How Fox Bodyslammed Rivals to Win WWE Rights
May 30, 2018 - WWE
“[They’re] broke by your product,” Rupert Murdoch pronounced of USA Network’s doing of a pro wrestling graduation before charity $1.025 billion over 5 years for ‘Smackdown’ while NBC will compensate $265 million to keep Monday-night showcase ‘Raw.’
On May 17 during 9:30 a.m., WWE executive Stephanie McMahon and her husband, Paul Levesque — improved famous as a fearsome wrestler Triple H — walked into a discussion room on a 44th building of 21st Century Fox’s Manhattan headquarters. They were there for a representation assembly with Fox leadership, who were fervent to acquire WWE’s programming, that includes a weekly Raw and SmackDown Live.
Both shows have been fixtures on NBCUniversal wire networks, and NBCU was entirely awaiting to keep things that approach with a new 10-year understanding value $360 million, sources tell The Hollywood Reporter. But Peter Rice, authority and CEO of Fox Networks Group, knew that NBCU’s disdainful negotiating window was due to relapse during 4:59 p.m. ET on May 16. By a finish of a meeting, a dual sides had jarred hands on a five-year understanding for SmackDown worth $1.025 billion.
How a understanding — that is not nonetheless final though approaching to tighten shortly — went down says a lot about a significance of wrestling and other live events to network strategy, generally as a Murdoch family prepares to launch “New Fox” after many of a resources are sole to Disney or Comcast. Sports will turn an constituent square of a new company, that will embody sports wire nets FS1 and FS2 and a Big Ten Network.
A week after Fox’s WWE handshake, opposition ESPN hermetic a second half of a understanding with a UFC — a five-year, $150 million annual linear agreement that followed another streaming agreement to put 15 churned martial humanities events a year on ESPN+, a Disney-owned network’s nascent OTT service. All told, ESPN will compensate UFC $1.5 billion over 5 years.
At a WWE assembly with Rice were Fox Sports executives Eric Shanks and Larry Jones and Rupert Murdoch, Fox’s 87-year-old patriarch. CEO Lachlan Murdoch assimilated a assembly on a phone. Along with McMahon, WWE’s arch branding officer, were co-presidents Michelle Wilson and George Barrios as good as CAA’s Nick Khan and Alan Gold, a partner during EMC (the investment advisory part-owned by CAA). When they walked into a discussion room, they saw an huge TV shade raised a shot from WrestleMania 34, with wrestler Ronda Rousey lifting a 256-pound Triple H in a fireman’s carry. That print — displayed with a Fox Sports and FS1 logos superimposed on it — served as an icebreaker for a traffic that would final dual and a half hours.
The understanding initial sparked into life when Rice phoned Khan (repping WWE) weeks progressing and asked to accommodate immediately should NBCU not practice an choice to keep SmackDown, that averages 2.6 million viewers a week on USA. NBCU had a right to compare any offer of $200 million or reduction per year, though motionless not to pursue SmackDown and concentration instead on gripping Raw, that averages 3 million viewers and facilities A-list superstars including John Cena. Fox came in with $205 million, though a association was charity some-more than cash. The elder Murdoch insisted NBCU was “embarrassed by your product.” Fox, he said, would entirely welcome WWE, with SmackDown promos airing opposite sports programming each night of a week, along with a weekly studio uncover on FS1. More than that, a deal, Lachlan Murdoch told McMahon during a private call during a finish of a meeting, would outrider a matrimony of a Murdochs and a McMahons, insurgent outsiders who had built media empires. (McMahon’s father, Vince, took over WWE from his father in a ’80s.)
That representation hermetic a bargain. Starting in Oct 2019, Fox will atmosphere SmackDown for 5 years, if a understanding closes as expected. NBCU will keep Raw, profitable $265 million per year, sources say, with a dual deals valued during $2.35 billion over 5 years — a large boost from a $130 million per year that NBCU now pays for both programs.
Four days earlier, and a small dual blocks north of Fox domicile during Radio City Music Hall, Stephanie McMahon, Rousey — recently defected from UFC — and womanlike wrestlers Charlotte Flair and Nia Jax participated in NBC’s annual glitzy upfront presentation. McMahon, 41 and a mom of 3 daughers. extolled WWE as a citadel of womanlike empowerment and rational family entertainment. It was a many distinguished chain nonetheless for WWE during NBC’s annual representation to Madison Avenue buyers. As McMahon spoke, a wrestling ring containing Rousey, Flair and Jax rose from a inlet of a Radio City stage.
“We could not sell UFC” during Fox, says a former staffer. “And wrestling is family friendly. If we have wrestling we can find cash. we consider it’s a large win for Fox; it’s a good trade-off.”
The deals symbol a change for both companies. ESPN needs to find an assembly for a streaming network and firm loses from cord-cutting. Newly minted ESPN boss Jimmy Pitaro remarkable that his “top priority during ESPN is assembly enlargement [and] how we can be some-more applicable to some-more people, generally a younger generation? The median age for UFC is 35 years old. Combat sports in ubiquitous are engaging to us. We wish ESPN+ to be a end for fight sports.”
The deals are an huge markup for WWE and also a poignant boost for UFC.
“Live party rights sojourn really critical to a linear carriers,” says Neal Pilson, a former boss of CBS Sports who now runs a sports consultancy. “It’s like beachfront property. They’re not creation anymore sports franchises,
But with sports rights climbing ever higher, is a hasten for rights during networks raid by shrinking appointment observation sustainable? Fox will finish a 2017-18 radio deteriorate down double digits among sum viewers and a advertiser-coveted adults 18-49 demographic. ESPN’s ratings have depressed with a subscriber base, that is now about 89 million, down from 100 million in 2011. (Technically, WWE is not a sport, given a outcomes are scripted and a performances rehearsed. But like UFC, it is during a core a live-event association with a strong pay-per-view and media rights portfolio.)
“I consider that a speculation that live party and live sports rights have a roof is something media companies wish to believe,” says Mark Shapiro, co-president of WME-IMG, that owns UFC. “They wish to trust that it’s removing underneath control, that a leagues are going to get a comeuppance and things are going to turn off. It’s not happening. Live sports and live party are some-more critical than ever before. Other radio transport only doesn’t offer a same engagement.”
A chronicle of this story initial seemed in a May 30 emanate of The Hollywood Reporter magazine. To accept a magazine, click here to subscribe.