NBC Sports President Rick Cordella Shares Insights on NBCUniversal’s Sports Strategy and Reviving the NBA Experience

As NBA excitement powers forward – and NBCUniversal clocks significant ratings numbers – President of NBC Sports Rick Cordella talks about the NBA, the thrill of live television, and the audience-driving power of synergy across streaming and broadcast.

In what ways does the NBA investment align with NBCU’s long-term strategic goals in sports and entertainment?

Entering into a partnership with the NBA further strengthens NBCUniversal’s world-class content portfolio across sports, news, and entertainment. Sports has always been a huge part of making NBC must-watch TV, and the NBA gives us the exciting opportunity to bring in a new generation of fans. We’ll lean into the pop culture appeal of the NBA with companion programming and marketing collaborations. We've seen an electrifying start to the season, and the NBA on NBC and Peacock has already boosted ad sales and will help to accelerate Peacock’s subscriber growth. 

How does the NBA round out our year-long sports calendar? 

The NBA bolsters an already unprecedented roster of sports properties at NBCUniversal, including the Olympics, NFL, Big Ten, Notre Dame, NASCAR, Premier League, PGA Tour, the Kentucky Derby, Tour de France, Big East, Big 12, WWE and many others. Between the NBA and WNBA, we'll consistently deliver can't-miss content all year long. And with the launch of Sunday Night Basketball on NBC and Peacock following the NFL season, we’ll continue our tradition of premium Sunday night sports programming.

How is NBCU leveraging its full ecosystem—broadcast, cable, streaming, digital, and experiential—to maximize the NBA partnership?

One of the benefits of our company is that we can make content like sports available across our portfolio. Part of the reason that we were able to enter into a partnership with the NBA is because we’re more than just streaming or broadcast. At NBCUniversal, our business and brands are more powerful together. If you look at one of our first NBA promos, it featured NBCUniversal celebrities from Law & Order: SVU, America’s Got Talent, TODAY, Real Housewives, The Voice, and many more humming the iconic Roundball Rock.

Tip-off is another great example. We were able to partner with Rockefeller Center to launch 30 Rocks, a live activation to celebrate the NBA’s return to NBC and debut on Peacock. The six-day celebration featured a custom LED basketball half-court, 30 NBA team-inspired basketball artworks, photo opportunities and appearances by NBCUniversal personalities and NBA legends. It was a unique way to unite all 30 NBA teams in New York City and showcased our commitment to creating exceptional and memorable experiences for fans. The day also included Jon Tesh performing Roundball Rock and an interview with NBA Commissioner Adam Silver on TODAY, as well as additional cross company support on Access Hollywood and local NBC affiliates. 

We often say no one does live better than NBCUniversal—can you elaborate on what that means and what truly sets us apart in the live content space? 

At NBC Sports, our goal is always to make big events bigger. With the NBA, we are combining the best parts of NBC’s coverage from the 1990s with a fresh perspective on today’s game and today’s players - enhanced by innovative production elements that celebrate the game and deepen fans' understanding.  

We are leaning into fan-favorite nostalgia with things like John Tesh and Roundball Rock, Jim Fagan’s distinctive voice via A.I., and player introductions – all elements from NBC Sports'  past coverage of the NBA that we’re bringing back.

We also have the ability to lean into the production magic that has made Sunday Night Football the number one show on primetime television for 14 years running. We'll have Mike Tirico on play-by-play, and a Sunday Night Basketball anthem from Lenny Kravitz to lead into the tip-off of those games starting in February. 

What can fans expect from NBCU's NBA coverage that they haven't seen before—especially when it comes to new technology, Peacock features, and innovations across our platforms?

Peacock will be the most fun and engaging place to stream NBA games, bringing fans closer to the game than ever before. In an industry first, "On the Bench," which will be used exclusively for the 23 Peacock NBA Monday night games, will give fans unprecedented access, with one analyst dedicated to each team and is positioned courtside with that team. Rather than sitting next to the play-by-play voice, the analysts will be positioned near the assistant coaches of their assigned team during the action, listening in on huddles and timeouts, and delivering information straight from the bench. 

In the coming weeks, Peacock is also debuting innovative streaming experiences including "Peacock Performance View," a viewing mode providing fans with on-screen stats and data. Plus, "Peacock ScoreCard," a first-of-its-kind, real-time streaming experience that is like "bingo meets fantasy sports" and will be available on TV and mobile, alongside existing features such as Can’t Miss Highlights on mobile and Catch Up with Key Plays.