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NBCUniversal signed a $2.45 billion per year deal with the NBA to broadcast games for 11 years , beginning with the 2025-26 season .
Research showed that people who signed up for NBC 's Peacock streaming service for January 's NFL Wild Card game not only stayed but also watched non-sports content, helping to convince NBC Sports to bid aggressively for the NBA .
Comcast has a number of levers to pull to make its investment profitable.
Bank of America analyst Jessica Reif Ehrlich : "We see a path to profitability for Comcast under the new agreement" NBCUniversal can use the NBA as a show of strength, relative to other media companies, when it next negotiates with other sports leagues.
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