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
Lions release cornerback Terrion Arnold soon after judge sets his bond at $1 million
A Florida judge set a $1 million bond for former Detroit Lions cornerback Terrion Arnold, who has been in jail since being arrested last week in connection to an alleged armed attack on a group of men in Tampa, Fla., in February.
Arnold will not have to wear an ankle monitor while he awaits trail on eight felony charges of kidnapping and robbery that could keep him in prison for life if convicted, thus clearing the way for him to practice and play football during that span.
He won’t be doing so, however, with the team that drafted him at No. 24 overall in the 2024 draft. The Lions announced Monday afternoon on X that they have released Arnold, with no other details provided.
Hillsborough County Judge Christopher C. Sabella said during Monday’s hearing that Arnold already has a “paparazzi monitor” that would prevent any potential attempts to flee.
“If he is late for practice, ESPN will let us know,” Sabella said. “If he violates the conditions of his bond, he will be found.”
Arnold was ordered to remain at his Tallahassee home except for when he’s playing, training and traveling with the Lions. He also has to turn in his passport and cannot have any contact with other people tied to the case.
The Hillsborough County state attorney’s office had argued for Arnold to remain behind bars until trial. The county jail’s inmate tracker has not been updated and does not indicate if he has posted bond or been released.
According to the Tampa Police Department, Arnold is believed to be the “primary conspirator” in an alleged plot that left three young men with “visible injuries from being battered, held at gunpoint, and pistol-whipped before their personal property was stolen and they were ordered to leave.”
Arnold turned himself in Wednesday night and pleaded not guilty at his arraignment hearing Thursday afternoon.
“Today’s ruling by Judge Sabella confirms that there is very little evidence to even suggest any criminal involvement by Mr. Arnold,” Denise White, chief executive of EAG Sports Management, which represents Arnold, said in a statement emailed to The Times.
The Associated Press contributed to this report.
Sports
Thekla embarrasses Stardom’s Starlight Kid after retaining AEW World Women’s Championship at Forbidden Door
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Thekla has had every reason to talk as much trash as she’s done.
She made her debut in All Elite Wrestling (AEW) last year and quickly moved up the ladder to win the AEW Women’s World Championship in a strap match against Kris Statlander in February. She’s continued to hold the title even when three opponents were thrown her way at Double or Nothing.
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Thekla enters the ring during the women’s pro-wrestling event “Stardom” at Korakuen Hall in Tokyo, Japan, on Jan. 13, 2025. (Etsuo Hara/Getty Images)
Thekla declared war on Stardom and New Japan Pro-Wrestling (NJPW) in the buildup to Forbidden Door. She demanded that Stardom send its best to challenge her at Forbidden Door, and they obliged. Starlight Kid stepped up against the “Toxic Spider” and the two put on a great match in front of the pro wrestling audience at the SAP Center in San Jose, California.
Thekla taunted Starlight Kid throughout the match and it appeared she got more than she bargained for at points during the match.
Starlight Kid wouldn’t stay down and gave every effort to bring the AEW Women’s World Championship back to Japan with her. Starlight Kid worked on Thekla’s knee toward the end of the match. But the champion would not quit.
Starlight Kid enters the ring during the Women’s Pro-Wrestling “Stardom” 15th Anniversary at Edion Arena Osaka in Osaka, Japan, on Feb. 7, 2026. (Etsuo Hara/Getty Images)
Thekla got out of the submission hold and avoided being pinned by mere seconds. Thekla was put to the test more than any other opponent she’s faced since becoming the champion.
The “Toxic Spider” hit two stomps and finally put away Starlight Kid to retain the title.
With Stardom president Taro Okada in attendance, Thekla continued her assault against Starlight Kid. Skye Blue and Julia Hart came out to support Thekla. Hart handed Thekla a pair of scissors and the champion ripped the mask off Starlight Kid’s head and spit in it.
Thekla taunted Okada with the mask and hit the wrestling executive with it.
