Introducing NBA Take-Two Media - A Bold New Venture from the NBA and Take-Two Interactive
June 13, 2025Today, the National Basketball Association (NBA) and Take-Two Interactive announce the next chapter in their longstanding partnership with the arrival of NBA Take-Two Media (NBAT2). This new venture is a modern entertainment company that will bring fans and players closer together across a competitive gaming league, social-first content, original programming and live events. NBA Take-Two Media will create genre-defining stories and experiences in partnership with some of today’s leading tastemakers, athletes, creators and more.
At its core, NBA Take-Two Media is about bringing people together by giving audiences more agency in how they interact with culture today and building a bridge between the league and audiences that haven’t yet been reached. Through unexpected collaborations, boundary-pushing formats, and a spotlight on emerging voices, NBA Take-Two Media is growing the game by growing the community around it.
Under the leadership of CEO Andrew Perlmutter, NBA Take-Two Media will focus on connecting with the next generation of fans and building game-changing stories that live beyond the court. Fans can expect a dynamic slate of programming, with the first wave of releases set to explore the cultural threads that run deep through the game of basketball—music, style, identity, food, and more.
NBA Take-Two Media exists because basketball isn’t just a game; it’s a gateway. More than any other sport, the NBA, WNBA and its players have made an impact that stretches far beyond the game and into every facet of pop culture. NBA Take-Two Media is designed to reflect that energy, creating content and experiences that unite audiences under a shared love for fashion, music, art/design, travel and more, all of which are intrinsically linked to basketball and gaming. Whether it's a short film, a streetwear collab, a viral cooking challenge with a WNBA rookie, or behind-the-scenes footage of an artist’s studio session, it is storytelling built for a new generation of fans.
In the coming months, we’ll continue to share more news about the exciting things to come, so make sure to check back in for updates.