NBC Sports to Hype Return of NBA With AI-Generated Voice of Announcer Jim Fagan, Who Died in 2017

NBC is making a nostalgia-fueled drive to the hoop to tout the return of the NBA to its airwaves in the fall of 2025 after more than two decades.

In the latest move, NBC Sports announced that it will use an AI-generated voice of former narrator Jim Fagan, who died in 2017 at the age of 72, for its NBA coverage and promotion when its new 11-year NBA media rights deal begins in October. The network said it was employing the AI technology with the participation of Fagan’s family.

More from Variety

How to Watch the 2025 NBA Playoffs Online Without Cable
How to Watch NBA Play-In Tournament 2025 Online Without Cable
Steve Kornacki Exits MSNBC for NBC News, Sports as Spin-Off Nears

The voice of Fagan was “synonymous with NBC Sports’ critically acclaimed coverage of the NBA from 1990-2002,” according to the broadcaster. “His masterful narration drove unparalleled excitement for the league’s biggest matchups and stars, which included Michael Jordan, Shaquille O’Neal, Kobe Bryant, Hakeem Olajuwon and many more.”

NBC Sports released a short clip featuring Fagan’s AI-generated voice:

RELATED: NBC Pushes Basketball to Viewers Months Ahead of NBA Deal Start

Last week, in another throwback to its NBA days of yore, NBC officially announced that John Tesh’s “Roundball Rock,” the theme of the network’s NBA coverage from 1990-2002, will return. It aired a promo for “Roundball Rock” during NBC’s Kentucky Derby coverage.

NBC Sports will use AI voice synthesis technology to re-create Fagan’s voice for select title sequences, show opens and promos for its upcoming NBA coverage. It added that the AI-generated voice of Fagan will “supplement traditional voiceover work by other artists hired by NBC Sports.”

It’s not the first time the broadcaster has used an AI-generated voice: For the Olympic Games Paris 2024, NBC re-created sports announcer Al Michaels’ voice with artificial intelligence technology for the “Your Daily Olympic Recap” on Peacock.

“For many basketball fans, Jim’s unique and recognizable voice immediately conjures a deep sense of nostalgia for a special time in NBA history,” NBC Sports president Rick Cordella said. “His voice perfectly captured the magnitude of the heavyweight matchups and stars that he was introducing. It’s been a joy to work with Jim’s family to recreate his voice and honor his legacy. I’m excited we’re able to introduce his voice to a whole new generation of fans.”

Jim’s daughters Jana Silvia Joyce and Risa Silvia-Koonin, in a statement provided by the network, said: “We’re deeply grateful that NBC Sports had the vision to honor our father’s legacy in such a meaningful way. He took great pride in his work with NBC Sports, especially in helping set the stage for some of the most memorable moments in NBA history. Knowing that his voice will once again be part of the game he loved—and that a new generation of fans will get to experience it—is incredibly special for our family. He would be so thrilled and proud to be a part of this. It’s been a true pleasure working with NBC Sports on this project.”

Fagan grew up in Windber, Pennsylvania, a coal mining town where his mother was a teacher and his father a coal miner, according to NBC Sports. He earned a football scholarship to West Virginia University, a school he continued to support enthusiastically throughout his life. “His passion for acting led him to a distinguished voiceover career, including at NBC Sports, where he became a prominent narrator for many of its programs, most notably the NBA,” the network said.

In July 2024, NBCU announced a media-rights deal with the NBA, which the media company is believed to be spending upwards of $2.4 billion per year over the 11-year period. NBCU has rights to 100 regular-season games; the NBA All-Star Game; and a group of exclusive first-round playoff games. WNBA games will also be a part of the package.

Peacock will livestream exclusive national NBA games on Monday night while NBC and Peacock will present national coverage of regional doubleheaders on Tuesday nights. NBC Sports will launch “Sunday Night Basketball” in 2026 across NBC and Peacock.

NBC Sports previously announced that Jamal Crawford and Reggie Miller will join NBA coverage as game analysts, Carmelo Anthony as a studio analyst, and Mike Tirico and Noah Eagle will serve as play-by-play announcers. Frank DiGraci was announced in December 2024 as the coordinating producer for NBC Sports’ NBA coverage.

Best of Variety

Emmy Predictions: Talk/Scripted Variety Series – The Variety Categories Are Still a Mess; Netflix, Dropout, and ‘Hot Ones’ Stir Up Buzz
Oscars Predictions 2026: ‘Sinners’ Becomes Early Contender Ahead of Cannes Film Festival
New Movies Out Now in Theaters: What to See This Week