Suns, Mercury lean into ‘fans first’ model with broadcast extension

The organization announced a long-term extension with Gray Media that will keep games free over the air across Arizona through 2030 while also adding streaming access through Arizona’s Family platforms. At a time when fans across the country are relying on multiple subscriptions just to follow their local teams, frustration continues to grow as regional sports networks disappear and leagues lean further into paid streaming models.

For Suns and Mercury owner Mat Ishbia, the strategy reflects the “fans first” philosophy that has become central to both franchises. Instead of limiting access, the teams are expanding it by allowing fans to watch games on traditional television for free.

Apr 8, 2026; Phoenix, Arizona, USA; Phoenix Suns guard Devin Booker (1) against the Dallas Mavericks in the first half at Mortgage Matchup Center. Mandatory Credit: Mark J. Rebilas-Imagn Images

That same philosophy extends beyond broadcasts and into the in-arena experience. Efforts to keep the game accessible for fans do not stop at the screen, with the $2 value menu being the largest effort to improve the in-game experience without putting additional strain on fans’ wallets.

Affordability has become a major concern for sports fans nationwide, with rising ticket prices, subscriptions and food costs at the center of the issue. Following a team has grown increasingly expensive. By lowering those barriers at home and inside the arena, the Suns and Mercury are strengthening community connection and making professional sports more accessible to a broader audience.

Mercury forward Alyssa Thomas (25) screams after a call during a game at Mortgage Matchup Center in Phoenix on May 15, 2026. © Patrick Breen/The Republic / USA TODAY NETWORK via Imagn Images

In a sports landscape increasingly defined by premium pricing and exclusivity, the franchises are hoping that accessibility is what will keep fans engaged long term.