Later this year, the NBA fan viewing experience is set to change, introducing a wave of nostalgia.
Comcast/NBC Universal secured an 11-year deal for NBA and WNBA games, covering both regular and postseason broadcasts.
This new arrangement will kick off in the 2025-26 season, spanning the network’s linear and streaming services.
As fans gear up for the fall, the network plans to utilize AI-powered tools to bring back that classic 1990s feel.
The late Jim Fagan, whose memorable voice became a staple of NBC in the 90s, will be featured in future NBA broadcasts, thanks to artificial intelligence.
Fagan’s AI-generated voice will grace the coverage of the NBC league and will also be used in promotional content starting this October.
These promotional segments will include various title sequences and show openings, among other elements, as announced in a press release.
Moreover, NBC plans to employ other narrator artists for traditional commentary.
Fagan’s family has granted NBC Sports permission to replicate voices from renowned storytellers using AI speech synthesis technology.
His daughters, Jana Sylvia Joyce and Lisa Sylvia Kooning, expressed gratitude for how NBC Sports aims to honor their father’s legacy.
“For many basketball enthusiasts, his distinctive voice brings back memories of a remarkable era in NBA history,” stated Rick Koldella, President of NBC Sports.
“He had a way of capturing the excitement of those big matchups and larger-than-life players. It has truly been a pleasure working with Jim’s family to celebrate his contribution to the sport.”
Fagan, who had played college football in West Virginia, passed away in 2017.
In addition, Amazon is one of three partners in a landmark $76 billion media rights deal with the NBA.
Disney, which owns ESPN, will maintain its relationship with the league as per their latest contract.
The “NBA on NBC” aired from 1990 until 2002, while TNT’s partnership with the league began in 1989, with their “NBA Inside the NBA” studio show becoming a long-time favorite.
However, in July 2024, the NBA turned down a bid from Warner Bros. Discovery, the parent company of TNT, and opted to match offers from Amazon for some of its media rights.
In May 2024, NBA Commissioner Adam Silver expressed optimism that two of the “Inside the NBA” stars will continue to cover the league in the future, regardless of which networks own broadcasting rights.
“We will always have Charles (Barkley) and Kenny (Smith) on board,” Silver remarked. “I can’t imagine that changing.”
All four prominent figures from the NBA will eventually remain together as the program will now be licensed to ESPN starting in the 2025-26 season.
The current media rights agreement for the league will conclude in June, following the NBA Finals.
