During a 2022 RBC investor conference, Zaslav boasted confidently, “We don’t have to have the NBA.” He delivered this assertion despite his hefty $50 million annual paycheck, hinting that TNT Sports was not reliant on broadcasting the league. However, his comments struck a nerve with NBA Commissioner Adam Silver and his team, marking a turning point that could now cost TNT dearly.
The NBA’s Strategic Options
Zaslav and TNT are now facing a challenging decision. They must either stick to their guns and lose out to NBC, which is aggressively pursuing the contract, or pay the asking price of $2.5 billion per season for a reduced package of rights. Either way, Zaslav risks proving his earlier bravado wrong or forfeiting a vital piece of TNT’s legacy sports coverage.
ESPN and Amazon Prime Video have already secured their spots with lucrative deals. ESPN will pay $2.6 billion per season for the Finals and conference finals, while Amazon Prime Video will receive a conference final every other year for an estimated $1.8 billion per season. NBC is now positioning itself as a strong contender for the remaining package, potentially disrupting TNT’s four-decade-long partnership with the league.
NBC’s Strong Bid and Legacy Appeal
NBC, a subsidiary of Comcast, is appealing to the NBA with its unique approach. It’s offering to air games on its flagship broadcast network after “Sunday Night Football” and leverage the NBA to bolster its streaming platform, Peacock. NBC also has a legacy edge, having partnered with the league during Michael Jordan’s era and branding its coverage with the beloved “Roundball Rock” theme song.
Mark Lazarus, chairman of NBCUniversal, holds significant influence, given his longstanding relationship with the NBA. He previously managed TNT Sports and helped recruit Charles Barkley, one of the best sports analysts. Lazarus maintains strong connections with Silver and Bill Koenig, the NBA’s chief rights negotiator, positioning NBC well in negotiations.
Andrew Nembhard called game to give the Pacers the win and grab the top spot on this edition of Top Plays 🥇#NBAonTNT pic.twitter.com/W7XuQ5C1nM
— TNT Sports (@tntsports) May 11, 2024
The Looming Decision
As the negotiations reach a critical point, TNT and Zaslav are left in a precarious position. Paying top dollar for fewer rights could damage Zaslav’s credibility after his earlier remarks, but losing the NBA to NBC would significantly diminish TNT Sports’ relevance.
Although they have other sports contracts like MLB, the NCAA Tournament, NHL, and NASCAR, basketball has been a cornerstone of TNT’s identity. Their “Inside the NBA” studio show, featuring Ernie Johnson, Kenny Smith, Shaquille O’Neal, and Barkley, has left an indelible mark on basketball fans.
However, Zaslav’s courtside appearances during New York Knicks games have been notable, signaling TNT’s dedication to the league. His comments may soon ring hollow if NBC clinches the deal, ultimately proving that even confident trash talk can have serious consequences.
In the end, the ball remains in Commissioner Adam Silver’s hands, and the choice of which network to pass it to could define the future of professional basketball broadcasting for years to come.
