AI revives Jim Fagan’s voice for NBC’s NBA comeback

NBC Sports is reviving a voice from its basketball broadcasting past through AI technology, setting the stage for its NBA comeback after more than two decades. The network announced it will use an AI-generated voice of the late Jim Fagan, who died in 2017, for its NBA coverage beginning in October 2025 when NBC’s new 11-year media rights deal takes effect. This nostalgic move aims to recreate the iconic sound that defined NBC’s NBA coverage during the Jordan-era 1990s, while raising questions about how networks will blend tradition with technology in sports broadcasting.

The big picture: NBC Sports is employing AI voice synthesis technology with the Fagan family’s participation to recreate the voice that narrated its NBA coverage from 1990-2002.

• The AI-generated voice will be used for select title sequences, show opens, and promotions for NBC’s upcoming NBA coverage.
• The network emphasized that Fagan’s AI voice will “supplement traditional voiceover work by other artists hired by NBC Sports,” not replace human voice talent entirely.

Why this matters: Jim Fagan’s voice became synonymous with NBC’s NBA coverage during a golden era of basketball that featured Michael Jordan, Shaquille O’Neal, Kobe Bryant, and Hakeem Olajuwon.

• By bringing back this recognizable voice, NBC is attempting to create a direct emotional connection to its previous successful run with the league.
• NBC Sports president Rick Cordella noted that Fagan’s “unique and recognizable voice immediately conjures a deep sense of nostalgia for a special time in NBA history.”

Behind the numbers: NBC’s new media rights deal with the NBA, announced in July 2024, is reportedly worth upwards of $2.4 billion annually over the 11-year agreement.

• The deal grants NBCU rights to 100 regular-season games, the NBA All-Star Game, and exclusive first-round playoff games.
• This represents a significant financial investment in bringing basketball back to the network that once dominated NBA coverage.