Business
In College Sports’ Big Money Era, Here’s Where the Dollars Go
What wins college football championships? A potent defense? An explosive offense? In the era of name, image and likeness, it is money.
Lots of it.
It can cost as much as $10.5 million for a title-contending starting offense and defense in the new Power Four conferences. The big-ticket item, of course, lines up behind the center.
A blue-chip quarterback in a Power Four conference — schools like Alabama, Michigan and Washington — can expect to earn hundreds of thousands of dollars annually through name, image and likeness, or N.I.L., deals. A quarterback in the Southeastern Conference can bring in more than $1 million, on average.
Expected annual compensation for starting players in the Power Four conferences by position Source: Opendorse. Data is based on N.I.L. transactions disclosed through or processed by Opendorse between July 1, 2021, and June 30, 2024.
Note: To be included in the calculations players’ earnings must rank in the top 25 at their position. Specialist ($60,000) and Tight End ($140,000) positions are not labeled.
How much top-earning football players make in a year
And that is merely an average. Ask the Texas Longhorns.
Quinn Ewers
$1.7 million
Texas
Their starter, Quinn Ewers, has N.I.L. deals worth nearly $2 million annually, according to the website On3, which tracks deals for college athletes.
Arch Manning
$3.1 million
Texas
Arch Manning, his backup who hails from one of football’s royal families, has deals worth more than $3 million.
Carson Beck
$1.4 million
Georgia
Georgia’s quarterback, Carson Beck, brings in enough that he recently bought a Lamborghini that retails for $270,000.
Between the cash pouring into athletic programs via collectives — a fancy name for boosters who funnel much of the N.I.L. money to players — and more lenient transfer rules, a sort of eBay to buy athletes has been created, transforming how powerhouse teams are built.
“It’s whoever wants to pay, the most money raised, the most money to buy the most players, is going to have the best opportunity to win,” Nick Saban, the recently retired football coach at the University of Alabama, told Congress in March.
But how do athletes, coaches and administrators determine the going rates? Many consult the Black Book, a kind of Zillow for college sports, which details an athlete’s expected annual earnings, and, in the case of sports like football and men’s and women’s basketball, even breaking them down by position and conference.
A series of three proportional area charts related to the N.I.L market. The first square shows the overall size of the N.I.L. market, the second shows that 80 percent of the market is made up by donor groups known as collectives and the third shows that only 30 percent of the market is publicly disclosed.
Opendorse, the company behind the Black Book, projects around $1.7 billion in transactions in the N.I.L. market this year.
Of that, 80 percent will come through collectives like Texas’ Team One Foundation and the Classic City Collective at the University of Georgia. But even that is an incomplete picture of a rapidly changing N.I.L. frontier awash with money.
There is no universal requirement for athletes to disclose how much they are being paid. Less than a third of the money that student athletes are making is publicly known, according to Opendorse.
Still, the Black Book is a must have for university collectives and collegiate athletic officials, as well as the lawyers involved in House v. N.C.A.A., an antitrust case in which the Black Book and all Opendorse data from 2016 through 2022 were subpoenaed. The sides recently agreed to a $2.8 billion settlement.
If a federal judge approves it, schools will be allowed to set aside around $20 million per year, beginning in the fall of 2025, to pay athletes. (The proposal also calls for a program by which athletes’ N.I.L. deals could be reviewed.)
The Black Book, copies of which were obtained by The New York Times, shows that, even as football remains the dominant sport financially, sports like women’s basketball have become increasingly lucrative. In her final season at the University of Iowa, Caitlin Clark sold out arenas, increased television ratings and had sponsorship deals valued at $3 million.
Clark may have been the sport’s unicorn, but title-contending programs are expected to spend more than $730,000 on their starting five, with guards being the most valued at $225,000.
