The Pac-12 is trying to convince the world, or at least the part of the world that spends money on broadcast rights, that it’s hot, hot, hot. You want proof, skeptics? Look who’s taking Larry Scott’s phone calls!
But when the Pac-12 Conference negotiates its next media rights deal to start in the fall of 2024, conference executives expect the deep-pocketed digital companies to make serious bids.
“This is what they’re telling us,” Pac-12 Networks President Mark Shuken said. “Several of them have come to us and said that they want to be in this space.”
The most intriguing conversations have come with Apple, which so far has not settled on a financial model around sports rights. Apple executives have told conference and school officials that they see live sports as a programming genre that can set its direct-to-consumer business apart from its rivals.
Apple also was attracted by the conference’s physical location. The Pac-12 is based in San Francisco; Apple is in nearby Cupertino, Calif.
Wow — both companies are in Northern California. Sounds like the beginning of a beautifully lucrative relationship, don’t it?
In other words, Larry Scott is still a genius, at least in the minds of the idiots who hired him. Gotta respect the grift, though.