The news: NBCUniversal is reviving NBC Sports Network (NBCSN) in the fall after it shut down four years ago following a multi-year NBA deal. NBCSN initially shut down in 2021 due to high levels of cable TV cord-cutting.

• NBCSN will include NBA games, college football, Big Ten Conference college games, and National Women’s Soccer League content.
• YouTube TV will be included in NBCSN’s distribution partners on the back of a short-term carriage deal between NBCU and YouTube TV following a renewal dispute.

Why it matters: The revival proves that live sports are commanding premium value like never before, remaining one of the last “must-see” anchors that draws large audiences.

NBCU is also capitalizing on the shift to digital by positioning the revived network as part of a broader ecosystem that includes YouTube TV, Xfinity, and Peacock. This signals that advertisers increasingly need to create strategies centered on cross-platform bundles.

Our first take: For brands, the move proves that capturing the full potential of the shift to digital sports consumption requires prioritizing cross-platform integrations, ensuring messages reach consumers no matter where they watch.

With live sports content holding unmatched value in a fragmented media landscape, brands are increasingly required to look beyond traditional TV ads. Prioritizing targeted digital ads, sponsored content, and live event-tie ins will offer a more holistic approach to sports marketing that reflects where and how audiences are watching.

This is our immediate perspective. We’re actively developing this story throughout the day with more research and data from the EMARKETER database. Our in-depth analysis will be included in our client-only Briefings. Non-clients can click here to get a demo of our full platform and coverage.