NBA Announces Extended Long-Term Partnership with 2K

The NBA’s massive deal with “NBA2K” is a testament to the league’s unique ability to connect with fans across multiple platforms. More

The NBA’s massive deal with “NBA2K” is a testament to the league’s unique ability to connect with fans across multiple platforms. More

"We're thrilled to be in business with [Adam Silver] and the entire team at the National Basketball Association, and enter into the longest-ever partnership extension between our organisations".

The NBA, NBPA and 2K, an owned label of Take-Two Interactive, announced a multi-year global partnership extension. Together, we're confident that we will continue to find new and innovative ways to captivate and engage basketball fans, and expand further the success of the NBA 2K brand.

According to The Wall Street Journal, NBA 2K19 was the best-selling sports video game of the past year and the third-best selling game of any variety in the United States as of November.

There was a time when NBA Live was the gold standard for basketball games.

NBA, NBPA renew licensing deal with Take-Two Interactive in 7-yr agreement for NBA 2K worth as much as $1.1 billion.

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"NBA 2K has become an important part of the National Basketball Association culture both for our players and fans", said NBPA Executive Director Michele Roberts. "Kudos to THINK450 for successfully negotiating this extension on the NBPA's behalf".

EA Sports has declined to release sales figures of late, but The Washington Post noted in September that "NBA Live" had around 65,500 followers on the game-streaming platform Twitch compared to roughly 2.5 million for "NBA 2K". "We look forward to continuing this partnership with the League and Take-Two Interactive". The league and its players leverage social media better than any other USA sports league, while the continued rise of "NBA 2K" as a video game behemoth reinforces the NBA's wide reach.

Take-Two Interactive Software Inc.

With NBA 2K, Take-Two gets to tap into one of the most popular sports in the world, particularly in China, a massive market for both videogames and smartphones. See www.take2games.com/legal and www.take2games.com/privacy for additional details.

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