The TNT Sports branding is already operational in the UK and Ireland, and in Latin America. (WBD imagery)

The US sports division of the Warner Bros. Discovery (WBD) media and entertainment giant has now rebranded as TNT Sports, the same title as the group’s sports media operations in the UK and Latin America.

The change takes effect immediately and also aligns the US WBD sports holdings with its operations in Latin America, where the TNT Sports title was first used.

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The rebrand of BT Sport to TNT Sports in the UK took place across several months in 2023, following a deal between WBD and the BT Group telecoms heavyweight.

The change has already taken effect across WBD Sports’ various US-focused social media accounts.

Rights held by these channels in the US include action from basketball’s NBA, ice hockey’s NHL, and baseball’s MLB.

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WBD will hope that taking the TNT name to another major market will help establish that brand’;s identity as a premium sports rights holder.

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In December, reports emerged that WBD was in early-stage merger talks with major broadcast network Paramount Global.

Citing multiple sources, Axios reported that WBD chief executive David Zaslav met with his Paramount Global counterpart Bob Bakish in New York to discuss a possible merger and that Zaslav spoke to Shari Redstone, owner of Paramount’s parent company.

WBD’s market value stands at around $29 billion, while Paramount’s is just over $10 billion so a deal could mean a combined market value standing at around $39 billion.

WBD was created in 2022 through a coming together of AT&T’s Warnermedia unit and Discovery, which created a media giant with a portfolio spanning movies, TV series, news, and sports. Paramount Global, meanwhile is the result of a merger of CBS and Viacom that closed in December 2019.