The N.I.L. era has also created a new generation of entrepreneurs and given them a more concrete sense of their earning potential. For instance, Alex Glover, a star volleyball player who recently concluded her career at Southern Methodist University, made more than $100,000 from sponsors who wanted to be associated with her Instagram video series, called “Day-In-The-Life of a D1 Volleyballer.”
Livvy Dunne
$3.9 million
L.S.U.
Olivia Dunne, a gymnast at Louisiana State University, has become something of a celebrity in recent years. Dunne, who goes by Livvy, has leveraged a large social media following — she has over five million followers on Instagram — to notch deals with major brands like Nautica and Vuori.
Paige Bueckers
$1.4 million
Connecticut
Paige Bueckers, a standout basketball star at the University of Connecticut, similarly has millions of followers on social media and has signed N.I.L. deals with Nike, Gatorade and Verizon.
The top N.I.L. earners in women’s gymnastics usually make around $20,000 annually, about 10 times as much as their male counterparts, according to data from Opendorse. Besides the major men’s sports — football, basketball and baseball — collegiate female athletes typically earn more than male athletes in the same sport.
Expected annual compensation in select Olympic sports
Source: Opendorse. Data is based on N.I.L. transactions disclosed through or processed by Opendorse between July 1, 2021, and June 30, 2024.
Note: To be included in the calculations, players’ expected annual earnings must rank in at least the top 50 at their position. The Track/Cross Country category includes athletes in track and field.How men’s and women’s annual earnings compare in smaller sports
“By nature, athletes are disciplined and purpose-driven,” said Blake Lawrence, the co-founder of Opendorse. “What has been really cool to see is how many athletes on our platform, especially the women, lean into the opportunities to be creative and build a brand. They don’t want to get paid just for going to practice and games.”
Lawrence, a former starting linebacker at the University of Nebraska, began Opendorse in 2012 to help his former teammate Prince Amukamara monetize his brand after he entered the N.F.L. as a first-round draft pick with the New York Giants. Lawrence understood the commitment required of college athletes and anticipated that the pay-to-play model was coming sooner rather than later. More than a decade on, some 150,000 athletes have used his platform to grow their name, image and likeness revenues.
The company compiles its numbers based on previous N.I.L. marketing deals signed by a large cross section of football and basketball players and competitors in the so-called nonrevenue Olympic sports. Clients that pay for the information include university athletic departments, their collectives and athlete agencies.
“I know what it takes to be an athlete and wanted to create something like Expedia or Zillow that took the mystery out of getting good value and putting that power in the hands of athletes,” said Lawrence, who offers tutorials on topics like marketing and pay benchmarks on his Instagram feed. “This is all new to them. I see six contracts a second and want them armed with information to make what could be life-changing decisions.”
Like the American economy, college sports have a hierarchy, and its “1 percenters” are the so-called Power conferences like the SEC and the Big Ten.
Expected annual compensation for starting players in each conference by position
Source: Opendorse. Data is based on N.I.L. transactions disclosed through or processed by Opendorse between July 1, 2021, and June 30, 2024.
Note: To be included in the calculations players’ earnings must rank in the top 10 at their position.How the Power Four conferences compare
The expected annual N.I.L. compensation for a top-10-earning football player at any position is $216,000 for the Big Ten and $565,000 in the SEC, which is more than three times the annual earnings of $159,000 in the Big 12.
The SEC’s stature is even more pronounced this year. The former Big 12 powerhouses Texas and Oklahoma have joined the conference, which is made up of state universities that have long taken football seriously and invested heavily in athletics. The top-10-earning SEC players at every position — except for tight ends and specialists — earn more annually on average than players in any other Power Four conference. A running back in the SEC can now expect to make about half a million dollars, almost as much as a Big 12 quarterback. Offensive and defensive linemen in the SEC do even better, tallying upward of $700,000.
For the smaller, so-called Group of Five conferences, which include Conference USA and the Mountain West, the new N.I.L. environment puts football championships even further out of reach. The average value of top 25 players at any position at schools such as Liberty (part of Conference USA) or Boise State (in the Mountain West) is just under $50,000.
