2.21 trillion. Seven Hall-of-Famers. One unanswered question. One evening in May, a tech titan worth more than the GDP of most countries unveiled a star-studded NBA lineup. Among them: two parading champions, two MVPs, and a Kelce-level pop-culture draw . Advertisers already know: this isn’t about ratings—it’s about redefining live sports. Which global juggernaut is placing its entire reputation on the line in October?

Udonis Haslem is already fired up. “I’m proud to join the NBA on Prime team and bring everything I’ve learned over 20 years in the league to the studio,” he said. And he’s not holding back. “Basketball has given me so much, and now I’m excited to give back by sharing my insights, passion, and love for the game with fans everywhere.” With that trademark fire, he added, “This next chapter is about staying true to who I am — bringing energy, authenticity, and that same winning mindset to every show.”

Under the fresh banner NBA on Prime Video, Haslem and Dwyane Wade will be part of a star-studded crew led by host Taylor Rooks, with Blake Griffin, Dirk Nowitzki, Steve Nash, and Candace Parker, all jumping in as analysts and commentators. Now, while the season premiere’s still a few months out, the crew has already made waves at Amazon’s big Upfront event. Broadcaster and journalist Taylor Rooks posted a snap alongside Haslem, Parker, and Griffin, capturing the energy of the moment. Her caption said it all: “Amazon Upfronts got even bigger! NBA on Prime is here 🏀🏀 the fam keeps growing.”

Besides, this wasn’t just any industry showcase. Amazon turned up the volume at The Beacon Theatre in NYC, pitching everything from sports to Twitch to a room packed with advertisers. With a market cap soaring past $2.21 trillion, the tech giant made sure its message hit every corner of entertainment.

Celebrity A-listers like Travis Kelce and Jason Momoa joined the stage, underscoring Prime’s broad appeal. So while the stars partied it up, we’ve just got to hang tight until October to catch Haslem and crew back in action.

What’s Amazon really cooking up with Udonis Haslem and Co?

Amazon’s not just dipping its toes into the NBA—it’s diving all the way in. Just a week ago, the streaming giant made it official: legends like Steve Nash, Dwyane Wade, Candace Parker, and Udonis Haslem are all set to headline Prime Video’s debut NBA season this October. And they won’t be doing it alone. Blake Griffin and Dirk Nowitzki are sticking around as analysts, while Taylor Rooks will keep things flowing as the host.

Haslem’s role brings him front and center. After moving over from ESPN, he’ll anchor the studio team alongside Griffin, Nowitzki, and Rooks, dishing out insight during pre-game, halftime, and post-game shows. Meanwhile, Parker and Nash will rotate between calling games and dropping in on studio segments. Wade, as expected, will mix it up between both duties, keeping fans guessing where he’ll pop up next.

But here’s the real kicker—this move is just the beginning. The deal between Amazon and the NBA runs 11 years deep and gets even juicier in 2026. That’s when Prime gets 30 exclusive games per year, including the WNBA Finals. They’re also bagging global rights to 66 NBA games starting with the 2025-26 season—think opening week doubleheaders, a Black Friday game, and every knockout stage matchup from the Emirates NBA Cup.

Prime’s deal also covers Play-In, select playoff rounds, and six Conference Finals. Prime Video’s deal includes 86 international games in Brazil, Germany, and the U.K. More game time, more star power—Amazon clearly isn’t playing small ball.