ESPN+ is hiding Big-12 basketball. The only viewers are subscribers, typically intense fans. It is also under paying the Big-12.
Suppose in 2031 a company with interests like Amazon contracts to show all Big-12 games with free or Prime membership. That company would then reach basketball fans World wide including casual fans. Marketing World wide should have huge value.
The intent was:
just being on ESPN+ hides BB from most viewers.
There are basketball fans all over the World. Casual viewers and those from other countries would watch Big-12 basketball if it was streamed but they won’t pay to watch.
Let the only requirement be an Amazon account. Allow people to watch after opening an account with no requirement to buy anything. Once people in other countries have an account, they will tend to purchase items from Amazon.