LAS VEGAS—During this year’s nearly two-weeklong NBA 2K25 Summer League, rookies, sophomores, and undrafted players from all 30 teams got to show off their skills on the court.
The 11-day event took place July 12-22, with multiple games played per day at UNLV’s Thomas & Mack Center and Cox Pavilion, in addition to a variety of activations and events around the city. The Miami Heat won the Summer League Championship, beating the Memphis Grizzlies on July 22.
Held during the first weekend, the Call of Duty Two Minute Drill included more than 60 NBA players participating in a winner-take-all format. Players also got a chance to preview the forthcoming Call of Duty: Black Ops 6 game. The winner: Bronny James (son of LeBron), who earned a $10,000 prize and a custom-made Call of Duty Two Minute Drill at the NBA Summer League Championship belt.
Keep scrolling to see more activations and events from NBA 2K25 Summer League...The NBPA Brotherhood Deli Presented by Chase Freedom
The National Basketball Players Association (NBPA) returned to Las Vegas with player-centric activations throughout the opening weekend of Summer League. The NBPA Brotherhood Deli presented by Chase Freedom, which was hosted at the Thomas & Mack Center July 12-14, opened an hour before the first game each day, offering fan experiences powered by the 450-plus current members of the NBPA. At the bodega-themed space, fans were able to shop exclusive drops and enjoy food inspired by players’ deli favorites.
Photo: Courtesy of NBPA
Chase Freedom cardmembers received free VIP and priority access to player meet and greets and daily happy hours by registering in advance or scanning their card at the door. Cardmembers also received exclusive merch designed in collaboration with Scoot Henderson and 10% off select merchandise purchased with their Chase Freedom card.
Photo: Courtesy of NBPA
Brands and designers included NBA 2K, a Nobel x SLAM collab, IconiQ, NBPA Sanctuary, and a limited-edition Sue Tsai-designed mini basketball (pictured). Ghetto Gastro also dropped a collection of toaster pastries in limited-edition packaging featuring original art of NBPA members.
Photo: Courtesy of NBPA
Fans were able to join a live taping of the Hoops Tonight podcast with Jason Timpf, presented by Chase Freedom and iHeart Media. Patrons could also play NBA 2K24 for the chance to win free merch, attend daily happy hours, and secure their spot at exclusive player appearances.
Photo: Courtesy of NBPA
Shoppers could add a Free Throw ($1), Three-Point Play ($3), or Dime ($10) to their purchase at checkout, with the money going directly to the NBPA Foundation.
Photo: Courtesy of NBPA
Virtual NBPA Brotherhood Deli
For those fans not in Vegas, the NBPA presented a virtual version of the Brotherhood Deli, powered by MeetKai. The experience, which debuted during All-Star Weekend, was upgraded with new features including a partnership with NBA 2K25 where guests could preorder the game and experience digital try-ons.
Photo: Courtesy of MeetKai
Users could hang with digital doppelgängers of basketball icons like Jakob Poeltl, Chet Holmgren, and Jaylen Brown, and solve daily player riddles to snag exclusive digital and real-world swag.
Photo: Courtesy of MeetKai
There were also exact virtual replicas of merchandise for digital try-ons.
Photo: Courtesy of MeetKai
NBPA Speakeasy at Easy’s Cocktail Lounge
The NBPA also hosted a player-inspired speakeasy at Easy’s Cocktail Lounge inside Aria Resort & Casino on July 13. It featured player-owned spirits and specialty basketball-themed cocktails. Headlined by a “tiny stage” hip-hop performance and featuring a set by DJ Trauma, the speakeasy was open to current and former players, special guests, and basketball luminaries.
MGM Resorts International and the NBPA partnered to develop specialty cocktails featuring player-owned spirits. The menu included unique cocktails like the “Golden State of Mind” featuring Stephen Curry's Gentleman's Cut bourbon.
MGM Resorts International and the NBPA partnered to develop specialty cocktails featuring player-owned spirits. The menu included unique cocktails like the “Golden State of Mind” featuring Stephen Curry's Gentleman's Cut bourbon.
Photo: Courtesy of NBPA
Hennessy NBA Creator Cup
Social media content creators and internet personalities took to the court on July 11 at the Cox Pavilion. The game featured a five-versus-five format, similar to the structure of a regulation NBA game, with only eight-minute quarters alongside a seven-player roster. In between quarters, creators performed challenges. Back in November, a dozen creators met in Las Vegas for the inaugural Creator Cup in conjunction with the NBA’s first-ever Emirates NBA Cup.
Photo: Courtesy of NBA
Swish Cultures' Family Reunion Party
In partnership with Google Pixel, Bose, Huel, and FRNDS Only, the Black-owned basketball media company Swish Cultures hosted its inaugural event at the Boom Box Room at Marquee Nightclub at The Cosmopolitan of Las Vegas on July 12. Attendees included NBA athletes, execs, media, and personalities. FRNDS Only provided the live entertainment.
Photo: Felisha Carrasco
