In the television industry, there are two general models for how programming gets onto a network:
- The network pays the content producer for the rights to broadcast their content. This is the most common model for high-demand content, like popular sports events, hit shows, or blockbuster movies.
- The content producer pays the network to broadcast their content. This is known as "time-buy" or "paid programming," and it's more common for things like infomercials, or less popular content that might struggle to find a broadcaster otherwise.
In the case of the Women's Professional Billiard Association (WPBA) and ESPN in the 90s, it could have been either model, depending on the perceived value and demand for the content at the time.
If billiards was seen as a niche sport with a small but dedicated audience, it's possible that the WPBA paid ESPN for the airtime in order to get their events in front of a larger audience. This kind of arrangement can be beneficial for a sport trying to grow its audience and attract more sponsors.
On the other hand, if the WPBA events were seen as valuable content that could attract a significant audience, ESPN may have paid the WPBA for the broadcasting rights.
Without specific information about their agreement, it's hard to say for certain which model was used. It's also possible that the arrangement evolved over time, starting as a time-buy and transitioning to a more traditional broadcasting rights deal as the sport grew in popularity. It's hard to picture even WPBA being able to afford a time-buy arrangement for any longevity. What would the payback be? Unless Brunswick was involved in the deal and they did the actual funding for the purpose of specifically having their brand highlighted heavily in the content. In that sense it would more likely have been an advertising style situation funded by Brunswick moreso than by WPBA directly. Hard for me to say unless someone actually familiar speaks to it.
With Matchroom, there's a reason Emily puts so much focus on making the sport marketable including arena design, (*sigh*) ball colors, players instagrams, event flyers, featurettes, etc. I doubt they're paying for all those broadcasters to accept their content. They're likely working very hard to convince the broadcasters that pool is a marketable product in many respects.