NBC touted Michael Jordan's participation in its NBA revival. The reality fizzled

Atlantic76ersCelticsKnicksNetsRaptorsCentralBucksBullsCavaliersPacersPistonsSoutheastHawksHeatHornetsMagicWizardsSouthwestGrizzliesMavericksPelicansRocketsSpursNorthwestJazzNuggetsThunderTimberwolvesTrail BlazersPacificClippersKingsLakersSunsWarriorsScores & ScheduleStandingsThe Bounce NewsletterNBA DraftPodcastsFantasyNBA OddsNBA PicksMeet KAT's Biggest FanHollinger's Top Draft ProspectsLottery Reform Is OverdueWhat Makes Up Championship DNA?NBC touted Michael Jordan’s participation in its NBA revival. The reality fizzledMichael Jordan has been far more engaged with NASCAR on Fox than NBA on NBC. Matt Kelley / Getty Images Share articleThe iconic Chicago Bulls 1990s intro music from The Alan Parsons Project filled Radio City Music Hall during NBC’s “upfronts” a year ago, the annual event where networks try to energize advertisers to spend with them. “Froooom North Carolina, at guard, 6-6, Michael Jordan,” the voice of PA announcer Ray Clay boomed. An NBC press release followed with the headline, “Michael Jordan To Join NBC Sports’ NBA Coverage As Special Contributor.” In the release, Jordan said, “I am so excited to see the NBA back on NBC. The NBA on NBC was a meaningful part of my career, and I’m excited about being a special contributor to the project. I’m looking forward to seeing you all when the NBA on NBC launches this October.” Then Jordan did one interview with Mike Tirico that NBC spliced over a few pregames and halftimes. That’s it. In the TV history of nothingburgers, this has been one of the nothingest. Besides the one interview, it’s been a huge “DNP — Legend’s Decision.” And there is a little more, as NBC has gotten dunked on by other networks’ face time with His Airness. Jordan, who co-owns NASCAR’s 23XI, has been interviewed on Fox seven times this year at races — often catching him in a giddy mood after victories — while CBS also had a morning sit-down with him. Granted, he was not talking NBA, but it has not been a good look for NBC. “We are very happy with everything Michael did with us,” NBC Sports’ executive vice president of communications Greg Hughes told The Athletic. The lack of of “Air Jordan” hasn’t ruined NBC’s first season, but it’s been a letdown on its overall strong return to showing the league’s game. Led by Tirico, Noah Eagle and Maria Taylor and little tributes to yesteryear, like showing the starting lineups, the NBA on NBC has felt big. A real contribution from Jordan and it would be in another galaxy. Jordan and NBC apparently are still talking about Jordan doing some more, maybe with hoops, possibly with NASCAR. He couldn’t do much less. Jordan’s lack of airtime was sort of predictable. While a very good idea by NBC, its executives weren’t the first to try to recruit No. 23 to a mic. He has never done it. Even last year’s announcement lacked a little something — Jordan wasn’t in the room for the presentation. While the stylish intro with the ’90s Bulls’ flashback surely gave the Gen X ad executives goose bumps, the fact that Jordan couldn’t make the private jet trip up and back from Carolina that Monday was the first sign that this was a bun with no meat in it. The interview with Tirico was presented as “MJ: Insights into Excellence” and wasn’t bad. He gave us this view on load management: “It shouldn’t be needed,” Jordan said. “I never wanted to miss a game because it was an opportunity to prove. The fans are there to watch me play. I want to impress that guy, way up on top, who probably worked his ass off to get a ticket.” This was part of what made Jordan probably the greatest basketball player of all time. However, it seems obvious he just doesn’t have that same desire for TV. There is no real proof that he even follows the current game that closely. At Radio City last year, it was exciting that Jordan would be a special contributor to the network’s return to the NBA. His role was always ambiguous, with NBC declining to give any real details. Fans were excited to watch and listen to him. As a TV personality, Jordan doesn’t have the desire to never miss an opportunity to prove himself. For NBC this season, he never really showed up. Spot the pattern. Connect the terms Find the hidden link between sports terms