(Bloomberg) -- The National Basketball Association’s exclusive period for discussing a new broadcast deal with Walt Disney Co. and Warner Bros. Discovery Inc. concluded Monday without an agreement, opening the way for talks with other potential bidders.

The league plans to continue negotiations with the parent companies of ESPN and the Turner networks over a renewal of their rights, an NBA spokesperson said in a statement. 

The league’s current nine-year deal is worth about $24 billion. The league has been looking to double that fee, possibly by bringing in new partners, whether they be a traditional media company like Comcast Corp.’s NBC or streaming-focused ones such as Amazon.com Inc. or Apple Inc. NBA officials have been looking to add at least one more media outlet, but are open to a fourth if the right deal is found, according to a person familiar with their thinking.

Sports leagues from the National Football League to Major League Baseball have been divvying up their broadcast rights among partners as a way of boosting their fees and reaching broader audiences. 

The NBA is negotiating the new rights agreements along with its female counterpart, the WNBA.

“I think it’s in the leagues’ interest to the extent we can do integrated deals,” NBA Commissioner Adam Silver said at a board of governor’s meeting this month. “The NBA promotes into the WNBA season and the WNBA promotes into the NBA.”

The WNBA media rights are held by Disney, E.W. Scripps Co., Paramount Global’s CBS and Amazon.  

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