Unlike Prime Video, NBC had a bit of a head start, considering it was an NBA rights holder from 1990-2002. On one hand, it’s a familiar brand for fans, though this time around it brings Peacock to the equation, as the league continues to make advancements in the digital world. While Peacock may add to the “fragmentation frustration” felt by sports fans today, NBC sought to blend nostalgia with the new era of media.

Case in point: Fans will hear “Roundball Rock” when they tune into NBC or Peacock for a game. The iconic theme song marks a long-awaited return, and NBC is tapping into AI to bring other elements of its previous coverage to the modern day NBA, such as using the technology to recreate the voice of former narrator Jim Fagan, who passed away in 2017.

“That’s going to be our job … to merge the old with the new, but also still continue to be innovative as we go forward but not alienate the people who were around in the ’90s that are used to what NBC and what they brought to the game of basketball,” former NBA star and current NBC Sports commentator Reggie Miller said on a call with media ahead of opening night.

Miller joked that hearing “Roundball Rock” reminded him of his playing days, facing the likes of Michael Jordan and other NBA icons. But NBC Sports Executive Producer Sam Flood was quick to add that just because the nostalgia is there, it doesn’t mean there isn’t room for further innovation.

“If we went all the way back and did our old-school telecast, you wouldn’t see the scoreboard in real time. You wouldn’t see a lot of things that are common in sports now. The scoreboard would come in after every score on the old ‘NBA on NBC,’” Flood said. “There was no permanent clock. It’s a different expectation from an audience, so we’re going to make sure we meet those expectations as best we can.”

To build the hype, Jennifer Storms, CMO of NBCUniversal Television and Streaming, and the NBC Sports crew leaned into activations and advertisements. Most recently, the company teamed up with the Rockefeller Center to launch a six-day live activation featuring 30 NBA team-inspired basketballs, a custom LED basketball half-court as well as photo opportunities and meet-and-greets with NBCU talent, including Maria Taylor, Michael Bublé, Tom Llamas and John Starks.

The marketing efforts paid off in the ratings department. NBC and Peacock combined to have the largest “NBA Tip-Off” doubleheader since 2010, when LeBron James’ debut with the Heat drew 5.7 million viewers. The two platforms averaged 5.6 million viewers, according to Nielsen and Adobe Analytics, peaking at 7.1 million from 10:45-11 p.m. when the defending champs Thunder clung to a one-point victory over Kevin Durant and the Rockets.

Rockets-Thunder came in at 5.9 million viewers, while the later Warriors-Lakers game recorded 5.1 million. The average minute audience on Peacock and NBC Sports digital properties was 1 million viewers, NBC Sports’ largest simulstream audience ever (excluding the NFL and Olympics).

NBC Sports added that NBC’s tip-off audiences were 20% more likely to search for advertisers compared to last season’s average, according to EDO data. The two games drove more social engagements than any other program on opening night.

ESPN kept it short and sweet in its statement acknowledging the news: “We’re incredibly proud of what we and Formula 1 accomplished together in the United States and look forward to a strong finish in this final season. We wish F1 well in the future.”

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The Barcelona-Paris St. Germain Champions League match in early October was a memorable one for Paramount+, becoming the streamer’s most-watched league phase/group stage match ever. At the time, that helped Paramount+ to post a 45% improvement in average minute audience compared to the 2024-25 UCL campaign after two matchdays.

ESPN said it had the second-most-watched regular-season NHL game since the new media deal kicked in four years ago (excluding Opening Night and Stadium Series games). The Panthers-Bruins averaged 822,000 viewers, up 102% compared to ESPN’s average NHL viewership last year.

On the ice, the Michigan State-Boston University hockey game (ESPN2) was the highest-rated broadcast ESPN has had on its networks. It didn’t release a specific number, but it noted that it was the fourth-most-watched regular-season college hockey game among ESPN’s portfolio.

The American Association of Professional Baseball delivered the results of baseball ratings across digital media, broadcast viewership and sponsorships. AAPB’s TV audience reached 10.23 million viewers — a nearly 12,000% improvement over the last seven years — and saw TV viewership go up by 41% YOY. Approximately 1.6 million total fans attended games, while league partnerships increased by 213% YOY.

