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NBCUniversal Exceeds Advertising Expectations for the Return of NBA to NBC, Nears Sell-Out With 170 Partners Across Linear and Digital

NBA NBC

October 06, 2025

With only two weeks until the 2025-2026 NBA season tips-off exclusively on NBC and Peacock, NBCUniversal has exceeded advertising expectations for this historic return, with nearly 170 partners investing in the property and nearly all inventory already sold out.  

The NBA returning to NBCUniversal broadened the company’s portfolio-wide partnerships, with over 20% of advertisers being 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.  

NBCUniversal’s unprecedented broadcast and streaming footprint is driving strong demand from advertisers, with over 70% of clients investing cross-platform, further demonstrating the importance of a multi-platform, omni-channel approach to reaching audiences at scale.  

Additionally, over 30% of overall NBA investments have gone solely towards digital inventory and investments in linear exceeded initial expectations by more than 20%, highlighting the unwavering power of broadcast.

“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. 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.”

— Mark Marshall, Chairman, Global Advertising & Partnerships

The company has officially sold out of all key positions for this season of the NBA with investments across all core categories including Auto, Finance, QSR, Entertainment and Retail. The key positions include: 

  • American Express will be the Official Halftime Sponsor for NBA on NBCUniversal. 
  • As part of its larger collaboration with NBCUniversal, DraftKings will serve as the Official Betting Partner of NBA on NBCUniversal. 
  • Kia will be the Official Presenting Sponsor of Tuesday’s NBA Coast to Coast. 
  • McDonald’s will sponsor Basketball Night in America and NBA Showtime on Sunday nights 
  • State Farm® will be the sponsor of Tuesday NBA Showtime studio show.  
  • Wingstop will sponsor Monday NBA Showtime studio show.  
  • Xfinity will be the Official Presenting Sponsor for Peacock NBA Monday. 

As part of its ongoing efforts to democratize access to its premium inventory, NBCUniversal is making its NBA inventory available programmatically on Peacock. 

NBCUniversal’s robust programmatic business continues to drive strong demand, and the company is already seeing a large appetite for basketball programming from advertisers, with programmatic investments in college basketball up over 100% YoY. 

“The demand for live sports over the last year has been unprecedented across our properties and the NBA is no exception. Launching a new property, there were certain expectations we had and the appetite from our partners far exceeded all of those. Advertisers were eager to invest across linear, streaming and digital, leading to our near sell-out. We are proud to welcome the NBA to our incredible roster of sports and bring both viewers and advertisers an unrivaled, world-class experience.”

— Peter Lazarus Executive Vice President NBC Sports & Olympics, Advertising and Partnerships

NBCUniversal’s live sports portfolio delivers 129 nights of exceptional primetime value to advertisers and an elevated viewing experience to fans. With the NBA returning to NBC, audiences can expect world-class coverage across both linear and streaming platforms—setting a new benchmark for premium sports entertainment.
 

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