The money is lucrative in the top tier of men’s and women’s basketball, as well: A starting five of top-25-earning men’s basketball players costs about $3.3 million, with forwards on the top of the pay scale making around $750,000. And while women’s basketball earnings are comparatively much lower, top-level women’s players have had substantial growth since last year, with pay across all positions up by $30,000.
How much top-earning basketball players make
Expected annual compensation for players, on average, by position
Source: Opendorse. Data is based on N.I.L. transactions disclosed through or processed by Opendorse between July 1, 2021, and June 30, 2024.
Note: To be included in the calculations players’ earnings must rank in the top 25 at their position.
Even better for basketball stars? With their faces and personalities in full view during games, it is easier for them to enhance revenues beyond collective money through sponsorship partnerships with national brands.
This new market allowed Armando Bacot, who played at the University of North Carolina, to remain in college last season and begin work on a master’s degree in business. His partnerships with the Opendorse clients Dunkin and Kellogg’s Frosted Flakes, as well as others with regional and local companies, have made him a multimillionaire.
Many star players like Bacot are now forgoing the ritual of leaving school after just a year or two to enter the N.B.A. Instead of jumping (ready or not) into the draft in search of riches, more players are choosing the ample N.I.L. pay and more time to work on their games and degrees. (Bacot went undrafted and signed with the Utah Jazz this summer.)
“With more and more veteran guys staying in school longer, it’s going to be harder and harder for freshmen to get big minutes, because coaches would rather have veterans,” said Daniel Hennes, the chief executive of Engage, which represents college basketball stars like Bacot in N.I.L. deals. “So, underclassmen will stay in school longer, and the draft will get older and older. In a lot of ways, that’s good for everyone.”
Mike Boynton is among the many college coaches who are not so sure. He brought the future N.B.A. star Cade Cunningham to Oklahoma State with four years of shoe leather. He outworked more accomplished rivals with national titles on their résumés with the promise of doing right by the young star.
“I can’t work that hard anymore,” said Boynton, now an assistant at the University of Michigan. “Not when you can say, ‘Hey, here’s $500,000 to come spend nine months over here.’”
Source: Opendorse. Data is based on N.I.L. transactions disclosed through or processed by Opendorse between July 1, 2021, and June 30, 2024.
Note: To be included in the calculations, players’ expected annual earnings must rank in the top 25 at their position. The Track/Cross Country category includes athletes in track and field.Big sports still pay big money …
… but athletes in the so-called nonrevenue sports are finding increased earnings, too.
For many athletes — those who aren’t top stars in the marquee sports — the N.I.L. era is different, though no less exciting. Zoe Ledet, a 19-year-old sprinter at West Virginia State University, joined TikTok in 2020, at the height of Covid-era teenage boredom. She said she quickly amassed a following for “funny skits, hair care, you know, relatable stuff” and now has 1.7 million followers on the platform and nearly 300,000 on Instagram. Still, Ledet never thought brands would be interested in working with her as an athlete.
“I knew that big track athletes like Sha’Carri could get deals with Nike, but I didn’t know there were smaller deals to be had,” said Ledet, referring to the Olympic sprinter Sha’Carri Richardson.
West Virginia State
Last year, during her freshman season, Ledet was approached by B.E. Collective+, an organization that supports student athletes from historically Black colleges and universities in the N.I.L. market. She signed with the group and had N.I.L. deals worth about $3,500 in her first year.Zoe Ledet
$3,500
For Ledet, those earnings aren’t life-changing money, but she has been able to use platforms like the BE Collective+ and Opendorse to gain a better sense of her value in the new marketplace. Her followers now ask her to post more about track and to share videos from meets, content that she hopes will in turn lead to more N.I.L. deals.
“There are a lot of athletes bigger than me, of course, but N.I.L. has allowed athletes like me to widen our platform and get more recognition, too,” she said.
