Larry David Teams Up with Michael Kay for YES Network Ad Campaign

In a delightful twist that blends comedy with baseball fandom, Larry David, the iconic co-creator of Seinfeld and star of Curb Your Enthusiasm, finds himself in a familiar bind: trying to figure out where to watch the New York Yankees. Fortunately for David, YES Network’s play-by-play announcer Michael Kay steps in to guide him through the maze of options in a new promotional campaign that premiered on Friday, just ahead of the Yankees’ 2026 season broadcasts.

The advertisements, available in both 30- and 60-second formats, showcase a flustered David as he fumbles to locate the game on his TV. With a friendly assist from Kay, who communicates through David’s voice-activated remote, the humorous spot culminates in a helpful link directing viewers to the YES Network website for the broadcast schedule, ensuring fans know where to catch the Yankees, even if the game isn’t airing on the channel or the Gotham Sports app.

“Ultimately, the goal is we want people to watch as much Yankees baseball as they possibly can on YES,” shared Bill Bergofin, the network’s head of marketing & creative. The concept, which came together in just a few weeks, was largely made possible due to Kay’s long-standing friendship with David, dating back to when the comedian appeared on YES Network’s CenterStage talk show. The two bonded over their mutual love for New York, exchanging numbers and keeping in touch, with Kay occasionally receiving messages from David during Yankees broadcasts.

“He’s not like a celebrity sports fan where they don’t really know that much,” Kay noted about David. “He really knows what he’s talking about. So it’s been kind of fun interacting with him over the years.” As YES Network gears up to celebrate its 25th season of broadcasting Yankees baseball, the organization sought to elevate its offerings, leading to the idea of featuring David, which Kay initially hesitated to embrace, not wanting to “infringe upon a friendship like that.” However, David was quick to jump on board.

“Anytime you go after legends, it’s on their terms, and he’s only going to do something if he believes in it,” Bergofin explained. “He’s a huge Yankees fan. So it’s a great get, and it feels very natural at the same time.” When celebrities like David join Kay on his radio show, he notices a spike in interest. While the same effect is harder to gauge on television due to the unwavering loyalty of Yankee fans, Kay believes it enhances the overall viewing experience.

Should the campaign gain traction on social media, Kay humorously suggested it could become the next Ted Lasso, which began as a promotional skit for NBC’s English Premier League coverage before blossoming into a beloved sports comedy series on Apple TV. In the meantime, Kay extended an open invitation to David, who splits his time between Los Angeles and frequent visits to New York, to join him in the booth during Yankees broadcasts.

Fans of David won’t have to wait long to see him back on screen, as his new limited series, Life, Larry and the Pursuit of Unhappiness: an Almost History of America, is set to premiere on HBO in June.

Note: This recap is an independently written summary based on publicly available reporting.