For our session we will discuss the inaugural season of the NBA 2K League, some of the challenges and success stories of integrating esports into traditional sports franchises, as well as some of the biggest surprises we encountered participating in a brand new esports league. Additionally, we'll look at how different teams across the league approach partnership opportunities, managing player expectations, and marketing their brand in their local markets.

Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.