The NBA on NBC is back. For the first time in over two decades, the network delivered a smashing debut, leaning into nostalgia while presenting a new look for a new generation of basketball fans. Instead of Marv Albert, Mike Fratello, and Ahmad Rashad, we had Mike Tirico, Reggie Miller, and Jamal Crawford—a mix of call-backs, call-outs, and even a Michael Jordan appearance.
The biggest buzz, of course, was the return of the greatest player to ever play the game. For those who remember the days when NBC Sports dominated NBA coverage, it was all about Jordan. His greatness demanded attention, the audience watched, and memories lasting a lifetime were made.
Yet NBC remained remarkably quiet all summer about Jordan’s role in the coverage. Many speculated—including myself—about what could be a home run for a network eager to hold viewers’ attention beyond opening night. Jordan could have been that. After the inaugural broadcast, I have my doubts.
At NBC Sports’ upfront earlier this year, the biggest headline wasn’t the return of Roundball Rock or the assembled broadcast team. It was Jordan appearing in a short clip announcing his role as a special contributor. It was the cherry on top of a “back to the future”–style presentation of what viewers could expect from NBA on NBC.
Michael Snore-Dan
But Jordan’s under-four-minute debut at halftime of the Oklahoma City Thunder–Houston Rockets game left me confused. Sitting across from Tirico at his home, Jordan didn’t speak about the current NBA. He didn’t discuss NBC’s return to broadcasting. He didn’t even mention a single current player.
Instead, the Hall of Famer spoke about spending time with family, shooting a free throw, and “paying it forward” as a way to give back to the game he loves. He still loves the sport—and wishes he could still play.
And scene.
What NBC delivered on opening night, despite all the hype, was little more than a teaser clip for a podcast. The conversation had nothing to do with the current NBA, nor with what NBC was presenting throughout the evening.
Now, questions need answers. Was this the plan all along? Will Jordan’s appearances on NBC Sports (and Peacock) consist only of general reflections about his career, offering a 30,000-foot view of the NBA rather than insight into the season or current players?
Moving Forward With The G.O.A.T.
There was debate leading up to the launch about whether NBC was leaning too heavily on nostalgia. The network played John Tesh, highlighted Jordan’s Bulls, Kobe’s Lakers, and other legends like Patrick Ewing and Magic Johnson. Jordan, however, was the centerpiece—supposedly the star who would set NBC apart from Inside the NBA on ESPN.
As well as the broadcast went otherwise, Jordan’s segment was a dud. It was a dead spot that killed momentum heading into a double-overtime thriller, and a busy night that switched from cable to Peacock for the second game.
NBC cannot move forward by leaning on its past. Appearances by network legends must serve a purpose: to showcase the stars of today. The league, its platform, and its audience exist to market current players—even with a touch of retro flair.
If NBC plans to play clips of Jordan moving forward, that would be a waste of time. The Last Dance succeeded because it offered everything NBA fans wanted to know about the behind-the-scenes story. If Jordan truly wants to “pay it back,” he should do so by highlighting today’s stars—not recounting luxury golf trips.
NBC can be selective with Jordan. He doesn’t need a weekly segment. But his insights on current topics are far more valuable than a fireside chat about the old days, with Tirico and himself wearing near-matching shoes.
Learn From Your Teammates
The best way NBC Sports can collaborate with Michael Jordan is modeled after what his former colleagues have already done. Inside the NBA features three former players who were never able to beat Jordan to a title when he reigned in Chicago. All three have a head start on knowing where NBA fans would like Jordan to go in his “contributions” to NBC Sports.
The question is: will he? Or will this simply be “whatever Mike wants, Mike gets”?
NBC Sports’ return to the NBA is a promising step forward, but nostalgia alone cannot carry it. The network has the platform, the audience, and the stars of today to capture attention. Jordan should enhance that, not distract from it.
If NBC truly wants to reclaim its place in basketball broadcasting, it needs contributions that inform, excite, and connect with the current game. Legends belong—but only if their presence elevates what’s happening now.
Otherwise, even the greatest of all time risks being little more than a halftime footnote.
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John Mamola is Barrett Media’s sports editor and daily sports columnist. He brings over two decades of experience (Chicago, Tampa/St Petersburg) in the broadcast industry with expertise in brand management, sales, promotions, producing, imaging, hosting, talent coaching, talent development, web development, social media strategy and design, video production, creative writing, partnership building, communication/networking with a long track record of growth and success. He is a five-time recognized top 20 program director in a major market via Barrett Medi’s Top 20 series and has been honored internally multiple times as station/brand of the year (Tampa, FL) and employee of the month (Tampa, FL) by iHeartMedia. Connect with John by email at John@BarrettMedia.com.
