Sports
Tom Brady walks away, WNBA ratings soar, and ESPN snags CP3: 2025 Sports Media Predictions
The famous wrestler Sting, in describing his character change in 1996 from a clear babyface to a darker, enigmatic character, offered the perfect axiom about predicting the future. Noted the Stinger: “The only thing that’s for sure about Sting is nothing’s for sure.”
This would be the same for sports media. There are some trends that look obvious (increased investment in women’s sports media; legacy media consolidation and layoffs; Netflix becoming a bigger sports player; more media leaning into sports betting revenue), but who knows? Still, we bring you some guesses for 2025.
1. Tom Brady will walk away from broadcasting before the start of the 2025 NFL season
I’ve previously said I’d put down big money that Brady will not finish his 10-year, $375 million contract with Fox, given all his various business interests away from broadcasting, including ownership. That remains true. The safer prediction would be that Brady walks away from his Fox deal after three or four years. But I’m going bold and saying Brady gets deeper involved with the Las Vegas Raiders in the offseason and decides to go all in with NFL ownership and his production company by the start of the next NFL season.
2. WNBA viewership will go up in 2025
This isn’t a moment for women’s sports; it’s been a movement for some time. Game 5 of the WNBA Finals — a 67-62 overtime thriller won by the New York Liberty — averaged 2.15 million viewers, the most-viewed WNBA Finals game in 25 years. The finals averaged 1.6 million viewers, up 115 percent over last season. It capped a fantastic year of viewership for the league — and this is where we absolutely mention that the catalyst for the viewership explosion was interest in Caitlin Clark. Overall, there were 32 WNBA television windows among its media partners that topped 1 million viewers during the 2024 season, including the WNBA Draft. That crushed the previous record of 15.
Next season will see new partners NBC and Amazon Prime Video as part of a long-term TV rights deal, and you should expect them to invest serious marketing dollars. Under the new agreements, Disney, NBC and Amazon will distribute more than 125 regular-season and playoff games nationally each season, including a minimum of 25 regular-season games on Disney platforms, 50 regular-season games on NBCUniversal platforms and 30 regular-season games on Amazon Prime Video. The league will also get a bump from a new franchise (Golden State Valkyries) and more offseason exposure for star players thanks to the new 3-on-3 women’s basketball league, Unrivaled, launching in January 2025.
Clark’s star will continue to rise, and if you think bad-faith actors knocking her for culture-war points are going to have an impact on viewership, I’d refer you to those who predicted NFL viewership was forever done. It’s arrow up for the WNBA.
3. ESPN Flagship will be an immediate hit
ESPN’s direct-to-consumer streaming service, code-named “Flagship,” will allow consumers to access the entire suite of ESPN networks without a traditional pay-TV subscription. That includes the full programming lineup of ESPN+ and what currently airs on linear ESPN. There will also be integration with ESPN Fantasy and ESPN Bet. Reports indicate a starting price of between $25 and $30 per month, and the price point is what I think will attract consumers initially. I think early subscriber numbers will exceed expectations, especially given recent big increases at YouTube TV.
The research firm MoffettNathanson, which provides trends in media, communications and technology to institutional investors, put out a note this month projecting that “after an initial investment of $75 million in FY (fiscal year) 2025 to get the service up and running (anticipating a launch at the tail end of FY 2025 in time for the start of the NFL season), we project an initial one million paid subscribers in FY 2026, driving subscription revenues of just over $200 million and ad revenues of $20 million.” I predict that number is higher by FY 2026.
4. Kevin Harlan will call NBA games for Amazon Prime Video
Ian Eagle has an agreement in place as one of Amazon’s lead broadcasters, and I predict Harlan joins him. A 1-2 game-calling combination featuring Eagle and Harlan will give the streamer massive instant credibility in the live-game space.
5. ESPN will opt out of its current MLB contract after the 2025 season
This is probably as close to a layup prediction as it gets. MoffettNathanson said opting out could save Disney/ESPN as much as $600 million in expenses, although most expect a restructured contract. Will ESPN get local games for Flagship?
6. UFC will be split between ESPN and Netflix
No inside intel from me — just a guess that UFC ends up echoing WWE and lands with both Disney and Netflix for its product. And thus begins Netflix going in big on sports rights.
The UFC’s Dana White will be looking for — and getting, according to Richard Deitsch’s prediction — huge media deals in 2025. (Steve Marcus / Getty Images)
7. ESPN finally commits to a dedicated women’s basketball daily studio show during the WNBA season
You have a transcendent audience draw in Clark, a litany of interesting All-Stars from A’ja Wilson to Kelsey Plum and an appetite for storylines both on and off the court. If ESPN wants the credit for building women’s basketball in America, as it always does, this isn’t even up for discussion given the multiple outlets it has. If this isn’t something that exists next year, the network should be crushed for it.
