Virtual sponsorship on offer in NBA’s eSports league
The NBA’s new eSports competition is offering a new opportunity for brands after it was revealed that companies will be able to purchase virtual sponsorship packages.
The NBA’s 2K League, which is making its debut in January, features 17 of the North American basketball league’s professional teams.
The competition is a joint venture between the NBA and Take-Two Interactive, the developer of the popular NBA 2K series of video games.
The Cleveland Cavaliers were the first franchise to unveil their eSports team, Cavs Legion Gaming Club, and a founding sponsor, Hot Pockets, the American snack brand.
Hot Pockets’ sponsorship package includes virtual branding across the Cavs’ in-game arena and on the team’s virtual jerseys.
The NBA 2K League’s virtual shirt sponsorship offering mirrors the professional league's introduction of jersey sponsorship for the first time this season.
Under the terms of a three-year pilot programme, the logo of a sponsor can be displayed on a patch measuring approximately 2.5 inches by 2.5 inches, opposite the logo of Nike, the US sportswear giant which took over as the kit supplier of the NBA this season.
The Golden State Warriors have so far signed the most lucrative shirt deal with Rakuten, the Japanese e-commerce company, agreeing a three-year deal understood to be worth around $20 million per season.