State Farm helping NBA 2k League power content machine

LONG ISLAND CITY, NY - MAY 19: NateKahl of Knicks Gaming reacts during game against Blazer5 Gaming on May 19, 2018 at the NBA 2K League Studio Powered by Intel in Long Island City, New York. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and/or using this photograph, user is consenting to the terms and conditions of the Getty Images License Agreement. Mandatory Copyright Notice: Copyright 2018 NBAE (Photo by Michelle Farsi/NBAE via Getty Images) /

It’s crucial for the NBA 2k League to build sponsorship relationships and churn out content to become sustainable. Both boxes have been checked.

The NBA 2k League has secured another league-wide sponsorship with a nationally-recognized brand, and the details of the relationship lend toward sustainability for the infant esports venture.

According to a press release, State Farm has signed on to become an official partner of the entire league. The value of the deal has not been disclosed but it gets State Farm’s brand in front of the league’s audience in three ways.

State Farm will have on-court signage during all the league’s games. In addition, two new recurring video series will bear State Farm’s name as the presenting sponsor. Those video series are “Game Mode” and “Game Time.”

Game Mode will be segments shown prior to games on the league’s Twitch feed and social media channels that highlights insights and strategy from the teams’ players themselves. Game Time will be a weekly highlights show that will be available for fans on the league’s web site and social media outlets.

The value of this partnership is clear for State Farm, as it’s simply an exposure play. The value of the deal for the NBA 2k League is just as obvious.

To be a profitable — and that sustainably — business, sponsorships are vital for the NBA 2k League just as they are for any other esports or traditional sports brand. Getting a sponsor that is itself as prominent on the national scene as State Farm is a win. The new content is a bigger win. The league needs fans to feel connected to the players and teams in order for them to invest themselves emotionally, which will lead to them investing their resources like money, social media activity and time. The best way to give potential fans that opportunity is pumping out content that reveals players’ personalities and stories.

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As long as the NBA 2k League can sustain and keep adding new sponsorships like this, the future of the league is bright.