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# NBA’s esports league pivots to creator-led media company
- URL: https://www.medianexis.com/nbas-esports-league-pivots-to-creator-led-media-company/
- Published: 2026-10-22T16:05:12.000Z
- Updated: 2026-10-22T16:05:12.000Z
- Description: Simon Owens reports that NBA Take-Two Media CEO Andrew Perlmutter is rebuilding the NBA 2K esports league as a media company, shifting from team-based tournaments toward creator-led shows after the NBA and Take-Two found audiences preferred individual streamers over organized competitions.
- Author: The Signals Desk
- Tags: Creators, Simon Owens, NBA 2K esports league reinvents as media company

**Why it matters.** Other league-backed esports ventures now have a template for abandoning the pro-team format in favor of creator-driven programming and sponsorship revenue.

*Signal from* [*Simon Owens's Media Newsletter*](https://simonowens.substack.com/) *·* [*Simon Owens*](https://www.medianexis.com/tag/by-simon-owens/) *·* [*read the original*](https://simonowens.substack.com/p/how-the-nbas-esports-league-reinvented)*.*