NBC Plans Takeover Of 30 Rockefeller Center To Support Return To NBA Nation
Monday, October 13, 2025 at 01:32PM By Barry Janoff
October 13, 2025: If you are returning to NBA coverage after more than 20 years, you may as well go big or go home.
NBC Sports, in partnership with Rockefeller Center, will take over New York’s 30 Rockefeller Plaza with “30 Rocks”, a live activation Oct. 16-21, coinciding the last day with NBC’s return to NBA coverage that night.
In July 2024, NBCUniversal and the NBA announced an 11-year agreement to present NBA and WNBA regular-season and playoff basketball games across numerous platforms beginning with the 2025-26 season.
NBC returns as a league broadcast partner for the first time since 1990-2002 via 11-year, $76 billion NBA deals with ABC-ESPN and Amazon Prime Video, as well as NBC-Peacock.
“30 Rocks is a unique opportunity to unite fans of all 30 NBA teams in New York City to celebrate the season tip-off and the league’s triumphant return to NBC and debut on Peacock,” Lyndsay Signor, Universal Television Entertainment Group svp-sports marketi, said via the company,
“The six-day event held at the iconic 30 Rockefeller Plaza will welcome marquee celebrities and NBCU personalities, NBA players and many of the 30 gifted artists who created the rocks at one of the premier tourist destinations in America.”
30 Rock will be anchored by a custom LED basketball half-court, 30 NBA team-inspired basketball (aka “rocks”) artwork, photo opportunities and appearances by NBCUniversal personalities and NBA on NBC broadcast members.
NBC is also supporting with a multi-media campaign ianchored by a humorous 45-second spot, “NBA Tip-Off,” which touts, “Oct; 21 is not just the start of a new season, it marks the beginning of a new era.”
NBC’s opening night doubleheader features the defending NBA champion Oklahoma City Thunder hosting Kevin Durant and the Houston Rockets, followed by the Golden State Warriors visiting the Los Angeles Lakers.
NBC said.10-, 15- and 30-second versions of the full spot would air across numerous NBCUniversal linear, digital and social media platforms.
Each day leading up to the American Express NBA Tip-Off on Oct. 21 on NBC and Peacock, 30 Rocks will provide visitors to Rockefeller Center and Top of the Rock observation deck “with the opportunity to celebrate their fandom through immersive art, meet-and-greets, 3-point competitions, youth clinics, and many more fan-facing programming opportunities.”
NBC Sports is partnering with 30 local artists representing each of the 30 NBA teams to design individual rock installations.
After the closing of 30 Rocks and the tip-off of the NBA season, each of the 30 rocks will return to its team’s city to have a homecoming and continue driving fan engagement, impact, and excitement for their team.
Photo: HARRY JANOFF“As we tip off a new era of the NBA on NBC and Peacock, 30 Rocks will celebrate the league’s culture, teams and fans who make it all possible,” Jenny Whitlock, NBA svp-global fan marketing, said via the league.
“We look forward to working with NBC Sports to capture the spirit of the upcoming season through this immersive, multi-day fan experience.”
Each day of 30 Rocks will have a different theme, including
• Oct. 17 – NBA Legends Takeover: People will have the opportunity to meet and take pictures with NBA legends John Starks and Ron Harper.s
An NBC Sports’ On Her Turf panel conversation on women in sports will be hosted by Maria Taylor.
NBA legends Joakim Noah and Jason Richardson will be guest judges for an NBC/Peacock Dunk Contest featuring Team Flight Brothers.
• Oct. 18 – NBA Youth Day: Jr. NBA/Jr. WNBA will host a clinic featuring basketball skill building activities for local youth with an open invitation to the public.
Boys and girls teams from programs around the tri-state area will compete in a Nike EYBL 3x3 Tournament.
• Oct. 19 – NBCU Family and Youth Day: Visitors can test their NBA knowledge and compete for prizes in games of NBA Trivia.
• Oct. 20 – NBA Jersey Day: In conjunction with the NBA’s sixth annual NBA Jersey Day, Monday’s edition of 30 Rocks will include jersey-related fan giveaways, competitions and trivia.
In the NBA on NBC anchor spot,Thunder players including NBA MVP Shai Gilgeous-Alexander, Chet Holmgren and Jalen Williams are on the court waiting to be introduced to the crowd.
Instead, the arena announcer introduces the NBA on NBC roster.
NBC Sports' NBA broadcast roster includes game analysts Jamal Crawford, Reggie Miller, Grant Hill, Brad Daugherty, Derek Fisher, Robbie Hummel, Austin Rivers, and Brian Scalabrine; studio analysts Carmelo Anthony, Vince Carter and Tracy McGrady; Maria Taylor and Ahmed Fareed as studio hosts; and Mike Tirico, Noah Eagle, Terry Gannon and Michael Grady as play-by-play voices.
Michael Jordan has been named as a special contributor.
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