• Loading stock data...
Thursday, September 18, 2025

Dallas Teams Ditch RSNs for New Models. Will Others Follow?

The growing Dallas–Fort Worth area rose to No. 4 in the latest media-market ratings from Nielsen. It’s also seen nearly every local pro sports team upend its local media business model.

Kevin Jairaj-Imagn Images

It’s no secret that all sports media is radically changing and at an accelerating rate. Perhaps nowhere is that more true than in the Dallas–Fort Worth area.

The Metroplex in Texas has seen every major local pro team dramatically shift its regional broadcasting model with the exception of the Cowboys—which like every other NFL team have their media rights controlled at the league level.

The WNBA’s Wings are the latest in the growing trend of pursuing alternate broadcast models, striking a deal with KFAA-TV, a local Tegna-owned television station, to show over the air every game not designated for national broadcast. The agreement joins a series of others in Dallas in the last seven months, including:

  • Rangers: The MLB team parted ways with regional sports network operator Main Street Sports, formerly Diamond Sports Group, and instead formed its own local media venture, Rangers Sports Network. The effort will distribute games through a series of cable and over-the-air deals, as well as through the upstart streaming platform Victory+.
  • Stars: The NHL team was the first locally to break away from the traditional RSN model, splitting from DSG and aligning last summer with Victory+.
  • Mavericks: The NBA team is currently dealing with the fallout of its highly unpopular trade of Luka Dončić to the Lakers. Its games, however, are also shown locally on KFAA, as well as streamed on MavsTV, after a similar departure from DSG.

Each of the efforts serves as a key example of a fast-growing industry and consumer embrace of streaming, despite massive amounts of market fragmentation, as well as over-the-air television for sports broadcasting. 

Underlying Strategy

In many ways, the Dallas area is a perfect test market to see how a nontraditional effort in local sports media performs. In the latest U.S. media-market rankings from Nielsen, Dallas–Fort Worth elevated to fourth, rising from a prior No. 5 slot and now trailing only New York, Los Angeles, and Chicago. 

The Texas locale, as a result, has overtaken Philadelphia as the largest U.S. market with only one local team in each of the major men’s pro sports leagues. That situation allows for simpler evaluation and monetization of each team’s affinity and viewership without the neighboring presence of a competing franchise. 

Each of the men’s teams, except the Cowboys, also has a track record of recent competitive success with the Rangers winning the 2023 World Series, the Mavericks advancing to the 2024 NBA Finals, and the Stars reaching the Western Conference finals each of the last two seasons. 

The Wings, meanwhile, were the WNBA’s second-worst team last year but reached the playoffs each of the prior three seasons. More importantly, the franchise is now poised for a big uptick in fan interest by holding the No. 1 pick in the upcoming draft—a selection expected to be UConn star Paige Bueckers—and is planning to relocate downtown next year to a renovated Dallas Memorial Auditorium.

To that end, KFAA president and general manager Carolyn Mungo called the Wings “the perfect next addition to our growing roster of sports broadcasts.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Silver: My Comments About Basketball Highlights Were ‘Misconstrued’

The NBA commissioner spoke at the Front Office Sports Tuned in summit.
Apr 24, 2025; Detroit, Michigan, USA; Detroit Pistons guard Malik Beasley (5) dribbles on New York Knicks guard Jalen Brunson (11) in the second half during game three of first round for the 2024 NBA Playoffs at Little Caesars Arena.

Adam Silver: NBA’s Problems With Gambling ‘Have Been Predictable’

Silver originally advocated for legalized sports betting in a 2014 op-ed.

Fever Ratings Fall Without Clark, but Rest of WNBA Game 1s Surge

The Indiana Fever game drew 47% fewer viewers this year.

Featured Today

Premier Lacrosse League

‘The Circus Is Coming to Town’: Why Upstart Leagues Start on Tour

In their ambitious plans, a traveling schedule is only temporary.
PHILADELPHIA, PENNSYLVANIA - APRIL 19: A detailed view of the MLB Debut patch on the jersey of Patrick Monteverde #44 of the Miami Marlins prior to game against the Philadelphia Phillies at Citizens Bank Park on April 19, 2025 in Philadelphia, Pennsylvania.
September 13, 2025

The Tiny Jersey Patch at the Center of the MLB Rookie Card..

Autographed cards containing a piece of baseball history have upended the market.
September 11, 2025

Eagles-Chiefs Super Bowl Rematch Could Set More NFL Ratings Records

Fox will nationally televise Sunday afternoon’s matchup.
September 10, 2025

ESPN’s ‘MNF’ Ratings Up 8% As NFL Surges to Strong Start

ESPN posts its second-best Week 1 “Monday Night Football” audience.
Sep 14, 2025; Kansas City, Missouri, USA; Philadelphia Eagles wide receiver DeVonta Smith (6) makes a reception defended by Kansas City Chiefs cornerback Trent McDuffie (22) during the fourth quarter of the game at GEHA Field at Arrowhead Stadium.

Eagles-Chiefs Super Bowl Rematch Sets Early NFL TV Ratings Mark

Several new milestones are established with the big early-season matchup.
Greg Olsen
September 16, 2025

Greg Olsen on Tom Brady’s Raiders Role: ‘More Power to Him’

This season, the NFL has relaxed the special Brady broadcasting rules.
exclusive
September 16, 2025

ESPN, Fox One Added 1M Sign-Ups in First 10 Days After Launch

The two high-profile streaming services have strong starts with consumers.
Sponsored

How World Series Champ Dexter Fowler Became a Premier League Team Owner

Dexter Fowler discusses navigating retirement and embracing new roles as an owner & investor.
Jul 27, 2025; Chicago, Illinois, USA; Injured Indiana Fever guard Caitlin Clark (22) looks on from the bench during the first half of a basketball game against the Chicago Sky at United Center.
September 15, 2025

WNBA Ratings Rise 3% in 2025 Despite Clark’s Absence

Caitlin Clark played in just 13 of 44 regular-season games.
Green Bay Packers cornerback Keisean Nixon (25) breaks up a pass intended for Washington Commanders wide receiver Noah Brown (85) on Thursday, September 11, 2025, at Lambeau Field in Green Bay, Wis. The Packers won the game, 27-18.
September 15, 2025

Amazon Shatters Previous Ratings High for 1st NFL Game

“TNF” viewership surges 35% compared to the 2024 season average.
Las Vegas Aces
September 15, 2025

WNBA Playoffs Face ESPN Fall Crunch For Final Time

The games will be spread across three networks next year.
September 15, 2025

Chiefs’ Fall to 0–2 Dims the Spotlight on NFL’s Top TV Draw

The NFL’s most-watched team sinks to a new low since Patrick Mahomes arrived.