Warner Bros. Discovery plans to brand its new sports tier under the Bleacher Report name and aims to launch by the start of the Major League Baseball playoffs.
The company plans to charge users more if they want to watch sports on Max.
The company plans to simulcast games from the MLB, National Basketball Association, National Hockey League and National Collegiate Athletics Association, including college basketball's March Madness, on Max. It also intends to add content from its sports media outlet Bleacher Report, such as highlights and interviews.
Time Warner acquired Bleacher Report in 2012. It has operated as a subsidiary of Warner Bros. Discovery since WarnerMedia and Discovery merged last year. "Our view is sports is a such a premium offering with a very focused and passionate fan base that generally … it needs to be monetized incrementally," said JB Perrette, CEO and president of global streaming and games, during the conference call.
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