotal to capturing audience interest and advertising revenue.