• Loading stock data...
Sunday, March 16, 2025
Nominations Are Open for Front Office Sports Honors! Submit Now

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

exclusive

Alexis Ohanian Wants TGL to Expand Into Women’s Golf: Q&A

Ohanian is bullish on the future of TGL.
Feb 15, 2025; Montreal, Quebec, CAN; [Imagn Images direct customers only] Team United States forward Matthew Tkachuk (19) and Team Canada forward brandon Hagel (38) fight in the first period during a 4 Nations Face-Off ice hockey game at the Bell Centre.

Canadian City Removes All American Flags From Its Sports Arenas

The Mississauga mayor said she’s sending a “proud Canadian message.”
Auburn Tigers guard Miles Kelly (13) reacts after hitting a three-point shot against Kentucky during the first half in SEC basketball at Rupp Arena Saturday afternoon in Lexington, Kentucky March 1, 2025

The SEC’s Ascent to Men’s Basketball Supremacy

The league brought its football pageantry and power to college hoops.
Deivon Smith

Billionaire-Backed St. John’s Wins First Big East Tournament in 25 Years

The Red Storm has spent millions on a renaissance that’s paid off.

Featured Today

San Diego Wave FC falls to Orlando Pride at Snapdragon Stadium in San Diego, CA on April 29, 2023.

The New Tailored Approach to Women’s Sports Uniforms

For new women’s sports leagues, every detail is custom.
Iowa Hawkeyes guard Caitlin Clark (22) cuts down the net after beating LSU in the Elite 8 round of the NCAA Women's Basketball Tournament between Iowa and LSU at MVP Arena, Monday, April 1, 2024 in Albany, N.Y.
opinion
March 9, 2025

Reader Mailbag: Leagues Need Must-Watch Moments

Readers responded to NHL success and what it means for other leagues.
Moolah Kicks
March 8, 2025

Breaking the Mold: The Brands Designing Footwear Specifically for Female Athletes

New companies are laser focused on changing the women’s athletic footwear landscape.
WEST PALM BEACH, FL - FEBRUARY, 22: Houston Astros play the Washington Nationals in Spring Training at Cacti Park of the Palm Beaches on February 22, 2025 in West Palm Beach, FL. (
March 6, 2025

Astros Strength Coach Stephanie Grubbs Is Building an ‘Arsenal’ of Skills

The MLB team’s first female coach talks to FOS about her trajectory.
Mar 10, 2025; Oklahoma City, Oklahoma, USA; Oklahoma City Thunder guard Alex Caruso (9) and center Isaiah Hartenstein (55) react after a call on a play against the Denver Nuggets during the second quarter at Paycom Center.

ESPN ‘Aggressive’ in NBA Schedule Flexes, On Pace for Record

This Sunday’s Sixers-Mavericks game was subbed out for Magic- Cavaliers.
March 13, 2025

Sports Rebundling Continues As DirecTV, Roku Bet on Live Rights

DirecTV and Roku lean further in to sports to attract viewers.
Behind the scenes with NBC's TODAY show at the 2024 Paris Olympics.
March 13, 2025

NBC, Olympics Reach $3 Billion Rights Extension

The Olympics will remain on NBC through at least 2036.
Sponsored

How UBS Crafts Impactful Partnerships Across Sports, Arts, and Culture

As UBS continues to expand its impressive array of sports and entertainment partnerships, the company solidifies its position as a leader in wealth management.
March 12, 2025

As Ovechkin Closes on Gretzky, Caps Secure Local Broadcast Access

The NHL team will have local productions of four exclusive national games.
March 12, 2025

PGA Tour’s $20 Million Signature Events Seeing TV Ratings Boost

Three of the four elevated tournaments have made viewership gains.
March 12, 2025

CBS Sports at Stake As Paramount Acquisition Gets Contentious

Skydance says a rival bid for CBS Sports’ parent is “fraudulently misrepresented.”
Mar 8, 2025; Boston, Massachusetts, USA; Los Angeles Lakers forward LeBron James (23) controls the ball against Boston Celtics forward Jayson Tatum (0) during the fourth quarter at the TD Garden.
March 11, 2025

Celtics-Lakers Draws Record Ratings, NBA Nearly Even With Last Year

The game peaked at 5.34 million viewers.