The NBA 2K League is attracting more companies to take part. Sponsors are becoming more attracted by the NBA 2K League. The 2K League reached 14 marketing partners this season, which is the most of any NBA 2K League season, including five partnership agreements with GameStop, Jostens, SAP and Tissot, and DoorDash as the official partner of the NBA 2K League Playoffs and Finals.
With a massive fan base, esports sounds like a pretty good commercial proposition. "Our fans have a level of enthusiasm that is amazing and a great value that brands are able to relate to" Donohue says. "Our average fan spends 30 hours a week, video games, so this is an incredibly passionate fan base."

Donohue believes that the NBA 2K League's rapid growth in partnership is due to an alliance of esports companies who recognize esports as a new market and a rapid increase in the amount of engagement from fans. I would say it was already taking place, and the increase in fan engagement just fuels the flame. It was due to the fact that every brand we spoke to about partnerships decided they wanted to be involved in esports and are just trying to figure it out.

However, businesses should be aware of the potential risks that come with entering a brand new field like gaming. This was once pointed to by Andre Iguodala, a former Golden State Warrior who is now a renowned tech entrepreneur , and is often referred to as "the Wild Wild West". For the NBA it was a risk that was worth taking. "It's within the very DNA of the NBA's image as well as 2K's own brand to be creative" Donohue explains, adding that the NBA owners "realise the future is here and this will continue to expand. So I believe there was more risk in not doing it rather than doing it.

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