Case Study: 2K boosts NBA 2K26 cover reveal reach with FINN Partners

2K secures 1,369 global stories in 24 hours with Finn Partners

The customer 2K, an international gaming giant, challenged its long-standing PR partner FINN Partners to create an unforgettable and culturally resonant cover reveal for NBA 2K26. Their goal was to elevate the game's profile, celebrate its cover athletes, and expand market share by captivating both new gamers and pop culture audiences.

The solution implemented by FINN was an integrated international PR and social campaign centered on the three cover athletes. FINN Partners managed strategic media exclusives, secured high-profile entertainment placements like late-night TV shows, and leveraged its global network for amplification. The results were significant, with 1,369 stories secured globally within 24 hours—a 44% increase in coverage volume over the previous year—and features in top-tier outlets from CNN to The Athletic, successfully making NBA 2K26 a dominant cultural conversation.

2K