Wednesday December 6, 2023

Lillard And Giannis Pairing Could Be Big For The NBA, Too

  • Bucks to be featured on national TV 19 times this season
  • Trade could help prompt Antetokounmpo to sign massive contract extension
Soobum Im-USA TODAY Sports
Linkedin
Copy Link
Link Copied
Link Copied

The trade sending NBA superstar Damian Lillard to the Milwaukee Bucks will potentially create another superteam — just as the league is in the market for a massive new domestic media rights deal.

The Bucks were already a prominent franchise thanks to their 2021 championship and two-time league MVP Giannis Antetokounmpo. But beyond the benefits for the Bucks, the blockbuster three-team deal with Phoenix and Portland will be further good news for the NBA’s media partners. 

The Bucks will be featured in 19 nationally televised games this season, including an opening-night clash against Philadelphia on Oct. 26, a Christmas Day game against New York, and subsequent matchups against the Los Angeles Lakers, Golden State, and Boston.

The increased hype will only help the league in its pursuit of the next cycle of media rights — and its target of $50 billion to $75 billion in aggregate rights. 

“You’re looking at more buzz, more ratings, and every big Bucks game now becoming more of an event,” Lee Berke, president and CEO of consulting company LHB Sports, Entertainment & Media, told FOS. “Having another superteam definitely doesn’t hurt.”

“The NBA’s going to do fine [in the next rights deal]. They’ve got great demos, and are already in a great spot. This deal just solidifies that story a bit further,” he added.

Unsurprisingly, the trade immediately thrust the Bucks into the consensus NBA title favorite among U.S. sportsbooks and created a social media firestorm, with many fans and pundits likening the new pairing to that of Shaquille O’Neal and Kobe Bryant or Magic Johnson and Kareem Abdul-Jabbar.

Giannis Considerations

The trade also promises to heavily impact contract talks between Antetokounmpo and the Bucks. The Greek-born star is eligible to sign a three-year contract extension worth about $173 million but has held off while he assesses the Bucks’ future. 

The Lillard deal follows a separate transaction this past spring in which Bucks co-owner Marc Larry sold his interest in the team to Cleveland Browns owner Jimmy Haslam and his Haslam Sports Group at a $3.5 billion valuation. 

Linkedin
Copy Link
Link Copied
Link Copied

What to Read

Baseball Extends Celebration of Negro Leagues With HOF Tribute Game

New event dovetails with planned MLB game at historic Rickwood Field.

NHL Plans To Stage 2024 Draft At $2.3B Vegas Sphere

League becomes first sports entity to stage an event entire at venue.
Tokyo-Olympics

Two Years After Tokyo’s $13B Olympics: Criminal Charges

Trial begins in bid-rigging scandal further marring already troubled Games.

Diamond Baseball Holdings Flexes Further With WooSox Deal

MiLB team holding company extends acquisition push with Boston's top affiliate.
podcast thumbnail mobile
Front Office Sports Today

NCAA Opens Door to Athlete Compensation

0:00
0:00

Featured Today

The College Football Playoff is considering rotating TV networks for the national championship game.

CFP Considers Super Bowl-Like Rotation For National Championship Game

Multiple networks could share rights to the championship game, sources told FOS.
Brett Favre
November 27, 2023

Favre Welfare Case Hold-Up? "AG’s Office Has Not Expressed Interest In Pursuing"

The DOJ interviewed Brett Favre in early 2020.
The future of the Pac-12 rests on a court decision.
November 24, 2023

The Pac-12 Plays Its Final Regular-Season Game. Then A Court Decides Its Fate.

The conference's future rests with a court decision.
Lane Kiffin
November 9, 2023

Ole Miss, Lane Kiffin Lawyers Argue for Dismissal of Player Lawsuit

FOS obtained audio of Lane Kiffin's interaction with the player behind lawsuit.

Careers

Powered By

Careers in Sports

Looking for a new job? Check out these featured listings and search for openings all over the world.
Wasserman
Multiple - USA Careers
Live Nation
Multiple - USA Careers
Saco Bay PT
Multiple - USA Careers
NHL-Gary-Bettman

NHL's Projected Record Salary Cap Reflects Revenue Surge (and Resilience)

Increased media revenue, rising attendance fuel post-pandemic recovery.
December 3, 2023

MLB Clubs Brace for Record Player Spending As Winter Meetings Kick Off

Expected record-level contract for Ohtani set to highlight offseason activity.
December 3, 2023

In Light of More Player Defection Talk, PGA Tour Pens Optimistic Memo

Players on policy board look to convey sense of calm, optimism.
Sponsored

NHL’s Chris Foster on Amplifying Content Distribution With Automation

Learn how the NHL is using WSC Sports to increase fan engagement.
Dallas Mavericks guard Luka Doncic looks to move the ball past Houston Rockets forward Jabari Smith Jr. during the second quarter at the American Airlines Center.
December 1, 2023

The NBA Has Autumn Relevance Thanks To In-Season Tournament

The league set a new attendance record in the month of November.
A Bundesliga camera operator during a match
November 30, 2023

DFL Will See At Least Three Bids For $1B Bundesliga Media Stake

Investment plan to keep up with European rivals takes key step forward.
November 30, 2023

Pittsburgh Seeks the Spoils of NFL Draft Traveling Road Show

NFL team looks to host key league event on Pittsburgh's North Shore.
November 30, 2023

PGA Tour Expects To Add Another Investor To Pair With Saudi PIF

The PGA Tour is still working toward the Dec. 31 deadline.