Desser Media, Inc.

Sports Media Specialists: Leveling The Playing Field

Desser Media/Sports Media, Inc. advises premiere sports and media organizations on media rights, M&A, litigation/arbitration, and strategic business development.  We use the unique analytical tools and experience developed both from negotiating over 120 team and league media agreements over the past 19 years and, prior to that, from over 23 years as the senior media executive in the NBA Commissioner’s Office.  The combined value of the media agreements we have completed and the major sports M&A transactions we have advised on already total more than $50 Billion.

One of our primary focuses is media rights transactions, which are highly technical, infrequently negotiated, and ultimately hugely important to an organization’s bottom line and brand. Rightsowners must contend with the savvy of Fortune 500 media companies that routinely acquire rights, have dedicated specialized staff, and have developed a myriad of defenses to thwart owners from achieving fair market value.  What if you could have the equivalent of the NBA’s lead media negotiator in your corner?  In addition, we perform comprehensive valuation analysis, serve as an expert witness providing dispute resolution support, and design media business plans across both traditional and emerging digital media platforms.  Collectively our team has more than 200 years of hands-on sports media expertise. 

We are a sports media boutique, not part of a large agency, law firm, player representative or investment banking organization.  We are independent and dedicated to you.  We have no other agendas, but rather specialize in, and are completely devoted to, sports media matters on behalf of our clients.  We provide this range of services to the full spectrum of sports media participants ranging from professional and collegiate content owners to networks/intermediaries, distributors/retailers, and tech companies; from linear networks to streaming platforms and other digital media, in the U.S., Canada and internationally.  We have unmatched contacts and relationships, a deep understanding of the operations and perspectives of networks, distributors, teams and leagues, plus our up-to-the-minute specialized knowledge of the sports media marketplace to help you level the playing field.

We are passionate about this work, always looking to learn and extend our knowledge on behalf of clients.  Over time, our clients have seen the value of our out-of-the-box solutions and thought leadership.  I am confident that we can customize our work to help you solve whatever puzzle you are confronting, and achieve an outcome that balances the long term needs of your organization and those of your business partners.  Please review this site and reach out to us to discuss your needs.  

Neil McDonald

Neil McDonald is Senior Vice President, Desser Media, Inc.  With more than 2 decades of experience in sports media, McDonald collaborates with Ed Desser on DMI’s modeling and business analysis. McDonald constructs financial guidance tools, including valuations, pro forma models, business plans, projections and term sheets.  This work provides clients with important strategic insight and direction.  McDonald’s efforts directly support DMI’s mission to “level the playing field” for major league clients. Having joined the company just after inception in 2005, McDonald has been instrumental in DMI being a leading sports media consultancy.

From 1993-2003, McDonald worked in NBA Entertainment’s Broadcast and Programming division. As Director of Broadcasting, McDonald played an important role in many of the league’s media rights changes on national TV (from NBC to ABC/ESPN) and national radio (in-house NBA Radio to ESPN Radio).  McDonald managed NBAE’s TV program planning/scheduling and radio businesses, and also worked on the launches of new businesses including the WNBA, NBA Development League, NBA League Pass, NBA.com and WNBA.com.

McDonald graduated from Whitman College and resides in Mercer Island, WA. He is married with two children and enjoys volunteering, ski racing, cooking, and travel.

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