Michael Jordan has been far more involved with NASCAR on Fox than with NBA on NBC.
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A year ago, during NBC’s “upfronts” at Radio City Music Hall, the iconic 1990s Chicago Bulls intro music from The Alan Parsons Project set the stage, with PA announcer Ray Clay booming: “Froooom North Carolina, at guard, 6-6, Michael Jordan.”
An NBC press release followed, headlined “Michael Jordan To Join NBC Sports’ NBA Coverage As Special Contributor.” In the release, Jordan said: “I am so excited to see the NBA back on NBC. The NBA on NBC was a meaningful part of my career, and I’m excited about being a special contributor to the project. I’m looking forward to seeing you all when the NBA on NBC launches this October.”
Since then, Jordan has appeared in just one interview, conducted by Mike Tirico, which NBC spliced into a few pregame and halftime segments. And that’s it. In the history of TV hype that fizzled, this ranks among the most underwhelming. The only “DNP” here is “Legend’s Decision.”
Adding to NBC’s frustration, rival networks have gotten far more face time with His Airness. Jordan, who co-owns NASCAR’s 23XI team, has been interviewed seven times on Fox at races this year, often in a buoyant mood after victories, while CBS also landed a morning sit-down with him. Granted, he wasn’t talking NBA, but the contrast doesn’t look good for NBC.
“We are very happy with everything Michael did with us,” NBC Sports executive vice president of communications Greg Hughes told The Athletic.
Jordan’s absence hasn’t ruined NBC’s first season back in the NBA, but it has dented what has otherwise been a strong return. Led by Tirico, Noah Eagle, Maria Taylor, and nostalgic touches like the starting lineup introductions, the NBA on NBC has felt grand. A genuine contribution from Jordan could have elevated it to another level.
Jordan and NBC are still reportedly discussing further involvement—perhaps with basketball or NASCAR. He certainly can’t do less.
The lack of airtime was somewhat predictable. While NBC’s idea was solid, it wasn’t the first network to try recruiting No. 23 for a microphone—and he has never accepted before.
Even last year’s announcement had a telling detail: Jordan wasn’t in the room for the presentation. The stylish intro with the ’90s Bulls flashback gave Gen X ad executives goosebumps, but Jordan’s absence from the private jet trip to New York that Monday was the first hint that the hype might be hollow.
The interview with Tirico, titled “MJ: Insights into Excellence,” wasn’t bad. He offered his view on load management: “It shouldn’t be needed. I never wanted to miss a game because it was an opportunity to prove. The fans are there to watch me play. I want to impress that guy, way up on top, who probably worked his ass off to get a ticket.”
That statement captures what made Jordan arguably the greatest basketball player ever. However, it’s clear he doesn’t share that same drive for TV. There’s little evidence he even follows the current NBA closely.
At Radio City last year, the idea of Jordan as a special contributor to NBC’s return to the NBA was exciting. His role was always vague, with NBC declining to provide specifics. Fans were eager to watch and listen to him.
As a TV personality, Jordan lacks the desire to never miss an opportunity to prove himself. For NBC this season, he essentially never showed up.