Peacock will soon be charging consumers more to admire its plumage. The Comcast-owned streaming service is hiking its subscription rates by $3 starting next week, Peacock confirmed. Beginning on July 23,

Peacock is raising its prices for the third time in three years (NBC) The price rise comes ahead of the arrival of live NBA games on the streaming service, which will start later this year. Last year, NBCUniversal agreed a deal to show basketball games that will cost them around $2.45 billion a year.

See, NBCUniversal has been pushing really hard over the last few years to make Peacock a destination for sports streaming. That includes brokering a lot of deals with the leagues, notably one that’ll go into effect this October to make Peacock the streaming home of the NBA—at a price tag of $2.