On June 13, 2025, the NBA and Take-Two Interactive renewed their licensing deal and announced the launch of a new joint venture media company called NBA Take-Two Media.

NBA Take-Two Media aims to connect fans and players through competitive gaming, social-first content, original programming, and live events.

This initiative will blend competitive gaming with social entertainment, enhancing the overall fan experience.

Take-Two Interactive's chairman, Strauss Zelnick, expressed excitement about the partnership and the potential of NBA Take-Two Media to enhance the NBA fan experience.

NBA Commissioner Adam Silver highlighted the importance of NBA 2K in engaging a new generation of fans, affirming the value of the partnership with Take-Two.

NBPA Executive Director Andre Iguodala noted that the partnership extension shows a commitment to innovation and reaching new audiences worldwide.

The NBA Take-Two Media initiative follows the pause of the NBA 2K League, which was launched in 2018, and aims to reimagine the league with a focus on storytelling and entertainment.

Perlmutter believes that the reimagined league will attract a broader audience beyond competitive gaming, tapping into popular culture's convergence with sports.

One of the first projects from NBA Take-Two Media will be a travel series hosted by former NBA all-star Joakim Noah, focusing on global basketball cultures.

The new 2K League is set to launch later this year, incorporating gameplay with entertainment formats featuring NBA teams, players, and celebrities.

The company plans to produce original programming in-house, while also exploring collaborations with social media creators for engaging content.

The NBA, Take-Two Interactive, and the National Basketball Players Association have reached a multiyear extension of their partnership to continue the NBA 2K video game franchise and expand into new ventures.