This week's expanded deals with the NFL and a new partnership with WWE provides ESPN with more inventory and offerings, which it hopes will bolster the company in a landscape that is divided among cable, satellite and streaming.

ESPN will launch its long-awaited new streaming service August 21, at a price of $29.99 a month, bulking it up with WWE and extended NFL rights.

With streaming now representing more than 40% of its total upfront volume, the entertainment giant is looking to gird itself as linear TV declines.