NEW YORK — With two weeks remaining until the 2025-2026 NBA season tips-off exclusively on NBC and Peacock, NBCUniversal is touting the fact that it has exceeded advertising expectations for the long-awaited return of pro basketball action to the company.
In particular, close to 170 ad partners are committing to the NBA on NBC, and “nearly all” of the inventory is sold out.
Just how big is the NBA going into the second half of the decade?
More than 20% of advertisers are new to NBCUniversal.
Additionally, the NBA’s return to NBCUniversal sparked interest from first-time brands with nearly 10% new investments into the franchise at large, the company says.
Meanwhile, more than 70% of clients are investing in cross-platform channels, with upward of 30% of overall NBA investments going solely toward digital inventory. But, traditional media didn’t suffer, as NBCU says investments in linear “exceeded initial expectations by more than 20%, highlighting the unwavering power of broadcast.”
Key positions tied to the NBA on NBC are sold out.
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American Express will be the Official Halftime Sponsor for NBA on NBCUniversal.
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As part of its larger collaboration with NBCUniversal, DraftKings will serve as the Official Betting Partner of NBA on NBCUniversal.
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Kia will be the Official Presenting Sponsor of Tuesday’s NBA Coast to Coast.
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McDonald’s will sponsor Basketball Night in America and NBA Showtime on Sunday nights
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State Farm will be the sponsor of Tuesday NBA Showtime studio show.
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Wingstop will sponsor Monday NBA Showtime studio show.
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Xfinity will be the Official Presenting Sponsor for Peacock NBA Monday.
“As a Chicago native, watching Michael Jordan and the Bulls win six championships with the NBA on NBC was an indescribable feeling and now helping to welcome the property back is both a personal and professional highlight for me,” says Mark Marshall, Chairman of Global Advertising & Partnerships at NBCU and a familiar face to Upfront attendees. “It is incredibly exciting to re-create the magic of the NBA on NBC as it returns to NBC and launches it on Peacock for the first time. We have already seen the power of live sports at NBCUniversal for advertisers and our latest partnership with the NBA is going to prove that power tenfold.”
Jill Hamilton, Vice President of Global Media at American Express, added, “As a longstanding partner of the NBA, with a Card Member base that is deeply passionate about sports, we’re thrilled to be the Official Halftime Sponsor of the NBA on NBC and Peacock. Live sports viewership continues to be strong, giving us a unique opportunity to reach the right audiences in fun and engaging content as the NBA returns to NBC.”
NBCUniversal and the NBA in July announced an 11-year agreement to present NBA and WNBA regular-season and playoff basketball games across numerous platforms beginning with the 2025-26 season.
