NBC Sports has teamed up with Ludacris (three-time GRAMMY Award-winning artist) for a promotional campaign titled 'It's Time' to celebrate the return of the NBA Playoffs to NBC and its debut on Peacock. The campaign features Ludacris' reinterpretation of the classic song 'Time Has Come Today' by The Chambers Brothers, encapsulating the high-stakes atmosphere of playoff basketball. Ludacris expressed excitement about the collaboration, stating that playoff basketball embodies the adrenaline rush fans crave. Lyndsay Signor, Senior Vice President of Sports Marketing, emphasized the importance of time in playoff games, making this partnership a fitting tribute to the sport's legacy. The NBA Playoffs will officially begin on April 19, 2026, with further details on matchups to be announced. The promotional spot will premiere during the April 12 baseball game between the Cleveland Guardians and the Atlanta Braves, airing on NBC and Peacock.