As part of an overall deal with the NBA, AT&T has signed a multi-year sponsorship deal with the NBA 2K League.
The deal, in which financial details haven’t been specified, will include activations across all of NBA’s properties – including its esports league.
Dan Rossomondo, Senior Vice President, Media and Business Development of NBA discussed the overall deal: “We are thrilled to collaborate with one of the world’s leading communications and technology companies, with a slate of activities tipping off during NBA All-Star. AT&T will help create unique experiences for the diverse fan bases represented across all of our leagues.”
NBA 2K League is partnered with SCUF Gaming, HyperX, Intel, Alienware, State Farm, New Era, and Nike’s Jordan brand; it also signed a multi-year broadcast deal with Twitch last April. Following a team expansion, 21 NBA teams are set to compete in the league from May.
Fiona Carter, Chief Brand Officer at AT&T added: “We look forward to working with one of the most iconic leagues in the world, deepening our connection with basketball fans who represent increasingly young, diverse, tech-centric and socially engaged audiences that are important to our company. Connecting with these audiences through a great brand like the NBA allows us to grow customer relationships and create more memorable experiences at a game, at home, or on the go.”
AT&T joined the Pennsylvania Esports Coalition (PA ESC) in December last year, but that wasn’t its first instance of being involved in esports. In June of the same year, it became ESL’s North American official telecommunications and mobile gaming partner.
Esports Insider says: Seeing a major company such as AT&T get involved with all of NBA’s properties is a promising sign all round – it proves that esports is seen as a valuable avenue to go down in terms of advertisement and activations. The 2K League now has a very solid roster of partners ahead of its second season.