The Stars Group announces multi-year partnership with National Basketball Association (NBA), in its first US sports partnership.
The Stars Group has announced a multi-year partnership with the National Basketball Association (NBA), making it an authorised gaming operator of the league.
The partnership is The Stars Group’s first with a professional US sports league, and will give the operator the right to use official NBA betting data and league marks across its digital sports betting offerings.
Currently operating in New Jersey with its BetStars brand, the group has plans to take its business nationwide as more states pass sports betting legislation. This year The Stars Group also expanding its global footprint with the acquisitions of Sky Betting & Gaming in the UK and BetEasy in Australia.
Head of Fantasy & Gaming at the NBA, Scott Kaufman-Ross, commented:
“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.”
While SVP Strategy & Operations, USA at The Stars Group, Matt Primeaux, added:
“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 games.”
As part of the agreement, The Stars Group will also benefit from promotion across the NBA’s digital assets, including NBA TV, NBA.com, the NBA App, and NBA social media platforms. Likewise, the NBA will be promoted across The Stars Group’s gaming platforms, including PokerStars.
Both parties will also work together to promote responsible gaming and to protect the integrity of NBA games.
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