Major League Soccer turned heads last week with the announcement of its exclusive broadcast rights deal with Apple.
Starting with the 2023 season, all MLS matches will be presented globally on Apple TV. The deal will run for ten years and is worth $2.5 billion.
Bill Shea of The Athletic used the news to take a look at what this might mean for the NBA when it heads back to the negotiating table for a new national rights deal.
Shea was told by former FOX Sports exec Patrick Crakes that the NBA could command at least $50 billion. The league’s current deal with ESPN and Turner Sports is valued at $24 billion.
But given the willingness of tech giants like Apple and Amazon to secure access to live sports content for their streaming platforms, what comes next for the NBA will be multi-faceted and involve more than the traditional TV partners.
“I think the NBA is looking at maintaining its established relationship and expanding new relationships,” Crakes said.
Former NBA senior executive Ed Desser said incorporating a streaming-focused element will be important. He added that the timing of when this next deal gets done will work in the league’s favor.
“The NBA has a very digital-savvy, young-skewing fanbase, so its allocation of digital rights will be especially important, in contrast to, say, MLB, which has nevertheless done several significant streaming deals,” Desser said. “The NBA’s timing could turn out to be ideal, as some additional deals, particularly for college conferences and NASCAR, will be done by then.”
The NBA also has separate deals with the regional sports networks in the home markets of the teams. How streaming comes into play will be important for those rights holders when it comes time to hash out new agreements.
“It does make rights owners rethink local team rights and how to maximize them in the future if they could be bundled together,” said Curt Pires, president of CAP Sports Group. “Rethinking how to maximize local broadcast rights will be top of mind, especially with potential expansion on the horizon.”