For years, basketball fans have longed for the nostalgia of NBC’s NBA broadcasts, when the game was at its cultural and competitive peak. The legendary theme music, the high-quality production, and the larger-than-life storytelling made the NBA on NBC an unforgettable era for hoops. As rumors swirl about the league potentially returning to the network that helped define it in the ’90s and early 2000s, one thing is clear: the NBA and NBC working together again could be a game-changer for the modern era.
NBC’s coverage was elite for those who grew up watching Michael Jordan, Shaquille O’Neal, Kobe Bryant, and Allen Iverson. How the network presented the game felt cinematic—every Sunday matchup weighted a playoff showdown. NBC mastered the art of presentation, from player introductions to dramatic halftime segments that built up rivalries and storylines. Analysts like Marv Albert, Bill Walton, and Bob Costas brought a level of storytelling missing in today’s broadcasts. If the NBA and NBC rekindle their relationship, it could help bridge the gap between past and present fans, bringing back the elements that made the game feel larger than life.
The NBA’s current broadcast partners, ESPN and TNT, have had their moments but are far from perfect. ESPN’s coverage has been heavily criticized for overloaded talk shows, a lack of engaging storytelling, and a corporate, stiff atmosphere. Despite having the Inside the NBA crew (which remains the best in sports TV), TNT risks losing its NBA rights. In Addition, the show has also been criticized for its old-head, rose-tinted glasses commentary. To the point where commentators Shaquille and Charles Barkley claim that they don’t even watch the games live on air.
The league is in a golden age of talent and we should be celebrating Luka Dončić, Giannis Antetokounmpo, Nikola Jokić, and Anthony Edwards for their skills, not using every show to debate LeBron vs. Jordan for the 500th time. NBC thrived because it made every game feel like an event. They built rivalries, personal narratives, and historical context into each broadcast.
The NBA is loaded with rising stars and intriguing storylines that deserve better coverage: Can Wembanyama live up to the hype? Will Jokic dominate for another decade? Can the Knicks finally be relevant again?
Instead of recycling the same takes on ESPN’s First Take, NBC could create documentary-style segments before each marquee matchup, making games feel like must-watch.
NBC’s graphics, camera angles, and overall presentation quality were ahead of their time. Today’s ESPN broadcasts feel generic, with uninspired visuals and lifeless commentary. NBC has the chance to reintroduce cinematic storytelling, giving the NBA a premium feel again.
One of the biggest issues with ESPN and TNT is that they lock in matchups before the season starts, leading to nationally televised games featuring underperforming teams.NBC could introduce a more flexible schedule to ensure the best matchups get prime TV slots. No more watching struggling teams in primetime while elite squads get overlooked.
The NBA is set on expanding its global influence, and NBC could be a key partner in making that happen. NBC’s experience in broadcasting international sports (including the Olympics) makes them an ideal platform to showcase the NBA’s global superstars in a way ESPN hasn’t fully mastered. NBC could use its Peacock streaming service, making games more accessible to younger audiences who prefer digital platforms over cable.
NBC’s storytelling approach could help fans worldwide connect more deeply with NBA stars and cultural moments.
Bringing the NBA back to NBC isn’t just about nostalgia—it’s about elevating the game’s presentation to match its talent level. The league is as skilled and exciting as ever, but current TV coverage isn’t doing it justice. NBC has the tools, history, and storytelling ability to make NBA broadcasts a must-watch spectacle again. If the league wants to recapture its magic from the ’90s and 2000s, working with NBC is the way forward.
