NBA 2K League and NBPA announce groundbreaking partnership

The NBA 2K League and the NationalBasketball Players Association (NBPA) announced a groundbreakingpartnership that paves the way for NBA players to promote the NBA2K League and its 25 teams.

Through this marketing partnership andadditional activations, NBA players will be featured in a widevariety of NBA 2K League and team promotions at league events, incontent, on broadcasts and during other league and team activities.

“We know that NBA players already lovegaming and the NBA 2K video game specifically, which makes us allthe more thrilled to work alongside an innovative organization likethe NBPA in launching this new initiative,” said NBA 2K LeaguePresident Brendan Donohue. “This partnership will give NBA playersa platform to promote the NBA 2K League in new and innovative waysand we can’t wait to see them bring their passion for NBA 2K to theNBA 2K League.”

“We are thrilled to team up with theNBA 2K League to bring new opportunities for our players to engageand interact with a game that so many of them love,” said JoshGoodstadt, Chief Commercial Officer of THINK450, the innovation andpartnership engine of the NBPA.

“This first-of-its-kind partnershipbetween a players’ association and an esports league reflects ourplayers' passion for gaming and we are excited to begin to bring itall to life this coming season.”

Last year, the NBA 2K League deliveredsignificant year-over-year viewership and engagement growth duringthe 2023 season.

The 2023 NBA 2K League season was up 58% in average minuteswatched and 22% in average minute audience on Twitch and YouTube ascompared to 2022. The NBA 2K League 5v5 Playoffs engagementincreased 85% in average minutes watched and 75% in average minuteaudience on Twitch and YouTube dompared with the previous season.More than 617,000 unique viewers tuned in to the NBA 2K League 5v5Finals match on Twitch between Warriors Gaming Squad and NBL OzGaming. Video views on Instagram and Twitter grew 22% and 15%,respectively, compared to the 2022 season.

The season tipped off March 8 and ended on Aug. 5, with all 25NBA 2K League teams competing in games remotely and in-person atDistrict E Powered by Ticketmaster in downtown Washington,D.C.