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The NBA 2K League is attracting more businesses to join. Sponsors are also becoming more interested in the NBA 2K League. This season, 14 of the NBA 2K League's marketing partners were involved. The collaborations included five partnerships with GameStop and Jostens as well as SAP, SAP, Tissot and Tissot. DoorDash was the main sponsor for the NBA 2K League Playoffs & Finals.
With a huge fan base that is passionate about sports, it's an excellent commercial idea. "Our fans share a passion for the sport that is an amazing value that brands are able to identify with" Donohue says. "Our average user plays for about all week long, video games, and this is an incredibly passionate fan base."
Donohue believes the NBA 2K League's rapid growth in partnership is due to the combination of a variety of businesses that recognize esports as an emerging market as well as the rapid rise in the amount of engagement from fans. "I think that was taking place in the first place, and the increased engagement of fans basically puts gasoline in the fire. It was due to the fact that each brand we spoke to about partnerships decided that they needed to get involved in esports and are just trying to figure out how.
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