A Mountain West experiment points to sports broadcasting’s future

Hello everyone,

Thanks for reading NIL Wire today. I have a fun story today detailing the future of sports broadcasts. No, ESPN and CBS aren’t going anywhere. But the way you consume sporting events is changing, and a new, interactive way to watch is already here.

Enjoy.

— Kyle

The next sports broadcast might come from the players themselves.

A Colorado State-San Diego State women’s basketball game couldn’t be a more nondescript, obscure sporting event. Except that a Feb. 12 meeting between the teams offered a glimpse into sports broadcasting’s future. And it might not be far off. 

Three Colorado State players streamed the game on their personal social media accounts (Instagram and TikTok) as part of a partnership between the Mountain West, Creator Sports Network and Opendorse. The athletes were paid through NIL deals with Creative Sports Network for distributing the game. The conference retained control of the revenue relationship, and CSN handled the execution.

UNLV men’s basketball and Grand Canyon women’s basketball have also experimented with similar athlete-driven streams through Creator Sports Network. According to industry sources, the total NIL spending was in the low five figures – modest in dollars, but massive in implications.

Sports media is in the middle of a structural transition. Streaming and social media platforms have become primary entertainment hubs for younger audiences, while traditional cable declines. This is happening as athletes have more direct access to fans. 

They have podcasts, YouTube channels, TikTok and Instagram. Generation Z and Generation Alpha have been raised on interactive media.

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