Xfinity Marks The Spot: NBA Adds To Broadcast Platform With Comcast Deal
Wednesday, October 22, 2025 at 04:13PM By Barry Janoff
UPDATED October 22, 2025: Comcast’s Xfinity is introducing a suite of features for the start of the NBA season, ”transforming how fans find, follow, and watch every game.”
Innovations include Create Your Own Multiview, allowing fans to select four games of their choice, and Fan View, an on-screen sports companion. Xfinity said these new features would be easily accessible within NBA Zone, a personalized league hub that brings more than 1,300 NBA games together in one destination.
October 20, 2025: On the eve of its 2025-26 season, the NBA has expanded its broadcast reach via a multi-year partnership naming Comcast’s Xfinity the league's “official TV service provider.”
The alliance, which also includes the WNBA, is organic. The NBA returns to Xfinity sibling NBC after two decades beginning Oct. 21 with the defending NBA champion Oklahoma City Thunder and reigning NBA MVP Shai Gilgeous-Alexander hosting the Houston Rockets and 15-time NBA All-Star Kevin Durant.
Financial terms of the deal were not shared.
“Our partnership with Xfinity offers an innovative way for fans to experience and watch NBA games,” Jared Blechman, NBA vp-global business development, said via the league. “With features like Multiview and personalized Sports Zones, Xfinity is helping create a more immersive and seamless viewing experience that reflects how fans want to engage with the game today.
As part of the partnership, Xfinity will integrate its brand across marquee NBA and WNBA events including NBA All-Star, Emirates NBA Cup, NBA2K Summer League, AT&T WNBA All-Star and WNBA Commissioner’s Cup.
Xfinity will also serve as the presenting sponsor of Peacock’s Monday Night Doubleheader, now branded Monday Night Doubleheader presented by Xfinity.
This partnership also builds on Xfinity’s growing portfolio of both NBA and WNBA teams and arena partnerships.
That includes the Philadelphia 76ers, Boston Celtics, Golden State Warriors, Minnesota Lynx and Washington Mystics, strengthening the brand’s connection with basketball fans at both the national and local levels.
“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,” Matt Lederer, Comcast vp-brand partnerships, said via the company.
“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.” 
Via the alliance, people can now watch more than 1,300 NBA games on Xfinity entertainment devices, across broadcast, cable or streaming services, through an entertainment platform packed with innovative features, including:
• Personalized Sports Zone: Each league will have its own dedicated hub, bringing together all live coverage from broadcast, cable, streaming apps and FAST channels in one place. These hubs can also be personalized to showcase live games, stats, news and highlights from fans’ favorite teams.
• Xfinity Multiview: Customers can watch up to four games simultaneously on a single screen.
• Low Lag Streaming: When streaming games on Peacock, Prime Video or ESPN+, Xfinity "ensures a spoiler- and interruption-free viewing experience."
• The Xfinity Stream App: People can use the Xfinity Stream app to follow all the action wherever they are.
The advantages will also cover the WNBA when the 2026 season begins.
“WNBA fans are engaging with the league in more dynamic ways than ever before, and Xfinity’s innovative platform will only enhance that experience,” Colie Edison. WNBA chief growth officer, said via the league.
“By making it easier to find, watch, and engage with our games, this partnership brings the WNBA even closer to our fans and helps us build on the incredible momentum driving the league forward.”
Last month, Xfinity and Unrivaled women’s pro 3x3 league signed a multi-year partnership.
Comcast Corporation includes NBC, Telemundo, Universal, Peacock, and Sky.
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