North American food delivery service DoorDash has entered a multi-year partnership with the NBA 2K League.
The deal will see DoorDash become the inaugural presenting partner for the season-ending playoffs and finals of the franchise league.
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DoorDash will execute various in-game activations said to bring fans special moments and experiences through custom in-game integrations and features. Details of the activations were not disclosed at the time of writing, though this is part of a larger deal between the delivery service and the NBA.
Tony Xu, Co-founder and CEO at DoorDash, spoke on the partnership with the NBA in a release: “We are so proud to be the inaugural on-demand food platform partner for the NBA, an innovative and dynamic league. This partnership will bring together food, sports, culture and technology to create memorable experiences for fans, while at the same time advancing our shared values of diversity, access and empowering local communities.”
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The summer has been productive for the NBA 2K League despite COVID-19 altering plans. In June, the league forged partnerships with gaming retailer GameStop, software corporation SAP, Swiss luxury watchmaker Tissot, and memorabilia manufacturer Jostens. The competition also entered broadcasting deals with Malaysian esports broadcaster eGG Network and digital radio company Dash Radio.
Playoffs begin on August 20th and conclude two days later, while the league finals will take place on August 29th. All playoff and finals matches will be broadcast live on the NBA 2K League’s Twitch channel, with some matches being shown on ESPN’s digital platforms through a broadcast partnership.
Esports Insider says: Despite the current global situation, the NBA 2K League has continued to bring in a number of partners to support it. Although the business model might not be everybody’s preferred format, the NBA 2K League is seemingly making it work through a difficult circumstance.