As the 2023-2024 sports season approaches, fans of the NBA’s Denver Nuggets and the NHL’s Colorado Avalanche are presented with exciting new avenues to catch all the action. In a strategic move, Kroenke Sports & Entertainment, the umbrella organization owned by Stan Kroenke and responsible for various sports franchises, is expanding its broadcast offerings. By aligning with Tegna, a prominent broadcast station owner, Kroenke aims to bring local fans an enhanced viewing experience. This partnership reflects a growing trend in sports broadcasting, responding to the changing landscape of how audiences consume sports content.
Traditionally, local sports games have been locked behind paywalls and cable subscriptions, limiting accessibility for many fans. However, with an increasing number of viewers opting out of traditional cable packages, teams are exploring alternate methods to reach their supporters. This season, a selection of at least 20 games from both the Nuggets and Avalanche will be available on Tegna’s free platforms, namely 9NEWS and My20, allowing a greater number of fans to engage with their teams.
In addition to the over-the-air broadcasts, Kroenke Sports & Entertainment is launching a direct-to-consumer streaming service called Altitude+. Set to roll out in October, the service will specifically target fans residing in the Denver media market, giving them access to all regular-season games for a monthly fee of $19.95. This service recognizes a significant change in viewer preferences, where fans often seek flexibility and convenience over conventional cable subscriptions.
By introducing Altitude+, Kroenke Sports & Entertainment is directly addressing a gap in the market that became particularly apparent following the fallout with Comcast in 2019 over broadcasting rights. Since that time, Comcast customers were left without access to Altitude Sports, creating a significant barrier for fans eager to watch their teams. The 2023 settlement between the two entities, while failing to restore Altitude on Comcast, opened the door for new partnership opportunities, enabling broader accessibility through other platforms like Tegna.
The partnership between Kroenke, Tegna, and the introduction of streaming services are part of a more extensive shift impacting sports broadcasting across the professional landscape. This is not an isolated case; other teams in the NBA and NHL are making similar transitions, recognizing the urgency to adapt to the evolving media habits of fans. The Dallas Mavericks and New Orleans Pelicans, for instance, opted for local over-the-air broadcasts instead of relying on regional sports networks, a trend mirrored by the Anaheim Ducks and Dallas Stars. This indicates a pivot in strategy from traditional broadcasting models toward more flexible and accessible viewing options.
With financial turbulence surrounding many regional sports networks, like the bankruptcy drama experienced by Bally Sports, teams are discovering that securing independent broadcasting deals might be more advantageous. The reliance on national networks, which often supply high fees for airing rights, has prompted many franchises to rethink their distribution models. As regional networks face volatility, teams are striving to maintain steady revenue streams while ensuring their fan bases remain connected to the action.
The expansive accessibility to game broadcasts illustrates a critical element of modern sports management: the need to cultivate fan engagement. In an age where social media and digital content are paramount, sports franchises must leverage every opportunity to capture their audience’s attention. Creating more access points for fans not only broadens viewership but directly enhances the team’s brand loyalty and community ties.
Altitude Sports’ move towards creating its streaming platform signals a forward-thinking approach to addressing fan demand. As traditional views on broadcasting evolve, so too must the strategies employed by sports teams. With their focus now on maximizing exposure regardless of platform, they can nurture stronger connections with their supporters who crave the thrill of live content.
The partnership between Kroenke Sports & Entertainment and Tegna, paired with the Altitude+ streaming service, positions the Nuggets and Avalanche to more dynamically connect with their fans in the years to come. The shift not only marks an important evolution in sports broadcasting within the Denver area but also hints at broader changes looming on the horizon for the industry as a whole. Fans have a lot to look forward to, as new opportunities to engage with their beloved teams are set to unfold this season.