What's Happening?
TNT Sports has successfully expanded its coverage of college sports by securing new rights agreements for Big 12 football and basketball. This strategic move comes after the network ended its long-standing NBA broadcast partnership earlier this year.
The network's first year covering Big 12 football has been marked by a significant increase in viewership, with conference game audiences surging 84% over early-season non-conference matchups. A recent Arizona State-Iowa State broadcast averaged 615,000 viewers, peaking at 780,000 during prime-time. TNT's approach includes immersive coverage through signature shows like XII Uncovered and Inside the 12, and a Saturday pregame show featuring sports legends such as Champ Bailey and Takeo Spikes.
Why It's Important?
The success of TNT Sports' Big 12 football coverage highlights the network's ability to pivot and thrive in the competitive sports broadcasting landscape. By focusing on college football, TNT is tapping into a passionate fan base and filling a gap left by its NBA coverage. This move not only boosts TNT's ratings but also strengthens the Big 12's brand visibility. The partnership with TNT is seen as complementary to existing deals with ESPN and Fox, providing the Big 12 with broader exposure and potentially attracting more fans and sponsors. This development underscores the growing importance of college sports in the U.S. media market.
What's Next?
TNT Sports will continue to expand its college football coverage, including broadcasting select College Football Playoff (CFP) games. Starting in 2026, TNT will air two quarterfinal games and one semifinal game per year through 2028, in addition to two first-round CFP games sublicensed from ESPN. This expanded coverage is expected to further enhance TNT's presence in college sports broadcasting and could lead to more strategic partnerships and content innovations.