8. The Pac-12 will land at least one name-brand media company for its media rights
In November, the Pac-12 announced that Octagon will serve as the agency of record to guide the conference through the media-rights landscape. That signals to me that someone with some weight is going to bite, and I’ll take a flier that it will be WBD Sports, whose 2024 was defined by losing rights to the NBA on TNT. The 2026-27 season has Boise State, Colorado State, Fresno State, Gonzaga, San Diego State and Utah State joining Oregon State and Washington State. The league needs one more football-playing school to reach the threshold to remain recognized as a conference within the FBS division.
9. ESPN rents an active player or coach for the NBA Finals
It’s been clear for some time that ESPN management does not want a two-person booth for its NBA Finals coverage. It’s also clear that the network desires a notable name (e.g., Milwaukee Bucks coach Doc Rivers) to sell on the marquee.
Who could that be? My colleague Andrew Marchand posited in this piece in June that ESPN should already be courting the likes of LeBron James or Steph Curry in the event they would ever considering broadcasting. That’s an interesting long-term play. What I think is very likely for 2025 is someone such as Chris Paul becoming a guest game analyst for the Finals. Longtime NBA coach Monty Williams would also be an interesting one-off.
(Top photo: Michael Reaves / Getty Images)
Sports
Keith Olbermann under fire for calling Lou Holtz a ‘scumbag’ after legendary coach’s death
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Former ESPN broadcaster Keith Olbermann once again incited backlash on social media Wednesday after he called late legendary college football coach Lou Holtz a “legendary scumbag” in an X post on the day Holtz was announced dead.
“Legendary scumbag, yes,” Olbermann wrote in response to a clip of Holtz criticizing former President Joe Biden in 2020 for supporting abortion rights.
Olbermann received scathing criticism in response to his post on X.
“You’re a scumbag that needs mental help,” one X user wrote to Olbermann.
One user echoed that sentiment, writing to Olbermann, “You’re the real scumbag here. Lou Holtz had more class, integrity, and genuine decency in his pinky finger than you’ll ever show in your lifetime.”
Another user wrote, “You’re a grumpy, lonely, Godless man. All the things Lou Holtz was not.”
Keith Olbermann speaks onstage during the Olbermann panel at the ESPN portion of the 2013 Summer Television Critics Association tour at the Beverly Hilton Hotel July 24, 2013, in Beverly Hills, Calif. (Frederick M. Brown/Getty Images)
Olbermann has made it a pattern of sharing politically charged far-left statements that are often combative and ridiculed on social media, typically resulting in immense backlash.
After the U.S. men’s hockey team’s gold medal win, Olbermann heavily criticized the team for accepting an invitation from President Trump to the State of the Union address. Olbermann wrote on X that any members of the men’s team who attended the event were “declaring their indelible stupidity and misogyny,” while praising the women’s team for declining the invitation.
In January, Olbermann attacked former University of Kentucky women’s swimmer Kaitlynn Wheeler for celebrating a women’s rights rally outside the U.S. Supreme Court during oral arguments for two cases focused on the legality of biological male trans athletes in women’s sports.
Former Notre Dame football coach Lou Holtz listens before being presented with the Presidential Medal of Freedom at the White House in Washington, D.C., Dec, 3, 2020. (Doug Mills/The New York Times/Bloomberg via Getty Images)
“It’s still about you trying to find an excuse for a lifetime wasted trying to succeed in sports without talent,” Olbermann wrote in response to Wheeler’s post.
In 2025, Olbermann faced significant backlash after posting (and later deleting) a message on X aimed at CNN contributor Scott Jennings, that said, “You’re next motherf—–,” shortly after the assassination of conservative influencer Charlie Kirk.
Holtz was a stern supporter of President Donald Trump, even saying in February 2024 that Trump needed to “coach America back to greatness!”
Near the end of Trump’s first term, shortly after former President Joe Biden defeated him in the 2020 election, Trump awarded Holtz with the Presidential Medal of Freedom, the highest civilian award of the United States.
After Holtz’s death was announced Wednesday, several top GOP figures paid tribute to the coach on social media.
Those GOP lawmakers included senators Tommy Tuberville, R-Ala.; Todd Young, R-Ind.; Tom Cotton, R-Ark.; and Lindsey Graham, R-S.C.; representatives Greg Murphy, R-N.C.; David Rouzer, R-N.C.; Erin Houchin, R-Ind.; and Steve Womack, R-Ark.; and Florida Gov. Ron DeSantis; Indiana Gov. Mike Braun; U.S. Education Secretary Linda McMahon; and Rudy Giuliani.
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Lou Holtz, former Notre Dame football coach, addresses the America First Policy Institute’s America First Agenda Summit at the Marriott Marquis July 26, 2022. (Tom Williams/CQ-Roll Call, Inc)
At the time of publication, prominent Democrat leaders have appeared silent on Holtz’s passing, including prominent Democrats with a football background.
