Here’s a bold statement: the sports rights landscape is about to get a lot more interesting, and USA Sports is at the center of it—but not in the way you might think. While giants like the NFL and NBA dominate headlines, USA Sports is charting a completely different course. In a recent podcast with John Ourand of Puck, USA Sports President Matt Hong revealed that the company is taking a refreshingly pragmatic approach to its future as an independent cable entity. Instead of chasing the most expensive and high-profile leagues, USA Sports is focusing on properties that offer a clear return on investment—a strategy that deliberately excludes the NFL and NBA. But here’s where it gets controversial: Hong hinted that even more affordable major leagues like the NHL and MLB might not be on their radar either, despite their upcoming bidding wars in 2028. So, where’s the opportunity? USA Sports is betting big on growth-oriented properties, particularly in women’s sports, which Hong described as being in the ‘mid-hockey stick’ phase of their growth curve. This isn’t just a feel-good move—it’s a calculated business decision aimed at tapping into untapped markets with significant upside potential.
But this is the part most people miss: USA Sports isn’t just about live games. When asked about the NFL, Hong was more open to the idea of acquiring rights to highlight shows rather than live broadcasts, though he emphasized that any deal would need to make financial sense. This nuanced approach underscores a broader strategy: USA Sports is less about competing with the big players and more about carving out its own niche in the evolving sports media ecosystem.
As USA Sports prepares to legally separate from NBC next month, the company has been busy untangling shared rights and talent contracts. Most will be split between NBCUniversal and USA Sports’ parent company, Versant, with notable exceptions like NASCAR (moving to Versant) and the Olympics (staying with NBCU). Talent contracts are following a similar pattern, though there are outliers like Golf Channel host Cara Banks, who recently announced her full-time move to NBCU. And this is the part that sparks debate: Is USA Sports’ focus on authentication-based streaming rather than direct-to-subscriber services a smart hedge or a missed opportunity? Hong doubled down on this strategy, emphasizing that the goal is to replicate the revenue model of their golf business, which balances linear TV with companion services like GolfNow and Golf Pass. But when pressed on how this model would extend to non-golf properties, Hong’s answers were notably vague, leaving room for speculation and discussion.
So, here’s the question for you: Is USA Sports’ cautious yet strategic approach the future of sports media, or are they leaving too much on the table by avoiding the biggest leagues? Let us know your thoughts in the comments—this is one conversation you won’t want to miss.
