Xfinity, the telecoms arm of US media giant Comcast, has been named as the official TV service provider of the NBA and WNBA North American basketball leagues.
As part of the multi-year deal, Xfinity will have activation rights across marquee NBA (men's) and WNBA (women's) events such as NBA All-Star, Emirates NBA Cup, NBA2K Summer League, WNBA All-Star, and the WNBA Commissioner’s Cup.
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The brand will also serve as the presenting sponsor of the Monday night doubleheader on Peacock, the NBC-owned streaming service.
Through the collaboration, viewers will have access to over 1,300 NBA games on Xfinity entertainment devices, across broadcast, cable, or streaming services, through an entertainment platform that will include several new features.
These include the Personalized Sports Zone, where each league will have its own dedicated hub, bringing together all live coverage from broadcast, cable, streaming apps, and FAST channels in one place; and Xfinity Multiview, which allows viewers to watch up to four games simultaneously on a single screen.
In addition, users can access the Xfinity Stream App to follow all the action.
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By GlobalDataJared Blechman, NBA vice president of global business development, said: “Our partnership with Xfinity offers an innovative way for fans to experience and watch NBA games.
“With features like Multiview and Personalized Sports Zone, Xfinity is helping create a more immersive and seamless viewing experience that reflects how fans want to engage with the game today.”
Matt Lederer, vice president of brand partnerships at Comcast, added: “Basketball fans want to feel like they’re courtside every night – whether they’re in their living room, on the road, or streaming from their phone – and Xfinity makes that possible.
“From seamless access to over 1,300 NBA games, to Multiview, Personalized Sports Zones, and low lag streaming, Xfinity is redefining how fans experience the NBA and WNBA. This partnership allows us to showcase the full power of our platform while delivering even more value, benefits, and unforgettable experiences to our customers.”
This partnership builds on Xfinity’s roster of NBA and WNBA team relationships, which include the Philadelphia 76ers, Boston Celtics, Golden State Warriors, Minnesota Lynx, and Washington Mystics.
The deal also strengthens the NBA’s ties with Comcast after the media heavyweight secured rights to the league, as well as the WNBA, for the next 11 seasons domestically and in several international markets.
Comcast-owned NBCU, which will pay $2.5 billion for its rights package, will show up to 100 regular-season games per season, with more than half of the games airing on the linear NBC channel (on Sunday and Tuesday nights).
In the playoffs, NBC and/or Peacock will air approximately 28 games in the first two rounds, with at least half of those games airing on NBC. NBC will also telecast one of the two Conference Finals series in six of the 11 years on a rotating basis with Amazon, beginning with the 2025-26 season.
As part of the tie-up, NBCU will distribute NBA games in several European markets through Comcast’s pay-TV broadcaster Sky Sports (including the UK) as well as in the Caribbean and sub-Saharan Africa.
The main NBA rights package in the US will be held by the league’s long-standing partner Disney, through its ESPN and ABC channels.
The 80th NBA regular season begins with a doubleheader tonight as the defending NBA champions the Oklahoma City Thunder host the Houston Rockets, and the Golden State Warriors visit the Los Angeles Lakers.
Meanwhile, FanDuel, the US gaming company, has extended its broadcast deal with Euroleague Basketball, the organizer of top European club competitions, through 2028.
Under the renewed three-year deal, FanDuel will continue to broadcast EuroLeague games for free in the United States via its FanDuel TV Extra FAST channel and FanDuel TV+ OTT platform.
The extension was secured by international sports and entertainment agency IMG, Euroleague Basketball’s long-term commercial rights distribution partner.
FanDuel first landed rights to the EuroLeague in the 2024-25 season in a one-year deal.
As part of the expanded agreement, FanDuel will air over 100 games per season, including live coverage of selected EuroLeague regular season games every week, the play-in games, playoffs, and the Final Four season climax.
In addition to coverage on FanDuel TV Extra and FanDuel TV+, select EuroLeague games will also be shown across FanDuel Sports Network and stream on the FanDuel Sports Network app.
The renewed broadcast agreement has been struck ahead of the sixth round of EuroLeague regular season fixtures, which continues tomorrow.
FanDuel TV Extra is currently available on various streaming platforms, including Pluto TV, Prime Video, Samsung TV Plus, The Roku Channel, Tubi, Xumo Play, Plex, and through FanDuel TV+.
IMG has secured several rights deals for the EuroLeague recently, including a tie-up with L'Equipe in France earlier this month, which followed agreements with digital sports platform Sport24 in Greece and Dubai Media in the MENA region in September.
Before that, extensions were struck in Spain and Italy with pay-TV operators Movistar and Sky Italia, respectively.
Read: EuroLeague embraces change with expansion and revamped commercial strategy
