NBA media deals tip off with innovation, nostalgia and global reach

Highlights

• The NBA begins an unprecedented 11-year partnership with major networks valued at $76 billion, enhancing fan access to games and marking a 164.1% increase over previous agreements. This includes substantial investments from Disney, NBC, and Amazon, allowing fans to enjoy games across various platforms.
• The league is actively pursuing international growth, with plans for preseason games in China and Europe, as well as discussions to establish an NBA Europe league. The partnership with the Chinese Basketball Association reinforces the NBA's commitment to strengthening its presence in the Chinese market.
• Despite slight declines in overall viewership, NBA game attendance remains robust, averaging over 18,000 fans per game last season. The league is also preparing for a national streaming RSN launch by the 2027-28 season and is considering expansion into cities like Seattle and Las Vegas, balancing financial and competitive factors in its growth strategy.

As the National Basketball Association (NBA) prepares to tip off its season, the Oklahoma City Thunder aim to defend their first championship title. This season promises to be transformative, thanks to historic media rights deals with NBC, ABC/ESPN, and Amazon, which aim to enhance fan engagement and accessibility to games. With revenues soaring past $11 billion annually, the NBA is positioned for ongoing global expansion and improved regional coverage.

Historic media deals set to begin

The NBA's groundbreaking 11-year partnership with major networks is valued at an astonishing $76 billion, translating to approximately $6.9 billion annually—an impressive 164.1% increase over the previous agreement. This deal ranks as the second-largest among major sports leagues, only behind the NFL. The partnerships will allow fans to access games through a mix of streaming, broadcast, and cable networks, though it requires subscriptions to multiple services.

Disney will pay around $2.6 billion yearly for the rights to broadcast approximately 80 games on ESPN and ABC, including the NBA Finals. Meanwhile, NBC will invest $2.5 billion annually, marking the network's return to NBA coverage after a long hiatus. Amazon Prime Video will also make its debut in broadcasting NBA games, investing $1.8 billion annually, and bringing innovative features through a partnership with Amazon Web Services.

Global expansion and local coverage

The NBA is not only focusing on domestic growth but also on international markets. Plans for preseason games in China and Europe are underway, along with discussions about establishing an NBA Europe league. The league's partnership with the Chinese Basketball Association and it’s deal with Tencent in China, valued at $1.5 billion, continues to strengthen its presence in the region.

Despite slight declines in overall viewership, attendance at NBA games remains high, with an average of 18,147 fans per game last season, marking the second-highest in NBA history. In regional sports network (RSN) coverage, five NBA teams, namely the Hawks, Cavaliers, Heat, Bucks, and Timberwolves, opted to continue their partnership with the FanDuel Sports Network for the 2025-26 season, following the expiration of their contracts. These decisions allow Diamond Sports Group LLC to maintain its full roster of 13 franchises for this season. The focus on developing local broadcasting deals is evident, with teams like the LA Clippers and Phoenix Suns adopting innovative strategies to enhance fan engagement.

The NBA is also preparing for a national streaming RSN launch, anticipated by the 2027-28 season, which could attract up to 20 teams looking to transition from local deals. NBA Commissioner Adam Silver has highlighted the necessity of resolving local TV issues before expansion, indicating a strategic approach to the league's future media rights landscape.

As the NBA navigates its evolving media landscape, expansion remains a topic of discussion, with cities like Seattle and Las Vegas in the spotlight. While the timeline for domestic expansion is uncertain, the league is strategically balancing financial considerations and competitive integrity in its growth plans.