In recent years, the landscape of sports broadcasting has been reshaped by swift technological advances and shifting viewer preferences. The Phoenix Suns and Phoenix Mercury exemplify this shift by boldly abandoning their long-standing regional sports network (RSN) arrangement in favor of a more forward-thinking approach. Their decision to partner directly with Gray Media for over-the-air broadcasts marks a seismic change in how sports franchises can leverage media rights, challenging the long-held belief that lucrative local TV deals are the only viable path to financial stability. This audacious move is not merely about chasing short-term revenue; it embodies a broader vision rooted in inclusivity, fan accessibility, and long-term sustainability.
This strategy signifies a conscious effort to counteract the decline of traditional cable-based sports broadcasting, driven by the meteoric rise of cord-cutting. The Suns and Mercury’s gamble underscores the recognition that the future of sports media lies in innovative, direct-to-consumer, and free-over-the-air platforms that prioritize broad accessibility over exclusive, expensive cable deals. Their boldness challenges the very core of NBA media rights paradigms and sets a new blueprint for teams seeking to adapt in an era where viewership dynamics are rapidly shifting.
Transformative Results: From Financial Losses to Growth and Engagement
Two years ago, the Suns and Mercury recognized that their old RSN model was destined for obsolescence. The declining reach and profitability of traditional regional sports networks compelled them to seek alternatives. What followed was a calculated risk—moving away from a partnership with Diamond Sports, which was facing bankruptcy, and embracing a free-to-air broadcast approach. The results are striking: not only have television ratings increased dramatically, but the teams’ fan engagement has surged exponentially.
The Suns witnessed their local ratings more than double, illustrating that accessible broadcasting can invigorate a team’s local fanbase. Even more remarkable, the WNBA’s rising popularity is mutually reinforced, with the Mercury’s viewership soaring by 425%. These figures are tangible proof that accessibility translates into loyalty and growth. This move demonstrates that putting the fan experience first—by offering free broadcasts and even giving away TV antennas—can produce a ripple effect that benefits the franchise financially and culturally.
The newfound revenue from Gray Media exceeding $30 million annually per team underscores how smart content distribution can compensate for or even surpass traditional revenue streams. It’s a proof of concept that reallocates the narrative—by prioritizing viewer access and engagement, teams can unlock hidden value beyond the confines of conventional media deals.
Implications for the NBA and the Future of Sports Broadcasting
While the Phoenix teams have managed to turn adversity into opportunity, the broader implications extend across the NBA. Their successful case demonstrates that teams are no longer bound by the shackles of traditional RSN deals, especially as those networks struggle amidst the rise of digital streaming and cord-cutting. With 18 teams facing their RSN agreements expiring within two years, there’s a palpable shift in the league’s approach to local media rights.
The NBA’s new national media rights deal, valued at $77 billion over 11 years, ensures league-wide revenue stability. Nonetheless, local broadcasting revenues are under pressure, prompting teams like the Knicks to renegotiate and accept reduced payments. These adjustments, while challenging, can catalyze a brave new era in sports broadcasting—one where teams take control of their content, diversify distribution platforms, and maximize reach.
The optimism expressed by Suns owner Mat Ishbia reveals a strategic belief: this model can serve as a blueprint for others. As more teams consider cutting the cord on traditional RSNs, the question becomes not whether to embrace this new paradigm but how quickly. The Suns and Mercury have shown that it’s possible to generate more enthusiasm, grow audiences, and retain revenue—simply by daring to challenge status quo practices.
In a landscape where fan engagement is king, the future belongs to those willing to innovate and prioritize accessibility over exclusivity. The Phoenix example exemplifies how disruptive thinking and unwavering commitment to fans can redefine the business of sports, paving the way for other franchises to follow suit and establish a more sustainable, fan-focused model of media rights stewardship.