NBA 2KL x NBPA Partnership - NBA 2K League

NBA 2KL x NBPA Partnership



NEW YORK, Sept. 6, 2023 – The NBA 2K League and the National Basketball Players Association (NBPA) announced today 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 videogame 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.”




About the NBA 2K League
The NBA 2K League, a professional esports league co-founded by the NBA and Take-Two Interactive Software, Inc. (NASDAQ:TTWO), launched in 2018 and features 25 teams and the best NBA 2K players in the world.  NBA 2K League partners include Anheuser-Busch, AT&T, Champion Athleticwear, Coinbase, Google, Loco, Meta, Mondelēz International, SAP, Snickers, Sony Interactive Entertainment, SPS, Wilson and YouTube.  For more information about the NBA 2K League, visit


About the NBPA
The National Basketball Players Association is the union for current professional basketball players in the National Basketball Association (NBA). Established in 1954, the NBPA’s mission is to protect and support the rights and talents of our players, magnify the power of their collective will, and amplify their voices as leaders who will transcend sport and society globally.

The NBPA advocates on behalf of the best interests of all NBA players, including the negotiation of collective bargaining agreements, the filing of grievances on behalf of the players, or counseling players on benefits, educational and post-NBA career opportunities. Business opportunities are generated by THINK450, the for-profit subsidiary of the NBPA charged with managing the players’ group licensing rights.

Dedicated to preserving the legacy of its members, the NBPA Foundation provides support and assistance to persons, communities, and organizations around the world that seek to improve the lives of those in need.

About THINK450
THINK450 is the innovation and partnership engine of the NBPA, dedicated to uncovering shared interests between the 450 players and leading brands to build more engaging partnerships. Together with its partners, THINK450 creates original ideas that engage fans, stir them to action, and earn brands the right to participate in cultural conversations. For more information, visit