By Ibrahim B. Muhammad
In October 2024, the National Basketball Association (NBA) secured a groundbreaking $76 billion broadcast rights deal with ESPN, Amazon and NBC, marking one of the largest sports deals of the decade. The deal, which spans 10 years, from 2025-26 to 2035-36 seasons, is expected to revolutionise fans’ experience of the NBA games.
The New Landscape of NBA Broadcasts:
Under the terms of the agreement, ESPN remains a key player, continuing its longstanding relationship with the NBA. However, the introduction of new streaming options and a major broadcast revival distinguishes this deal apart from previous ones. Amazon, a major force in sports streaming, with NFL Thursday Night Football under its belt, will now stream exclusive NBA games on its platform. This move follows Amazon’s broader push to solidify itself as a major player in the live sports broadcasting arena.
NBC, which famously covered the NBA from 1990 to 2002 during the league’s golden era of Michael Jordan and Shaquille O’Neal, will return to broadcasting NBA games. The return of NBC adds a nostalgic touch for fans who remember its “NBA on NBC” run. NBC’s re-entry into the basketball world will help increase access to free-to-air games, complementing the streaming-heavy model the league is now emphasizing.
Financial Boost and Expanded Digital Reach:
The staggering $76 billion value of this deal reflects not only the NBA’s growing global popularity but also the league’s ability to attract both traditional and streaming partners. The deal significantly surpasses the league’s current media rights, valued at $24 billion over nine years. With this massive increase, NBA teams and players are poised to benefit from an even more lucrative revenue-sharing structure, further fueling salary caps and team investments.
In addition to regular-season games, this deal includes coverage of the playoffs, NBA Finals, All-Star Game and the new in-season tournament that the league introduced in recent years. Amazon and NBC’s involvement will lead to more diverse streaming options and a more international reach for the league, as younger, tech-savvy viewers increasingly consume rich content via streaming platforms.
A Win for Fans:
For fans, this deal is a game-changer. Amazon’s platform will allow viewers to access exclusive games and unique content that goes beyond the traditional broadcast, bringing next-gen features like interactive stats and customizable viewing options. NBC, with its return, is expected to build on its storied tradition of NBA broadcasts with modern twists, providing greater access to marquee games on national television.
ESPN, as the primary sports broadcaster in the U.S., will continue to anchor the league’s biggest events and cover a majority of the nationally televised games, ensuring that long-time fans remain connected to the NBA’s most familiar platform.
What this Means for the NBA:
This historic deal not only secures the NBA’s financial future but also aligns it with the evolving digital landscape, where streaming and on-demand content are becoming central to the sports-watching experience. By tapping into Amazon’s global reach and capitalizing on NBC’s return to sports broadcasting, the NBA is poised for unprecedented global growth in the next decade.
The partnership seals the NBA’s status as a media giant, capable of bridging the gap between traditional and modern viewing experiences, thereby confirming that basketball remains one of the most valuable assets in global sports.