The CW Continues To Add Live Sports To Its Programming: Here’s Why

Of late, the CW broadcast network has been very active in acquiring the media rights of live sporting events. Prior to this year, the CW had never aired any sporting events. The reason for the change has been new ownership. In October 2022, Nexstar had acquired 75% of the CW with the two previous owners Paramount
PARA
and Warner Bros. Discovery
WBD
both retaining 12.5% ownership. Nexstar is the nation’s largest station group with 200 owned or partnered stations across 116 U.S. TV markets. In addition, Nexstar owns the cable network NewsNation and multicast channels Antenna TV and Rewind TV.

The CW was launched on September 20, 2006, combining programming from the CBS owned UPN and Warner Bros. owned WB networks. At its launch, the network aired programming weeknights from 8 p.m. to 10 p.m. (ET). Similar to UPN and the WB, the CW targeted young adult viewers. The programming genres consisted of dramas, fantasy and horror with a sprinkling of reality shows. Among its more popular programs were Gilmore Girls, Smallville, Gossip Girl, Supernatural and America’s Next Top Model. As young adults migrated away from linear television to streaming video, the audience of the CW plummeted.