TV Upfronts

How WBD Leveraged the NBA to Drive Record Revenue in First Stanley Cup Finals

The company's sports portfolio played a strong role in the upfront

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In Warner Bros. Discovery’s first year hosting the NHL Stanley Cup Finals, the company leveraged the power of the league and the NBA to help drive record ratings and revenue.

The company and Disney/ESPN split the rights to the NHL as part of a seven-year TV deal—and also share the NBA—and this year it’s WBD’s turn with the NHL Eastern Conference Finals (ECF) and Stanley Cup Finals.

Though ESPN has the rights to the NBA Finals this year, WBD has the highly watched NBA ECF series between the Boston Celtics and Miami Heat and has been cross-promoting the properties on its platforms.

“We’re promoting NHL in our NBA coverage and vice versa,” Jon Diament, evp of advertising sales at Warner Bros.



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