The Dallas Mavericks are one of the 17 NBA teams that are expanding into esports with tryouts for the inaugural season of the NBA 2K League set to begin in January. As NBA teams around the country continue to embrace esports, the Mavericks have partnered with HyperX, which becomes the official gaming headset partner of the team as as well as Mavs Gaming — Dallas’ NBA 2K League team.
For Dallas, the partnership helps the team connect with a younger generation of fans — the esports demographic. For HyperX, the Mavericks help them better target the casual gamer.
“The demo for Mavs, the NBA and obviously 2k are getting younger and younger,” Mavericks owner Mark Cuban wrote in an email. “It’s a great partnership between two high quality products.”
The esports demographic is a key focus for teams and brands alike. More than half of all esports enthusiasts globally are between the ages of 21 and 35, according to Newzoo. The Mavericks are already setting up NBA 2K stations in the concourse of the American Airlines Center at a time when Mavs Gaming is getting ready to compete in the NBA 2K League.
“That will create endless opportunities for us to bring fans to the arena and wherever we play and connect HyperX and the Mavs,” Cuban wrote.
In addition to the in-arena games, the Mavs will host giveaway nights where every fan in a row receives a free Cloud Alpha headset.
Live from the HyperX booth and Mavs game! https://t.co/bGeZw8AF8t
— Roger2K18
(@RogerCaneda) December 5, 2017
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The partnership accomplishes something similar for HyperX: expanding the company’s demographics.
“The thing we’re most excited about is the ability to target a new kind of customer: the casual gamer,” said Dustin Illingworth, an Influencer Manager with HyperX. “The Mavs partnership gives us a really compelling platform to deliver the HyperX story to this huge and passionate market segment.”
As more money from the big sports leagues is invested into esports, more focus is being put on the similarities between the two.
“At the end of the day, both groups want to see the same thing: world class competition and charismatic personalities,” Illingsworth said. “I think we’ll continue to see traditional sports ownership groups buying popular esports properties, which will in turn legitimate the scene for those who still have the outmoded idea of gamers as basement-dwellers.”
The combination of HyperX and the Mavericks is another example of how the pairing of esports and sports could be a win-win for both parties.
“It’s a great game that people love to play,” Cuban wrote. “Combine great experiences from the Mavs, EMavs and HyperX and everyone comes out ahead.”
