In a bold move that could redefine how major sporting events are presented to global audiences, TNT Sports — under the Warner Bros Discovery (WBD) umbrella — is making its debut as the official US broadcaster of Roland-Garros in 2025.
The $650 million, 10-year deal with the French Tennis Federation (FFT) doesn’t just mark a rights acquisition — it signals a strategic shift in tennis broadcasting: one that merges storytelling, entertainment, and technology into a modern content ecosystem.
From Tradition to Transformation
For 36 years, Eurosport was synonymous with the French Open in Europe. Now, TNT’s entry into the US market brings the legacy tournament into a new creative era — one Craig Barry, TNT Sports’ Executive VP and Chief Content Officer, describes as focused on “energy and joy.”
“It’s OK to be honest and authentic and unapologetic,” Barry told SportsPro.
“If the talent is having a good time, I guarantee everyone watching is too.”
Barry’s remarks underscore a clear philosophical shift: from rigid, conservative sports presentation to emotionally engaging, personality-driven coverage. With a nod to younger audiences and shifting consumption habits, TNT is fusing innovation with respect for tradition — and that balance will be key.
Mic’d-Up Warm-Ups & Whiparound Shows
Key innovations from TNT’s debut at Roland-Garros include:
- Live player interviews during warm-ups
- Coach interactions between sets
- NFL RedZone-style whiparound show on TruTV
- Two studios producing content for US and UK audiences
- Cross-platform storytelling from icons like Agassi, Davenport, Henman, and Stephens
There’s also a conscious restraint to avoid overproduction: “This is our first year. We want to walk before we can run,” said Barry. “Less can be more.”
Global Synergy in Action
TNT’s French Open coverage is more than just a US project. It reflects the full synergy of WBD’s post-merger power, combining US and European teams into a single, coordinated content engine. This includes:
- Shared highlights and BTS access
- Cross-market social media amplification
- Unified production values across Max, Discovery+, and TNT
With 900+ matches available across categories and feeds, and robust OTT integration, WBD is showcasing a blueprint for modern global sports content strategy.
What This Means for Rights Holders and Sports Properties
TNT’s French Open strategy is a masterclass in broadcast innovation, and it presents several lessons for sports rights holders, federations, and media investors:
1. Package the product, not just the sport.
Modern fans crave immersive, authentic experiences. Emotional tone, player access, and editorial creativity matter more than just match footage.
2. Leverage vertical integration.
WBD’s integration of US and EU content teams shows the power of global alignment. Federations should explore similar cross-region models for storytelling and digital distribution.
3. Think RedZone, not reruns.
The whiparound format is an innovation ripe for replication — especially in long-format tournaments. Every multi-match or multi-pitch format should consider dynamic, fast-switching formats to retain attention.
4. Move cautiously, but don’t stand still.
TNT’s “walk before we run” mentality is key. Pilot innovations, listen to audience response, and build gradually — without compromising tradition.
5. OTT is your anchor — but talent is your sail.
Content platforms are expanding, but it’s the on-air personalities and creative producers who carry the storytelling. Invest in both tech and talent.
Shape the Future of Sports Media
At 365247 Consulting, we help sports broadcasters, federations, and clubs design next-gen fan experiences and content strategies that drive attention, engagement, and revenue.
From rights valuation and OTT strategy to content design and broadcast innovation — we bring global thinking and hands-on execution.
IMAGE: Getty Images
SOURCE: SportsPro
