The National Basketball Association (NBA) has struck its inaugural trans-Atlantic gaming partnership with Française des Jeux (FDJ), the operator of the French national lottery. In what is a multi-year deal, FDJ will now become the NBA’s first official gaming partner in France, and Europe.

Under the terms of the deal millions of fans in France will be able to keep up-to-date with the NBA thanks to the sports gaming operators’ ParionsSport platform, uniting NBA followers and Française des Jeux customers across the country.

Vandana Balachandar, NBA EME vice president, global partnerships, said: “This collaboration will result in the best possible gaming and entertainment experience for consumers through the use of accurate, official, real-time NBA data and demonstrates our collective efforts to maintain the integrity of our games.”

As part of the partnership, FDJ, one of the top 10 gaming operators in the world, will have access to official NBA data and branding across ParionsSport’s land-based and digital sports gaming offerings throughout France.

Richard Courtois, FDJ’s head of gaming operations, welcomed the alliance, saying: “Basketball is one of the most popular sports globally, and as a result of this partnership with the NBA, it will become even more popular and inspirational for our customers. Partnering with the NBA will allow ParionsSport to get even closer to the action and offer a more refined gaming experience for gamers, enabling us to reach yet more fans.”

The exclusive partnership will be promoted throughout more than 27,000 retail venues in France, as well as on ParionsSport and the NBA’s digital assets, including, the NBA App and NBA France social media platforms.