HBO Max Takes Over UK and Ireland Cycling Coverage from Discovery+
Cycling coverage in the UK and Ireland is set to transition to HBO Max from Discovery+ starting towards the end of March 2024.
Overview of the Transition
The switch will occur on March 26, 2024, coinciding with the integration of TNT Sports into the Warner Bros. Discovery (WBD) platform. This change marks a notable shift, as cycling coverage has frequently moved among streaming services in recent years.
- Discovery+ has previously housed cycling content.
- HBO Max will now take over these rights, further expanding its service.
- TNT Sports will continue to air live cycling events.
Impact on Viewers
This upcoming change will be significant, as 2024 will mark the first year in decades that the Tour de France will not air on free-to-air television in the UK.
The subscription plan for HBO Max, which includes TNT Sports, is set at £30.99 per month. Transitioning to the new service will be straightforward; users can log in using their existing Discovery+ credentials without any changes to their billing arrangements.
Background of Changes
HBO Max’s expansion is part of WBD’s strategy to consolidate its offerings. This move follows a history of cycling coverage shifting types of services. Cycling content has been minimal for WBD since its formation in 2021 through the merger of AT&T and Discovery.
Discovery originally invested in Play Sports Group in 2017 and fully acquired the company by 2021, which included the popular GCN+ service dedicated to cycling.
Yet, by late 2023, GCN+ was closed, and the cycling broadcasting transitioned once again, leaving Play Sports Network with its YouTube channel only.
Future Considerations
Last year, WBD explored potential partnerships, including exclusive talks with Netflix. The outcome of these discussions could influence the future of cycling broadcasting in the UK.
Viewer Sentiment
A survey by Cycling Weekly indicated significant viewer reluctance to pay for TNT Sports. Among respondents, 71% reported watching the Tour de France on ITV. Of the 1,273 surveyed, 1,120 indicated that they would not subscribe to TNT Sports to view the race live in 2026.
Almost half of respondents stated they have never paid for cycling content on television, revealing strong sentiments about vacationing sports coverage.
Conclusion
The transition of cycling coverage to HBO Max represents a pivotal shift for fans in the UK and Ireland. As platforms evolve, viewer preferences will shape the future landscape of sports broadcasting.
