The Dallas Mavericks of the National Basketball Association (NBA) have signed a new sponsorship deal with HyperX, the gaming division of Kingston Technology Company.
The agreement sees the brand become the official gaming headset partner of both the Mavericks and their NBA 2K League team, which is one of 17 set to feature in the first season of the NBA’s new esports competition next year.
HyperX will have a presence at Mavericks home games throughout the ongoing season, running activations and displaying digital signage at the team’s American Airlines Center.
It will also have branding on the NBA 2K team’s jerseys and collaborate with the team, whose players will use HyperX gaming headsets, on other marketing initiatives.
The deal marks HyperX’s first NBA 2K League partnership, although the brand recently signed a deal with the Philadelphia 76ers, whose parent company owns the esports franchise Team Dignitas.
“We see the NBA 2K League as a great way to provide entertainment value and partnering with HyperX is a valuable part of our plan to build a competitive NBA 2K League team,” said Mark Cuban, the owner of the Mavericks.
“HyperX brings an abundance of experience in the gaming community and will be a valuable partner both on and off the court during esports tournaments and events.”
The inaugural NBA 2K League season is set to begin in spring of 2018, with competing teams set to unveil their representatives’ visual identities in the coming weeks.
“We’re confident in the huge crossover potential of NBA and gaming fans,” said Dustin Illingworth, the influencer marketing manager at HyperX.
“Our partnership with the Dallas Mavericks will help us deliver the HyperX story to a massive new audience with in-arena inventory, activations, and compelling social and digital offerings.”