Warner Bros. Discovery is rebranding its WBD Sports division as TNT Sports, wrapping all of its sports properties under the umbrella of one its biggest cable channels and sports brands, according to Sports Business Journal.

The move unifies WBD’s global sports brands under one name and follows previous moves that rebranded its UK and Latin American sports channels accordingly.

Besides the NBA, for which TNT is widely known, TNT also has rights to live NHL and MLB games as well as the NCAA’s March Madness college basketball tournament. Sports-focused publications Bleacher Report and Golf Digest and other WBD owned-and-operated sports endeavors also now will be housed under the TNT Sports umbrella.

Sports on TNT and TBS already are branded to those networks, such as NBA on TNT, NHL on TNT and MLB on TBS. Those networks also air sports-focused programming, such as TNT’s highly rated Inside the NBA, which features such professional basketball commentators as Charles Barkley, Chris Webber, Kenny Smith, Shaquille O’Neal and Ernie Johnson Jr.

WBD’s sports packages already are sold in other countries as a premium add-on and the U.S. is moving in that direction. Last year, WBD-owned streaming service Max launched B/R Sports, based on Bleacher Report. That product will become a premium subscription add-on later this year.

TNT Sports will continue to be run by Chair and CEO Luis Silberwasser.

READ MORE: Sports Business Journal, The Hollywood Reporter

Tags: luis silberwasser tnt sports warner bros. discovery


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