Warner Bros. Discovery is embarking on a notable rebranding of one of its core divisions.
The company will rebrand its WBD sports division as TNT Sports, adopting the name of one of its largest cable channels (and home of the NBA) and unifying its global sports brands under one name (the company has already rebranded its UK and Latin (American sports channels to TNT Sports).
The newly renamed TNT Sports has some of the biggest sports rights outside of ESPN, including the NBA, NHL, MLB and the college basketball tournament March Madness. Already, live games and studio shows use channels that operate on that channel (i.e. NBA on TNT, NHL on TNT, MLB on TBS), so the rebrand is a move between companies. , which covers the entire sports brand. .
Bleacher Report, Golf Digest and all owned and operated businesses operate as part of the TNT Sports family.
The new brand also comes at a critical time for the company, with NBA rights renewal on the horizon and Max embarking on a push into sports streaming.
TNT and ESPN had an exclusive negotiation window for NBA broadcast rights earlier this year, and the company wants to keep those rights (it already has Inside the NBA, widely regarded as the best NBA studio show). ing). However, the league is seeking a significant increase in payments, and there is no guarantee of an agreement.
WBD's Max streaming service also launched a sports tier (called B/R Sports after Bleacher Report) last year, and plans to make it a premium subscription add-on in the coming months.
JB Perrett, head of streaming at WBD, said: THR The company's sports rights are sold as premium add-ons in other markets, and it believes the U.S. is moving in a similar direction.