Warner Bros Discovery (WBD) is partnering with NBA 2K and Genius Sports to produce alternate telecasts of a 2024 Emirates Cup NBA game, the companies announced on Tuesday.
The alternate telecast will take place during the quarter-finals and semi-finals of the tournament — also known as the knock-out round — and will air on TNT Sports sister network Tru TV. A streaming version of the alternate telecast will also be available on Max through the B/R Sports add-on.
The alternative viewing experience will feature contributions from Vince Carter, Candace Parker, Channing Frye, Adam Lefkoe, Kirk Goldsberr, TNT Sports said in a press release on Tuesday. During the broadcast, fans will have an opportunity to redeem six NBA 2K25 locker codes, which will ultimately give them access to one of 11 NBA superstars, helping them build out their roster in the video game series.
The alternate telecasts will air between Tuesday, December 10 and Saturday, December 14, the broadcaster affirmed.
WBD and TNT Sports are the latest broadcasters to experiment with alternate telecasts as a way to reach TV viewers who might not otherwise tune in to live sports.
Last week, Comcast’s NBC Universal said it was also working with Genius Sports to produce an alternate simulcast of a forthcoming football match-up, which will appear in the style of a Madden NFL video game. Next week, the Walt Disney Company will air a match-up between the Dallas Cowboys and Cincinnati Bengals that will resemble an episode of “The Simpsons.” Paramount Global’s Nickelodeon has produced kid-friendly alternate telecasts of NFL regular season games and the Super Bowl for the past few years.
