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ESPN’s SEC deal to bring max promotion to top games

SEC Commissioner Greg Sankey got his first glimpse of the conference’s blue and gold mark side-by-side with the familiar Disney logo last week as the two sides prepared to announce a deeper media rights agreement.

“That was one of those special moments for me,” Sankey said. “Those are two iconic brands — iconic in different ways. But that association, from my perspective, has the ability to mean a great deal to all of us.”

SEC-ESPN deal

Contract runs from 2024-25 through 2033-2034

Ensures every football and men’s basketball game will appear on an ESPN network until 2034

Select SEC nonconference games will air on ESPN+

SEC football championship game will air on ABC

The SEC finalized a media rights deal with Disney-owned ESPN last week that had been in the works for more than a year. The 10-year deal for 15 premium football games, worth more than $300 million annually according to sources, is set to run from the 2024-25 season through 2033-34, making it co-terminus with the arrangement already in place between the two. Basic terms were reached around the first of the year with an announcement possibly targeted for March, but the pandemic put plans on the back burner until this fall.

The SEC already has most of its games on Disney-owned ESPN through 2034 — a comprehensive deal that includes the ESPN-owned SEC Network and the league’s marketing rights. All that was missing were the remaining 15 football games, including the championship game, that currently air weekly on CBS through the 2023 football season. Those games carry more value because CBS gets the first pick each week.

Putting all of the SEC’s football and men’s basketball games under the ESPN banner will give the company ultimate flexibility to maximize visibility.

“We’re a reach machine, in terms of multiple networks and platforms we can bring to the table,” said Jimmy Pitaro, Chairman, ESPN and Sports Content. “You’re going to see the power of the Walt Disney Company really kick into high gear here in ’24 when the entirety of the deal kicks in.”

There has been speculation that ESPN might try to acquire CBS’s rights early, but that will have to be initiated by the SEC. “From our perspective, CBS continues to be an important partner for the SEC,” Sankey said.

The SEC was represented by Charlotte-based law firm Robinson Bradshaw. Nick Khan, formerly of CAA Sports, and Alan Gold from Evolution Media were the league’s media consultants.

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