NBC Pushes NBA Launch With 30 Rock Basketball Site, Nostalgic Gear

Acquiring NBA broadcasting rights was merely the beginning for NBCUniversal. The network now faces the challenge of attracting viewers to watch a multitude of games that will air on NBC and Peacock.

Next week at NBC’s headquarters in 30 Rockefeller Plaza, the company will unveil a specially designed LED basketball half-court featuring 30 pieces of artwork inspired by various teams. This installation, named “30 Rocks at 30 Rock,” aims to generate excitement around NBC’s new NBA programming schedule. Scheduled guests include Maria Taylor, Michael Bublé, Tom Llamas, Dylan Dreyer, Sam Brock, and Carl Radke, along with NBA icons John Starks, Ron Harper, Jason Richardson, and Joakim Noah.

“This is our way of transforming our city location into a celebration for NBA Tip Off,” stated Jenny Storms, chief marketing officer for NBCU’s television and streaming divisions, in a recent conversation. The “30 Rocks” event will be accessible starting Thursday, October 16, and running through Tuesday, October 21.

In addition to the New York festivities, NBC aims to capture attention in Los Angeles. On October 16, NBC Sports will host an exclusive vintage merchandise pop-up, featuring a limited selection of “NBA on NBC” apparel from New Era, with prices reminiscent of the economic climate during NBC’s previous NBA rights period, which lasted from 1990 to 2002.

There’s compelling motivation to promote NBC’s new basketball schedule. The network plans to air NBA games on up to three nights per week following the conclusion of the NFL season. Reports suggest that NBC is investing approximately $2.5 billion annually for the new NBA rights package, which is reportedly more than what it pays for “Sunday Night Football.” This new 11-year agreement will be in effect from late 2025 until the end of the 2035-2036 season.

NBC is optimistic about the potential to engage a wider audience with these new games, traditionally available only via cable. By offering games on Peacock, the network hopes to attract younger audiences and those who have cut the cord, according to Storms. Additionally, NBC aims to reconnect with viewers who may have enjoyed NBA games during the network’s former partnership with the league but have since lost interest. The company’s extensive reach among entertainment fans allows it to connect with more casual sports viewers who might discover the NBA through programs like “The Voice” or “Law & Order.”

Each day at the “30 Rocks” venue will feature a variety of activities. NBC News personalities such as Tom Llamas, Dylan Dreyer, Stephanie Gosk, and Sam Brock will compete in a basketball game of N-B-C (as opposed to “Horse”). Carl Radke from Bravo’s “Summer House” is scheduled to appear, engaging with fans and showing off his shooting skills. Maria Taylor will lead a discussion on women in sports, and the NBA will organize kids’ teams for a three-on-three tournament.