The NBA is in deep negotiations for its next media rights package that could fetch up to a reported $76 billion.
The latest trading day saw Comcast (CMCSA) settling at $38.79, representing a -0.44% change from its previous close.
The move comes at a time when Rogers is looking to boost its presence in sports and entertainment content to attract a reliable and loyal audience amid stiff competition. Rogers will launch NBCUniversal's Bravo channel in September and it will hold the English-language content rights in Canada.