The 2025/26 NBA season tips off today (October 21) with a double-header as reigning champions the Oklahoma City Thunder host the Houston Rockets, while the Golden State Warriors travel to Crypto.com Arena to take on the Los Angeles Lakers.
This past offseason has yet again seen roster shake ups across both the Western and Eastern conferences.
15-time All-Star Kevin Durant begins life on a new team with the Rockets with Championship aspirations; number one overall draft pick Cooper Flagg will be looking to make an instant impact on the Dallas Mavericks alongside Anthony Davis and Kyrie Irving; and LeBron James enters into his 23rd season with the Lakers next to running mate Luka Dončić still looking for ring number five.
As with every new NBA season, there are plenty of commercial deals the league has cemented before tip off, none perhaps more significant than the start of the NBA’s new 11-year broadcast deal this season.
Start of $76bn TV deal
Last year, the NBA signed a historic 11-year, $76bn broadcast rights deal with three national broadcasters; ABC/ESPN, NBC/Peacock and Amazon Prime Video.
ABC and ESPN will share 80 nationally broadcasted regular season games, including all NBA Christmas Day games. Both broadcasters will also show 18 first and second round play-off games, as well as either the Eastern or Western Conference Finals. ESPN will also continue its near 20-year run of being the exclusive home of the NBA Finals.
Perhaps the most interesting aspect of ESPN’s coverage of the NBA this season will see it become the new home of ‘Inside The NBA’.
Due to Warner Bros. Discovery’s TNT Sports losing rights to the NBA for the first time since 1988, ESPN will be the new home for the popular show which is hosted by Ernie Johnson, Charles Barkley, Kenny Smith and Shaquille O’Neal.
NBC returns with Michael Jordan
NBC returns as a national broadcaster of the NBA for the first time since 2002 and is looking to make an immediate impact by bringing onboard Michael Jordan as part of its media personality team.
The Thunder-Rockets and Lakers-Warriors opening day games will be on NBC, with Jordan’s new half-time show ‘MJ: Insights Into Excellence’ being broadcast for the first time during the Thunder-Rockets game. The series will run throughout the 2025/26 season.
Including the rights for the opening day games, NBC will host 100 regular season games, as well as becoming the new home for All-Star Weekend. For the postseason, NBC will broadcast 28 games from the first two rounds, while also broadcasting all games from either the Eastern or Western Conference Finals.
NBC’s dedicated streaming platform, Peacock, will broadcast all NBC games on Monday nights and includes a new on-air feature “On The Bench”, with on-air talent such as former players Carmelo Anthony, Reggie Miller, Vince Carter and more joining previous NBA leader commentator Jim Fagan.
“For longtime fans, hearing ‘Roundball Rock’ and the voice of Jim Fagan will be a powerful throwback. But they’ll also see a modern, elevated viewing experience powered by cutting-edge technology,”, Sam Flood, Executive Producer & President, Production of NBC Sports.
“That blend is reflected in our talent, too, with veterans such as Reggie Miller and just off-the-court analysts like Carmelo Anthony and Jamal Crawford, even Mike Tirico and Noah Eagle.”
Amazon makes its NBA debut
Amazon Prime Video continues to consolidate its position as one of the leading sports streaming platforms after it acquired rights for the NBA as part of the new broadcast rights deal.
One of the main features of Prime Video’s coverage this NBA season will be the home of the Emirates NBA Cup, from the Knockout Rounds up until the Final on December 16 in Las Vegas.
Prime Video will also be the exclusive home of the SoFi NBA Play-In Tournament, showing all six games from both the Western and Eastern conferences. The streaming platform will also broadcast 66 regular season games.
NBA on Prime will see its first media personality roster, including host Taylor Rooks being joined by analysts and former NBA players Dirk Nowitzki, Steve Nash, Blake Griffin, and more.
MoveUp Media prepares for NBA in Brazil
MoveUp Media, through its brand ThePlayoffs, announced the launch of NBA on its platforms ahead of the new season as the official media partner of the NBA.
ThePlayoffs will air NBA games every Monday, Wednesday and Friday in Brazil under Conexão NBA. The broadcast team encompasses new members to the panel — Dois Por Cento (DPC) and Arthur Salazar — joining hosts Robert Junior, Gustavo Assef, and Lucca Hoelzle for in-depth commentary and lively debate.
Each episode features highlights, analysis, and exclusive NBA content, offering a dynamic and entertaining way for Brazilian fans to stay connected to the league.
“Our mission with Conexão NBA is to bring the excitement of the NBA closer to Brazilian fans — in their own language, with local voices, and in real time,” said Chloé Ripoche, Head of Media at MoveUp Media.
“We’re thrilled to start another season and continue building one of the most passionate basketball communities in Brazil.”
Expect NBA Europe talks to grow
One of the more significant talking points around the NBA was not just free agency and trade talks, but the potential launch of a new NBA European league.
These talks have intensified tenfold since NBA Commissioner Adam Silver’s initial talk with FIBA officials in the summer of 2024 during the Paris Olympics. Since then, Silver has held talks with UK Prime Minister Keir Starmer, as well as officials from European football teams Paris Saint-Germain and AC Milan.
The NBA Europe league has already been earmarked for a 2027/28 launch season by Silver and could see between 14-16 franchises involved. Some of these reported teams include Manchester City, Paris Saint-Germain, FC Barcelona, Real Madrid, AC Milan, Olympiakos and Fenerbahce.
Silver believes the current European basketball landscape is only making 1% of a potential $20bn market and has brought on JP Morgan Chase and the Raine Group to help advise on the financial structure of the league.
It appears the talks coming out of Europe have spread across the US, with Milwaukee Bucks superstar Giannis Antetokounmpo recently admitting he wants to end his basketball career in his home country of Greece.
Still widely regarded as one of the league’s best players, and with three-years left on his current contract, Antetokounmpo will be 33-years-old when his current contract expires. Coincidentally, his contract expiration lines up with the tentative 2027/28 launch date of the NBA Europe league.
The NBA will be returning to Europe for regular season games this season. The Memphis Grizzlies will face the Orlando Magic in Berlin on January 15, 2026, and both teams will meet again three days later on January 18, 2026 in London at the O2 Arena.
With London and Berlin being earmarked as likely markets for the NBA Europe league, the league could announce any potential updates on the status of the proposed league.
Sponsors
A new NBA season means new sponsors and commercial opportunities, especially with two new broadcast partners.
American Express has been brought onboard to become the half-time sponsor of all games on NBC, while McDonald’s will also become a sponsor on NBC for ‘NBA on Showtime’. Kia will also be the sponsor of Tuesday night games on NBC.
Wingstop and Xfinity have been brought on to be the sponsors of “NBA Showtime” and the presenting sponsor of Monday night games on Peacock, respectively.
On Prime Video, State Farm will become a presenting partner, while AT&T will be the new title sponsor of the half-time show ‘The Half’, as well as the technology partner for Prime Video’s LED court.
For franchise sponsorships, the Lakers announced REVOLVE as its first team sponsor, seeking to engage the Laker fanbase with its social media and personal collaborations.
“We are honored that REVOLVE has selected the Lakers for its inaugural sponsorship of an NBA team and are thrilled to welcome the brand to the Lakers family,” said Los Angeles Lakers Vice President of Corporate Partnerships, Jill Snodgrass. “Basketball exists beyond the court with influences throughout culture, and this collaboration recognises the value of that intersection of sports and fashion.”
Other franchise sponsorships include new jersey patch agreements with the Charlotte Hornets and Judy Health, the Indiana Pacers and Lucas Oil, and the New York Knicks and Tommy John.