Source: Opendorse. Data is based on N.I.L. transactions disclosed through or processed by Opendorse between July 1, 2021, and June 30, 2024.
Note: To be included in the calculations, players’ expected annual earnings must rank in at least the top 50 at their position. The Track/Cross Country category includes athletes in track and field.
Look up expected annual N.I.L. earnings by sport
Sport
Position
Div.
Expected annual earnings
Football Football
Quarterback
SEC
$1,043,252
Football Football
Quarterback
Power 4
$819,020
Football Football
Offensive line
SEC
$779,288
Football Football
Defensive line
SEC
$756,497
M. Basketball Men’s basketball
Forward
NCAA DI
$749,201
Football Football
Wide receiver
SEC
$705,554
M. Basketball Men’s basketball
Guard
NCAA DI
$636,472
M. Basketball Men’s basketball
All
NCAA DI
$630,796
Football Football
Wide receiver
Power 4
$614,561
Football Football
Linebacker
SEC
$584,629
Business
Commentary: Yes, California should tax billionaires’ wealth. Here’s why
That shrill, high-pitched squeal you’ve been hearing lately? Don’t bother trying to adjust your TV or headphones, or calling your doctor for a tinnitis check. It’s just America’s beleaguered billionaires keening over a proposal in California to impose a one-time wealth tax of up to 5% on fortunes of more than $1 billion.
The billionaires lobby has been hitting social media in force to decry the proposed voter initiative, which has only started down the path toward an appearance on November’s state ballot. Supporters say it could raise $100 billion over five years, to be spent mostly on public education, food assistance and California’s medicaid program, which face severe cutbacks thanks to federal budget-cutting.
As my colleagues Seema Mehta and Caroline Petrow-Cohen report, the measure has the potential to become a political flash point.
The rich will scream The pundits and editorial-board writers will warn of dire consequences…a stock market crash, a depression, unemployment, and so on. Notice that the people making such objections would have something personal to lose.
— Donald Trump advocating a wealth tax, in 2000
Its well-heeled critics include Jessie Powell, co-founder of the Bay Area-based crypto exchange platform Kraken, who warned on X that billionaires would flee the state, taking with them “all of their spending, hobbies, philanthropy and jobs.”
Venture investor Chamath Palihapitiya claimed on X that “$500 billion in wealth has already fled the state” but didn’t name names. San Francisco venture investor Ron Conway has seeded the opposition coffers with a $100,000 contribution. And billionaire Peter Thiel disclosed on Dec. 31 that he has opened a new office in Miami, in a state that not only has no wealth tax but no income tax.
Already Gov. Gavin Newsom, a likely candidate for the Democratic nomination for president, has warned against the tax, arguing that it’s impractical for one state to go it alone when the wealthy can pick up and move to any other state to evade it.
On the other hand. Rep. Ro Khanna (D-Fremont), usually an ally of Silicon Valley entrepreneurs, supports the measure: “It’s a matter of values,” he posted on X. “We believe billionaires can pay a modest wealth tax so working-class Californians have Medicaid.”
Not every billionaire has decried the wealth tax idea. Jensen Huang, the CEO of the soaring AI chip company Nvidia — and whose estimated net worth is more than $160 billion — expressed indifference about the California proposal during an interview with Bloomberg on Tuesday.
“We chose to live in Silicon Valley and whatever taxes, I guess, they would like to apply, so be it,” he said. “I’m perfectly fine with it. It never crossed my mind once.”
And in 2000, another plutocrat well known to Americans proposed a one-time tax of 14.25% on taxpayers with a net worth of $10 million or more. That was Donald Trump, in a book-length campaign manifesto titled “The America We Deserve.”
“The rich will scream,” Trump predicted. “The pundits and editorial-board writers will warn of dire consequences … a stock market crash, a depression, unemployment, and so on. Notice that the people making such objections would have something personal to lose.” (Thanks due to Tim Noah of the New Republic for unearthing this gem.)
