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NBC Pushes Basketball to Viewers Months Ahead of NBA Deal Start
NBCUniversal is kicking off a months-long pitch to viewers for its new NBA rights deal, which brings basketball back to NBC after a 23-year absence
The @NBAonNBC feed will debut on TikTok, Instagram, Facebook, X, and Threads, and will, at least initially, distribute promotional spots, behind-the-scenes content, talent announcements, and conversation about the NBA. In a sign of how much NBC wanted this sports deal, the company is paying more for NBA games than it is for its current NFL package, according to estimates from the independent analysis firm MoffettNathanson. Combining McBrayer’s character with some NBA stars nods to the strategy NBC used to call attention to the recent Paris Olympics, which tapped the services of celebrities such as Snoop Dogg and Alex Cooper along with the athletes at the center of the spectacle.
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