How the NBA is Cashing In on Its Biggest Postseason in Decades

Summary

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Podcast Summary: Big Take – "The Knicks Win! So Does NYC, Big Merch and the NBA"

Host: Sarah Holder
Guests: Jason Kelly (Host, Bloomberg's The Deal), Randall Williams (Co-host, Bloomberg’s Business of Sports)
Date: June 18, 2026

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Episode Overview

This episode of the "Big Take" dives into the explosive impact of the New York Knicks' historic NBA Finals win, ending a 53-year championship drought. The focus: Who profits from such a record-breaking sports moment? Host Sarah Holder and guests unpack the massive economic, cultural, and business ripple effects from New York to the league itself, and debate what the NBA’s hottest Finals mean for the league’s future, from merchandise to team expansions.

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Key Discussion Points and Insights

1. The Knicks Win: A Monumental NYC and NBA Moment

• Cultural Impact
  • The Knicks’ championship becomes a city-wide celebration, galvanizing New York in an unparalleled way.
  • “There is no team that galvanizes New York and the culture.” — Jason Kelly, 02:16
• Record Viewership
  • NBA Finals viewership doubled last year’s numbers, reaching its highest since 1998.
  • 33 million tuned in during the game 5 climax—a peak not seen since Michael Jordan’s last title (08:04).

2. Who Profits? Ticket Prices and Economic Boons

• Ticket Frenzy

  • Nosebleeds at MSG hit $10,000; courtsides went for six figures.
  • Celebrities swarmed games, making tickets a status symbol.

• Where Money Goes

  • MSG (Madison Square Garden) reaps massive earnings, as do long-suffering season ticket holders through resales.

  • The Spurs benefited from New Yorkers flying south for cheaper tickets—airfare and hotels included (05:11).

    “It was substantially less expensive for people to buy a plane ticket, get a hotel room, and still get tickets to a Spurs game than it was to get into Madison Square Garden.”
    — Jason Kelly, 05:11

• Economic Impact on Cities

  • The NYC Economic Development Corporation estimates hundreds of millions—and possibly up to half a billion—dollars flowed into the city’s economy.
  • Local bars and restaurants made their year’s budget from playoff revelers spread across all five boroughs (05:38).

• San Antonio Also Wins

  • Spurs’ home games drew Knicks fans, benefitting the city’s hotels and eateries.
  • A Game 7 would have further boosted both cities (06:03–06:58).

3. Team and Player Earnings

• Playoff Bonuses
  • Playoff bonuses: $36M league-wide; Knicks split $9M, Spurs split $4M (06:58).
• Game Hosting Revenue
  • Each additional home game means more revenue for teams—a contrast to the NFL's model (07:18).
• No Game 6 at MSG
  • Missing a Game 6 in NY was a lost revenue opportunity, but the Knicks’ five-game win was a poetic revenge over the Spurs (07:18).

4. TV Rights and the Business of Basketball

• Media Windfall
  • 11-year, $76B media rights deal (Disney, Amazon, NBC/Comcast) powers the NBA’s economic engine.
  • Blockbuster viewership justifies the expense.
• Compelling Storylines Drive Ratings
  • The emergence of superstar Victor Wembanyama (“Wemby”) as a villain vs. Jalen Brunson’s underdog arc captivated fans and fueled ratings (08:50–09:38).
• Accessibility Challenges
  • Growing subscriptions and shifting schedules require fans to adapt, but high viewership suggests success (09:38).

5. Merch Madness

• Record Merchandise Sales

  • 2026 Finals shattered previous NBA merch sales records; the Knicks set the all-time mark for any championship team in any sport in the first 24 hours after victory.

  • Demand was so high that fans couldn’t buy authentic apparel—people had to make their own.

    "You couldn’t get a real licensed piece of merchandise anywhere, basically."
    — Jason Kelly, 10:20

• League Prestige

  • The series' outcome reasserts the NBA’s rivalry with MLB for “Number 2 league” status (10:44).

