NBA, WNBA extend partnerships with 2K video game

The NBA and WNBA agreed in principle to terms for a multi-year global partnership expansion with the 2K video game, the leagues announced on Friday.
Also, 2K agreed in principle to terms to extend its relationships with the NBA G League and USA Basketball.
“NBA 2K has engaged a new generation of basketball fans in an increasingly digital world,” NBA commissioner Adam Silver said in a statement. “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, said he was happy to continue the partnership with the NBA and National Basketball Players Association (NBPA).
“I would like to thank Adam Silver, (NBPA executive director) 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,” Zelnick said. “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.”
That also applies to the WNBA, which saw its stars first appear in NBA 2K20.
“2K is where millions of young fans deepen their interest and fall further in love with the game of basketball. That’s why this partnership is so important,” WNBA commissioner Cathy Engelbert said. “As the WNBA continues to reach new milestones on the court and across fandom, our presence in NBA 2K ensures that our league and athletes are visible, celebrated, and inspiring the next generation of WNBA fans around the world.”
Terri Carmichael Jackson, the executive director of WNBPA, labeled Friday’s news as a defining moment for women’s basketball.
“Our players continue to raise the bar, and this renewed partnership with 2K ensures their impact is felt not just on the court, but across culture, gaming and the global growth of the sport,” she said. “This expansion will elevate the entire league and the women who power it. It’s also a recognition of the players’ business value and their role in driving the future of the game.”
Boston Celtics forward Jayson Tatum, Las Vegas Aces star A’ja Wilson and the legendary Vince Carter adorned the covers of the NBA 2K25 series of video games.
Tatum was on the cover of the standard edition, Wilson represented the game’s WNBA version and Carter served as the face of the Hall of Fame edition.