NBCUniversal Brings the NBA Back to NBC with Star Power and Fan Activations

This fall marked the NBA's highly anticipated return to NBC and its debut on Peacock – the league's first appearance on NBC since 2002. To build momentum ahead of tip-off, NBCUniversal mobilized across the company and leveraged its unique platforms to create unforgettable moments, generate excitement, and maximize fan engagement.

NBC has long used its broad portfolio to create launch synergy and drive fandom. To fuel the NBA's rise in the 1980s and 1990s, the network ran broadcast promos across iconic "must-see TV" titles like Seinfeld, ER, Cheers, The Tonight Show with Johnny Carson and Jay Leno, and the Olympics – creating a unified promotional push across the network. That cross-platform synergy brought millions of new fans to the sport and ushered in a new era of can’t-miss marquee sports moments.

Today, with more brands and platforms under the Comcast NBCUniversal umbrella, cross-platform synergy has grown significantly. The integrated marketing engine supercharging NBCUniversal collaboration is called Symphony. Through Symphony, today's NBA on NBC benefits from the full force of the company's media ecosystem, leveraging dozens of owned platforms to expand reach and build excitement.

Here are some examples of the many ways NBCUniversal drove record excitement for its first NBA tip-off in over two decades.

Expanding audience reach with NBCUniversal fandoms

NBCUniversal tapped into the intensely engaged fans of Bravo's Real Housewives and Peacock's Love Island Games, two franchises that fuel constant pop culture buzz, to promote NBA Tip-Off. This crossover allowed the campaign to reach new audiences beyond traditional sports fans. NBCU also connected Latin music fans to the NBA through a custom co-promo that aired during Telemundo's broadcast of the Billboard Latin Music Awards. The promo celebrated the NBA's return as well as the sport's cultural significance and helped engage a key – and rapidly growing – fanbase.

Fueling fandom with nationwide activations

NBCUniversal rolled out a series of fan-focused activations leading up to tip-off, including a takeover of The Shop at NBC Studios, in-person events, and exclusive giveaways through Xfinity Rewards.

The Shop, which offers exclusive NBA merchandise and serves as the starting point for multiple iconic 30 Rock studio tours and show tapings, became a hub for fans to show their excitement. Additionally, NBCU partnered with Xfinity to reach their vast customer base through Xfinity Rewards. The exclusive giveaway was offered across more than 600 retail stores and included an NBA on NBC rally towel for fans cheer on their teams, whether from the couch or courtside.

One of the marquee moments of the campaign was the 30 Rocks activation, hosted by NBC Sports in partnership with Rockefeller Center. Running from October 16-21, the activation transformed iconic Rockefeller Plaza into a vibrant celebration of the NBA's return, featuring a custom LED half-court and 30 NBA team-inspired basketballs – known as "rocks" to savvy fans – each designed by local artists. These one-of-a-kind creations have since been sent to their hometown markets, where they'll be displayed as a symbol of fandom and creativity. NBCU Local news teams generated buzz as the rocks touched down in each local market.

Additionally, talent from across the NBCUniversal portfolio – including Maria Taylor, Michael Bublé, Sam Brock, Taran Killam, and Carl Radke – joined NBA legends John Starks, Ron Harper, Jason Richardson, and Joakim Noah at the 30 Rocks activation to connect with fans and create shareable content.

NBCUniversal Destinations & Experiences jumped on the ride as well. Universal Orlando and Universal Studios Hollywood each joined the celebration by hosting an NBA Tip-Off Watch Party at the NBC Sports Grill & Brew. The event marked the largest watch party ever held at the venue, bringing fans from around the world together to celebrate tip-off fever. The parties featured branded food and drink items, custom table and tent decor, large-screen takeovers, and live entertainment, all capturing the energy of the NBA's return to NBC.

Editorializing the moment

NBCUniversal's broadcast and cable platforms rallied around the NBA's return with high-impact coverage leading up to the October 21 tip-off. The Kelly Clarkson Show, Telemundo, WNBC, and the TODAY show all spotlighted the 30 Rocks activation to drive awareness and viewership.

On October 20, the TODAY show hosted a Tip-Off Takeover in honor of NBA Jersey Day, featuring custom sets, fan giveaways, and appearances from NBA talent.

To reach the largest possible audience, NBCU activated across NBCU's live shows, bringing broadcasts to life directly from the 30 Rocks activation. Participating programs amplified the excitement to their audiences, while NBC talent, on-air personalities, and NBA legends stopped by to show their support, spreading the word that the NBA is back on NBC and Peacock to millions of fans across social media.

Access Daily and Access Hollywood provided comprehensive coverage, with hosts Kit Hoover and Mario Lopez spotlighting key moments from the NBA's return to NBC. Their segments featured highlights from the NBA on NBC press event, showcased the vintage pop-up and throwback jackets, and celebrated Jersey Day with custom NBA jerseys. They also conducted an interview with NBA legend Reggie Miller and offered viewers an exclusive behind-the-scenes look at the 30 Rock court setup.

NBA on NBC is just getting started… again

NBCUniversal's collaboration to generate excitement around the NBA's return to NBC was a success and led to the highest ratings for an NBA tip-off since 2010.

The NBA on NBC holds a storied legacy among basketball fans, and NBCUniversal pulled out all the stops to ensure the league's return surpassed expectations. Leveraging cross-platform synergy across the entire NBCUniversal portfolio, the network made sure tip-off was memorable. But that's only the beginning. NBCUniversal's 11-year agreement with the NBA is off to a great start, and the network is committed – and excited – to keep raising the bar as time goes on, including unveiling technical innovations that bring fans closer to the court than ever. As the NBA season progresses towards NBA All-Star, the playoffs, and beyond, NBCUniversal will continue engaging current and new fans across its platforms and ensure that its iconic partnership with the league not only reflects the game’s past, but helps define its future.