The NCAA today announced an eight-year extension of its multimedia rights agreement with CBS Sports and Turner, a division of Time Warner, for the Division I Men’s Basketball Championship. The new contract extends the agreement through 2032, and ensures that one of the premier American sports events will be telecast by two of the world’s preeminent media companies for almost two more decades.
Through the terms of the new deal, Turner and CBS Sports will provide live coverage of all NCAA Division I Men’s Basketball Championship games across any platform within their respective portfolios, including those to be created over the life of the agreement.
CBS Sports and Turner will continue to manage and collaborate on the NCAA’s corporate marketing program. Additionally, Turner will continue to manage March Madness Live and NCAA.com, along with major events surrounding NCAA championships, including the NCAA March Madness Fan Fest and Music Festival.
The extension covers an eight-year period for a total rights fee of $8.8 billion. As with the current and previous contract, more than 90 percent of the revenue generated from this extension will be used to benefit college athletes through programs, services or direct distribution to member conferences and schools. Further, the agreement ensures student-athletes across all three NCAA divisions will continue to be supported through a broad range of championship opportunities, access to funds for personal and educational needs, and through scholarships in Divisions I and II.
Under the original contract with Turner and CBS, every March Madness game was, for the first time, presented live in its entirety on national television and across digital platforms. The unprecedented partnership delivered seamless and unified programming, production, sales and marketing efforts, with both media organizations finding innovative approaches to investing in and growing the tournament. Since 2011, the new television format has been universally praised, with all games televised across four networks (TBS, CBS, TNT and truTV). The offerings on March Madness Live also continued to grow, and the Team Stream coverage introduced in 2014 allows basketball fans to watch the Final Four from three distinct vantage points.
The tournament has delivered significant audiences across all platforms throughout the six-year partnership between Turner and CBS. Television coverage across TBS, CBS, TNT and truTV has averaged more than 10.2 million total viewers in its respective game telecast windows over the last six years. NCAA March Madness Live has more than doubled the number of its live video streams and live hours of consumption since 2011.
“The extension of our current agreement will allow our more than 1,100 NCAA member colleges and universities to continue to support student-athletes on 19,000 teams across 24 sports,” said NCAA President Mark Emmert.
“We have a diverse membership with varying resource levels, and this extension will assist our campuses as they provide pathways to opportunity in higher education and beyond for nearly a half a million young men and women each year.”
“The NCAA Men’s Basketball Championship has been a cornerstone of CBS Sports for more than three decades, and we are very pleased to extend our successful partnership with the NCAA and Turner under the same terms that have worked so well for us these past several years,” said CBS Sports Chairman Sean McManus. “This spectacular tournament continues to solidify CBS’s position as a leading broadcaster of signature championship events, delivering an unparalleled opportunity to present one of our nation’s most popular sports franchises. Best of all, this historic extension positions CBS for a profitable future as we fully maximize the value and exposure of this great event across all assets of our corporation, both current platforms and those created during the lifetime of the deal.”
“Our partnership with CBS and the NCAA has exceeded all of our expectations, and this new long-term agreement continues to align Turner with one of the premier sports properties that generates unrivaled fan engagement for more than three weeks every year,” said Turner President David Levy. “Our expansive rights provide us with a tremendous opportunity to build and pursue new business extensions while developing an even deeper connection with our fans across existing platforms, as well as those to be created in the future. As we pursue all of these opportunities, Turner is uniquely positioned to monetize these broad rights across every aspect of our business.”
“CBS Sports and Turner are great partners for the NCAA and its membership” remarked Joseph R. Castiglione, director of athletics at the University of Oklahoma and current chair of the NCAA Division I Men’s Basketball Committee, “Having their long-term commitment ensures that March Madness will remain one of the preeminent television sports properties.”
Under the new agreement, all opening-, first- and second-round games will continue to be shown across TBS, CBS, TNT and truTV with Turner and CBS splitting coverage of the regional semifinals and regional finals each year. Live coverage of the Final Four national semifinals and national championship will continue to alternate between CBS and Turner each year, with CBS broadcasting the games in 2017 and TBS televising them in 2018.
Turner and CBS Sports will maintain the existing sales partnership surrounding the NCAA Corporate Champion and Partner program. This program has grown from nine to 17 members since the previous deal was announced in 2010.
“This extension provides certainty to our diverse membership during a time when the television media landscape is experiencing rapid change,” said Mark Lewis, NCAA executive vice president of championships and alliances. “Providing a level of resource stability is something we felt important to accomplish for our membership.”
About Turner Sports
Turner Sports, a division of Turner, is an industry leader in the delivery of premium sports content across all multimedia screens. Turner Sports’ television coverage includes the NBA, Major League Baseball, NCAA Division I Men’s Basketball Championship, ELEAGUE, boxing and professional golf. The company also manages some of the most popular sports destinations across broadband and mobile platforms including Bleacher Report and its top-rated Team Stream app, NCAA.com and the critically acclaimed NCAA March Madness Live suite of products, PGA.com and the Sports Emmy Award-winning PGA Championship LIVE, as well as an accompanying collection of mobile sites and connected device apps. Turner Sports and the NBA also jointly manage NBA Digital, a robust collection of offerings including NBA TV, NBA.com, NBA LEAGUE PASS, NBA Mobile, the NBA App, NBADLEAGUE.com and WNBA.com.
About CBS Sports
CBS Sports, a year-round leader in television sports, broadcasts a portfolio of events on the CBS Television Network, including THE NFL ON CBS; “Thursday Night Football;” college basketball, including the NCAA Division I Men's Basketball Championship; golf, including The Masters®, PGA Championship and PGA TOUR; college football, including the SEC ON CBS; and CBS SPORTS SPECTACULAR. In addition, the division includes CBS SPORTS NETWORK, the 24-hour home of CBS Sports; produces INSIDE THE NFL for SHOWTIME; and partners with CBS SPORTS RADIO and CBSSports.com in creating recognized leaders in sports radio and digital.
About the NCAA
The NCAA is a diverse association of more than 1,100 member colleges and universities that prioritize academics, well-being and fairness to create greater opportunities for nearly a half a million student-athletes each year. The NCAA provides a pathway to higher education and beyond for student-athletes pursuing academic goals and competing in NCAA sports. More than 54,000 student-athletes experience the pinnacle of intercollegiate athletics by competing in NCAA championships each year. Visit www.ncaa.org and www.ncaa.com for more details about the Association and the corporate partnerships that support the NCAA and its student-athletes. The NCAA is proud to have the elite companies AT&T, Capital One and Coca-Cola as official Corporate Champions, and the following elite companies as official Corporate Partners: Allstate, Amazon Echo, Bing (Microsoft), Buffalo Wild Wings, Buick, Enterprise, Infiniti, LG, Lowe’s, Nabisco, Northwestern Mutual, Reese’s, Unilever and UPS.