WNBA Reaches New Multiyear Partnership With NBA 2K After Record-Setting Engagement In 2024
By Jacquez Printup on June 14, 2025 at 5:30 PM EDT
WNBA fans have a lot to celebrate these days.
Not only has the league's popularity surged over the last several years, thanks to stars like A'ja Wilson, Breanna Stewart, Caitlin Clark, and Angel Reese, but its marketability has also increased.
From jerseys to merch to social media to mainstream events (like the Met Gala!), the league is continuing to gain momentum.
And now, the WNBA, which is currently in its 29th season, recently announced a move that is sure to bring even more joy to its fans.
The WNBA Announces Groundbreaking New Deal With 2K To Elevate Women's Basketball In Gaming
According to an official press release from the WNBA, 2K, a publishing label of Take-Two Interactive Software, announced it has reached a "multiyear partnership extension" with the league, which will continue to elevate the presence and impact of women's basketball within the world of gaming.
“2K is where millions of young fans deepen their interest and fall further in love with the game of basketball. That’s why this partnership is so important,” said WNBA Commissioner Cathy Engelbert.
“As the WNBA continues to reach new milestones on the court and across fandom, our presence in NBA 2K ensures that our league and athletes are visible, celebrated, and inspiring the next generation of WNBA fans around the world.”
WNBA Players Continue To Raise The Bar, Helping Ink New Deal With 2K
Terri Carmichael Jackson, Executive Director of the WNBPA, couldn't agree with Engelbert more, adding, "This is a defining moment for women's basketball."
Jackson explained that with the WNBA's surging popularity, there was no better time to honor the women who have given so much to the game.
“Our players continue to raise the bar, and this renewed partnership with 2K ensures their impact is felt not just on the court, but across culture, gaming and the global growth of the sport," Jackson said. "This expansion will elevate the entire league and the women who power it. It’s also a recognition of the players’ business value and their role in driving the future of the game."
WNBA Mode In 2K25 Saw Record-Setting Engagement
NBA 2K25, which hit game store shelves in September 2024, saw "record-setting engagement," according to the league's press release.
In the most recent edition of the game, the WNBA mode saw a 43% increase in users and a 388% spike in games played.
“We are very pleased to continue our partnership with the WNBA,” said Strauss Zelnick, Chairman and CEO of Take-Two Interactive. “I would like to thank Cathy Engelbert, Terri Jackson, and all our partners at the WNBA and WNBPA for helping to make our beloved NBA 2K franchise successful, authentic, and representative for all who play and love the game of basketball.”
More About NBA 2K
Founded in 2005, 2K develops and publishes interactive entertainment for gaming consoles, personal computers, and mobile devices.
"The Company is home to many talented development studios, including Visual Concepts, Firaxis Games, Hangar 13, Cat Daddy Games, 31st Union, Cloud Chamber, Gearbox and HB Studios," the press release reads.
According to their website, the company notes they "enable all gamers to build, connect, escape and dream big!"
Women's Basketball Has Even More To Celebrate
The league's new deal with 2K isn't all it has to be excited about.
According to a new report from ESPN, the WNBA also reached a new "multi-year agreement" with the ION Network to continue airing regular-season games on Friday nights.
"This new multi-year agreement reflects the growing excitement surrounding the league and the rising demand for WNBA games," Engelbert said in a statement. "Through Scripps' ION Network Friday Night doubleheaders, we will continue to showcase the world-class talent of WNBA athletes to even more fans nationwide."
The new terms of the deal, which is slated to take effect in 2026, were not disclosed. However, ION began airing WNBA games on Friday nights in 2023 after reaching a deal with the league reportedly worth $13 million annually.
Paige Bueckers' debut with the Dallas Wings in May 2025 saw an average of 639,000 viewers, while the Golden State Valkyries averaged 581,000.
ESPN also reported that the Indiana Fever's matchup against the Connecticut Sun on May 30 averaged 851,000 viewers, making it the most-watched WNBA game without Clark in the network's history.
