2K League Partners With Popular Sock Brand Stance

    The NBA’s esports league announced another multi-year partnership but honestly, this isn’t surprising.

    The NBA 2K League announced yesterday a multi-year partnership with Stance to serve as the league’s official sock provider.

    The popular sock and underwear brand will supply the league’s 21 teams with branded designs, and in-game avatars will be fitted with Stance socks.

    Now, this isn’t the first nor will it be the last big brand partnership with the NBA 2K League. Not too long ago, the NBA‘s esports league signed a multi-year partnership deal with Champion Athleticwear. The brand currently provides the teams with uniforms as well as warmup, travel and practice apparel.

    Spectators will begin to see more and more brands enter into the esports space. Why? Because of money and youth engagement. Newzoo previously reported that esports will top $1 billion for the first time this year. Plus when you have gamers or streamers like Ninja who make it onto Time Magazine’s Most Influential list, the exposure and financial gain is a minefield.

    Nike has already been in esports, so has Adidas, RedBull and the list goes on. But the biggest question is, how will the best integrate themselves into such an avid and passionate community?

    Gamers are already a bit skeptical of “outsiders” intentions within the scene, but this is a great opportunity for brands to associate themselves with people who already understand the culture and get it that you must type esports as Esports and not eSports.

    Spoiler alert: You will get called out for that.

    Anyways, at the moment, brands have the ability to sponsor teams, leagues or organizations but eventually the collegiate and middle school esports feeding system will grow and expand providing more coverage and financial gain for big names involved.

    I’m really curious to see who else jumps into the NBA2KLeague scene or even the other competitions in general.



    Erin Ashey Simon is a writer, producer, host and contributor for The Shadow League. Host of Cheddar Esports and Grass Routes Podcast, a former college athlete who passes the time playing flag football. Simon has previous work experience at Cycle Media, REVOLT TV, The Wall Street Journal, and more. Originally from New Jersey, Simon graduated from the University of Kentucky.