Comcast fought hard to hold serve with Wimbledon. The NBC deal for the tournament expired with this year's event, which concluded Sunday, whereas ESPN's cable deal still had two more years to go.
NBC wanted to extend its broadcast deal for two years and then move the cable rights to Versus. News Corp.'s Fox also aggressively went after Wimbledon.
The All England Lawn Tennis and Croquet Club, however, wanted Wimbledon to have one home and didn't want to wait two years for that to happen.
"We felt it was very important to have a single narrative across the two weeks of the championship," said Ian Ritchie, the club's chief executive.
One of the deciding factors in sealing the deal was ESPN's willingness to air many of the matches live, rather than using tape delay, as NBC does.
Tennis fans have been unhappy with NBC for delaying the telecast of the matches, as it has done in favor of its "Today" show.
"We want to see as many games live and on TV as can be managed," said Ritchie, adding that this was something he had discussed with NBC for some time.
"I'm sure tape delay has its place, but certainly in my mind live is preeminent," he said.