Take-Two Interactive, the developer that produces basketball's NBA 2K video game, has renewed and expanded its global partnership with the National Basketball Association (NBA) and National Basketball Players Association (NBPA).
In addition, 2K has also extended its longstanding relationships with the developmental NBA G League and governing body USA Basketball. These agreements will enable 2K to continue creating the popular NBA video game.
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A key part of the renewed tie-up will see the NBA and Take-Two Interactive launch NBA Take-Two Media, an entertainment company focused on competitive gaming, social-first content, original programming, and live events.
NBA Take-Two Media will “produce stories and experiences across gaming, travel, music, fashion, food, and more in partnership with tastemakers, athletes, creators, and fans.”
NBA commissioner Adam Silver said: “NBA 2K has engaged a new generation of basketball fans in an increasingly digital world. By expanding our partnership and creating NBA Take-Two Media, we look forward to building on the incredible success of the NBA 2K franchise.”
Strauss Zelnick, chairman and CEO of Take-Two Interactive, added: “We are immensely pleased to continue our longstanding, highly successful partnership with the NBA and the NBPA and look forward to building upon the record-setting achievements that we have accomplished together.
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By GlobalData“We are excited to unveil NBA Take-Two Media and look forward to seeing how it will create an entirely new and multi-faceted NBA experience for our communities.”
The NBA and Take-Two Interactive also collaborated to launch the NBA 2K League esports competition in 2017 through a 50-50 joint venture.
At the time, the 2K League, which debuted in 2018, became the first esports competition to be organised by a professional sports league in the US.
After seven seasons, the NBA revealed plans to overhaul the esports competition due to challenges in the industry.
In 2024, the 2K League announced it was going on an 18-month hiatus and would be reimagined into a global digital entertainment business that would combine NBA and Take-Two brand assets and leverage influencers and celebrities.
In September 2023, the league named Andrew Perlmutter as its first chief executive after Brendan Donohue stepped down as president.
Meanwhile, Scripps Sports, the sports division of the US media company, has renewed its media rights deal with the women's WNBA.
Through a multi-year extension, the platform will continue to air regular-season Friday night matchups on its broadcast network, ION.
This season, ION is broadcasting the most regular-season games, 50 in total, as part of its WNBA Friday Night Spotlight series.
The programming also includes the WNBA on ION Studio Show, which is the first weekly game broadcast studio show dedicated exclusively to WNBA game coverage.
ION has been the home of the league's Friday night games since 2023. The three-year contract was due to expire at the end of this season.
In the 2024 season, the two parties claim that average viewership for the Friday Night Spotlight matchups increased by 133% year over year and attracted more than 23 million unique viewers across games and wrap shows.
Cathy Engelbert, WNBA commissioner, said: “The WNBA's partnership with Scripps has already delivered great results in expanding the league's reach and visibility. This new multi-year agreement reflects the growing excitement surrounding the league and the rising demand for WNBA games.”
Domestic broadcast rights to WNBA games are also held by Disney-owned ESPN and ABC, CBS, and the Amazon Prime streaming service, with all those deals ending after this season. Select games also air on NBA TV.
New 11-year broadcast agreements with ESPN, NBC, and Amazon will begin in 2026 as part of the NBA’s lucrative deals with the media giants covering both competitions.