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Memorable Quotes & Moments

• "The Knicks hit different in New York."
  — Jason Kelly, 02:16

• "24 and a half million people tuned into game five. By around 11:15, right as the Knicks were about to clinch their playoff win, that number surged to 33 million."
  — Sarah Holder, 08:04

• "You have Jalen Brunson, this like ultimate underdog … also has won a championship at every single level … putting him in the company of people like Kareem."
  — Jason Kelly, 08:50

• "The more games that a team has, the more money that a team will make. Unlike the NFL ..."
  — Randall Williams, 07:18

• "Just three titan organizations in which the ratings were crazy across the world. And now the NBA has the Knicks on a 50 year drought. You have Wemby, a 7 foot 4 behemoth and those two things … the NBA won this year."
  — Randall Williams, 10:44

• "It's a once in a lifetime moment for a lot of people in New York and we've never seen anything like this."
  — Jason Kelly, 20:43

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Key Segments & Timestamps

• [01:53] – Opening Remarks: Knicks’ emotional championship and NYC’s reaction
• [02:44] – The economic dimensions: ticket prices, who benefits, ripple effects
• [05:38] – NYC business windfall; San Antonio’s economic boosts
• [06:58] – Playoff bonuses and hosting economics
• [08:04] – Record-breaking viewership and what drives it
• [09:57] – Merch sales: new benchmarks and global fandom
• [10:44] – NBA vs. MLB, the challenge for America’s attention
• [14:31] – Jalen Brunson’s contract sacrifice and business positioning
• [16:27] – NBA Expansion: Seattle, Vegas, and keeping small markets engaged
• [18:29] – The Knicks’ unprecedented team valuation; what's next?
• [19:38] – MSG, ownership structures, fan investment, and potential spin-off
• [21:04] – “Knicks hate” warning: The reign begins

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NBA’s Future and Expansion

• NBA’s Expansion Exploration
  • Board of Governors mulling new franchises in Seattle (potential Supersonics return) and Las Vegas.
  • Expansion strengthens league reach, valuations, and media deals (16:27–18:16).
  • Rule changes (salary cap) let smaller markets compete, boosting fan engagement and revenue diversity.
• Team Valuations & Shareholder Opportunities
  • Knicks’ valuation stands at $9.8B—title win likely won’t leapfrog this, but may create a broader “rising tide” for all teams (18:29–18:59).
  • James Dolan reportedly considering spinning the Knicks into a standalone public entity, which could set a precedent for transparency and real-time valuations in major sports (19:38–20:43).

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Conclusion & Final Thoughts

The Knicks’ Finals victory has ignited not just NYC’s spirits, but also the league’s earning potential. The NBA’s ability to build narratives, inspire record spending (on both tickets and merch), and deliver for media partners may be a blueprint for all of US professional sports. With expansion, new valuation methods, and a global fanbase, the NBA’s future looks blockbuster bright.

“If you hate the Knicks, things are going to get a lot worse over the next year or so because they're the reigning champions … So good luck.”
— Randall Williams, 21:04

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Rich in economic analysis, business insight, and a touch of giddy Knicks fan joy, this episode is a must-listen for anyone curious about how modern sports championships reshape cities and the leagues they call home.

Transcript

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Bloomberg Audio Studios Podcasts Radio News

[Sarah Holder]

Guys, what an insane week for the NBA. Thank you both for being here.

[Randall Williams]

Thank you for having me.

[Jason Kelly]

Best week ever.

[Sarah Holder]

Best week ever.

[Jason Kelly]

Best week ever. You just won the NBA Finals.

[Randall Williams]

This is the first time in the year his fans have been waiting decades.

[Sarah Holder]

Your NBA champions, your New York City Knicks are making their way through the parade route.

[Jason Kelly]

Go New York.

[Randall Williams]

Go New York.

[Sarah Holder]

Go.

[Jason Kelly]

I'm mad Hype. The Knicks hit different in New York. I think you saw it just as a resident of the city. There is no team that galvanizes New York and the culture.

[Sarah Holder]

Jason Kelly is the host of Bloomberg's the Deal with Alex Rodriguez and Jason Kelly.

[Jason Kelly]

You had a team of destiny in the Knicks. Maybe one of the biggest stars we'll ever see. Assuming he stays healthy in wembanyama a global superstar. It was everything the NBA wanted and it's going to be hard to top.

[Sarah Holder]

I'd seen New York City erupt with joy after the New York Knicks beat the San Antonio spurs to take the NBA championship Saturday night after a 53 year drought.

[Jason Kelly]

You know, the ratings showed that, you know, through the first four games, double last year's viewership, the biggest viewership I think since 1998. I'm hard pressed to think about finals that could have been any better for business.

