Best Seat in the House: How NBC Shaped Sports Broadcasting With Historic Firsts, Innovations and Relentless Drive to Serve Fans

By Cynthia Littleton

Cynthia Littleton

Business Editor

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A century ago, NBC’s leaders were quick to recognize the importance of sports as a cornerstone of the fledgling national radio network.

On New Year’s Day 1927, NBC carried the first coast-to-coast live broadcast of a sporting event, the Rose Bowl football game between Stanford and Alabama (which ended in a tie). Top-tier teams, leagues and events, cutting-edge technology and programs that cultivate the fandom around sports have been part of the mix at NBC ever since.

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