2K Sports has signed a sponsorship deal with ESPN to become the official sponsor of the broadcaster’s live NBA coverage in 2011.
Promos for the publisher’s NBA 2K11 will run around almost 100 basketball games, including the NBA Playoffs and Finals. 2K will also sponsor NBA Action, a series that looks behind the scenes at the league.
“This marks a huge leap forward in the awareness of our NBA 2K franchise,” said 2K Sports’ VP of marketing Jason Argent.
“Year after year, our NBA 2K titles have grown in popularity, and this exciting new partnership with ESPN will help raise awareness of our game even further.”
ESPN’s director of advertising sales Alan Fagan added: “Our agreement with 2K Sports reflects that top-flight advertisers recognise the opportunity ESPN presents to connect with loyal fans.
“Through our unparalleled coverage of global sporting events across all media and devices, we have a passion for serving fans and advertisers that delivers great value and runs to the core of everything we do.”