Minnesota Gov. Tim Walz, who worked as an assistant high school football coach; Sen. Cory Booker, D-N.J., who was a recruiting target for Holtz in 1986 as a college prospect; Rep. Colin Allred, D-Texas, who played in the NFL; and Rep. Kam Buckner, D-Ill., who played football for the University of Illinois, have not posted acknowledging Holtz’s death.
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Sports
Stephen A. Smith called Zion Williamson a ‘food addict,’ is now feuding with the Pelicans on social
Williamson has been listed as 6-foot-6, 284 pounds since New Orleans selected him out of Duke with the No. 1 overall pick in the 2019 draft. His weight and fitness level have been regularly criticized, and the amount of time Williamson has missed because of injuries hasn’t helped (including all of the 2021-22 season following offseason right foot surgery).
After playing only 30 games last season because of a left hamstring strain and a lower back injury, Williamson reported for 2025-26 looking trim and in shape. He told reporters that he and Pelicans trainer Daniel Bove had come up with a strategy to address his fitness while rehabbing his hamstring and that he stuck to it.
“I haven’t felt like this since college, high school,” Williamson said at the time, “where I can walk in the gym and I’m like just, ‘I feel good.’”
Williamson has played in 46 of the Pelicans’ 63 games this season, already the third-most games he has played in his seven NBA seasons. In a recent interview with ESPN’s Malika Andrews, Williamson addressed how the past criticism affected him mentally.
“I would say the most difficult point was when I missed my third year with a broken foot, and there was a lot of criticism on my weight, my care for the game, etc.,” Williamson said. “But … while people were saying what they’re saying — and everybody’s entitled to their own opinion, it is what it is — I’m in Portland rehabbing, not knowing if my foot’s gonna heal, and it was frustrating. It was very frustrating.
“I was low. I was really low because I just wanted to play basketball. I just wanted to play the game I love, but every time you turn the TV on, every time I check my phone, it was nothing but negative criticism, man. At the time, it did a lot, like I said, it did a lot, but it was a blessing in disguise, and I learned from it and I grew from it.”
Sports
ESPN analyst Paul Finebaum questions Trump’s college sports reform meeting as potential ‘circus’
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President Donald Trump will host a White House roundtable regarding college athletics reform later this week.
The panel is expected to include prominent coaches, college sports and pro sports league commissioners, and other professional athletes, according to OutKick.
The group will meet March 6 to examine solutions to key challenges, including NCAA authority; name, image and likeness issues (NIL); collective bargaining; and governance concerns.
President Donald Trump holds a football presented to him during a ceremony to present the Commander-in-Chief’s Trophy to the US Naval Academy football team, the Navy Midshipmen, in the East Room of the White House on April 15, 2025 in Washington, D.C. (BRENDAN SMIALOWSKI/AFP via Getty Images)
The meeting Friday will include big names like Nick Saban, Urban Meyer, Adam Silver and Tiger Woods. Trump has been adamant about “saving college sports,” even signing an executive order setting new restrictions on payments to college athletes back in July.
However, ESPN college analyst Paul Finebaum, who has previously hinted at a congressional run as a Republican, remains a bit skeptical.
“The easiest thing, guys, is just to say this is ridiculous,” Finebaum said to Greg McElroy and Cole Cubelic on WJOX. “And I read the other day, ‘Why is Nick Saban going?’ Why is anybody going? The bottom line is this. If something doesn’t happen very quickly, and I mean in the next short period of time, we’re talking about weeks, not years, then this thing could blow up.
“However it came about, I’m in favor of. The question now becomes, with some of the most powerful people in Washington in the same room, including the most powerful person in the country, can anything get done, or will it be a circus? Will it be just another show?”
U.S. President Donald Trump shakes hands with former Alabama Crimson Tide football coach Nick Saban as Trump takes the stage to address graduating students at Coleman Coliseum at the University of Alabama on May 01, 2025 in Tuscaloosa, Alabama. (Anna Moneymaker/Getty Images)
Trump’s order prohibits athletes from receiving pay-to-play payments from third-party sources. However, the order did not impose any restrictions on NIL payments to college athletes by third-party sources.
A House vote on the SCORE Act (Student Compensation and Opportunity through Rights and Endorsements), which would regulate name, image, and likeness deals, was canceled shortly before it was set to be brought to the floor in December.
The White House endorsed the act, but three Republicans, Byron Donalds, Fla., Scott Perry, Pa., and Chip Roy, Texas, voted with Democrats not to bring the act to the floor. Democrats have largely opposed the bill, urging members of the House to vote “no.”
President Donald Trump looks on before the college football game between the US Army and Navy at the M&T Bank Stadium in Baltimore, Maryland, on Dec. 13, 2025. (Alex WROBLEWSKI / AFP via Getty Images)
The SCORE Act would give the NCAA a limited antitrust exemption in hopes of protecting the NCAA from potential lawsuits over eligibility rules and would prohibit athletes from becoming employees of their schools. It prohibits schools from using student fees to fund NIL payments.
Fox News’ Chantz Martin and Ryan Gaydos contributed to this report.
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