NBC Boosts NBA Launch with 30 Rock Basketball Site and Nostalgic Gear
Winning NBA rights was just the beginning for NBCUniversal. Now the company must get viewers to watch dozens of games scheduled for broadcast on NBC and Peacock.
At the company’s 30 Rockefeller Plaza headquarters next week, NBC will open a custom LED basketball half-court, featuring 30 team-inspired basketball artworks, using the so-called “30 Rocks at 30 Rock” display to generate interest in the company’s new NBA schedule. Maria Taylor, Michael Bublé, Tom Llamas, Dylan Dreyer, Sam Brock and Carl Radke will all perform, along with NBA legends John Starks, Ron Harper, Jason Richardson and Joakim Noah.
“Using our home in the city to host NBA Tip Off will be a big deal,” said Jenny Storms, chief marketing officer for NBCU’s TV and streaming assets, during a recent interview. The “30 Rocks” site is open from Thursday, October 16 to Tuesday, October 21.
The company will also try to turn heads in Los Angeles. On October 16, NBC Sports will host a one-day vintage merchandise pop-up where fans can get their hands on a limited amount of “NBA on NBC” gear from New Era, all sold at prices that reflect the economy during NBC’s previous NBA rights reign, from 1990 to 2002.
There’s a good reason to talk about NBC’s new basketball schedule. The company will offer NBA games as many as three nights a week after the end of the NFL season. It’s estimated that NBC is paying more to the NBA for its new package — $2.5 billion a year — than it is paying the NFL for “Sunday Night Football.” The new eleven-year rights pact runs from the end of 2025 until the 2035-2036 season.
NBC sees an opportunity to attract a broader audience to the new games, which for years have mainly been seen on cable. Making the games available on Peacock gives the company a chance to bring younger consumers and cord-cutters under the tent, Storms says. And NBC sees an opportunity to bring back viewers who may have watched NBA games during NBC’s previous alliance with the league but who may have subsequently drifted away from the sport. NBC’s broad reach among fans of traditional entertainment gives the media conglomerate a chance to reach more casual sports fans who might become aware of the NBA through shows like “The Voice” or “Law & Order.”
Various events will take place every day at the “30 Rocks” location. NBC News personalities including Tom Llamas, Dylan Dreyer, Stephanie Gosk and Sam Brock will compete in an NBC basketball game (in place of “Horse”). Carl Radke from Bravo’s ‘Summer House’ will stop by to meet fans and shoot some hoops. Maria Taylor will host a panel discussion on women in sports. And the NBA will host children’s teams in a three-on-three tournament.
