The Boston Celtics Are Using Esports to Keep Fans Engaged, and Attract New Ones

NBA franchises hope to sell brands on their NBA 2K League teams

The Boston Celtics own a record 17 NBA championships. Now, the storied franchise is trying to transfer its success on the hardwood to success on the gaming front, as it prepares to join the upcoming NBA 2K League, the first esports league tied to the National Basketball Association.

@ajkatztv A.J. Katz is the senior editor of Adweek's TVNewser.