Vice Media has officially launched a dedicated sports division, signaling a significant strategic pivot for the company as it emerges from bankruptcy. As part of this initiative, Vice TV will transition to a sports-first programming approach, offering more than 50 hours of new sports-focused content through original docuseries, acquisitions, and partnerships. Deadline first reported this story.
A New Sports Era for Vice TV
Vice Sports, the company’s new sports brand, will anchor Vice TV’s prime-time programming blocks starting in early 2025. In addition to the seven original sports series set to debut next year, Vice plans to produce over 50 hours of sports-themed programs, events, and podcasts for global distribution. The network will also acquire and air 100 hours of additional sports content, including series like Nightcap with Shannon Sharpe and Ochocinco: Recap, The Draymond Green Show with Baron Davis: Recap, and American Ninja Warrior. Other additions include Arena Football One and PDC World Championship Darts.
Original Programming Highlights
- Marquee Docuseries:
- Pitino: Red Storm Rising: Chronicles Rick Pitino’s efforts to lead St. John’s University back to NCAA prominence while reflecting on his controversial career.
- Calipari: Razor’s Edge: Offers an all-access look at John Calipari’s first season coaching the University of Arkansas Razorbacks, produced in collaboration with Peyton Manning’s Omaha Productions.
- Both series will premiere in February 2025, ahead of March Madness.
- Vice Studios Series:
- Dark Side of the Cage (an MMA-focused spinoff of the acclaimed Dark Side of the Ring),
- The Grudge,
- Sports Gone Wrong, and
- The sixth season of Dark Side of the Ring.
Industry Context and Relevance
Vice’s pivot to sports follows a turbulent period that saw the company file for bankruptcy in 2023 and lay off hundreds of staff earlier this year. Despite these challenges, Vice’s ability to produce edgy and compelling sports content, such as Dark Side of the Ring, has consistently set it apart. The company’s leadership, including CEO Bruce Dixon, is betting on the global demand for alternative sports storytelling to help reinvigorate its brand.
Vice’s partnership with Peyton Manning’s Omaha Productions underscores its commitment to collaborating with top-tier talent. Manning expressed enthusiasm for the collaboration, calling it “the first of many future projects” with Vice.
The Take
This move positions Vice to tap into the enduring popularity of sports content while staying true to its edgy, authentic storytelling roots. Vice avoids direct competition with established sports broadcasters by focusing on sports-adjacent programming rather than live game rights. Instead, the company seeks to complement the industry with compelling narratives that resonate across platforms. With Dark Side of the Ring leading the charge, Vice’s sports division could become a significant asset for the brand’s future.
