NBC wasted no time reminding fans that the NBA is coming back to the network this fall. During Sunday night’s Buffalo-Baltimore matchup, the network dropped a 45-second spot promoting its NBA return with the same flair typically reserved for team introductions on game night.
The promo spotlighted NBC’s broadcast team in dramatic fashion, leaning into the kind of pomp and circumstance fans expect from an NBA arena. Grant Hill ripped away his warm-up suit to reveal a full suit and tie. Vince Carter put on a headset as if checking in from the scorer’s table. Reggie Miller autographed a dress shoe, tossed it to a fan in the stands, and even poked fun at his infamous “choke” gesture before tightening his tie. The lineup also included Tracy McGrady, Carmelo Anthony and Jamal Crawford.
“That’s my team,” lead play-by-play voice Mike Tirico declared as he stood next to Oklahoma City Thunder stars Shai Gilgeous-Alexander, Jalen Williams and Chet Holmgren. The players, looking puzzled, delivered the punchline. “Are we supposed to play them?” Gilgeous-Alexander asked.
The promo served a dual purpose. Introduce NBC’s new NBA crew while also building anticipation for the league’s return to the network on October 21. Opening night features a doubleheader showcasing some of the NBA’s biggest stars.
Gilgeous-Alexander and the reigning champion Thunder host Kevin Durant and the Houston Rockets. That will be followed by Stephen Curry and the Golden State Warriors visiting LeBron James and the Los Angeles Lakers.
NBCUniversal executives noted that Sunday Night Football provided the perfect stage to launch the campaign. With the NFL’s primetime showcase serving as television’s top show for 14 consecutive years, the crossover allowed the promo to reach millions of sports fans already locked into appointment viewing. NBC confirmed that versions of the spot will continue to air across its linear, digital and social media platforms in the weeks ahead.
“NBA player introductions have always played a big role in getting the arena crowd — and the people watching at home — excited for the game,” Joseph Lee, NBCUniversal’s senior vice president for creative marketing, sports and entertainment, said in a statement.
The promo comes at a pivotal moment for the league. The NBA’s new 11-year, $76 billion broadcast package with ABC/ESPN, NBC/Peacock and Amazon Prime Video officially tips off this season. NBC’s re-entry marks its first NBA coverage since 2002. Bringing back a brand synonymous with the league’s growth in the 1990s.
The schedule will feature consistent national windows across multiple platforms. Mondays will belong to Peacock, Tuesdays to NBC, Wednesdays to ESPN, Thursdays and select Fridays to Prime Video. ESPN will also be continuing on Fridays as well. Saturdays will split between Prime Video in the afternoon and ABC at night. Sundays will feature afternoon games on ABC and primetime contests on NBC.
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