The NBA 2K League and the National Basketball Players Association (NBPA) announced a groundbreaking partnership that paves the way for NBA players to promote the NBA 2K League and its 25 teams. 

Through this marketing partnership and additional activations, NBA players will be featured in a wide variety of NBA 2K League and team promotions at league events, in content, on broadcasts and during other league and team activities.  

“We know that NBA players already love gaming and the NBA 2K video game specifically, which makes us all the more thrilled to work alongside an innovative organization like the NBPA in launching this new initiative,” said NBA 2K League President Brendan Donohue. “This partnership will give NBA players a platform to promote the NBA 2K League in new and innovative ways and we can’t wait to see them bring their passion for NBA 2K to the NBA 2K League.”

“We are thrilled to team up with the NBA 2K League to bring new opportunities for our players to engage and interact with a game that so many of them love,” said Josh Goodstadt, Chief Commercial Officer of THINK450, the innovation and partnership engine of the NBPA.

“This first-of-its-kind partnership between a players’ association and an esports league reflects our players' passion for gaming and we are excited to begin to bring it all to life this coming season.”

Last year, the NBA 2K League delivered significant year-over-year viewership and engagement growth during the 2023 season.

The 2023 NBA 2K League season was up 58% in average minutes watched and 22% in average minute audience on Twitch and YouTube as compared to 2022. The NBA 2K League 5v5 Playoffs engagement increased 85% in average minutes watched and 75% in average minute audience on Twitch and YouTube dompared with the previous season. More than 617,000 unique viewers tuned in to the NBA 2K League 5v5 Finals match on Twitch between Warriors Gaming Squad and NBL Oz Gaming. Video views on Instagram and Twitter grew 22% and 15%, respectively, compared to the 2022 season.

The season tipped off March 8 and ended on Aug. 5, with all 25 NBA 2K League teams competing in games remotely and in-person at District E Powered by Ticketmaster in downtown Washington, D.C.