Trump’s book appeared while he was contemplating his first presidential campaign, in which he presented himself as a defender of the ordinary American. His ghostwriter, Dave Shiflett, later confessed that he regarded the book as “my first published work of fiction.”
All that said, let’s take a closer look at the proposed initiative and its backers’ motivation. It’s gaining nationwide attention because California has more billionaires than any other state.
The California measure’s principal sponsor, the Service Employees International Union, and its allies will have to gather nearly 875,000 signatures of registered voters by June 24 to reach the ballot. The opposition is gearing up behind the catchphrase “Stop the Squeeze” — an odd choice for a rallying cry, since it’s hard to imagine the average voter getting all het up about multibillionaires getting squoze.
The measure would exempt directly held real estate, pensions and retirement accounts from the calculation of net worth. The tax can be paid over five years (with a fee charged for deferrals). It applies to billionaires residing in California as of Jan. 1, 2026; their net worth would be assessed as of Dec. 31 this year. The measure’s drafters estimate that about 200 of the wealthiest California households would be subject to the tax.
The initiative is explicitly designed to claw back some of the tax breaks that billionaires received from the recent budget bill passed by the Republican-dominated Congress and signed on July 4 by President Trump. The so-called One Big Beautiful Bill Act will funnel as much as $1 trillion in tax benefits to the wealthy over the next decade, while blowing a hole in state and local budgets for healthcare and other needs.
California will lose about $19 billion a year for Medi-Cal alone. According to the measure’s drafters, that could mean the loss of Medi-Cal coverage for as many as 1.6 million Californians. Even those who retain their eligibility will have to pay more out of pocket due to provisions in the budget bill.
The measure’s critics observe that wealth taxes have had something of a checkered history worldwide, although they often paint a more dire picture than the record reflects. Twelve European countries imposed broad-based wealth taxes as recently as 1995, but these have been repealed by eight of them.
According to the Tax Foundation Europe, that leaves wealth taxes in effect only in Colombia, Norway, Spain and Switzerland. But that’s not exactly correct. Wealth taxes still exist in France and Italy, where they’re applied there to real estate as property taxes, and in Belgium, where they’re levied on securities accounts valued at more than 1 million euros, or about $1.16 million.
Switzerland’s wealth tax is by far the oldest, having been enacted in 1840. It’s levied annually by individual cantons on all residents, at rates reaching up to about 1% of net worth, after deductions and exclusions for certain categories of assets.
The European countries that repealed their wealth taxes did so for varied reasons. Most were responding at least partially to special pleading by the wealthy, who threatened to relocate to friendlier jurisdictions in a continent-wide low-tax contest.
That’s the principal threat raised by opponents of the California proposal. But there are grounds to question whether the effect would be so stark. For one thing, notes UC Berkeley economist Gabriel Zucman, an advocate of wealth taxes generally, “it has become impossible to avoid the tax by leaving the state.” Billionaires who hadn’t already established residency elsewhere by Jan. 1 this year have missed a crucial deadline.
The initiative’s drafters question the assumption that millionaires invariably move from high- to low-tax jurisdictions, citing several studies, including one from 2016 based on IRS statistics showing that elites are generally unwilling to move to exploit tax advantages across state lines.
As for the argument that billionaires could avoid the tax by moving assets out of the state, “the location of the assets doesn’t matter,” Zucman told me by email. “Taxpayers would be liable for the tax on their worldwide assets.”
One issue raised by the burgeoning controversy over the California proposal is how to extract a fair share of public revenue from plutocrats, whose wealth has surged higher while their effective tax rates have declined to historically low levels.
