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The renowned wrestler Sting, when discussing his transformation in character in 1996 from a clear babyface to a darker, enigmatic character, provided a perfect axiom about predicting the future. Sting said: “The only thing that’s for sure about Sting is nothing’s for sure.”
This also holds true for sports media. While some trends seem obvious (such as increased investment in women’s sports media; consolidation and layoffs in legacy media; Netflix becoming a bigger player in sports; more media focusing on sports betting revenue), the future remains uncertain. Nonetheless, here are some predictions for 2025.
1. Tom Brady will leave broadcasting before the 2025 NFL season starts
It’s likely that Brady will not complete his 10-year, $375 million contract with Fox, given his other business interests such as ownership. My prediction is that Brady will walk away from his Fox deal after three or four years to focus more on his involvement with the Las Vegas Raiders and NFL ownership and his production company.
2. WNBA viewership will increase in 2025
The WNBA has been gaining momentum, with higher viewership numbers in recent years. The upcoming season will see a boost in viewership, especially with new partners like NBC and Amazon Prime Video. The league’s popularity has been on the rise, fueled by interest in players like Caitlin Clark.
Clark’s star will continue to shine, and despite critics trying to detract from her, the future looks bright for the WNBA.
3. ESPN Flagship will be a success
ESPN’s new streaming service, “Flagship,” is expected to attract subscribers with its comprehensive ESPN network content. The service, set to launch before the 2025 NFL season, is projected to surpass expectations in terms of subscribers and revenues.
4. Kevin Harlan will call NBA games for Amazon Prime Video
Harlan is likely to join Ian Eagle as a lead broadcaster for Amazon Prime Video, enhancing the streaming platform’s live-game coverage.
5. ESPN will opt out of its MLB contract after the 2025 season
It is highly probable that ESPN will opt out of its current MLB contract after the 2025 season, potentially restructuring the deal to save expenses.
6. UFC will partner with ESPN and Netflix
UFC might follow WWE’s model and strike deals with both Disney and Netflix for its content, marking Netflix’s entry into 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 will launch a dedicated women’s basketball studio show
Given the popularity of women’s basketball and the audience draw of players like Caitlin Clark, ESPN is expected to introduce a daily studio show during the WNBA season.
8. The Pac-12 will secure media rights from a major company
The Pac-12 is likely to attract a prominent media company for its media rights, potentially furthering its reach and influence in the sports media landscape.
9. ESPN will feature an active player or coach during the NBA Finals
ESPN is expected to bring in a notable name like Chris Paul or Monty Williams as a guest game analyst for the NBA Finals, enhancing the viewer experience.
(Top photo: Michael Reaves / Getty Images)
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