Warner Bros. Discovery has engaged Edelman, a PR agency, to assist in its legal dispute with the National Basketball Association (NBA) over broadcast rights. The media group claims that broadcasting NBA games on Amazon’s Prime Video does not adequately serve sports fans.
Warner Bros. Discovery believes that Amazon’s Prime Video does not enhance viewer engagement or fulfill sports fans’ diverse needs. The legal battle is regarded as a formative moment for the future of sports broadcasting, potentially impacting the decisions of other major leagues and broadcasters.
The plan was announced through TNT Sports, part of the new NBA rights agreement to begin from the 2025-26 season. The NBA quickly publicized their prior contracts, sharing new deals with Disney/ESPN, NBCUniversal, and Amazon, marking a step towards media convergence and a multi-faceted NBA broadcasting approach.
Despite Warner Bros. Discovery’s substantial investment, they have taken legal action against the NBA. TNT Sports issued a statement firmly supporting their stance, criticizing the agreement as unfavorable for NBA viewers. Specific points of the lawsuit remain confidential under the ongoing court proceedings.
The hiring of Edelman by Warner Bros.
Warner Bros. challenges NBA’s Amazon deal
Discovery intends to shift public opinion against broadcasting NBA games on Amazon. The PR firm will argue that Prime Video isn’t the preferred platform for numerous basketball fans. They are joining forces with notable entities within the Black community, such as the NAACP, Rainbow Coalition, and National Urban League.
However, critics argue that Warner Bros. Discovery’s assertions may be based on perceptions rather than concrete evidence, considering Amazon Prime Video’s affordability and its status as the second-largest platform with over 200 million paid memberships. They suggest that Warner Bros. Discovery’s claims may lack credibility.
The task of altering traditional viewing habits may be a major challenge, given the substantial number of sports fans who habitually watch games on Prime Video. Regardless of the potential consequences, this initiative could stimulate political conversations. Further information on this legal dispute and Warner Bros. Discovery’s PR strategies are expected to be released soon.
