TNT Sports ended its long-running NBA broadcast partnership earlier this year after carrying the league from 1989 to 2025, closing a legendary chapter in sports media. Some viewed the loss of NBA rights as foreshadowing the network’s decline, but executives had different ideas to propel the brand forward. Those ideas involved nothing less than what Americans love: Football.
The network quickly pivoted to expand its coverage of college sports, including new rights agreements for Big 12 football and basketball, investing a broader commitment to live sports and digital content innovation with Brett Yormark’s brand.
TNT Sports draws great success with Big 12 football experiment
TNT Sports’ first year covering Big 12 football has quickly evolved into a ratings success, fueled by a unique blend of storytelling, top-tier talent, and multiplatform engagement. The numbers back up the buzz: According to a release earlier this week, TNT’s conference game audiences have surged 84% over early-season non-conference matchups, with last week’s Arizona State-Iowa State broadcast averaging 615,000 viewers and peaking at 780,000 during prime-time.
Central to this growth is TNT’s commitment to immersive coverage, led by its signature shows like XII Uncovered and Inside the 12. The network’s Saturday pregame show, featuring legends like Champ Bailey, Takeo Spikes, and Victor Cruz, continues to draw new fans with exclusive conversations. This weekend’s exclusive: A headline sit-down between Colorado head coach Deion Sanders and his fellow Hall of Famer Champ Bailey.
Two of the greatest CBs to ever do it 🐐@DeionSanders sat down with @champbailey to talk the changes he’s making for @CUBuffsFootball 🤝 pic.twitter.com/W7KJhc5Raw
— TNT Sports U.S. (@TNTSportsUS) November 8, 2025
Throughout the day, TNT leans into studio analysis from Atlanta, weaving in features, halftime stories, and postgame reactions. The typical multiplatform push extends beyond the linear broadcast to truTV, HBO Max, and Bleacher Report’s social verticals, pushing forward the Big 12 brand.
Brett Yormark, Big 12 Commissioner, gave a direct quote about the value of the Big 12’s partnership with TNT Sports regarding their new media deal. In reference to Big 12 football games moving to TNT and TBS, he stated: “This is additive to what ESPN and Fox bring us. That’s why this is a great deal.”
TNT Sports will broadcast select College Football Playoff (CFP) games, but not the entire playoff. The agreement began with the 2024 season in early January. TNT airs two first-round CFP games each year, sublicensed from ESPN. Beginning in 2026, TNT will also show two quarterfinal games and one semifinal game per year through 2028. ESPN remains the primary broadcaster and carries all other CFP games, including the National Championship.
