SportsOrbit

NEW YORK: A new multiyear global partnership expansion has been agreed in principle by the National Basketball Association (NBA), National Basketball Players Association (NBPA), and 2K, a fully owned label of Take-Two Interactive Software, Inc. (NASDAQ: TTWO), the publisher of the popular basketball video game series NBA 2K. Furthermore, 2K has reached an agreement in principle to expand its established partnerships with USA Basketball and the NBA G League. With these deals, 2K will be able to keep producing the most realistic, genuine, and captivating NBA video game experiences. With over 150 million units sold globally and a devoted and active community of millions of players every day, NBA 2K is the best-selling and most acclaimed NBA video game simulation franchise. Fans may play as their favorite players and don the newest uniforms, sneakers, and clothing thanks to NBA 2K’s more than 75 brand partnerships across product and marketing partners. In addition, this will be NBA 2K’s fourth year as the event’s title partner for the NBA 2K26 Summer League, which will take place in Las Vegas from July 10–20. NBA Take-Two Media, a cutting-edge entertainment firm that will unite players and fans via competitive gaming, social-first content, original programming, and live events, is also being launched by the NBA and Take-Two Interactive as part of their continued cooperation. NBA Take-Two Media was established to honor basketball’s distinctive cultural importance. In collaboration with athletes, fans, producers, and tastemakers, the company will create stories and experiences in the areas of gaming, travel, music, fashion, and food, among other areas. “In an increasingly digital world, NBA 2K has engaged a new generation of basketball fans,” stated NBA Commissioner Adam Silver. “We look forward to building on the incredible success of the NBA 2K franchise by growing our partnership and establishing NBA Take-Two Media.” Strauss Zelnick, Chairman and CEO of Take-Two Interactive, stated, “We are incredibly happy to continue our longstanding, extremely successful partnership with the NBA and the NBPA and look forward to building upon the record-setting achievements that we have accomplished together.” “I want to express my gratitude to Adam Silver, Andre Iguodala, and all of our NBA and NBPA partners for their unwavering support and common goal of enabling NBA 2K to emerge as the leading interactive entertainment basketball property. We are thrilled to introduce NBA Take-Two Media and anticipate how it will give our communities a completely unique and complex NBA experience. According to NBPA Executive Director Andre Iguodala, “NBA 2K is a mainstay in the basketball community and has given fans a dynamic and immersive opportunity to experience the game and deepen their connection with the players.” “The continuation of this collaboration demonstrates our mutual dedication to innovation while bringing our sport to new audiences globally.”