SBD/August 23, 2017/Marketing and Sponsorship

Hitting The Reset Button: Irving Trade Presents Unique Situation For "NBA 2K" Cover

Kyrie Irving's trade to the Celtics has left "NBA 2K18" with a cover athlete "pictured in a jersey of a team he no longer plays for ... less than a month away from hitting stores," according to Troy Smith of the Cleveland PLAIN DEALER. 2K Sports has yet to comment "on what it might do with its cover," which had been slated to feature Irving in his Cavaliers No. 2 jersey. It is "possible the game is too far into production to change things" (, 8/22).'s Colin Ward-Henninger noted 2K Sports until now "never had a cover athlete traded before the season even starts." EA Sports in '08 "scrambled to change the cover art" of that year's version of "Madden" after the Packers traded Brett Favre to the Jets. The NBA2K Twitter account last night "was quick to acknowledge the messy situation." It tweeted a link to the cover with a one-word comment: "Whoops" (, 8/22). 
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