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This is an incredibly passionate fans base

  • This season, 14 of NBA 2K League's partners in NBA2king marketing were part of the partnership. These partnerships included five new partnerships with GameStop and Jostens and SAP, SAP, Tissot and Tissot. DoorDash was the main sponsor for the NBA 2K League Playoffs & Finals.

    With a rabid fan base that is passionate about sports, it's a pretty good commercial proposition. Donohue claims that the fan base is so passionate that brands can attach themselves to the sport. "Our average fan plays every day for 30 hours, video games. This is an incredibly passionate fans base."

    Indeed Donohue puts the basketball league's increase in partners to a combination of companies recognizing esports as a growing market and that significant increase in interest among fans. "I think that that was what was already happening and that the increased engagement of fans can be described as putting gasoline in the fire. I think it was having each brand we spoke to about partnerships. They've all realized they have to be involved engaged in esports. They're just trying to figure out how they can accomplish it."

    For companies, there's the risk of jumping into a nascent industry like esports as a has been described by former Golden State Warrior and noted tech entrepreneur Andre Iguodala once called "the Wild Wild West".

    The NBA it was a risk worth taking. "It's in the DNA of the NBA's brand and 2K's own brand to be creative" Donohue explains, adding that the NBA owners "realise that the future is bright and is going to keep growing. In my opinion, there might have been more chance of Buy MT NBA 2K22 PS4 failure if they didn't, then taking the initiative."

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