[Randall Williams]

The only thing that could have been better for the NBA is if this series ended at Madison Square Garden or it ended in seven games.

[Sarah Holder]

That's Randall Williams, a co host of Bloomberg's Business of Sports podcast.

[Randall Williams]

The seven game series is always going to do better. But at the same time, I want to say game one and game two and all of these games were probably watched more than game seven of last year. That is ridiculous.

[Sarah Holder]

Yeah, I mean I watched all the games and I'm not like a huge

[Randall Williams]

basketball fan, one of millions of viewers.

[Sarah Holder]

I'm Sarah Holder and this is the big take from Bloomberg News today on the show. Who's making money off the record breaking NBA Finals and what it all means for fans, teams and the league as it considers expansion. There was a lot of money at play in this series as we've already alluded to, starting with ticket prices, especially for Knicks games. We're talking $10,000 for nosebleeds, six figures for courtside, Timothee, Chalamet, Heim, sisters. I'm not going to ask why these tickets are so expensive. I think that might be a little self evident. But where is that money going? How much is going to Jim Dolan and msg?

[Jason Kelly]

Oh, James Dolan. What a complicated figure on the New York scene and across the broader sports team.

[Sarah Holder]

Msg, of course, is Madison Square Garden. James Dolan controls Madison Square Garden Sports Entertainment which owns the venue, and Madison Square Garden Sports which owns the Knicks team.

[Jason Kelly]

You know, a lot of the money is going to MSG for sure. You know, a lot of money is going into the pockets of long suffering season ticket holders. For the Knicks or the Spurs? The spurs, despite probably being very grumpy about it, made a lot of money off of New Yorkers who were trying to buy tickets.

[Randall Williams]

As you saw on the broadcast, there were plenty of Knicks fans at game five and game one and two.

[Jason Kelly]

Yeah, totally. And the economics, which I'm sure you've heard about Sarah, were such that it was substantially less expensive for people to buy a plane ticket, get a hotel room and still get tickets to a Spurs game than it was to get into Madison Square Garden. We've talked to the head of the New York City Economic Development Corporation who talked about hundreds of millions of dollars, probably upwards of half a billion dollars, maybe more, that are marginally going into the New York City economy. And that's just from, you know, bars who probably made their budget for the year serving thirsty and excited Knicks fans all across the five boroughs.

[Sarah Holder]

Not an N was unbelievable in any of.

[Jason Kelly]

Yeah, yeah, nowhere.

[Sarah Holder]

What about in San Antonio? Was there that level of economic stimulus?

[Randall Williams]

Definitely. I think so, too. But they had three games and New York had two. And so when you think about that impact, yes, New Yorkers filled up San Antonio's arena, but at the same time they were eating at these restaurants, they were filling up these hotel rooms, they were walking all around the city spending money, and that means money for San Antonio. Now, if you ask San Antonio what was the best case scenario, of course they would have wanted a Game 7, not just so that they had an opportunity to win, because it would have brought more money to the economy. James Dolan will tell you, I just want to win a championship. But in all reality, here in New York, a Game 6 in which the Knicks would have won in six would have been insane in the city. And that's what I was rooting for selfishly, because I think that would have been the best story. However, the Knicks getting revenge on the spurs, winning in five games the same way that the spurs beat them in 1999. That's not so bad either.

[Sarah Holder]

So in terms of how the players end up profiting, Sportico reported that teams who made the playoffs will get roughly $36 million in bonuses total. The Knicks players will split roughly 9 million of that for coming in first, and the spurs will split about 4 million. Randall, walk us through how the teams make money here.

[Randall Williams]

The more games that a team has, the more money that a team will make. Unlike the NFL, where the super bowl is hosted by the NFL. So, for example, San Francisco, they reached a deal to host Super Bowl 60. They hosted it, but they don't see any money from it. All that money goes straight to the NFL in the NBA Finals, the more games you host, the more money you make. So that's why my argument is that Game 6 at MSG would have been insane, but it didn't happen.

[Sarah Holder]

So how meaningful is that mis revenue for the NBA and for television partners?

[Randall Williams]

Television partners are fine because the games are very, very good. There were no blowouts so if you're a viewer and you and I was at game four, which was the largest comeback in NBA Finals history, there was reason to turn off the game and then there wasn't.