There can be no doubt that in tax terms, America’s wealthiest families make out like bandits. The total effective tax rate of the 400 richest U.S. households, according to an analysis by Zucman, his UC Berkeley colleague Emmanuel Saez, and their co-authors, “averaged 24% in 2018-2020 compared with 30% for the full population and 45% for top labor income earners.” This is largely due to the preferences granted by the federal capital gains tax, which is levied only when a taxable asset is sold and even then at a lower rate than the rate on wage income.
The late tax expert at USC, Ed Kleinbard, used to describe the capital gains tax as our only voluntary tax, since wealthy families can avoid selling their stocks and bonds indefinitely but can borrow against them, tax-free, for funds to live on; if they die before selling, the imputed value of their holdings is “stepped up” to their value at their passing, extinguishing forever what could be decades of embedded tax liabilities. (The practice has been labeled “buy, borrow, die.”)
Californians have recently voted to redress the increasing inequality of our tax system. Voters approved what was dubbed a “millionaires tax” in 2012, imposing a surcharge of 1% to 3% on incomes over $263,000 (for joint filers, $526,000). In 2016, voters extended the surcharge to 2030 from the original phase-out date of 2016. That measure passed overwhelmingly, by a 2-to-1 majority, easily surpassing that of the original initiative.
But it may be that California’s ability to tax billionaires’ income has been pretty much tapped out. Some have argued that one way to obtain more revenue from wealthy households is to eliminate any preferential rate on capital gains and other investment income, but that’s not an option for California, since the state doesn’t offer a preferential tax rate on that income, unlike the federal government and many other states. The unearned income is taxed at the same rate as wages.
One virtue of the California proposal is that, even if it fails to get enacted or even to reach the ballot, it may trigger more discussion of options for taxing plutocratic fortunes. One suggestion came from hedge fund operator Bill Ackman, who reviled the California proposal on X as “an expropriation of private property” (though he’s not a California resident himself), but acknowledged that “one shouldn’t be able to live and spend like a billionaire and pay no tax.”
Ackman’s idea is to make loans backed by stock holdings taxable, “as if you sold the same dollar amount of stock as the loan amount.” That would eliminate the free ride that investors can enjoy by borrowing against their holdings.
The debate over the California wealth tax may well hinge on delving into plutocrat psychology. Will they just pay the bill, as Huang implies would be his choice? Or relocate from California out of pique?
California is still a magnet for the ambitious entrepreneur, and the drafters of the initiative have tried to preserve its allure. Those who come into the state after Jan. 1 to pursue their ambitious dreams of entrepreneurship would be exempt, as would residents whose billion-dollar fortunes came after that date. There may be better ways for California to capture more revenue from the state’s population of multibillionaires, but a one-time limited tax seems, at this moment, to be as good as any.
Business
Google and Character.AI to settle lawsuits alleging chatbots harmed teens
Google and Character.AI, a California startup, have agreed to settle several lawsuits that allege artificial intelligence-powered chatbots harmed the mental health of teenagers.
Court documents filed this week show that the companies are finalizing settlements in lawsuits in which families accused them of not putting in enough safeguards before publicly releasing AI chatbots. Families in multiple states including Colorado, Florida, Texas and New York sued the companies.
Character.AI declined to comment on the settlements. Google didn’t immediately respond to a request for comment.
The settlements are the latest development in what has become a big issue for major tech companies as they release AI-powered products.
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Last year, California parents sued ChatGPT maker OpenAI after their son Adam Raine died by suicide. ChatGPT, the lawsuit alleged, provided information about suicide methods, including the one the teen used to kill himself. OpenAI has said it takes safety seriously and rolled out new parental controls on ChatGPT.
The lawsuits have spurred more scrutiny from parents, child safety advocates and lawmakers, including in California, who passed new laws last year aimed at making chatbots safer. Teens are increasingly using chatbots both at school and at home, but some have spilled some of their darkest thoughts to virtual characters.
