A new partnership between the National Basketball League and The Stars Group will make BetStars the second sports gambling operator to form a deal with the pro league for official marketing and data.
Earlier this week, the NBA and The Stars Group (BetStars’ Canadian parent company) announced their multiyear agreement, naming the gaming operator as an “official gaming partner” of the pro basketball league. This is the Stars Group’s first partnership with a sports league in the United States.
Matt Primeaux, a senior VP of The Stars Group, commented on the new partnership:
“We are excited to partner with the NBA as we continue to execute on our U.S. strategy. This agreement enables us to use official NBA data and league marks, providing a better experience to our customers, while working with the NBA to protect the integrity of the games.”
In the same release, Scott Kaufman-Ross, the Head of Fantasy & Gaming for the NBA, said:
“The Stars Group is an accomplished global online gaming leader and we are excited to work with them on their first U.S. sports league partnership. This dynamic partnership will be another way to create authentic fan engagement with league logos and official NBA betting data, while leveraging Stars’ global expertise to further optimize the fan experience.”
For the duration of the partnership, the NBA will promote The Stars Group across digital assets including the NBA App, NBA TV, NBA.com, and NBA social media platforms.
The Stars Group, in return, will promote the NBA across platforms such as PokerStars, which runs the most popular online poker sites in the world. The NBA and The Stars Group will work together on best-in-class practices and responsible gaming.
This isn’t the NBA’s first partnership; MGM and the NBA have a similar deal, which was finalized in July and will run for three years. What the MGM and The Stars Group deals have in common is that they are not exclusive, which means that the NBA can make as many partnerships as it wants.
Earlier this month, the NBA also announced official data deals with Genius Sports and Sportradar.
It seems the NBA has been successful in turning official league data into a revenue stream, not waiting for state-sanctioned integrity fees. That doesn’t mean that the leagues will give up on seeking integrity fees.
The Stars Group provides tech-based products in the global gaming and interactive industries.
The Stars Group owns or licenses gaming and similar consumer brands and businesses including PokerStars Casino, Sky Vegas, BetStars, Full Tilt, and Sky Poker, in addition to live poker tour and event brands like the PokerStars Players No Limit Hold’em Championship.
The Stars Group holds gaming licenses or approval in 21 countries/jurisdictions all over the world.
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