LeBron James has frequently expressed his dissatisfaction with traditional NBA media, often criticizing prominent commentators like Brian Windhorst and Stephen A. Smith for their approach. Despite his frustrations with the usual coverage focused heavily on ring counts and legacy debates, James remains hopeful about the evolving media environment, particularly with new players entering the space. Recently, he addressed Amazon Prime Video’s NBA coverage, signaling a potential shift in how basketball is presented and discussed.
Amazon Prime Video’s New NBA Broadcast Team Gains Praise
With Amazon and NBC stepping into NBA broadcasting, and TNT Sports set to end its NBA rights after the 2025 Finals, the media landscape is undergoing significant changes. In an interview with The Hollywood Reporter, LeBron James discussed his optimism about Prime Video’s coverage, which goes beyond just live games. Amazon’s partnership with NBA figures is extensive, including distribution of the “Mind the Game” podcast by Steve Nash through Amazon’s Wondery network. James focused on the new analyst roster and the fresh perspectives they bring to the sport.
“First of all, when I thought of the (analyst) lineup that they chose — legends like Dwayne Wade, Dirk Nowitzki, Steve Nash, Candice Parker — [Prime Video] is going to automatically be put in a position of great things,”
James told The Hollywood Reporter.
[With them, Prime Video] has so much knowledge and [so many] people that know the game and appreciate the game and talk about the game in such a positive manner.
—LeBron James
“So, I think Amazon Prime Video, they’re gonna do a great job showcasing our sport; [the talent] love(s) our sport. Great intellect, great commentary, great insight — I really look forward to that. And like I said, those guys that they have signed up for it, they’re gonna do great things.”
—LeBron James
Potential Impact of Amazon Prime on Basketball Media’s Future
LeBron James’ endorsement of Amazon Prime’s NBA coverage is notable, given his usual criticism of basketball media. His support hints at a promising shift where coverage might focus more on insightful, balanced commentary rather than recycling tired debates over titles and legacy. This optimism reflects broader changes as new media partners like Amazon and NBC bring fresh voices and innovative content to NBA fans. The involvement of respected former players and thoughtful analysts may help elevate the conversation around the game, potentially transforming how fans engage with basketball media in the coming years.