The G-League has found the ideal broadcast partner. Games will be broadcast on the Tubi streaming service for the next two seasons. On Wednesday, the G-League issued a press release announcing this new partnership, which will include original content featuring both the individual players and the games themselves.
For those unfamiliar with Tubi, it is a free streaming service that requires no registration or download and is ad-supported. Like Netflix, Hulu and others, it rotates old classic television shows and movies and also creates original content. However, as with the G-League, Tubi’s original content isn’t exactly NBA quality.
It has movies like the G-League has basketball games. The basic criteria are met and there will be faces that viewers recognize, but the difference in operating budgets between them and the major leagues is clear. The games and movies can both be described as “straight to DVD.”
There is nothing wrong with that designation. Mary-Kate and Ashley Olson made a lot of money in that job. The key is to own it. With only a limited amount of money for salaries and production, there is no way to close the HD format gap. Instead of wasting effort and brainpower to do this, Tubi originals often use their lack of resources as a form of entertainment with over-the-top acting.
A comment often seen on social media is: “What is this in the Tubi Original?” The reference is usually to a ridiculous viral video, post, or even a moment on traditional television. Still, every now and then a gem – let’s say a Khris Middleton – is found on Tubi, like in the movie: Cinnamon with Damon Wayans and Pam Grier.
Assuming Tubi will have more natural ad breaks during G-League games than his films, this business combination is a win for both. The G-League just needs to lean into it. Sometimes NBA League Pass shows in-arena entertainment during commercial breaks. Players could be shown reacting to the most absurd moments in the streaming service’s original films.
Maybe even some team name changes are in order. I like Capital City Go-Go and Raptors 905, but Indiana Mad Ants, if the name is going to be bad, it might as well be funny too. What about the Salt Lake City Vicious Affair or the Santa Cruz Corrective Actions?
There’s room here to build a serious cult following with the G-League on Tubi. This could be the way sports really gains a foothold in the streaming wars. Instead of an unenthusiastic Al Michaels calling a listless one Chicago Bears vs Carolina Panthers Thursday night Amazon matchup, why not check out a streamer and competition that have a lot more in common than just their desire for world domination?
If this new partnership can add some fun to what people already know about these two brands, it could pay off with an indie-style fanbase.