US publishing giant Take-Two has formed a brand new entertainment company with the NBA as part of its licensing agreement with the basketball firm.
In a post on the NBA's website, the company announced that this new venture – NBA Take-Two Media – would create content for fans across social media, live events, esports, and original programming.
This new company is part of an extension to Take-Two's long-running partnership with the NBA and National Basketball Players Association (NBPA) for the NBA 2K franchise. Said relationship has been extended in a multi-year agreement.
“We are immensely pleased to continue our longstanding, highly successful partnership with the NBA and the NBPA and look forward to building upon the record-setting achievements that we have accomplished together,” Take-Two chair and CEO Strauss Zelnick said.
“I would like to thank Adam Silver, Andre Iguodala, and all our partners at the NBA and NBPA for their continued support and shared vision to empower NBA 2K to become the premier interactive entertainment basketball franchise. We are excited to unveil NBA Take-Two Media and look forward to seeing how it will create an entirely new and multi-faceted NBA experience for our communities.”
NBA Commissioner Adam Silver added: “NBA 2K has engaged a new generation of basketball fans in an increasingly digital world. By expanding our partnership and creating NBA Take-Two Media, we look forward to building on the incredible success of the NBA 2K franchise.”
