Michael Jordan named ‘special contributor’ for NBC as network continues to lean into 90s nostalgia for NBA return

NBC Sports rode Michael Jordan to record viewership numbers in the 1990s when Jordan’s Bulls won six NBA titles on the network’s airwaves. On Monday in New York City, the network offered a nostalgic announcement regarding Jordan: He’s back.

HOMESTEAD, FLORIDA - OCTOBER 27: Michael Jordan, NBA Hall of Famer and co-owner of 23XI Racing speaks to crew on the grid prior to the NASCAR Cup Series Straight Talk Wireless 400 at Homestead-Miami Speedway on October 27, 2024 in Homestead, Florida. (Photo by Sean Gardner/Getty Images)

During NBCUniversal’s upfront presentation to advertisers at Radio City Music Hall in New York City, the company announced that Michael Jordan would serve in a “special contributor” role when its NBA coverage begins next fall. Jordan spoke on video during the presentation and expressed excitement that NBC had returned to the NBA fold. The company last aired the league in 2002.

NBC Sports says its too early for specifics on Jordan’s role, but he has been fully involved in discussions with the company on what his role will become. The NBA Hall of Famer has deep ties with NBC Sports, especially with Jon Miller, a longtime NBC Sports executive, and frequently attends the Ryder Cup, which airs on NBC

This hire sees a continuation of NBC’s nostalgic trip back to the 1990s for its return to NBA coverage. It recently announced the return of John Tesh’s “Roundball Rock” as its official anthem and will use Jim Fagan’s AI-generated voice to create modern promos with an old-time feel, via an agreement between the network and Fagan’s family.

Along with Amazon Prime Video and incumbent ABC/ESPN, NBC is part of the league’s new 11-year, $76 billion broadcast deal. The NBC package will include the All-Star Game, Monday nights exclusively on Peacock, Tuesday games on NBC and Sunday nights. It will have a third of the playoffs, including a conference final in six of the next 11 years.

Much of the company’s on-air talent is already known, including Mike Tirico and Noah Eagle as its top two play-by-play game callers. Carmelo Anthony has been announced for the studio while Jamal Crawford and Reggie Miller will serve as game analysts.