“We cannot allow AI companies to put the lives of other children in danger. We’re pleased to see these families, some of whom have suffered the ultimate loss, receive some small measure of justice,” said Haley Hinkle, policy counsel for Fairplay, a nonprofit dedicated to helping children, in a statement. “But we must not view this settlement as an ending. We have only just begun to see the harm that AI will cause to children if it remains unregulated.”
One of the most high-profile lawsuits involved Florida mom Megan Garcia, who sued Character.AI as well as Google and its parent company, Alphabet, in 2024 after her 14-year-old son, Sewell Setzer III, took his own life.
The teenager started talking to chatbots on Character.AI, where people can create virtual characters based on fictional or real people. He felt like he had fallen in love with a chatbot named after Daenerys Targaryen, a main character from the “Game of Thrones” television series, according to the lawsuit.
Garcia alleged in the lawsuit that various chatbots her son was talking to harmed his mental health, and Character.AI failed to notify her or offer help when he expressed suicidal thoughts.
“The Parties request that this matter be stayed so that the Parties may draft, finalize, and execute formal settlement documents,” according to a notice filed on Wednesday in a federal court in Florida.
Parents also sued Google and its parent company because Character.AI founders Noam Shazeer and Daniel De Freitas have ties to the search giant. After leaving and co-founding Character.AI in Menlo Park, Calif., both rejoined Google’s AI unit.
Google has previously said that Character.AI is a separate company and the search giant never “had a role in designing or managing their AI model or technologies” or used them in its products.
Character.AI has more than 20 million monthly active users. Last year, the company named a new chief executive and said it would ban users under 18 from having “open-ended” conversations with its chatbots and is working on a new experience for young people.
Business
Warner nixes Paramount’s bid (again), citing proposed debt load
Paramount’s campaign to acquire Warner Bros. Discovery was dealt another blow Wednesday after Warner’s board rejected a revised bid from the company.
The board cited the enormous debt load that Paramount would need to finance its proposed $108-billion takeover.
Warner’s board this week unanimously voted against Paramount’s most recent hostile offer — despite tech billionaire Larry Ellison agreeing in late December to personally guarantee the equity portion of Paramount’s bid. Members were not swayed, concluding the bid backed by Ellison and Middle Eastern royal families was not in the best interest of the company or its shareholders.
Warner’s board pointed to its signed agreement with Netflix, saying the streaming giant’s offer to buy the Warner studios and HBO was solid.
The move marked the sixth time Warner’s board has said no to Paramount since Ellison’s son, Paramount Chief Executive David Ellison, first expressed interest in buying the larger entertainment company in September.
In a Wednesday letter to investors, Warner board members wrote that Paramount Skydance has a market value of $14 billion. However, the firm is “attempting an acquisition requiring $94.65 billion of [debt and equity] financing, nearly seven times its total market capitalization.”
The structure of Paramount’s proposal was akin to a leveraged buyout, Warner said, adding that if Paramount was to pull it off, the deal would rank as the largest leveraged buyout in U.S. history.
“The extraordinary amount of debt financing as well as other terms of the PSKY offer heighten the risk of failure to close, particularly when compared to the certainty of the Netflix merger,” the Warner board said, reiterating a stance that its shareholders should stick to its preferred alternative to sell much of the company to Netflix.
The move puts pressure on Paramount to shore up its financing or boost its cash offer above $30 a share.
However, raising its bid without increasing the equity component would only add to the amount of debt that Paramount would need to buy HBO, CNN, TBS, Animal Planet and the Burbank-based Warner Bros. movie and television studios.
Paramount representatives were not immediately available for comment.
“There is still a path for Paramount to outbid Netflix with a substantially higher bid, but it will require an overhaul of their current bid,” Lightshed Partners media analyst Rich Greenfield wrote in a Wednesday note to investors. Paramount would need “a dramatic increase in the cash invested from the Ellison family and/or their friends and financing partners.”
Warner Bros. Discovery’s shares held steady around $28.55. Paramount Skydance ticked down less than 1% to $12.44.
