TBS to Operate NBA Digital Assets

The NBA has an extensive multimedia operation under the umbrella of NBA Entertainment. It includes the popular website nba.com, the digital cable and satellite network NBA TV (which is having carriage issues similar to the Big Ten Network although the NBA is not demanding that any cable operator carry it on basic cable), League Pass as well as other broadband and wireless operations. The league has operated the assets itself out of the NBA Entertainment office and its performance has been, well, lacking to be kind.

As part of the most recent television rights deal, the NBA granted extensive digital rights to its cable partners Turner and ABC/ESPN. This week, the NBA and TBS announced that TBS would take control of all of the NBA digital assets and apparently, according to at least one former employee, it comes none too soon. The league and TBS will jointly sell advertising which is probably the best use of NBA personnel. The NBA has excellent relations with its sponsors and can be expected to best leverage those for the benefit of the digital platforms. TBS will bring its extensive national contacts to the table for additional advertising and sponsorships.

This would appear to be one of those rare deals that truly is a win-win. The NBA gets out of doing something it was apparently not doing well and turns it over to experts in the field. It can leverage the expertise of long-time partners. Just don't expect to see any real journalism show up on nba.com. Remember, it's sponsor driven.