Citation:
Sebenius, James K., and Farzana Mohamed. "High Drama in Milford (A)." Harvard Business School Case 920-032, January 2020. View Details|
Working Paper HBS Working Paper Series 2019 How Rupert Murdoch Outfoxed Larry Tisch: Ten Enduring Lessons from the Negotiations that Wrested the NFL from CBS |
Abstract
A remarkable 1993 negotiation rocked the world of American football with aftershocks that have directly shaped today’s entertainment and media landscapes and even our polarized politics. In December of that year, Rupert Murdoch’s fledgling Fox Network unexpectedly displaced longtime incumbent CBS as the host of the National Football League’s flagship programming. Fox’s negotiating success seemed most unlikely given that CBS had regularly renewed these NFL rights since 1956, enjoyed a good relationship with the NFL, sported an acclaimed broadcast unit, and had affiliates in virtually all important U.S. markets. Yet acquisition of these NFL rights directly enabled the expansion of Fox, then a minor broadcaster, into the media behemoth of today. For many observers, Fox’s NFL “heist” looked like the result of a simple move: Fox offered more money than CBS. A closer analysis, however, suggests a far more complex reality with ten broader lessons for negotiators facing challenging situations.
Keywords: bargaining; football; Negotiation; Sports; Media; Negotiation Tactics;
Citation:
Sebenius, James K. "How Rupert Murdoch Outfoxed Larry Tisch: Ten Enduring Lessons from the Negotiations that Wrested the NFL from CBS." Harvard Business School Working Paper, No. 19-098, March 2019.