Netflix has fallen 17% to about $90 a share since early December, when it submitted its winning bid.
The jostling comes a month after Warner’s board unanimously agreed to sell much of the company to Netflix for $72 billion. The Warner board on Wednesday reaffirmed its support for the Netflix deal, which would hand a treasured Hollywood collection, including HBO, DC Comics and the Warner Bros. film studio, to the streaming giant. Netflix has offered $27.75 a share.
“By joining forces, we will offer audiences even more of the series and films they love — at home and in theaters — expand opportunities for creators, and help foster a dynamic, competitive, and thriving entertainment industry,” Netflix co-Chief Executives Ted Sarandos and Greg Peters said in a joint statement Wednesday.
After Warner struck the deal with Netflix on Dec. 4, Paramount turned hostile — making its appeal directly to Warner shareholders.
Paramount has asked Warner investors to sell their shares to Paramount, setting a Jan. 21 deadline for the tender offer.
Warner again recommended its shareholders disregard Paramount’s overtures.
Warner Bros.’ sale comes amid widespread retrenchment in the entertainment industry and could lead to further industry downsizing.
The Ellison family acquired Paramount’s controlling stake in August and quickly set out to place big bets, including striking a $7.7-billion deal for UFC fights. The company, which owns the CBS network, also cut more than 2,000 jobs.
Warner Bros. Discovery was formed in 2022 following phone giant AT&T’s sale of the company, then known as WarnerMedia, to the smaller cable programming company, Discovery.
To finance that $43-billion acquisition, Discovery took on considerable debt. Its leadership, including Chief Executive David Zaslav, spent nearly three years cutting staff and pulling the plug on projects to pay down debt.
Paramount would need to take on even more debt — more than $60 billion — to buy all of Warner Bros. Discovery, Warner said.
Warner has argued that it would incur nearly $5 billion in costs if it were to terminate its Netflix deal. The amount includes a $2.8-billion breakup fee that Warner would have to fork over to Netflix. Paramount hasn’t agreed to cover that amount.
Warner also has groused that other terms in Paramount’s proposal were problematic, making it difficult to refinance some of its debt while the transaction was pending.
Warner leaders say their shareholders should see greater value if the company is able to move forward with its planned spinoff of its cable channels, including CNN, into a separate company called Discovery Global later this year. That step is needed to set the stage for the Netflix transaction because the streaming giant has agreed to buy only the Warner Bros. film and television studios, HBO and the HBO Max streaming platform.
However, this month’s debut of Versant, comprising CNBC, MS NOW and other former Comcast channels, has clouded that forecast. During its first three days of trading, Versant stock has fallen more than 20%.
Warner’s board rebuffed three Paramount proposals before the board opened the bidding to other companies in late October.
Board members also rejected Paramount’s Dec. 4 all-cash offer of $30 a share. Two weeks later, it dismissed Paramount’s initial hostile proposal.
At the time, Warner registered its displeasure over the lack of clarity around Larry Ellison’s financial commitment to Paramount’s bid. Days later, Ellison agreed to personally guarantee $40.4 billion in equity financing that Paramount needs.
David Ellison has complained that Warner Bros. Discovery has not fairly considered his company’s bid, which he maintains is a more lucrative deal than Warner’s proposed sale to Netflix. Some investors may agree with Ellison’s assessment, in part, due to concerns that government regulators could thwart the Netflix deal out of concerns about the Los Gatos firm’s increasing dominance.
“Both potential mergers could severely harm the viewing public, creative industry workers, journalists, movie theaters that depend on studio content, and their surrounding main-street businesses, too,” Matt Wood, general counsel for consumer group Free Press Action, testified Wednesday during a congressional committee hearing.
“We fear either deal would reduce competition in streaming and adjacent markets, with fewer choices for consumers and fewer opportunities for writers, actors, directors, and production technicians,” Wood said. “Jobs will be lost. Stories will go untold.”
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