“As Jordan Brand enters its next era of greatness, we do so with an eye for furthering our connection to our community. World of Flight is a direct portal to our brand and represents the pinnacle of basketball culture,” Jordan Brand President Sarah Mensah said.

The New York Jets announced a multiyear partnership with Johnson & Johnson to make the company the team’s Official Medical Innovation Sponsor. Johnson & Johnson will serve as presenting sponsor of My Cause My Cleats and debut its monthly Healthcare Hero program during the 2025 season, which will spotlight health care workers each month with in-game recognition at MetLife Stadium.

Manchester City is extending its global brand into street culture with a new collaboration alongside Los Angeles-based Primitive Skateboarding and artist Francisco Reyes Jr., known as Never Made. The limited-edition line merges art, football and skate through a collection that includes scarves, tote bags, bandanas and a signature skate deck. The design blends Reyes’ bold graphic aesthetic with Manchester’s iconic worker bee, the red rose of Lancaster and the monarch butterfly — a nod to Reyes’ Mexican heritage and the cultural crossover between Manchester and Los Angeles. The flagship deck features the club crest in gold foil, connecting both brands’ visual identities.

Monumental Sports & Entertainment has added another local name to its growing roster of partners, announcing Vanda Pharmaceuticals as the newest Founding Partner for its next-generation Capital One Arena project in D.C. The multiyear deal centers on the entitlement of Monumental Sports Network’s state-of-the-art studios, which will now be known as the Vanda Pharmaceuticals Studios. The partnership extends Vanda’s rapid rise in D.C. sports marketing, following its earlier jersey patch agreement with the WNBA’s Washington Mystics. As a Founding Partner, the biopharmaceutical company joins United Airlines in supporting Monumental’s arena redevelopment and will integrate its brand across the Capitals, Wizards, Mystics and Monumental’s growing media platform.

Club América is teaming up with fan data technology leader Tradable Bits on a multiyear partnership to launch a next-generation, data-driven fan engagement platform. The system will integrate ticketing, marketing, in-venue operations and official fan programs, giving the club a unified view of supporter behavior while creating personalized experiences for fans. Using Tradable Bits’ Octane analytics platform, Club América will connect more than 400 data variables — from attendance and merchandise sales to marketing interactions — into a single actionable hub. The platform aims to reward supporters, grow memberships and optimize sponsorship activations.

Golf Channel’s golf-infused reality competition series is making a return next year. The network is partnering with Good Good Golf to create the 24th season of “Big Break” at Horseshoe Bay Resort in Texas. Big Break puts high-level golfers against each other in an array of skill challenges. Additional details will be announced soon, but mark your calendars for August 2026.

The Big Ten Network is upgrading the production power behind its StudentU program that gives students across all Big Ten schools real-world broadcasting experience through B1G+. Over 20 Sony HXC-FZ90 studio camera systems are being rolled out to campuses, meaning the new 4K-capable cameras enable the ability to use multiple cameras, replays and graphics on streams.

Blue Star Families recognized Monumental Sports & Entertainment Founder and CEO Ted Leonsis with its Connie J. Milstein Philanthropic Award during the nonprofit’s Annual Celebration. The honor celebrates his longstanding commitment to supporting military service members, veterans and their families through community programs and partnerships across the Capitals, Wizards, Mystics and other Monumental platforms. Through the Monumental Sports & Entertainment Foundation, Monumental has donated more than $1.5 million to military-focused charities since 2010, partnering with organizations such as TAPS and the USO while hosting annual events like the Capitals’ Military Appreciation Night. Leonsis was joined by MSE executive AJ Jones II, who serves on the Blue Star Families board, at the event.

1978: Hockey legend and Hall of Famer Bobby Orr scored the last goal of his career, coming against the Red Wings. Orr finished with 657 games played, 270 goals, 645 assists and a +/- of +582, while also adding two Stanley Cups, two Art Ross Trophies and eight James Norris Memorial Trophies.

1997: Violet Palmer and Dee Kantner became the first two women officials in any major U.S. professional men’s sport when the NBA announced their hirings. Palmer went on to become the first female to referee an All-Star Game in any of the four major U.S. sports in 2014, before she retired from on-court duties two years later.