N.B.A. Brings Flash to E-Sports, but Can It Hold On to Its Viewers?

Regardless of how many viewers are watching the N.B.A. 2K League, the N.B.A. is notoriously devoted to its business ventures. It waited many years for its developmental league, the G League, and the W.N.B.A. to reach mainstream appeal.

And e-sports remains a potentially lucrative bet. The industry is expected to generate more than $1 billion next year in sponsorships, media rights and merchandise sales, according to Newzoo. Several N.B.A. owners and players invested in other e-sports franchises before and after the introduction of the N.B.A. 2K League.

“I do believe they’re in it for the long haul,” Mr. Chung said. “I think it’s a very smart play.”

Brendan Donohue, the N.B.A. 2K League’s managing director, said he viewed his league as a way to create N.B.A. content.

“On the business side, you’re able to leverage digital content or sponsorship departments to help drive the league,” he said. “It’s speaking to an audience that is becoming harder and harder to reach.”

Attachment to the N.B.A. name has its benefits, too. The N.B.A. players’ 2K tournament in April most likely “opened the eyes” of ESPN executives, Mr. Donohue said. In May, without a lot of other sports to offer, ESPN2 began regularly broadcasting N.B.A. 2K League matches.

The N.B.A. cachet also reels in companies looking to advertise in e-sports. This season, the N.B.A. 2K League added five new partners to its stable of 20, including DoorDash, SAP and Tissot.

Article source: https://www.nytimes.com/2020/08/29/business/esports-nba-2k.html