NBC Sports Looks to Nostalgia to Boost MLB and NBA Broadcasts

The network is drawing on its legacy with the leagues to win over fans with throwback elements.

Mar. 26, 2026 at 10:23pm

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NBC Sports has secured media rights deals for both the NBA and MLB, and is leveraging nostalgia marketing to connect with fans. The network has brought back classic elements like the 'Roundball Rock' theme and recreated retro-inspired broadcasts featuring 1990s announcers and graphics. Executives say they are considering similar throwback treatments for their new MLB broadcasts, though no specific plans have been announced yet.

Why it matters

Nostalgia marketing has become a powerful tool for brands looking to create emotional resonance with consumers in uncertain times. For sports networks like NBC, tapping into the shared cultural memories and feel-good vibes of past eras can help attract both longtime and new fans, building community around beloved sports and personalities.

The details

NBC's NBA coverage from 1990-2002 is considered a golden era, with the network airing all six of the Chicago Bulls' championship runs. To capitalize on that nostalgia, NBC has brought back classic elements like the 'Roundball Rock' theme and recreated retro-inspired broadcasts featuring 1990s announcers and graphics. The network also used AI to incorporate the voice of the late announcer Jim Fagan. Similarly, NBC is considering ways to incorporate nostalgic elements into its new MLB broadcasts, though no specific plans have been announced yet.

  • NBC secured an 11-year media rights deal to bring the NBA back to the network and Peacock starting in the 2025-2026 season.
  • NBC's 'Throwback Tuesday' NBA broadcast aired earlier this month, featuring 1990s-style graphics, announcers, and more.
  • NBC's new MLB broadcasts will begin with a primetime opening day matchup between the Arizona Diamondbacks and Los Angeles Dodgers on March 26, 2026.

The players

NBC Sports

The sports division of the NBCUniversal media company, which has secured media rights deals for both the NBA and MLB.

Bob Costas

A veteran sportscaster who was the face of the NBA on NBC in the 1990s and returned to host the network's 'Throwback Tuesday' NBA broadcast.

Jim Fagan

A late announcer whose unique and recognizable voice was used in an AI-generated capacity during NBC's 'Throwback Tuesday' NBA broadcast to capture the feel of the 1990s NBA on NBC era.

Sam Flood

The executive producer and president of NBC Sports Production, who has hinted at incorporating nostalgic elements into the network's new MLB broadcasts.

Elizabeth Tan

A senior strategist at WGSN who explains how nostalgia marketing can be effective in sports by tapping into intergenerational audiences and shared cultural memories.

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What’s next

NBC has not yet announced specific plans to incorporate nostalgia into its new MLB broadcasts, but executives have hinted that they will not shy away from the network's rich history with the sport. Fans will have to wait and see if NBC brings back similar throwback elements like it did for its NBA coverage.

The takeaway

By tapping into the shared cultural memories and feel-good vibes of past eras, NBC Sports is using nostalgia marketing as a powerful tool to connect with both longtime and new fans across its NBA and MLB broadcasts. This strategy allows the network to stand out in a crowded sports media landscape and build community around beloved sports and personalities.