Miami Heat ink OTA and DTC deal with WPLG, becoming 7th NBA team to go free-to-air
The Miami Heat finalized a dual linear-streaming deal with WPLG Local 10, Warren Buffett’s Miami station, for the 2026-27 NBA season, becoming the seventh NBA team to opt for over-the-air broadcasts. As part of this deal, WPLG is creating a coinciding DTC app, Local 10 Plus Platinum, which will stream Heat games for free, with Zype by Backlight as its tech partner. This marks a strategic move by the Heat to prioritize reach and business results amidst the shifting local sports rights landscape, including Fubo's withdrawal.
Key Takeaways
- WPLG will launch a free DTC app, Local 10 Plus Platinum, to stream Heat games, using Zype by Backlight as its tech partner.
- WPLG previously simulcast 12 Heat games last season via FanDuel Sports Network, which significantly increased the team's typical viewing audience.
- The deal is a one-year agreement with an option for the 2027-28 season, providing flexibility ahead of the NBA's anticipated aggregated streaming hub launch.
- Heat EVP Michael McCullough cited measurable business results from increased reach as a primary driver for the OTA shift, including merchandise, ad, and ticket sales.
- WPLG will handle all local and national ad sales in-house, retaining the majority of inventory, and leveraging lead-in viewership from popular programs like "Wheel of Fortune."
Why It Matters
The Miami Heat's move to over-the-air broadcasting and a free DTC app underscores a broader trend among NBA teams prioritizing reach and fan accessibility over traditional, higher-fee regional sports network deals. This shift aims to recapture fragmented audiences and drive revenue through increased viewership and associated merchandising and ticket sales. For the streaming ecosystem, it highlights the growing viability of hybrid distribution models as teams navigate the evolving local sports rights landscape and the NBA's future centralized streaming plans. Watch for how many more NBA teams, particularly those impacted by the FanDuel Sports Network collapse, follow this OTA and free DTC app template ahead of the 2027-28 season.
Additional Context
The Miami Heat's agreement with WPLG follows a pattern seen across the NBA as teams seek new local broadcast solutions. The Detroit Pistons, for instance, also moved to an over-the-air model with Scripps Sports for the 2026-27 season after the collapse of FanDuel Sports Network, as reported by SBJ in May 2026. This means local Pistons games will be available on free TV for the first time since 2005 via Scripps-owned WMYD TV20 Detroit. Similarly, the Phoenix Suns extended their OTA deal with Arizona's Family through 2030, reinforcing a fan-first approach to distribution, according to Cord Cutters News (May 2026). Suns owner Mat Ishbia has stated that while this may not be the most lucrative financial decision, it prioritizes fan access, a sentiment echoed by Jazz owner Ryan Smith, who noted a nearly 50% drop in media revenue but a dramatic expansion in reach after switching to OTA and DTC (Cord Cutters News, May 2026). The withdrawal of Fubo from bidding on local NBA rights, which had been offering $8M to $15M-plus rights fees, further pushed teams toward OTA solutions (SBJ, May 2026). Industry sources indicate that the Bucks, Cavaliers, Clippers, Hawks, Pacers, Spurs, and Thunder are also exploring similar local channel or direct-to-distributor templates (SBJ, June 2026). These short-term, flexible deals, often with option years, are a strategic response to the anticipated NBA aggregated streaming hub for the 2027-28 or 2028-29 season, allowing teams to maintain optionality (Awful Announcing, June 2026).
Read full article at sportsbusinessjournal.com
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