As the NBA gears up for the 2025-26 season, major changes are on the horizon. The league has embraced new broadcasting partnerships with NBCUniversal and Amazon Prime Video while taking full control of the NBA TV channel, which was previously managed in collaboration with TNT Sports. This transition presents a unique opportunity to revamp the NBA App, enhancing it as a comprehensive 24/7 hub dedicated to basketball discussions and updates.
A highlight of this revamp is the introduction of a weeknight program titled The Association, which will act as the central show for NBA TV. This dynamic program will showcase live game look-ins, a variety of highlights, and analyses from prominent figures like MJ Acosta-Ruiz, David Fizdale, Rudy Gay, Chris Haynes, and John Wall. Broadcast from a studio in Los Angeles, with some contributors joining remotely, the show will also be accessible through the NBA app on various devices. It is set to premiere on October 15, just ahead of the season opening on October 21.
“The aim of The Association is to keep fans informed about game developments throughout the night and guide them to various matchups across platforms like NBA TV, League Pass, and our national broadcast partners,” stated Sara Zuckert, NBA’s Senior Vice President and head of the NBA App. “We’re envisioning the show as a fresh, innovative way for fans to engage with the NBA.”
NBA TV is set to broadcast 60 regular-season games starting from October 25, beginning with the Oklahoma City Thunder taking on the Atlanta Hawks. The Association will air immediately before and after the games that NBA TV covers, with these matchups also available on local networks. In the previous season, NBA TV aired 107 such contests.
Fans can still catch NBA TV through traditional cable providers, reaching approximately 33 million households—management notes this is about half the viewership it enjoyed at its peak over a decade ago. The challenges of the modern media environment have forced league-owned networks to negotiate for their spots rather than being bundled with larger entertainment companies. NBA TV currently offers access for $9 a month or $75 annually and is also included in the NBA League Pass streaming service, which starts at $110 for the season.
In addition to NBA games, the NBA App and NBA TV will feature basketball competitions from various countries, including Australia, China, France, Germany, Spain, and South Korea, as well as premier high school events and G League games.
“Many of our fans are eager to learn about basketball beyond just the NBA, so we’re committed to establishing a global hub for basketball content,” Zuckert remarked.
The NBA is also looking to enhance its international footprint, including potential partnerships with a European league expected to launch in 2027.
Additionally, NBA TV will syndicate shows like The Athletic’s NBA Daily podcast and provide content from popular online creators such as Bree Green, Chris “Lethal Shooter” Matthews, Jesser, Jenna Bandy, Ben Taylor, and Tristan Jass.
Zuckert confirmed that some of this exclusive programming would be available only on the NBA’s platforms. Fans will be able to access these shows via mobile and TV apps, supported by a newly introduced “live” tab.
“We view the NBA App and NBA TV as a unified offering,” Zuckert explained. “The linear channel will highlight the best digital content, while fans on the streaming platform will enjoy the flexibility to switch between diverse types of programming.”
In conclusion, the NBA is making bold strides in enhancing its viewer experience, positioning itself as not just a league but a global basketball community. These innovations aim to deepen fan engagement and expand the league’s reach worldwide.
