Phoenix Suns and Mercury Partner with Gray Television for Game Distribution
The Phoenix Suns and Mercury have announced their partnership with Gray Television, Inc. to create new distribution channels for games starting next season. This move comes after Diamond Sports declined to match the deal. Let’s take a closer look at what this means for the teams and their fans.
Background
The teams’ contract with Bally Sports Arizona expired after the 2022-23 season. Bally Sports is owned by Diamond Sports Group, which filed for bankruptcy earlier this year. Diamond Sports sued the teams and the new media partners after their deal was announced in April, alleging a breach of Diamond’s RSN agreement and bankruptcy law. A U.S. Bankruptcy judge blocked the deal from moving forward, stating that the teams had violated Diamond’s right to negotiate a contract extension.
Gray Television Deal
The Gray Television deal will provide access to Suns and Mercury games for more than 2.8 million homes in Arizona. Owner Matt Ishbia stated that fans will be able to watch the games for free, either on television or via streaming. Arizona’s Family will be the local broadcasting partner, showing non-nationally televised games on their television stations KTVK (3TV) and KPHE (Arizona’s Family Sports).
Owner’s Perspective
Matt Ishbia, who took over the Phoenix teams in February, expressed that allowing fans to watch games for free was a major priority for the organization. He believes that this move will help grow the game and expand the fan base. Ishbia sees this as the future of local sports, making it available to everyone for free.
Improved Fan Experience
This partnership aims to make it easier for Suns and Mercury fans to watch their favorite teams’ games. With games on free TV and available for streaming, fans won’t need to subscribe to a cable provider or purchase specific packages. The goal is to create a more frictionless experience for fans, eliminating barriers to access.
NBA’s Direction
This move aligns with the direction the NBA is heading in terms of local broadcasts. Regional sports networks (RSNs) have brought instability to teams and leagues, prompting NBA commissioner Adam Silver to advocate for over-the-air broadcasts. Silver aims to increase the visibility of games in local markets while addressing the reach issues presented by RSNs. Teams are likely to combine over-the-air broadcasts with direct-to-consumer options to reach younger audiences who consume games through non-linear television platforms.
The Jazz, for example, recently announced a similar model. This Suns/Mercury deal will follow suit by putting games on free TV, as Silver described it, “a return to the past in a way where we were in the old days.” Additionally, fans will be able to stream games through a Suns or Mercury app on their phones or smart TVs. While Mercury games will be free to stream this season, it may become a paid product in the future for both teams.
Industry Upheaval
The RSN industry is currently experiencing significant upheaval. Diamond Sports Group, which owns the TV rights to 16 teams, filed for bankruptcy in March. Cord-cutting has reduced potential audiences for all networks, and numerous NBA teams have been embroiled in prolonged contract disputes with their cable providers. As a result, RSNs that air their games have been unable to reach a significant portion of their local market.
Conclusion
The partnership between the Phoenix Suns, Mercury, and Gray Television marks a significant step towards improving fan access to games. By providing free TV broadcasts and streaming options, the organizations aim to enhance the fan experience and grow their respective fan bases. This move aligns with the NBA’s direction of returning to over-the-air broadcasts and utilizing direct-to-consumer options. As the RSN industry continues to face challenges, it remains to be seen how many more teams will adopt similar strategies to ensure wider game visibility and reach.