TNT Sports has been broadcasting the NCAA Tournament in partnership with CBS since 2011, but its college sports content has been quite limited until recently. The landscape is shifting as TNT Sports chairman and CEO Luis Silberwasser highlighted the importance of expanding their college sports offerings to enhance their overall brand. In the past year, they’ve made significant strides, signing deals for a variety of sports, from NASCAR and tennis’ French Open to the FIFA Club World Cup and Unrivaled. They also initiated a regular sports block on truTV, which will feature the First Four this year. Although they’ve lost the NBA rights, TNT Sports shows a strong interest in maintaining a presence in the sports world.
In the realm of college sports, TNT Sports has successfully secured contracts for Mountain West football, College Football Playoff games (sublicensed from ESPN), and NCAA men’s and women’s basketball tournaments, including the Acrisure Classic and the Players Era Festival. Beginning next year, they will also cover Big East and Big 12 basketball conference games. Additionally, rumors suggest they might be a candidate for other rights, although inconsistencies exist between Silberwasser’s comments and those from WBD CEO David Zaslav.
During a recent media call, Silberwasser expressed confidence in the growth potential of TNT Sports in college sports, stating that their current portfolio is merely the beginning. He discussed the two strategic approaches: broadening the variety of sports and deepening their involvement in college sports. “We’re just getting started. Our new portfolio at TNT Sports encompasses more sports—be it motorsports with NASCAR or tennis with Roland Garros—and we’ve consciously decided to add depth, particularly in college sports. We’ve initiated our journey with tournaments beyond the conferences like Acrisure and Players Era.” This year marks their first foray into Big East and Big 12 conference play, signaling a commitment to making college sports a key focus.
Silberwasser emphasized the significance of the men’s NCAA Tournament, describing it as a cornerstone of their growing media rights in the college sector. “This March Madness tournament stands out among our various rights. We’re fortunate to partake in numerous sports tournaments, but none are as distinctive as March Madness.” He further elaborated on the evolving viewing landscape, stressing the shift away from traditional cable and offering fans various ways to access March Madness programming, from MVPD-authenticated streaming options through March Madness Live to over-the-top streaming via the Max service.
“Our coverage will be extensive across all platforms, including TBS, CBS, and truTV for linear broadcasts. For streaming, March Madness Live will feature games from TBS, TNT, and truTV, with CBS games available on Paramount Plus. Fans will have ample opportunities to watch the games wherever they choose, complemented by around-the-clock content across NCAA.com, Bleacher Report, House of Highlights, CBS Sports, and more,” he added. This comprehensive strategy aims to position TNT Sports as a consistent player in the college basketball arena beyond just March Madness.
Silberwasser acknowledged the importance of creating a narrative around the NCAA Tournament, stating, “What makes the NCAA Tournament unique is the multitude of storytelling opportunities it presents, highlighting everything from basketball powerhouses to potential Cinderellas. We nurture our relationship with fans and ensure their viewing experience is seamless, regardless of where they watch the tournament.”
