Sports Media with Richard Deitsch What's it like to negotiate billion-dollar sports deals?
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Dec 23, 2025 Jon Miller, President of Acquisitions & Partnerships at NBC Sports, offers a fascinating peek into the world of billion-dollar sports deals. He shares insights on the enduring value of Tier-One sports rights and how live events attract vast audiences. Miller recounts his experience persuading Michael Jordan to contribute to NBC's NBA coverage and discusses the strategic $3 billion deal with the IOC. He also envisions future Olympic coverage on Peacock and highlights the growth potential of women's volleyball and rugby in the U.S., providing advice for aspiring sports media professionals.
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Start Early And Learn By Doing
- Start early and get hands-on experience via internships or team roles to learn the sports business from the ground up.
- Build a broad network, try uncomfortable roles, and learn sales fundamentals because nothing happens in business until you sell something.
Sports Rights Need Multi‑Dimensional Valuation
- Rights valuation now uses many metrics beyond ad sales, including distribution, affiliate benefit, and sponsorship activation opportunities.
- Acquisitions require evaluating displacement costs, MVPD/subscriber fees, and broader brand integration effects.
Live Sports Remain Irreplaceable
- Tier‑one sports rights keep rising because live sports reliably deliver the widest audiences marketers want.
- Networks buy some properties for strategic reasons beyond immediate profit, like promotion and affiliate value.