• by Wayne Friedman , 2 hours ago

NBCUniversal has signed on 170 advertisers for its first season of the return of the NBA -- now to run on NBC Television Network, and streamer Peacock.

Nearly all of the season's inventory has been completely sold out, with 20% of all brands new to NBCU and 10% of the deals coming from new first-time brands into the sport.

NBC says 30% of all NBA media investment will go to digital inventory, with 70% of clients investing in cross-platform digital and linear TV inventory.

Among the major, specific title sponsorships for the TV programming are:

-- American Express as the official halftime sponsor for NBA on NBCUniversal

-- DraftKings will serve as the official betting partner of NBA on NBCUniversal

-- Kia as the presenting sponsor of Tuesday’s "NBA Coast to Coast"

-- McDonald's will sponsor “Basketball Night in America” and “NBA Showtime” on Sunday nights

-- State Farm will be the sponsor of Tuesday's “NBA Showtime” studio show

-- Wingstop will sponsor Monday’s “NBA Showtime” studio show

-- Xfinity will be the official presenting sponsor for Peacock “NBA Monday"

NBC is making NBA ad inventory available on Peacock helping to “democratize” access for brands

In July, NBCUniversal struck an 11-year deal to air NBA and WNBA regular season and playoff games

As part of its deal with the NBA, it is expected that NBA content will also appear on the return of the cable channel, NBC Sports Network, which will return this fall.

The total 11-year TV deal for $77 billion includes NBCUniversal (NBC/Peacock), Walt Disney (ABC/ESPN), and Amazon Prime Video.

Warner Bros. Discovery's TNT/TBS -- which was a longtime TV network for the league -- did not return.

TNT pulled in $477 million in national TV advertising for last year’s NBA season, according to EDO Ad EnGage, with ESPN coming in at $233.2 million in advertising revenue.

NBC last had a long-term contract with the league ending with the 2001-2002 TV season. Amazon Prime Video is a new platform for the NBA.