There was a time not too long ago where some in the sports and entertainment industry thought the sun had set on NBC Sports as a property. No NFL, Olympics in question, not a lot of forward movement, Comcast rumors of a takeover and on and on. Looking at NBC Sports as a property today that seems hard to imagine, and probably for brands and for casual fans the fact that those rumors were greatly exaggerated is a very good thing.
As Mike Emerick called the overtime on NBC Sports Network on Friday night for the Devils-Rangers, the promos and cross-promos that came across the screen showed how far brand NBC Sports has come. There was a robust MLS offering, the Stanley Cup Final, the potential of a Triple Crown, the Olympics, the Olympic trials, and lots of NBC Sports Talk. Factor in some poker, golf, Indy Car, the French Open, and the fact that Football Night in America transplanted American Idol in the TV ratings, nit to mention all the Comcast Sports-related assets down the line, and one sees a healthy, vibrant brand which runs from cable to broadcast and is growing its web presence as well. Maybe somewhere down the line a print presence and even more robust web-only elements complete the picture, but even without those tied in, it seems like a great time to be in and around 30 Rock if you like games these days.
Now of course none of this was done overnight, the executive team over the years looked at how to cultivate emerging sports like the Dew Tour and Poker After Dark and even developed a dog show stand-alone property. They forged a landmark relationship with the NHL that made the two true partners with incentives to grow together (along with a new tentpole event in The Winter Classic), and of course the rebranding of and reprogramming of VERSUS made the causal fan aware even more of what an NBC Sports offering looked and felt like.
Are there more mountains to climb for the brand? Sure. Ironing out whatever comes next with Comcast Sports and their regionals, looking at the ever-growing market of college football, integrating with a robust entertainment side and evolving even more with a web and mobile presence are all in the mix. However to watch where the brand is today and how it has evolved beyond “just” a programming channel is impressive, and is a credit to those with the vision and the ability to fight off the naysayers and create a proactive media brand.