Warner Bros. Discovery sports division in the US rebrands as TNT Sports

The sports division of Warner Bros. Discovery (WBD) in the United States has undergone a rebrand and will now be known as TNT Sports, mirroring the moniker used by the group’s sports media entities in the UK and Latin America.

This immediate change aims to bring uniformity to WBD’s sports holdings in the US and align them with the existing TNT Sports title used in Latin America. The UK experienced a similar rebranding, transitioning from BT Sport to TNT Sports over several months in 2023 following an agreement between WBD and the BT Group.

The shift to TNT Sports has already been implemented across WBD Sports’ various social media accounts focused on the US market. The rebrand consolidates the brand identity across different regions and positions TNT Sports as a premium sports rights holder.

WBD’s US channels, operating under the TNT Sports banner, hold rights to prominent sporting leagues such as the NBA, MLB and NHL.

Reports surfaced in December about WBD engaging in early-stage merger discussions with Paramount Global, a major broadcast network. According to Axios, WBD CEO David Zaslav met with Paramount Global CEO Bob Bakish in New York to explore potential merger opportunities. The talks also involved discussions with Shari Redstone, the owner of Paramount’s parent company.

WBD currently holds a market value of approximately $29 billion, while Paramount’s value is just over $10 billion. If a merger were to materialise, the combined market value could reach around $39 billion.

The creation of WBD in 2022 resulted from the merger of AT&T’s Warnermedia unit and Discovery, forming a media powerhouse encompassing movies, TV series, news, and sports. Paramount Global was established through the merger of CBS and Viacom in December 2019.