NBA TV Relaunches with New Content Strategy and Integration into NBA App

The NBA has announced a relaunch of NBA TV, marking a new era for the league-owned network as it reclaims direct operational control and integrates the platform more deeply into the NBA App ecosystem.

The relaunch, effective this week, reflects the league’s strategy to modernise how fans consume basketball content,  shifting from traditional linear broadcasting toward a hybrid digital model that prioritises global accessibility, on-demand experiences, and cross-platform engagement.

Integration with the NBA App and Global Partnerships

The relaunch strengthens the link between NBA TV and the NBA App, positioning the latter as a central hub for all basketball-related content. Fans will now have access to additional hosted content and podcasts, including The Athletic’s “NBA Daily,” Thinking Basketball with Ben Taylor, and SiriusXM NBA Radio programs such as “The Starting Lineup” and “NBA Today.”

Commenting on the relaunch, head of NBA App, Sara Zuckert, “The benefit of the app is that for fans who want to watch digitally, there’s additional optionality and personalisation.” 

“Fans can see content that’s tailored to them and have more options to see what’s going on.

“The future of NBA TV is focused on being the global hub of basketball, global home of basketball,” Zuckert said.

Creator-driven content from names such as Bree Green, Chris Matthews, Jesser, Jenna Bandy, and Tristan Jass will also expand the platform’s reach into younger and digital-native audiences.

Internationally, the NBA is partnering with Sportradar to enhance distribution and secure content rights for leading overseas competitions, including the NBL (Australia/New Zealand), LNB (France), BBL (Germany), Liga ACB (Spain), CBA (China), and KBL (Korea).

Content Expansion and Programming Strategy

Under the revamped structure, NBA TV will broadcast 60 non-exclusive regular-season games in 2025–26, supplementing national broadcasts while maintaining visibility in local markets via RSN, streaming, or over-the-air arrangements. The Thunder vs. Hawks matchup on October 25 will open the network’s season.

The network will also retain coverage of the NBA G League and Basketball Africa League, with WNBA regular-season games returning in the spring. As part of a grassroots initiative titled “Future Starts Now,” select high school competitions will also be featured — reinforcing the NBA’s interest in nurturing emerging talent.

A new weeknight studio show, “The Association,” will serve as NBA TV’s flagship program, broadcasting from Los Angeles with a rotating panel that includes MJ Acosta-Ruiz, David Fizdale, Rudy Gay, Chris Haynes, and John Wall. The show will anchor NBA TV’s expanded slate of analysis, player insight, and storytelling.

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