Thekla enters the ring during the women’s pro-wrestling event Stardom at Yokohama Budokan in Yokohama, Kanagawa, Japan, on March 8, 2025. (Etsuo Hara/Getty Images)
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Thekla stayed the champion and added a trophy to her mantel.
Sports
Commentary: World Cup shows MLS still needs to achieve major goals to grow the game
Remember when we were sure the World Cup would suffer from all the issues that had everyone seeing red before the first ball was kicked?
And remember when we were certain soccer could never catch on in this country?
Despite controversies over visas and ticket prices and transportation, and in spite of consternation over expansion and new rules, the game has, as usual, proved too good to fail.
And we, the American people, have become unusually engrossed in it.
We’ve been tuning in on TV in record numbers and, even at exorbitant prices, helping to sell out our 70,000-some-capacity stadiums. Before group play was even finished, this tournament — staged also in Mexico and Canada — already outdrew the 1994 World Cup, which was hosted by the United States and set an attendance record of nearly 3.6 million.
We’ve been loving the healthy cultural exchange, and we’re being reminded that cultural barriers of traditional sports fandom can be breached.
So now, to keep our interest from drying out like a pitch on a hot summer day, the goal should be to keep the market saturated with soccer. That will take Major League Soccer tearing down all the walls.
It’s already turned the page on its calendar, adopting a summer-to-spring season format that will better blend with the global game.
Now MLS needs to make its games easier to watch, and to do its part to make the sport easier to play.
Canada goalkeeper Maxime Crépeau, left, celebrates with teammate Jonathan David after a 1-0 win over South Africa at the World Cup on Sunday.
(Kelvin Kuo / Los Angeles Times)
While the proverbial iron is hot, it needs a strike like Stephen Eustáquio’s winning rocket in the 92nd minute of Canada’s 1-0 victory against South Africa on Sunday at SoFi Stadium.
Eleven players on the two teams were MLS representatives — including Eustáquio, who spent the last six months in LAFC’s midfield.
Goalkeeper Maxime Crépeau, who played two seasons with LAFC and now plays for Orlando City, stopped the only shot he saw for his second clean sheet this World Cup, which saw the Canadians succeed in their first knockout stage appearance.
There’s been no avoiding MLS players in this World Cup. The greatest of them is piling up goals for Argentina: Lionel Messi, the Inter Miami superstar, is now the all-time World Cup goal-scorer (with 19).
MLS has set an attendance record too, with 45 players participating. It ranks as the league with the second-most players apart from the top five European leagues. LAFC had three current players in the mix.
But wait. Record skip. Before you celebrate the MLS’s contributions to this soccer spectacle, check with the VAR. Yep, without the 13 MLS players representing nations that rank 40th or lower in FIFA’s world ranking, there actually would be fewer than the 37 MLS participants at the World Cup four years ago.
A baby’s first steps are for celebrating, but three decades after the league’s formation, MLS is still searching for a giant leap. It’s still having a mean time of trying to make “fetch” happen for real.
It would help to make its games more readily available — not to the already converted, but to fans who didn’t even know what they didn’t know about soccer until the World Cup began in their backyards.
MLS has already brought MLS from behind Apple’s season pass paywall. And the league and streaming service also reportedly have agreed to a revised media rights deal that will end at the end of the 2028-29 season, three and a half years earlier than expected.
But the hat trick would be to remove the need to subscribe to streaming service to watch MLS games altogether, and then get those matches onto the networks people know to tune into for their sports.
Normalize watching American soccer.
And stop gatekeeping. MLS’s developmental programs are too restrictive and exclusive — they’re not developing more soccer players, they’re curtailing who can play.
It’s in the league’s interests, and the sport’s in this country, to encourage as many players to play as much as they can — including for their high school teams, which MLS Next bars.
They’ve got people in the tent; the goal should be to make them want to stay.
To make them want to join the world’s circus, not to let it pack up and move on, out of sight and out of mind, until it swings back through years from now.
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