NOTE: This musing also appears today on our sister site THE DOUBLE OVERTIME. Please visit it regularly for coverage of sports of all sorts plus occasional essays on business and technology.
It’s not that easy to be a fan of the Texas Rangers. I’ve spent enough time in the Dallas-Fort Worth area to know that even in their best times, such as when they went on a remarkable run in the 2023 post-season to go from barely qualifying as a playoff wild card to winning the franchise’s first-ever world’s championship after 62 years of futility–including twice being within one strike of ending that drought a dozen years prior. Even that week, there was more coverage of the Dallas Cowboys’ mid-season woes, with equally middling college and high school football games hogging the spotlight.
This summer, the Rangers have been on a similarly competitve and somewhat surprising trajectory, clinging to first place in an otherwise tepid American League West, which considering they’ve done that with the help of a couple of ex-New York Mets I’ve taken note of. They’ve definitely been worth checking out, and with training camps not yet started this weekend’s commencement of their second half with a showdown against baseball’s best team, the Atlanta Braves, should have been appointment viewing. You wouldn’t have necessarily known that had you been a subscriber to the DALLAS MORNING NEWS morning e-mail; they ranked well below the latest on Quinnen Williams (another New York ex-pat!) and the World Cup in their pecking order. And the team didn’t make it any easier for even those who were interested to find them, either.
Here’s how the ever-alert AWFUL ANNOUNCING reported it yesterday on their Facebook page:
The Texas Rangers surprise move to switch direct-to-consumer streaming platforms mid-season has resulted in criticism due to the state of the new platform BZZR. The Rangers announced on Wednesday, during the MLB All-Star break, that they were leaving Victory+. The organization did not explain the decision, though Sports Business Journal reported that Victory+ had missed rights payments. While the Rangers automatically sent emails to those who signed up for subscriptions for Victory+, the missing streaming apps have caused some fans to demand refunds.
Ever since Disney became so hungry for the STAR WARS IP that they were willing to take on the additional debt of the failing enterprises known as the FOX SPORTS regional networks and then both quickly and unceremoniously flipped them to the powers at Sinclair who had done such a stellar job with the Tennis Channel this particular business sector has been plagued by still more erosion due to a number of insurmountable factors, not the least of which include affordability, cord-cutting and the generational shift away from the need to have access to long-form coverage of less consequential games. And this in-season pivot is not without precedent; both the San Diego Padres and Arizona Diamondbacks were previously forced to scramble when their respective Sinclair-owned networks, inexplicably and toxicly rebranded as Bally Sports, also went belly up. But they both fell back on alternatives which had at their disposals the auspices and the management expertise of MLB–whose management team includes more than a few veterans of those FOX RSNs that I knew when it was a viable and highly profitable business. Many other teams stranded by the struggles of what became the FanDuel networks during the most recent off-season chose similar paths with far less disruption. In fact, these team-branded “networks” have mostly transitioned existing key personnel, and more importantly channel position on significant carriers like DIRECTV rather seamlessly.
Instead of going that route, the Rangers instead chose to place their faith in the Victory+ team that had broken through by obtaining a rights package to the NHL’s Anaheim Ducks, arguably one of the biggest afterthoughts in the highly competitive and oversaturated Los Angeles DMA. The Victory team has their eyes squarely on the digital world, having struck OEM carriage deals with the likes of Roku, Samsung and LG. They also struck a deal with FOX’s equally ignored MyTV duopoly outlet, the former KCOP that is now only in passing referenced as FOX 11 PLUS, to return hockey to over-the-air TV for the first time in decades (a path the more popular Kings also embarked on with a small set of games on CBS LA’s once-monickered KCAL TV; ironically the original home for the Ducks when they were both owned by Disney).
But that relationship hasn’t exactly born fruit, either. Mere hours after news of the Rangers’ sojourn the same site dropped this story:
The Ducks are the second team to walk away from the streaming platform within hours, and the exit comes with two years still remaining on Anaheim’s contract.. According to a report from Sports Business Journal’s Alex Silverman, the Ducks have notified Victory+ – who has reportedly fallen behind on rights payments owed to multiple partners in recent months — of their intent to terminate the deal and are now working to line up a new direct-to-consumer partner ahead of the 2026-27 season.
It’s not like the Rangers weren’t seeing this coming. Note this additional nugget from the AA gang:
The new platform BZZR was essentially unknown before the Rangers’ announcement. The service only launched in April 2026. Notably, Rangers Sports Media and Entertainment Company chairman Neil Leibman is also a director at BZZR.
But also note this one:
BZZR has some significant issues. For one, apps are not yet available on Roku, Samsung, or LG smart TVs. Victory+ was available on all three platforms. A company spokesperson told Sportico that apps will be launched on these platforms by September.
Sure sounds like the team was hedging its bets–so to speak–and trying to make themselves as ubiquitously available as possible while the team was jockeying for carriage. Victory had real estate but little else. No shoulder content of consequence to attract eyeballs during non-game hours. What little there was was heavily tied to the same gambling niche that proved to be the undoing on FanDuel. Digital native bros who care more about prop bets than the team itself are far less interested in watching actual games than knowing the results. If you’re really looking for fans, you have to find ways to make them show up in between games as well.
Look no further than the few remaining team-centered RSNs for examples of how to offer more, better and ratings-capable product beyond live games. The Yankees’ YES, the Mets’ SNY, the Dodgers’ Spectrum SportsNet and the Red Sox’s NESN produce extensive pre and post-game as well as original off-season content. They simulcast local radio and podcasting efforts. The Ducks already had a successful audio relationship with their neighbor Angels’ wholly owned radio outlet, secondary ESPN radio affiliate AM 830. Their ever cheerful afternoon drive personality Roger Lodge changes from halo to webbed feed like clockwork every October. Did Victory even try and build out something around him?
I bring this up because BZZR has another handicap to overcome. There happens to be an existing digital network exclusively dedicated to old Fremantle game shows with the almost identical name of BUZZR. Roger Lodge is perhaps best known on a national basis for hosting the 90s voyeur voyage BLIND DATE as well as a show called CAMOUFLAGE on BUZZR’s arch-rival GSN. The fledgling U-less network is gonna need something to keep its lights on once the Rangers’ season is over.
SPORTS BUSINESS JOURNAL reported yesterday that the NHL Stars will, at least for the moment, remain in the Victory+ family. And the Rangers’ second half hardly got off to a stellar start, with the team being shellacked by the Braves 15-1 in a game that ended with catcher Kyle Higashioka, once dubbed the “Home Run Stroka”, actually giving one up as a pitcher. They might be in need of that alternative content sooner than later.
Hey, BZZR could perhaps borrow Lodge to voiceover some footage of a couple of hot young two-steppin’ cowpokes looking to party it up after a game at Globe Life? It’s cheap, it’s timeless and it’s won’t potentially bankrupt anyone wanting to watch something other the game.
You’re right, it’s probably not the best idea after all. But it’s still a better one than than choosing to deal with an outfit like Victory+ in the first place.
Until next time…
