NBC is gearing up to bring NBA games back to its network this fall, and the excitement is already building. During Sunday night’s “Sunday Night Football” game, viewers can expect to see a promo featuring actor Jack McBrayer reprising his role as Kenneth the Page from “30 Rock,” alongside NBA stars Giannis Antetokounmpo, Jayson Tatum, and Victor Wembanyama. This promo will serve as a teaser for the upcoming NBA games that will be aired on NBC and its streaming service, Peacock.
Jenny Storms, NBCUniversal’s chief marketing officer for entertainment and sports, describes this as a “launch moment” with more exciting developments to come in the next ten months. It has been 23 years since NBC last aired NBA games, and the network is pulling out all the stops to reintroduce the sport to its audience.
As part of the promotional campaign, NBC will be launching new social media accounts dedicated to the NBA. The @NBAonNBC accounts will debut on platforms like TikTok, Instagram, Facebook, and Threads, providing fans with behind-the-scenes content, talent announcements, and engaging conversations about the NBA.
NBC’s investment in the NBA is substantial, with an estimated $2.4 to $2.5 billion per year for an 11-year deal that includes airing 100 regular-season games, the NBA All-Star Game, and exclusive first-round playoff games. The addition of WNBA games further enhances the package, making it a significant revenue opportunity for NBC.
The network is also planning a lineup of NBA games across its platforms, with Peacock streaming a Monday night game, NBC and Peacock airing games on Tuesdays, and the launch of “Sunday Night Basketball” in 2026. This emphasis on sports programming will become even more crucial for NBC as it prepares for a spinoff from its corporate parent Comcast later this year.
By combining the star power of Jack McBrayer with popular NBA players, NBC is following a successful strategy used during the recent Paris Olympics. The network aims to capture the attention of fans and capitalize on the excitement surrounding the return of NBA games to its lineup.
While most NBA games currently air on Disney and Warner Bros. Discovery networks, NBC is set to join ESPN and Amazon as key rightsholders for the league this fall. NBA players like Jayson Tatum are thrilled about the return of the NBA to NBC and the opportunity to showcase their talents on Peacock.
Overall, NBC’s strategic marketing efforts and investment in the NBA signal a significant shift in the sports broadcasting landscape. Fans can look forward to an exciting season of NBA action on NBC and Peacock, with a lineup of games that will keep them engaged throughout the season.
