kotaku.com: NBA Live 10 is one of six EA Sports titles that will lose online support on Jan. 11., according to a notice from Electronic Arts. While retiring online features for sports titles more than a year old is not uncommon for any sports publisher, killing multiplayer support for NBA Live 10, which released in 2009, is noteworthy as it symbolically means the end of any professional basketball simulation offered by EA Sports.
A scan of NBA Live's multiplayer community on PlayStation 3 just before publication showed 377 online and 36 playing a game in progress.
Have faith they'll probably just relaunch it on the next few consoles
They are the worst for shutting down servers and forcing you to buy a new version just to play online >:(