This morning, like many other loyal subscribers, I opened an email from TSN only to learn that my monthly subscription fee will jump from $19.99 to $24.99 starting August 22, 2025.
No added features. No new channels. Not even a nod to improved service. Just a 25% price increase, delivered in a cold, transactional message that opens with no personalization and closes with a generic “Thank you for being a subscriber.”
Peter Drucker said “Business has only two basic functions – marketing and innovation.”. In addition he said “The purpose of a business is to create and keep a customer”. #TSNFAIL
If TSN were truly customer-centric business people, they missed a golden opportunity to prove it. Here’s how they could have handled this communication more thoughtfully, and in doing so, strengthened, not strained, their hard-earned customer relationships:
First, they should have had Marketers involved in the decision and communication of this kind of price increase. Price is a critical marketing cornerstone, deserving of being one of the 4 Ps of marketing. According to to The Globe and Mail despite losing 8.6% of subscribers in 2020, their revenues increased by 3.5% to $368 million. So they have experience with significant price increases. And clearly the bean-counters are driving the boat. For the purposes of this article we are only looking at the communication of the decision to raise prices, rather than the pricing strategies themselves. That’s a topic worth tackling on another day.
The Subject Line
The Subject line in emails is an exceptional communications and deliverability opportunity. Instead of “Important Update: TSN Subscription Price Change” they might have said “TSN Is Changing and We Want You to be the First to Know”. This adds exclusivity and transparency and is refreshingly honest and straight up.
A photo of the Toronto Blue Jays and or the Kansas City Chiefs celebrating, may have reminded me why I subscribe to TSN in the first place.
The message
Instead of opening with “Hello” they could easily have said “Hi Derek”, but to do so would require them to give a damn.
They then moved right into the price hike, when they could have started by acknowledging the loyalty of their subscribers and the value they place on live sports coverage. The NFL season is right around the corner, providing a good opportunity to remind subscribers why they like TSN+. The Blue jays are on a great winning streak and they are “Canada’s MLB Team”.
“We know how much you value staying connected to your teams and the sports you love, especially with the the Blue Jays’ current winning streak and the start of the National Football League League (NFL) right around the corner.”
Consumers aren’t inherently opposed to price increases. They’re opposed to feeling exploited. A transparent explanation, rising broadcast rights, investments in streaming tech, or even inflationary pressures, would go a long way in building trust. Remember, these are EXISTING customers whose lifetime value is far better than investing heavily in chasing new prospects.
“To continue delivering high-quality coverage, keep up with rising league and licensing costs, and invest in a better streaming experience, we’ve made the difficult decision to adjust our monthly subscription pricing.”
If there are no immediate new features, TSN should at least preview what’s coming: expanded coverage? 4K streaming? Personalized highlights?
“Coming this fall: personalized notifications, better mobile streaming quality, and deeper coverage of regional games, because we’re always working to improve how you experience TSN.”
Even a small token would speak volumes. A free month. A free trial to TSN+ or bonus content. A thank-you email from a broadcaster. Something to say, “We appreciate you.”
“As a thank you, we’re offering existing subscribers one free month of TSN+ content, on us.”
A signed message from a recognizable executive or on-air personality would lend authenticity. Even a short video message would be more engaging than a block of grey text.
“From our team to yours, thank you for choosing TSN. We’re committed to earning your continued support.”
Rather than link users off to Roku support (and washing their hands of responsibility), TSN should offer in-house options to manage accounts or talk to someone about the change. Put the brand behind the experience.
“Need help or have questions? Our team at TSN is here to support you directly. Click here to reach out.”
Final Thought
Price increases are inevitable. But respect, empathy, and good communication are always a choice. In an era where consumers have more options than ever, a little care in how you communicate can make the difference between a loyal fan and a lost one.
TSN hasn’t just risked losing customers, they’ve exposed a deeper problem: a marketing department so distracted by chasing leads that they’ve ceded customer care to the accountants.
And it shows.
