2K Sports and ESPN reach UK sponsorship deal

2K Sports and ESPN reach sponsorship deal for 2011 NBA coverage in United Kingdom

NBA 2K11 to become sponsor of ESPN’s NBA coverage 

2K Sports announced that it has become the official sponsor of ESPN’s live 2011 NBA coverage in the United Kingdom and Ireland. The partnership will feature NBA 2K11, the top-selling and top-rated NBA video game simulation franchise*, around ESPN’s live telecasts. Financial terms of the partnership were not disclosed.

Following an off-season filled with drama and big-name signings in the NBA, ESPN will deliver nearly 100 games across the season, including the NBA Playoffs and the NBA Finals live. ESPN will also broadcast the NBA’s first-ever regular-season games in Europe, when the New Jersey Nets and Toronto Raptors square off for back-to-back games at the O2 Arena in London on March 4th and 5th.

2K Sports will also be the sponsor of NBA Action on ESPN, the award-winning original series which gives fans an inside look at game day preparation for the league’s star athletes and includes all the top plays and highlights from the week.

“This marks a huge leap forward in the awareness of our NBA 2K franchise,” said Jason Argent, vice president of marketing at 2K Sports. “Year after year, our NBA 2K titles have grown in popularity, and this exciting new partnership with ESPN will help raise awareness for our game even further. NBA 2K11 has captured the imagination of NBA fans across the globe, and our NBA 2K franchise will continue to break new ground as the premier NBA interactive entertainment experience.”

Alan Fagan, director advertising sales, ESPN EMEA, added, “NBA basketball is a popular part of the ESPN schedule and a growing global sports franchise.  Our agreement with 2K Sports reflects that top-flight advertisers recognize 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.”

In addition to ESPN’s live coverage and NBA Action, the network features the original ESPN studio show, NBA Fastbreak – which gives a round-up of all the action from around the league. NBA Fastbreak is not included in the 2K Sports sponsorship.

Developed by Visual Concepts, NBA 2K11 is available now on the Xbox 360® video game and entertainment system from Microsoft, PlayStation®3 computer entertainment system, PlayStation®2 computer entertainment system, PSP® (PlayStation®Portable) system, Wii™ system from Nintendo and Windows PC. The game is rated PEGI 3. For more information, please visit hhttp://www.2ksports.com/games/nba2k11/ or follow 2K Play on Twitter (www.twitter.com/2KPlay).
*According to 2008 – 2010 Gamerankings.com and The NPD Group estimates of U.S. retail video game sales through November 2010.

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