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Happy Holidays! It’s time for an annual tradition: My Sports Media Predictions. We nailed some big calls last year, but completely whiffed on Netflix not entering sports in a big way. (Yes, I will eat crow along with my turkey while watching the streamer’s NFL Christmas doubleheader.)
1: NBA Media Partners Chase LeBron James
King James turns 40 years old on Dec. 30. He hasn’t put a timetable on his NBA retirement, but the face of the NBA certainly raised the antennas of sports TV executives when he addressed retirement last month.
“I’m not going to play that much longer, to be completely honest,” James said following a Lakers win over the Grizzlies. “I don’t know how many years that is. If it’s one year or two years, whatever the case may be. I said the other night, I’m not playing until the wheels fall off. I’m not going to be that guy. I’m not going to be the guy who is disrespecting the game because I just wanted to be out on the floor. That won’t be me.”
The timing is perfect for James to consider a future on TV. NBC Sports and Amazon Prime Video will join ABC/ESPN as the NBA’s U.S. media partners starting in the 2025-2026 season. Even if the Chosen One does hoop for another year or two, media companies will likely start bidding for his services next year—and try to sign him while he’s still an active player. “After Tom Brady, LeBron’s the next big get,” predicts one sports TV executive.
2: NFL Auctions International Game Package
The NFL is masterful at creating new, lucrative rights packages out of thin air. Look for the league to take its first steps toward selling U.S. media rights to a package of international games in the UK, Germany, and other countries that could fetch $1 billion to $1.5 billion a year. Amazon Prime Video is on such a roll with Thursday Night Football that it would probably be a contender. However, this could also provide a golden opportunity for other tech companies with streaming platforms—like Netflix, Apple, and Google—to expand their NFL business. Will commissioner Roger Goodell dangle the first international Super Bowl as a carrot to drive up bidding?
3: Stephen A. Smith Joins Monday Night Countdown
The Queens, N.Y. native grew up idolizing Howard Cosell. And there are similarities between the two. The 56-year-old Smith is known more for his NBA analysis than football. Likewise, the late Cosell was known more as a boxing announcer—before becoming a household name at age 52 on Monday Night Football. Smith already told me at our live ‘Tuned In’ event that he’s eying a role on Monday Night Countdown. I’ve heard that such a gig might be part of his contract negotiations with ESPN bosses Jimmy Pitaro and Burke Magnus. With Inside the NBA headed to ESPN and the fate of NBA Countdown uncertain, look for Smith to talk football with Scott Van Pelt & Co. on Countdown.
4: Tom Brady Returns for Year 2
Tom Terrific might be the most competitive person on Earth. How do you think he won seven Super Bowls? Despite many negative reviews of his performance as Fox Sports’ No. 1 NFL game analyst, my bet is Brady returns for Year 2 on the air in 2025. Calling Super Bowl LIX in New Orleans on Feb. 9 will energize him. The Big Easy was the site of his first Super Bowl win in 2002. There’s also the little matter of Brady’s monster 10-year, $375 million contract. Who walks away from $37.5 million annually after one year?
5: Donald Trump Picks Fight With NBA/WNBA Players
During his first term as U.S. President, Donald Trump blasted the NFL and ESPN for their players’ and personalities’ outspoken support of social and racial justice. Caitlin Clark and other WNBA players are already taking heat from conservative media. Trump lives by the feud. He hasn’t forgotten both King James and Steph Curry endorsed Kamala Harris. Or that James called him a “bum” on X/Twitter back in 2017. Get your popcorn ready.
6: Richard Jefferson Promoted To ESPN’s No. 1 NBA team
I think the most shocking decision from ESPN’s 2023 budget cuts was the media giant’s decision to dump both Jeff Van Gundy and Mark Jackson, two-thirds of its lead NBA announcing team, while keeping Mike Breen. In the space of six months in 2024, ESPN tried to replace them with Doc Rivers and JJ Redick, only to have both decamp to the NBA for high-paying coaching jobs. I think ESPN is looking for stability now. It’s time for them to promote the promising Jefferson to the No. 1 team full-time alongside Breen and Doris Burke.
7: Colin Cowherd Stays with Fox
There’s been plenty of coverage over Smith’s contract negotiations. But Cowherd’s future is almost as important. Like Smith at ESPN, Cowherd could become a free agent next year. This is an important negotiation for Fox. Cowherd’s eponymous weekday show is the glue holding FS1’s weekday lineup together. Within Bristol, the ultimate innings-eater is regarded as an instant solution to ESPN Radio’s problems. But I see Fox ultimately winning the bidding war for Cowherd’s services—especially if they pay to move his show to Chicago.
