The NBA and video game publisher Take-Two Interactive‘s 2K, which publishes the “NBA 2K” franchise, renewed their ongoing licensing deal Friday. Additionally, the companies have taken things a step further in their long-standing partnership by announcing new joint venture media company, NBA Take-Two Media.
Per the NBA and Take-Two’s 2K, NBA Take-Two Media is described as “a modern entertainment company that will bring fans and players together through competitive gaming, social-first content, original programming and live events.”
The new business was “created to celebrate basketball’s unique role in culture” and will “produce stories and experiences across gaming, travel, music, fashion, food and more in partnership with tastemakers, athletes, creators and fans.”
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“’NBA 2K’ has engaged a new generation of basketball fans in an increasingly digital world,” NBA commissioner Adam Silver said in a statement Friday. “By expanding our partnership and creating NBA Take-Two Media, we look forward to building on the incredible success of the NBA 2K franchise.”
“We are immensely pleased to continue our long-standing, highly successful partnership with the NBA and the NBPA and look forward to building upon the record-setting achievements that we have accomplished together,” Take-Two Interactive CEO and chairman Strauss Zelnick said. “I would like to thank Adam Silver, Andre Iguodala and all our partners at the NBA and NBPA for their continued support and shared vision to empower NBA 2K to become the premier interactive entertainment basketball franchise. 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.”
NBPA executive director Andre Iguodala added: “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. The extension of this partnership reflects our shared commitment to innovation while expanding the reach of our sport to new audiences around the world.”
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