2K Sports and ESPN Reach Sponsorship Deal for NBA Coverage in UK

2K Sports has become the official sponsor of ESPN’s live 2011 NBA coverage in the United Kingdom and Ireland. The partnership will feature NBA 2K11 around ESPN’s live telecasts. Financial terms of the partnership were not disclosed.

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 5 th.

As part of the deal, 2K Sports will be the sponsor of NBA Action on ESPN, the 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.”

2K Sports is a division of 2K, a publishing label of Take-Two Interactive Software, Inc.