NBA legend Michael Jordan will join NBC as a ‘special contributor’ to the US network’s coverage of the league next season.
The six-time NBA Champion announced on 12 May his “excitement” of joining the NBC analyst team as the network prepares its coverage of the league for the first time since 2002.
NBC obtained broadcast rights for the NBA as part of the latest TV deal that was agreed last summer. The US network will start its 11-year coverage of the league in October for the 2025/26 season, with Jordan coming onboard to join as an analyst.
“I am so excited to see the NBA back on NBC,” said Jordan in a statement.
“The NBA on NBC was a meaningful part of my career, and I’m excited about being a special contributor to the project. I’m looking forward to seeing you all when the NBA on NBC launches this October.”
The last time NBC held live broadcast rights for the NBA was during what was dubbed the ‘Jordan Era’ between 1991-2002. During this period, Jordan won six NBA championships, four MVPs, seven All-Star and six All-NBA appearances.
Widely regarded as the greatest basketball player of all time, Jordan’s appearances on NBC will help to boost viewership of its coverage next season, partially also due to the former Chicago Bulls player’s scarcity within the media limelight since he retired in 2003.
NBC Sports President Rick Cordella commented on Jordan’s arrival as a special contributor, stating: Michael’s legacy both on and off the court speaks for itself. We’re incredibly proud to have him join our coverage.”
Jordan will join fellow basketball hall of famer’s Carmelo Anthony and Reggie Miller as an analyst. However, his ‘special contributor’ role has yet to be fully clarified of what Jordan will be bringing to NBC broadcasts.
As part of the broadcast package NBC acquired in the NBA rights agreement, its streaming platform Peacock will show live games on Tuesdays, with NBC’s cable TV show predominantly broadcasting games on Mondays.
Jordan follows similar legends
‘Air’ Jordan is not the first all-time great within his respective sport to make the move as a broadcast analyst.
Tom Brady, the arguable greatest football player in history, signed a 10-year, $375m deal with FOX to become an on-air lead colour analyst for NFL games on the network. Wayne Gretzky also made a similar move to TNT Sports in 2021, where he has delivered his expertise to NHL broadcasts on the network.
This has led to broader conversations around how US sports broadcasters are vying for increased viewership during a down period for traditional cable, particularly regarding the NBA.
The last three NBA seasons have seen year-over-year declines in average viewership. The most recent 2024/25 regular season averaged 1.53 million viewers, down 2% from 2023/24 averages of 1.56 million viewers. This was also a decline from 2022/23 numbers, which averaged an audience of 1.59 million viewers.
The decline in audience figures represents how the league has failed to regain viewership post-COVID, with NBA Finals and Opening Day games also failing to hit similar numbers to those of the 2010s decade.
NBC will be hoping Jordan’s influence, as he continues to remain one of the most popular figures in basketball, will attract new eyes on NBC in his new role. The Bulls legend was responsible for the NBA’s highest-ever viewing figures during the 1990s.
His final game for the Bulls, game six of the 1998 NBA Finals against the Utah Jazz, remains the most-watched NBA game of all time with a peak audience of 35.89 million.
While Jordan’s influence over basketball is still felt with his iconic Air Jordan sneakers, cable TV was the predominant and only mode of media to be able to watch NBA games in the 1990s.
Jordan will be entering a massively diverse media landscape when he steps into his new role at NBC in October, potentially speaking on Peacock and competing against other streaming services to gain not just new eyeballs, but also helping NBC gain market share.
