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NBA builds Gen Z pipeline through 2K, creators and social formats

The NBA is treating NBA 2K, athlete-run shows like Joakim Noah’s Nomad, and social-native formats as a coordinated content ecosystem rather than side projects.

Why it matters. Brands get new basketball-adjacent inventory to reach Gen Z outside traditional broadcast windows, where the league now controls the on-ramp.

Signal from Next in Media (podcast) · Andrew Perlmutter · read the original.

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