Live games were broadcast on ESPN2 as well as ESPN's digital platforms, Sportsnet in Canada and delayed in the eGG Network in Southeast Asia and Loco in India this was the first broadcasts of 2K League games on linear television.

In total, ESPN2 picked up 29 nights of broadcasts over the season, and every NBA 2K League match on ESPN's platforms was broadcast live across the Caribbean, Latin America, Oceania and Sub-Saharan Africa. The exclusive viewership of ESPN2 and Twitch viewers combined with the exclusive Twitch viewers as well as the NBA 2K League attracted more than a million unique viewers each when it was shown.

Twitch alone had over 1.1 million people watch the NBA 2K League Finals in which the Wizards Gaming team defeated the Warriors Gaming Squad, 3-1. Donohue declared, "As you see in the world of gaming and esports overall there has been a phenomenal growth in the overall market and we definitely got benefited from that."

The NBA 2K League has increasingly attracted the attention of sponsors too. In the current season, 14 of the NBA 2K League's marketing partners were part of the partnership. These partnership agreements included five new ones with GameStop and Jostens and SAP, SAP, Tissot and Tissot. DoorDash was the present sponsor for the NBA 2K League Playoffs & Finals.

Esports offers a fantastic commercial opportunity due to fans who are passionate. "Our fans show a passion that is such a remarkable value for brands to be able to have a connection with" Donohue says. "Our average fan is playing for 30 hours a week, gaming, so this is an extremely enthusiastic fan base."

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