The U.S. National Basketball Association (NBA), the National Basketball Players Association (NBPA), and 2K — publisher of the NBA 2K series — have announced an agreement in principle to extend their global partnership, which includes competitive gaming and esports initiatives.
A key highlight of the renewed partnership is the continued role of NBA 2K as title sponsor of the NBA 2K26 Summer League, which will take place in Las Vegas from 10 to 20 July. Now in its fourth year as title partner, NBA 2K’s involvement reflects the increasing integration of competitive gaming within the NBA’s ecosystem.
In addition to extending ties with the NBA G League and USA Basketball, the partnership will see the creation of NBA Take-Two Media. This new entertainment venture is designed to unite fans and players through competitive gaming, original programming, live esports events and social-first content. NBA Take-Two Media aims to showcase basketball’s influence in culture while providing fresh esports experiences across gaming, music, fashion, travel and other sectors.
“NBA 2K has engaged a new generation of basketball fans in an increasingly digital world,” said NBA Commissioner Adam Silver. “By expanding our partnership and creating NBA Take-Two Media, we look forward to building on the incredible success of the NBA 2K franchise.”
Take-Two Interactive Chairman and CEO Strauss Zelnick noted that NBA Take-Two Media will help shape “an entirely new and multi-faceted NBA experience” that further embeds competitive gaming into the league’s offering. NBPA Executive Director Andre Iguodala also emphasised the role of NBA 2K in esports: “NBA 2K is a staple in the basketball community and has given fans a dynamic and immersive opportunity to experience the game and deepen their connection with the players.”
NBA 2K remains one of the world’s most prominent competitive basketball gaming platforms, with over 150 million units sold globally and millions of daily active players. Its esports presence is supported by partnerships and brand integrations that bring authentic NBA elements — from team kits to footwear — into the digital space, enhancing the competitive experience for players and fans alike.
