When NBC announced it was bringing Michael Jordan on board as a “special contributor,” it felt like a big swing.
This is Michael Jordan. The face of the modern NBA. Six championships. Global icon. The kind of name that instantly adds credibility to any broadcast.
Naturally, fans assumed they would be seeing him regularly once the season got rolling.
That has not happened.
A splashy announcement, a quiet follow up
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Jordan’s NBA presence on NBC so far has been limited to a taped conversation with Mike Tirico. The interview was divided into short segments and rolled out in pieces.
In 2026, only one of those segments has aired. It lasted a little more than four minutes.
That is it.
No recurring studio spots. No halftime breakdowns. No playoff race commentary as the season tightens. For something that was promoted heavily, the actual content has been surprisingly light.
It is not that the interview was bad. It just was not much.
Meanwhile, he keeps popping up on Fox
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Here is where it gets uncomfortable for NBC.
Jordan has actually been easier to find on Fox lately. Just not talking about basketball.
As co-owner of 23XI Racing, he has been front and center during recent NASCAR broadcasts. When Tyler Reddick has been winning races, cameras have cut to Jordan on the pit box. Reporters have grabbed him for quick reactions. He has been part of the live energy of the moment.
It has added up to more on-air time than his NBA-related appearances this year.
No one is saying Jordan is choosing sides. His involvement with 23XI Racing makes those interviews natural. But from a viewer’s perspective, the optics are tough.
The greatest player in league history is easier to find during a stock car race than during an NBA broadcast.
The weight of the name
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Part of the issue is expectation.
When you attach Michael Jordan’s name to your coverage, people expect more than a short, pre recorded sit down. They expect insight into today’s stars. Opinions on the evolution of the game. Maybe even a little edge.
There were also reports that his agreement could be worth tens of millions annually. When numbers like that get floated, fans assume a major on air presence.
Instead, what they have gotten feels more ceremonial than impactful.
Jordan has never been someone who enjoys constant media duties. That has been clear for decades. He picks his spots. He controls his message. That approach fits his personality.
But it does not exactly line up with the idea of a regular contributor during a playoff push.
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Does it change later?
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There is still time for NBC to adjust the script.
If Jordan becomes more visible during the postseason, if he shows up with strong, thoughtful analysis when the games matter most, this early season lull will not matter.
But right now, the contrast is hard to ignore.
NBC made a big deal out of bringing in the most recognizable figure in basketball history. As the NBA season rolls toward the playoffs, that figure has mostly been off screen.
And when fans see him more often at a racetrack than on an NBA broadcast, they are going to talk about it.
That is not the kind of buzz NBC had in mind.
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