[Sarah Holder]

And fans and bandwagoners alike kept watching. 24 and a half million people tuned into game five. By around 11:15, right as the Knicks were about to clinch their playoff win, that number surged to 33 million. To find a series with more viewers, you'd have to go back to when Michael Jordan's Chicago Bulls beat the Utah jazz for its second three peat in 1990, Jordan's last season with coach Phil Jackson. A few years ago, the NBA signed this 11 year media rights deal with Disney, Amazon and NBC's parent company Comcast. It's expected to generate $76 billion in fees for the league. What has that meant for viewership? Does that have anything to do with the record viewership we were seeing this year? Or is it, I mean, just amazing basketball?

[Jason Kelly]

The NBA has a knack for incredible storylines. You were introduced this season to, to these new superstars in a really meaningful way. And you know, one of the really interesting things going forward, and we've talked about this a little bit, is the Wemby storyline. He's a little bit of a villain. Now. That's actually kind of a great storyline for the NBA. You have Jalen Brunson, this like ultimate underdog who's been like doubted at every single level and also has won a championship at every single level. You know, putting him in the company of people like Kareem, you know, winning at high school, college and the professional level. And so that's good for everybody's business. And so if you're the media rights holders for the NBA, you're probably, I think right now saying, yep, it worth every penny.

[Randall Williams]

There's a lot of conversation about who was watching and when could you watch. That is still an adjustment for a lot of fans because there are subscriptions that you need. However, viewership was high. And so from that aspect, if you're the league, that's a problem that you can fix over time.

[Sarah Holder]

And the NBA also cleaned up on Merch this series. The league said that the 2026 Finals overall set new league records for merchandise sales, doubling the previous record from 2020. And on the big sports retailer fanatics, the Knicks set an all time merchandise record in the 24 hours after their victory. The most for any championship team in any sport.

[Jason Kelly]

The Knicks, because of the fan base that we've been talking about, it's a national Certainly maybe a global fan. You couldn't get a real licensed piece of merchandise anywhere, basically. I mean, like my 8 year old daughter was wearing a Go New York, Go New York Knick shirt that my wife literally had to make her because we couldn't buy one anywhere.

[Randall Williams]

And one more thing I'd add is that this conversation really matters to the NBA because of the fact that months ago there was a debate about who was the number two league in America, Major League Baseball or the NBA. And Major League Baseball has been scorching hot. You think about the World Series two years ago between the Yankees and the Dodgers. You think about the World Series last year between the Dodgers and the Blue Jays. Just three titan organizations in which the ratings were crazy across the world. And now the NBA has the knicks on a 50 year drought. You have Wemby, a 7 foot 4 behemoth and those two things, an underdog. And Jalen Brunson versus the Titan in Wemby, the New York market, number one media market versus San Antonio, a franchise that has won many championships. Those things really, really matter. And the NBA won this year.

[Sarah Holder]

After the break. Where does the NBA go from here? Why? Expansion might or might not be a slam dunk.

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[Sarah Holder]

I want to talk a little bit more about Jalen Brunson, NBA Finals mvp, captain of the Knicks. Famously, to Knick fans at least, he signed this team friendly contract in 2024. The team would have paid more than $100 million extra to keep him if he'd waited till he was a free agent to resign. And those savings have been credited by some with helping the Knicks build out the team with players that ended up being so critical to the win and the championship. How much did it help the Knicks,

[Jason Kelly]

you know, for Jalen Brunson? And this is something that, you know, we talk about a lot on our show the Deal that I host with Alex Rodriguez. It's one thing to play in New York and to be a professional athlete, but there's a whole other thing if you are a professional athlete in New York who won a championship, and that's Jalen Rudson. Now he has elevated his brand, he has elevated his business opportunities in an exponential way that probably will make that, you know, lost quote unquote hundred plus million dollars look like a very, very good investment over the next 10, 20 years for him.

[Randall Williams]

So the question to me in regards to Jalen Brunson is not about how much money he will make after sacrificing 100 million, he's going to make a ton. It's about which brands are willing to pay him. What's interesting about him is that he does not have a signature shoe with Nike. Does Nike decide to give. I believe he's 28 or 29 years old. It takes about 18 to 24 months to develop a shoe. By the time his sho come out, he would be either 30 or 31 and on the tail end of his career. Is that a risk that's worth it to Nike? Now, there are plenty of businesses in New York that Jalen Brunson could be a part of. You think of the largest sports sponsors, insurance companies. I mean, you think of progressive, you think of State Farm with Patrick Mahomes, he will have no shortage of options. And so for him, the $100 million is going to be worth it, especially if he can do it again.

