Basketball isn’t just what you see, but how we are made to see. And credits? Of course, the analysts and commentators. But the NBA media scene is changing quickly, given that the game and everything around it evolve from time to time. Stepping into a high-stakes field long ruled by established players like ESPN and TNT, Amazon Prime Video is entering with a new $1.93 billion-per-year broadcasting agreement. For Amazon, though, this is about restructuring how games are covered, not only about just broadcasting them. To accomplish so, they are putting together a studio squad that resembles a championship locker room with the best experts available rather than a corporate roster. And to make it happen, they need experts from the best of the studios, and here’s a cracking entrant!

These experts, on most occasions, are former players, because who better than them to understand the game better? Like that, few pairs of players capture on-court loyalty and connection like Dwyane Wade and Udonis Haslem. Their relationship transcends sport, from three NBA championships to 15 years of shared struggles in Miami. That chemistry is now being sent to the screen. Amazon is reuniting Wade and Haslem behind the desk rather than in jerseys as it constructs its first NBA broadcast crew, indicating a major shift in sports media talent.

Haslem is leaving ESPN, a place where he had discreetly gained increasing airtime, and is now to take a full-time studio analyst position with Amazon, an action that surprised even media insiders. Broadcasting from Amazon MGM Studios in Culver City, he will lead the network’s main studio team with Blake Griffin, Dirk Nowitzki, and host Taylor Rooks. Though ESPN had no fixed marquee seat for Haslem, Amazon provided what ESPN could not: a prime-time spot with the freedom to influence story and tone.

“We’re excited to welcome Udonis Haslem, Steve Nash, Candace Parker, and Dwyane Wade to the #NBAonPrime team. Coming this October.” Posted the X handle of Amazon Prime. Then, expressing his gratitude, Haslem stated in a statement, “This next chapter is about staying true to who I am—bringing energy, authenticity, and that same winning mindset to every show.” For Haslem, the change is about alignment, not only about opportunity. He is joining a cast that reflects his own combination of humor, determination, and championship background. Wade, who also going to Amazon in a hybrid in-game/studio position, termed the event “pivotal,” suggesting a new age of sports narrative driven by people who have experienced it.

Wade and Haslem’s collaboration ranks third longest in NBA teammate history, behind only Stockton–Malone and Parker–Ginobili. No producer can write that chemistry that is built off the field as much as on it. Haslem famously remarked, “When I think about our relationship,” Haslem added, “it’s always great when you’re winning. But it’s about who’s there when the lights aren’t on.” The equation needs no definition, and now, with the reunion, it is set for greater heights.

Amazon’s major bet on Udonis Haslem includes fresh formats

The Wade-Haslem reunion is just one part of Amazon’s aggressive strategy to take a first big leap in the sports media industry. Amazon isn’t just poaching stars, they are trying to build the utmost elite-level panel. With Hall of Famer Steve Nash and three-time WNBA champion Candace Parker also joining the cast, who bring both elite and cross-generational appeal. Parker, who eventually will guide Prime Video’s increased WNBA coverage, offers broadcast polish and credibility. Fresh off coaching responsibilities and podcast projects with LeBron James, Nash provides intellectual balance.

The recruiting rush shows Amazon’s desire to move beyond traditional coverage and wants to take it to the next level. Their slate features 66 regular-season games, the in-season tournament, six conference finals, and worldwide distribution rights, along with the areas formerly unvisited by U.S. broadcasters. Jared Stacy, global head of production at Prime Video, described the roster “authentic, passionate, and infectious.” The move does not seem like a lucrative marketing move, but a possible statement of a mission.

The league’s broadcast future is being rewritten in real time as Turner Sports gets ready to leave and ESPN rights-shares with NBC and Amazon. Though the NBA Finals will stay with ABC, Prime Video has quietly emerged as the most interesting platform to view not only for games but also for their presentation. However, it will be interesting to see how fans are going to accept the new age of sports media.