The NBA's recent TV and media rights deal highlights the enduring value of live sporting events, with the league set to earn around $76 billion over 11 years – a significant increase from the current agreement. The deal with Disney, NBC, and Amazon brings in $6.9 billion per season starting in 2025, almost tripling the previous deal. NBC returns to the basketball business, replacing Turner Sports in broadcasting NBA games. Amazon's $1.8 billion annual contribution underscores the league's foray into streaming services. The new agreement also introduces the possibility of the iconic "NBA on NBC" theme making a comeback. With this lucrative media rights deal, the NBA solidifies its position as a major player in the sports broadcasting landscape, paving the way for exciting developments and potentially altering longstanding partnerships such as with the TNT crew.