[Sarah Holder]

Well, I want to ask about what's next for the NBA. The board of governors is actively exploring expansion franchises in Seattle and Las Vegas. What incentive does the league have in keeping smaller markets engaged versus just like building on the teams that are already dominant?

[Randall Williams]

Well, I think that the way in which the league has changed rules around the cap system so that it makes it tougher to keep all the players that you draft because of the salary cap. You'll have to pay penalties if you exceed a certain mark by paying players. With that in mind, it does two things. It makes it difficult for teams to keep their core together and it also gives smaller market teams who may not draft well or put teams together. It gives them an opportunity to sign players. And so if you are one of these smaller time owners who has not been to the playoffs, who has not made a championship, but the media rights deals keeps going up, why would you bother competing into in this? The same way that some of the higher or bigger market teams can. The MLB is dealing with this crisis right now where you have teams who are just okay with not winning because they're making money. And the NBA is trying to avoid that by incentivizing teams to win. And so you've had, I believe it's eight different champions in the last eight years. There are some people who are happy with that, there are some people who are not. But the reality is it's good for fan bases, for fan bases to feel like they have a chance. It will drive people to arenas and it will drive people to their screens to watch.

[Jason Kelly]

You know, when we talk about expansion, you know, one of the great potential storylines that comes with expansion is the return of the supersonics to Seattle. They're likely to get one of the expansion teams. Vegas is likely to get the other. There is a fan base in Seattle that is rabid, hungry.

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[Sarah Holder]

They're ready for their moment.

[Jason Kelly]

They are ready. To Randall's point, if you can build these fan bases in different markets across the country, that is good for the game. And that again accrues to the valuations not just of the teens, but also to the media deals going forward.

[Sarah Holder]

I want to talk about the Knicks valuation because Sportico had the knicks valued at $9.8 billion headed into the Eastern Conference Finals. Does this championship change that?

[Randall Williams]

Championships mean a lot to teams. They don't add a lot of incremental value to evaluation. Now, for the Knicks in particular and for all NBA teams and I believe MLB teams as well, the more games you play at home, the more revenue. But it's not going to increase you from 9.8 billion to 10.5 or something along those lines.

[Jason Kelly]

It'll be interesting to see if this Finals, this playoff run the Knicks storyline, the sort of revelation of Wembanyama has sort of a rising tide effect on all NBA valuations. You know, it helps justify this meteorites deal that's a big underpinning for valuations in any major sport. You know, we're on the verge of likely expansion in the NBA. So you do wonder if it has an incremental, sort of broad effect on investors and ownership groups who are looking at the NBA, you know, being more confident to pay more as the next few years go on and I gotta

[Sarah Holder]

bring it back to the Knicks and James Dolan. Right now, investors can own a piece of the franchise through Dolan's MSG Sports, but he's reportedly considering spinning off the Knicks into its own entity, broadly speaking. Jason, what would that mean for the team and for investors and for fans?

[Jason Kelly]

It is one of the very few situations where a public shareholder can own a piece to the team. To me, the most interesting thing would be if it was an entity in and of itself. You would have a, maybe a cleaner and clearer proxy for what these teams are actually worth. Because right now a team is worth whatever someone is willing to pay for it. The mechanism by which they would do it would be fascinating. But the transparency with which we could actually see what these teams, what these businesses are worth under real financial analysis and a real look at the book, it would be super interesting to me, at least. It's a once in a lifetime moment for a lot of people in New York and we've never seen anything like this. You know, we do this for a living. You know, we've had the, the benefit of going to a lot of championships, a lot of important games, been around a lot of fans, and there's nothing like the New York Knicks winning a championship. And from a business perspective, it's one of the most fascinating stories I think we've covered in a long time.

[Randall Williams]

And I just say that if you hate the Knicks, things are going to get a lot worse over the next year or so because they're the reigning champions and they can tell you that for another 365 days. So good luck.

[Sarah Holder]

It's electric. Thank you guys so much. This is the Big Take from Bloomberg News. I'm Sarah Holder. To get more from the Big Take and unlimited access to all of bloomberg.com, subscribe [e-mail] podcastoffer thanks for listening. We'll be back tomorrow.

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