The NBA is officially returning to NBC and Peacock in October 2025, marking a monumental comeback in sports broadcasting. With a staggering $2.5 billion annual deal, NBC is reigniting its iconic partnership with the league after more than two decades. A dynamic promotional campaign featuring NBA stars and nostalgic elements has already begun building anticipation for the new era of basketball coverage.
Jack McBrayer and NBA stars steal the spotlight in playful promo
In a clever nod to its past, NBC’s first promotional spot features actor Jack McBrayer reprising his beloved “30 Rock” character, Kenneth the Page. The lighthearted commercial sees McBrayer leading NBA superstars Giannis Antetokounmpo, Jayson Tatum, and Victor Wembanyama on a humorous backstage tour. The players joke about championship rings, with Antetokounmpo quipping, “I have one, too. I just don’t wear it everywhere.”
The promo concludes with the tagline “Coming Fall 2025”, paired with NBC, Peacock, and NBA logos. “It was so much fun to create this spot in partnership with the NBA as it winks at the nostalgia and legacy of NBC’s history,” said Jenny Storms, NBCUniversal’s Chief Marketing Officer for Entertainment and Sports. The campaign aims to bridge NBC’s historic basketball legacy with its forward-looking strategy for engaging younger audiences.
A multi-billion-dollar deal with historic implications
Signed in July 2024, NBC’s 11-year agreement with the NBA is valued at $2.5 billion per year, making it one of the most significant sports broadcasting deals in history. The package includes 100 regular-season games, exclusive first-round playoff coverage, and the NBA All-Star Game. Notably, NBC will introduce three consecutive nights of NBA action: Monday night games exclusive to Peacock, Tuesday night doubleheaders on NBC and Peacock, and Sunday Night Basketball starting in 2026.
Analysts estimate that these broadcasts could generate over $1 billion in annual ad revenue, a crucial boost for NBC as it leans more heavily on live sports programming. The deal also includes WNBA games, further diversifying NBC’s basketball offerings and cementing its position as a key player in sports broadcasting.
Leveraging digital platforms to captivate younger audiences
In addition to its linear broadcasts, NBC is taking a digital-first approach to engage next-generation fans. The network has launched dedicated social media accounts under the handle @NBAonNBC across platforms like TikTok, Instagram, Threads, and X (formerly Twitter). These accounts will deliver exclusive behind-the-scenes content, promotional clips, and real-time updates, ensuring a steady stream of buzz leading up to the NBA’s return.
“Our strategy is to drive awareness and excitement for the NBA returning to NBC and debuting on Peacock this fall,” said Storms. The approach mirrors NBC’s successful promotional campaigns during the 2024 Paris Olympics, which reached millions of digitally native viewers and set a new standard for sports engagement.
NBC’s iconic basketball legacy returns
The return of the NBA to NBC evokes powerful nostalgia for many fans. From Michael Jordan‘s legendary performances in the 1990s to the Shaquille O’Neal and Kobe Bryant era in the early 2000s, NBC was once synonymous with basketball’s greatest moments. The network’s “NBA on NBC” theme music and blockbuster Sunday games became cultural staples during its original tenure with the league.
Now, NBC aims to revive that golden era while embracing modern innovations to meet today’s audience expectations. By combining live broadcasts, exclusive streaming on Peacock, and a robust social media presence, NBC is positioning itself to dominate the basketball media landscape once again. As October 2025 approaches, fans and industry insiders alike eagerly await what promises to be a groundbreaking chapter for both the NBA and NBC.
