The CW is stepping up its push into live sports, pursuing rights that could become available from Warner Bros. Discovery’s TNT Sports and considering a larger role in the College Football Playoff, according to reporting by Front Office Sports. The network’s sports strategy builds on a portfolio that has grown substantially since Nexstar took ownership three years ago.
Michael Perman, The CW’s senior vice president of sports, said the network is interested in properties currently held by TNT Sports. He specifically mentioned the NHL, whose seven-year, $1.575 billion agreement with TNT expires after the 2027-28 season, and the French Open. Perman also pointed to broader opportunities, potentially including Major League Soccer after its agreement with Apple ends.
The CW is also open to carrying more College Football Playoff games. TNT currently sublicenses a package from ESPN, and an expansion of the playoff to 24 teams is expected to create more available games. Perman said The CW would be interested in further discussions, citing its existing relationship with ESPN. The sports content The CW already carries is available on the ESPN app through the Unlimited plan, and ESPN has sublicensed ACC football and basketball games to the network.
Since Nexstar acquired The CW, its live sports lineup has grown from almost none to include ACC, Pac-12 and Mountain West college football, the NASCAR O’Reilly Auto Parts Series, WWE NXT and Professional Bull Riders. The network’s expanded college football schedule has also attracted sponsors including Google, Coca-Cola, Capital One and P&G.
The strategy reflects the value of live sports to broadcast television. Scripted shows are increasingly watched on demand, where viewers can skip advertisements, while live games bring audiences together at set times and keep many viewers watching through commercial breaks. The source report says sports advertising has grown several times faster than the wider television advertising market, even as linear TV faces pressure from cord-cutting and fragmented audiences.
The CW has described its approach as selective, aiming to promote and grow a smaller number of sports properties rather than use them as filler. The report cites ratings gains for acquired programming and new advertiser interest connected to the network’s expanded college football coverage. However, whether The CW secures additional playoff games or major rights such as NHL packages remains uncertain, with competition and rights costs still potential obstacles.
Sources: Cord Cutters News.