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Why Michael Jordan's New Job is Exactly What the NBA Needed

Originally posted on Athlon Sports | By Xaiver Aguiar | Last updated May 12, 2025 4:48 PM ET

The NBA desperately needs a narrative shift. Even in the midst of one of its most exciting postseasons in recent memory, the constant recycled narratives and irrational hate of the current product have become a cancer to the state of basketball discourse.

Having talking heads, often former players, who have such staunch opinions but can't even name the coach on the team they're burying on national television. The league can only do so much to shift that negative tone, but there's a chance one of the most iconic athletes in the history of sports can be a much-needed morale boost.

Monday morning, NBC announced that Michael Jordan will serve as a special contributor to NBA coverage on the network and Peacock. He joins the likes of Jamal Crawford, Reggie Miller, and Carmelo Anthony, who have already been announced for various positions. It's unclear how frequently Jordan will appear on the broadcasts, but even a semi-regular role could be monumental.

A legendary addition to our team!

We’re thrilled to welcome Michael Jordan as a special contributor to the NBA on NBC and Peacock. pic.twitter.com/Pjsq8tokfi
— NBA on NBC and Peacock (@NBAonNBC) May 12, 2025

NFL legends have always done a suitable job of propping up the next generation of talent. Sure, there are always some who are often bitter, but for the most part, the panelists and commentators want to offer praise.

Imagine the impact of a selfless Jordan offering praise to a rising superstar. The idea of "aura" might be nauseating to specific demographics, but clearly, a large sector of the audience cares about that "coolness" factor. Jordan putting his stamp of approval on the game's future greats would be more valuable than billions worth of PR.

This article first appeared on Athlon Sports and was syndicated with permission.

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